My presentation from Content Marketing World 2013
Here is the summary from the agenda:
"In this session, you’ll learn how Cisco Systems achieved measurable impact by evolving their website from a collateral archive to a storytelling platform. The objective of this interactive session: Participants will learn how to leverage the core principles of content marketing to drive inbound marketing efforts that contribute to revenue."
4. #cmworld
@HeatherMeza
Our Challenge:the website sucked
INSIDE-OUT
Launch-driven and siloed, Cisco-
centric in every way, no cohesion
INEFFECTIVE
Only 5% of the content was
delivering any tangible value
6. #cmworld
@HeatherMeza
The Solution:start helping instead of selling
AUDIENCE-LED
Lead with the content, treat every
page as a landing page. Iterate,
measure and optimize
OUTCOME-DRIVEN
Lead with audience care about,
instead of individual service offering,
to drive engagement and ultimately
generate leads
8. #cmworld
@HeatherMeza
Our Approach
long, hard and totally worth it
Marketing Transformation
Change management effort to drive
adoption of inbound and content
marketing principals
Content Strategy
Audit, measure, prioritize, map to
buying cycle and outcome,
implement editorial process/calendar
User-centricity for reals
Simplicity, readability & mobile first,
site-wide integration and x-links,
search as navigation
20. #cmworld
@HeatherMeza
Validation:duh! but good to have the data ;-)
Customer Language + SEO =
more traffic
Unique visits up 99% and on-site search
up 15% (Q1 2011 vs. Q1 2012)
SEO + SEM = better together
Combination of SEO + SEM resulted in
23% increase in visits and 30% increase
in on-site search (Sep vs. Oct 2012)
Less = More
Reduction in # of assets per page + focus
on key assets resulted in 29% increase
file downloads (Q1 2011 vs. Q1 2012)
“In fact, one could say the content is the design.” “…its new services call to action strategy is as revolutionary as the zone redesign itself. And its heavier use of PDF’s creates new rules of the road.”