How Cisco Systems Is Evolving the Website into a Storytelling Platform (Case Study)
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#cmworld @HeatherMeza CISCO SERVICES: Our journey from a collateral archive to a storytelling platform Heather Meza Sr. Manager, Inbound Marketing Experience
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17-Oct-2014 -
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Business
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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."
Transcript of How Cisco Systems Is Evolving the Website into a Storytelling Platform (Case Study)
#cmworld@HeatherMeza
CISCO SERVICES:Our journey from a
collateral archive to a storytelling platform
Heather MezaSr. Manager, Inbound Marketing Experience
#cmworld@HeatherMeza
AGENDA:what i’ll share today
Our Challenge
The Solution
Our Approach
The Results
Validation
What you can do
#cmworld@HeatherMeza
AGENDA:what i’ll share today
Our Challenge
The Solution
Our Approach
The Results
Validation
What you can do
#cmworld@HeatherMeza
Our Challenge:the website sucked
INSIDE-OUTLaunch-driven and siloed, Cisco-centric in every way, no cohesion
INEFFECTIVEOnly 5% of the content was delivering any tangible value
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AGENDA:what i’ll share today
Our Challenge
The Solution
Our Approach
The Results
Validation
What you can do
#cmworld@HeatherMeza
The Solution:start helping instead of selling
AUDIENCE-LEDLead with the content, treat every page as a landing page. Iterate, measure and optimize
OUTCOME-DRIVENLead with audience care about, instead of individual service offering, to drive engagement and ultimately generate leads
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AGENDA:what i’ll share today
Our Challenge
The Solution
Our Approach
The Results
Validation
What you can do
#cmworld@HeatherMeza
Our Approachlong, hard and totally worth it
Marketing TransformationChange management effort to drive adoption of inbound and content marketing principals
Content StrategyAudit, measure, prioritize, map to buying cycle and outcome, implement editorial process/calendar
User-centricity for realsSimplicity, readability & mobile first, site-wide integration and x-links, search as navigation
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AGENDA:what i’ll share today
Our Challenge
The Solution
Our Approach
The Results
Validation
What you can do
#cmworld@HeatherMeza
our home page
BEFORE:
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AFTER/services/index.html
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BEFORE
AFTER
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The Results: totally awesome from the start
25% (MQL) on 866#
15% MQL on Click-2-Chat
2-3x more traffic on key pages
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AGENDA:what i’ll share today
Our Challenge
The Solution
Our Approach
The Results
Validation
What you can do
#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 togetherCombination of SEO + SEM resulted in 23% increase in visits and 30% increase in on-site search (Sep vs. Oct 2012)
Less = MoreReduction in # of assets per page + focus on key assets resulted in 29% increase file downloads (Q1 2011 vs. Q1 2012)
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Cisco ConfidentialCisco Confidential© 2010 Cisco and/or its affiliates. All rights reserved. 21
“Absolutely perfect! The design is beautiful, clean and VERY
scannable. You can navigate through it in a flash. The content is brief and crisp, but descriptive. Everything is presented from the visitors point of
view… made me clap my hands like a kid on Christmas. Fantastic!”
Kenna Dian, VP, siteIQ Website Best Practices Group
#cmworld@HeatherMeza
AGENDA:what i’ll share today
Our Challenge
The Solution
Our Approach
The Results
Validation
What you can do
#cmworld@HeatherMeza
3 things you can do:yeah, i mean you!
1. Question EVERYTHING
#cmworld@HeatherMeza
3 things you can do:yeah, i mean you!
1. Question EVERYTHING
2. Kill the term ”OWN”
#cmworld@HeatherMeza
3 things you can do:yeah, i mean you!
1. Question EVERYTHING
2. Kill the term ”OWN”
3. Be REAL, be human
Thank you.
