© 2011 Cisco and/or its affiliates. All rights reserved.

MARKETING REBORNOur journey to make the shift to content marketing

Heather MezaHead of Digital Media Solutions for Services Marketing

Content Marketing Strategies Conference

May 9, 20012

@HeatherMeza

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AGENDAHow it started for me

The journey we’re on

Points of reference

Q & A

@HeatherMeza

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How it started for me…

my love affair with content marketing@HeatherMeza

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Pregnant!

@HeatherMeza

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It’s a whole new world baby!

Mommy Perspective

Organizational Change

Getting my “powerball” back

@HeatherMeza

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Mommy Perspective

@HeatherMeza

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Org Change

@HeatherMeza

Marketing got a new boss

I got a new boss

The COE model was born

Reach your goals. Hold onto your

“Powerball”

Release.

Let it go and move on…

Relationships.

Can I propel outcomes?

Responsibility

Is it within my power?

@HeatherMeza

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The journey we’re on

steps to success for driving the change@HeatherMeza

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Our journey in 9 steps

1. Be passionate, take risks

2. Get your first followers

3. Plan as a team

4. Start with one small thing

5. Make your story tell-able

6. Pause and reflect

7. Drive the change

8. Make it happen

9. Nurture the change

@HeatherMeza

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Be passionate, take risks

• Get educated, become an expert

• Lead by example and influence to drive change

• Change your mindset around conflict and escalations

@HeatherMeza

ONE1

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Get your first followers

• Define why you are doing it and why folks should care

• Turn your leadership into true believers

• Inspire and motivate folks in the weeds to take action

@HeatherMeza

TWO2

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Plan as a team

• Define success, formalize effort, establish accountability

• Get participation at multiple levels across the organization

• Establish what you ARE and are NOT going to do

@HeatherMeza

THREE3

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Start with one small thing

• Hyper-focus, commit and give it your all

• Trust your experts but validate through research and data

• Engage and arm your leadership to support you

@HeatherMeza

FOUR4

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Make your story tell-able

• Put your CM skills to task, practice what you preach!

• Get out there and evangelize by telling the story yourself

• Enable others to tell your story; create shareable versions

@HeatherMeza

FIVE5

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Pause and reflect

• Celebrate! this is REALLY hard

• Identify what is working and what is NOT working

• Revisit what you are doing and why; anything changed?

@HeatherMeza

SIX6

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Drive the change

• Assess progress, establish benchmark, measure success

• Define who and what is needed to move forward

• Get commitment to prioritize resources to support the effort in phases and doses

@HeatherMeza

SEVEN7

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Make it happen

• It’s a go! STOP doing what you know is wrong NOW

• Define WHAT is needed by whom to embrace the change

• Strategize and plan together, but enable teams to define process and execute within their functions

@HeatherMeza

EIGHT8

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Nurture the change

• Surround yourself and engage with others. Keep learning

• Evangelize, Measure & Optimize

• Be your own best friend

@HeatherMeza

NINE9

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Points of reference

things to remember and look for @HeatherMeza

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Things worth emphasizing• Start with “why”: make it meaningful and clear so people can

change at the core and be able to make the right decisions naturally and independently

• Lead with outcomes: Leadership needs to be outcome versus tactic focused. Accountability for outcomes vs. rewards for “hard” but not smart work is essential

• Be one team: Strategize and plan together, but empower experts to play their position and execute

• Hold onto your powerball: Do what’s right for the business. Call out bad behavior to understand the root cause and resolve asap

• Fail forward: We don’t have all the answers. Don't be afraid to experiment. Learn from your mistakes

@HeatherMeza

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Resources• MarketingProfs.com (and marketingprofsu.com)

• eConsultancy.com

• ContentRulesBook.com

• ContentMarketingInstitute.com

• Simon Sinek’s starting with Why TED Talk: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

• Derek Sivers’s TED talk on how to start a movement: http://www.ted.com/talks/derek_sivers_how_to_start_a_movement.html

• Pinterest, Twitter, Flipboard

@HeatherMeza

Thank you.

@HeatherMeza

Visual Notes by @Clynton