Marketing transformation: get ready

Marketing Transformation: Get READY

Katrina Neal Content Marketing Evangelist

LinkedIn London

Hello

1 How to get your B2B organization READY to transform from Product Marketing to Content Marketing

2 Change Management mistakes not to make

You think you can do it

alone

YOU NEED: Executive buy in

•You need executive buy in

•You need IT team buy in

•You need sales buy in

•And you’re going to need to find some friendly fellow innovators along the way

Get Started:

• Search: “Getting Executive Buy in” on Content Marketing Institute

• Search: Kapost Blueprint of a modern marketing campaign

@katrina_neal

Headcount Budget Customer Journey

Organisation Challenges

Why are we doing this?

@katrina_neal

The customer journey has changed.

68% of people share content to give others a better sense of who they are and what they care about. – New York Times 2014

Source: NewsCred@katrina_neal

The content journey is the customer journey

Buyers aren’t listening to interruption-based messages anymore

We all choose what matters to us.

We follow, like, subscribe and recommend only the things we

really care about.

Has Marketing Really Changed?

Are the right people engaging with our content?

Is our content driving the business forward?

Without newsroom teams, we’ve been unable to consistently drive valuable messaging to target

customers

Portfolio Marketing“product selfie”

CorporateCommunications“amplification”

Regional Field Marketing“rebellion” Value

“lost”

?

?

?

?

?

?

?

=

Execution today …

@katrina_neal

A new agile marketing framework ... with Cisco Newsrooms Teams

Source: The Blueprint of a Modern Marketing Campaign - Kapost

@katrina_neal

ValueInstant content

Effectiveness reporting

=ContentMarketing

Distribute

CiscoNewsroom

Organise Calendar

Content PillarCompanion Asset

Editorial Board

Align“Customer Themes”

WITH newsroom teams, we can accelerate true content marketing = $ for Cisco

@katrina_neal

Content Marketing Superheroes

Who are you? Customer Experience Manager (CXM)AKA “The People

Champion”

Content Managing Editor (CME)

AKA “The Diplomat & Pacesetter”

Subject Matter Expert (SME)

AKA “The Creator”

Content Marcom Manager (CMM)

AKA “The Wizard”–Making Magic Happen

What do you do? Audience/Industry Expert Content Orchestrator Content Storyteller Creative Chief

Whats your Superpower?

Understanding the customer and piecing it all together

Ability to say “No” and still survive

Knows their s**t and is able to write about it

Juggling a thousand balls, without dropping one

@katrina_neal

The Editorial Board Hero's

Who are you?

What do we do? Forward thinking & planning aheadAddress and prioritize stakeholder agendas

Agree on customer business challengesEstablish content opportunities

What are your Superpowers?

Map our vast portfolio to our customer challengesEvangelist of leading to our products not from them

Reduce duplicationDevelop economies of scale

@katrina_neal

Roles and Responsibilities

Executive Sponsor The executive attends meetings when needed or once a quarter to check in.

Managing Editor Drives the editorial board (manages the master editorial calendar, schedules and leads board meetings, sets agenda. They have the most visibility into creation and distribution programs

Recorder Keeps track of the meeting. These are the concerns, key themes, objectives, and needs of the teams, and distributes them to the board after each meeting

Messaging Leader Ensures company is aware of content announcements they deeply understand the messaging, personas, and company objectives

PR Lead Establish connection between newsroom and wider corp & brand PR. Brings customer insights & champion opportunities to leverage newsroom content for PR purposes.

AR Lead Establish connection between newsroom and industry analysts. Brings customer insights & champion opportunities to leverage newsroom content for AR purposes.

Insights Lead Brings customer insights, ensuring our customers are our north star of the content that is created. Primary and Secondary Research, Social Listening

Regional Lead Establish connection between newsroom and regional sales teams. Brings reginal customer insights & champion opportunities to meet sales proprieties

Portfolio Lead Establish connection between newsroom and Business Unites. Brings customer insights & champion opportunities to meet BU proprieties

@katrina_neal

Headcount Budget Customer Journey

Organisation Challenges

What are YOUR triggers?

@katrina_neal

What are YOUR triggers?

Objectives

1) Discuss in groups of five what are the common themes in your organisation?

2) Why do you think content marketing can solve these issues?

3) Present back to the group

Managing Change

@katrina_neal

You think technology is your answer

Congratulations! You bought a content marketing platform

Implementation

An all day training session for the team Weekly drop in clinics for questions Assigned a wonderful client success manager Access to content marketing strategists Real-time virtual team collaboration 90 day plan with milestones to hit

It seemed we were set and so we began our pilot….

Content Planning

Content Production

Content Metrics

@katrina_neal

25

The right content marketing platform can and should literally change how the marketing team work, but be prepared for the human impact of this

Katrina NealContent Marketing Evangelist, LinkedIn

@katrina_neal

You need a change management plan

YOU NEED: Change management

1. Think Platform + Process + People

2. Beware human reactions to highly structured workflows

3. Think marketing transformation skills & attitudes

Get Started:

• http://www.contentmarketinguniversity.com/

• http://resources.kapost.com/content-marketing-workflow

@katrina_neal

Vision Skills Incentives Resources Action Plan Change=

Managing Complex Change

+ + + +

Vision Skills Incentives Resources Action Plan Confusion=+ + + +

Vision Skills Incentives Resources Action Plan Anxiety=+ + + +

Vision Skills Incentives Resources Action Plan Resistance=+ + + +

Vision Skills Incentives Resources Action Plan Frustration=+ + + +

Vision Skills Incentives Resources Action Plan False Stars=+ + + +

Reflection: what will YOUR change framework look like?

Self Study:

1) What is your content marketing vision statement?

2) What will your content marketing skills curriculum look like?

3) What incentives will you provide for stakeholders?

4) What resources will you need?

5) What will your action plan take?

You think change is a sprint not a marathon

Isaac Cordal - Politicians Discussing Global Warming, 2011, Berlin, Germany, installation view

Kotter 8 Step change model

Step 1: Create UrgencyStep 2: Form a Powerful CoalitionStep 3: Create a Vision for ChangeStep 4: Communicate the VisionStep 5: Remove ObstaclesStep 6: Create Short-Term WinsStep 7: Build on the ChangeStep 8: Anchor the Changes in Corporate Culture

Managing Change

@katrina_neal

Change Management Tactics

1. Create sense of urgency

2. Build a guiding coalition

3. Form strategic

visions and initiatives

4. Enlist volunteer

army

5. Enable action by removing barriers

6. Generate short term

wins

7. Sustain acceleration

8. Institute change

Illuminating problem areas

through discussion

bringing the right people together and establishes momentum

through teamwork

work with the group to build a

picture of success

communicating direction being

clear about timescale and letting people

know what part they will be

playing

Empowering those who have been involved in the creation

of the new vision with key

tasks

The crunchy bit - juggling lots of

different projects and

initiatives

Encouraging people to take stock of where they are, and reflect on how

much has been achieved

Offsite ScrumScrumFY15CMO ProposalKapost PilotCMO Proposal

WorkshopsBuddy SystemEditorial BoardKing Content

ScrumScrum RetrospectiveScrum Review

@katrina_neal

Our Agile Scrum framework

34@katrina_neal

35

Our highest priority is to satisfy the customer through early and

continuous deliveryof useful and engaging content.

We welcome changing requirements, even late

in development. Agile processes harness change for

the customer's competitive advantage.

Deliver content frequently, in a continuous content development cycle, with a digital first, country

first and always on mindset

Our ecosystems agency and Cisco content teams

work together daily throughout the project.

Build projects around motivated individuals. Give them the

environment and support they need, and trust them to get the

job done.

The most efficient and effective method of conveying information

to and within a developmentteam is face-to-face conversation.

Engaging content is the primary measure of progress.

Agile processes promote sustainable content

development.The content team should be able

to maintain a constant pace indefinitely.

Continuous attention to ensuring our customers are the heroes in

our storytelling and living our brand values enhances our

agility.

Simplicity--the art of maximizing the amount of work not done--is

essential.

The most innovative, engaging content and creativity

emerge from self-organizing teams.

At regular intervals, the team reflects on how

to become more effective, then tunes and adjusts

its behavior accordingly.

Our Agile Team Manifesto

Topics

@katrina_neal

30 Day Plan • Sprint 1 - [15 Feb - 26 Feb]• Sprint 2 - [29 Feb - 11 Mar]

60 Day Plan• Sprint 3 - [14 Mar - 25 Mar] • Sprint 4 - [28 Mar - 8 Apr]

90 Day Plan• Sprint 5 - [11 Apr - 22 Apr]• Sprint 6 - [25 Apr - 6 May]

Milestones

36

1st Editorial Board

Meeting

ContentStrategy

Workshop

Our First Content Out

TBD May

Customer Insights & Business priorities

Publish1st Editorial

Calendar

Newsroom content hub

live2nd March 23rd March 9th May

Storytelling Workshops

15 April

@katrina_neal

You forget your internal

marketing

Don’t be lazy with internal communications

• People need to speak the same language• Be consistent. Repetition required • Use content marketing techniques

@katrina_neal

YOU NEED: Great marketing

1. Communicate the vision

2. Consider different learning styles

3. What content do they need to motivate?

Get Started:

• Stakeholder Interviews

• Company meetings

• Lunch and Learn [skills]

@katrina_neal

Content Team 90 Day Work Streams

Workstream 1 - Newsroom Set Up

Workstream 2 - Agency Onboarding

Workstream 3 - Content Management System (CMS) Online

Workstream 4 - Content Hub Development

Workstream 5 - Templates & Best Practice Guides

Workstream 6 - Team Training & Development Program

Workstream 7 - Customer Insights

@katrina_neal

Weekly Stakeholder Communication

What did we accomplish

What we will do in the next sprint [9 May - 20 May]

What obstacles are impeding our progress?

Content Champions Resources

@katrina_neal

@katrina_neal

“The people dimension of change: The most commonly cited reason for project failure is problems with the people side of change”

Source: The Prosci ADKAR Model is a goal-oriented change management model to guide individual and organizational change.

@katrina_neal @katrina_neal

@katrina_neal

Know you stakeholders

@katrina_neal

https://www.16personalities.com/free-personality-test

@katrina_neal

Rational | Impartial | Strong Willed | Strategic Thinkers | Can ruffle feathers

www.16personalities.com

@katrina_neal

Empathy| Diplomacy | Imaginative | Brings Harmony | Can find it hard to make decisions


@katrina_neal

Highly Practical| Create Order | Rules | Excellent Logisticians| Can be inflexible


@katrina_neal

Spontaneous| Think on Feet| Masters | Brilliant in a Crisis | Can be seen as risky


@katrina_neal

ENTP “The Debater”Smart and curious thinkers who cannot resist an intellectual challenge.

@katrina_neal

@katrina_neal

??

???


ExplorersSpontaneous| Think on Feet|

Masters | Brilliant in a Crisis | Can be seen as risky

AnalystsRational | Impartial | Strong

Willed | Strategic Thinkers | Can ruffle feathers

DiplomatsEmpathy| Diplomacy | Imaginative |

Brings Harmony | Tough decision making

SentinelsHighly Practical | Create Order | Like Rules | Excellent Logisticians| Can be

inflexible

How will YOU get ready?www.16personalities.com

“Its not about the technology. Its about people. People speaking the same language.

Consistently. Over a period of time. With executives who have your back. Supporting

your evangelists as your champions”


LinkedIn London

Key Takeaways

1.You can’t do this alone

2.Don’t think technology is your answer

3.It’s a marathon (of lots of little sprints)

4.Don’t forget your internal marketing

5.Consider the diverse needs of people@katrina_neal

Q&A

Marketing Transformation: Get READY


LinkedIn London