Heather Meza gave a presentation on her journey of shifting to content marketing at Cisco. She discussed how marketing got a new boss who supported the new Center of Excellence model. Meza drove this change by getting educated herself, leading by example, and inspiring others through small wins and storytelling. She emphasized starting with why, focusing on outcomes over tactics, empowering experts, and being willing to fail forward to fully embrace the new approach.

1. MARKETING REBORN
Our journey to make the shift to
content marketing
Heather Meza
Head of Digital Media Solutions for Services Marketing
Content Marketing Strategies Conference
May 9, 20012
© 2011 Cisco and/or its affiliates. All rights reserved.
@HeatherMeza

2. How it started for me
The journey we’re on
Points of reference
Q&A
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@HeatherMeza

3. my love affair with content marketing
@HeatherMeza
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

4. © 2011 Cisco and/or its affiliates. All rights reserved. 4
@HeatherMeza

5. Mommy Perspective
Organizational Change
Getting my “powerball” back
© 2011 Cisco and/or its affiliates. All rights reserved. 5
@HeatherMeza

6. © 2011 Cisco and/or its affiliates. All rights reserved. 6
@HeatherMeza

7. Marketing got a new boss
I got a new boss
The COE model was born
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@HeatherMeza

8. Reach your goals. Hold onto your
“Powerball”
Responsibility
Is it within my
power?
Release.
Relationships. Let it go and
move on…
Can I propel
outcomes?
@HeatherMeza

9. steps to success for driving the change
@HeatherMeza
© 2011 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9

10. 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
© 2011 Cisco and/or its affiliates. All rights reserved. 10
@HeatherMeza

11. • Get educated, become an expert
• Lead by example and influence to drive change
• Change your mindset around conflict and escalations
ONE1
@HeatherMeza
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12. • 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
TWO2
@HeatherMeza
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13. • Define success, formalize effort, establish accountability
• Get participation at multiple levels acrossthe organization
• Establish what you ARE and are NOT going to do
THREE3
@HeatherMeza
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14. • 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
FOUR4
@HeatherMeza
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15. • 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
FIVE5
@HeatherMeza
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16. • Celebrate! this is REALLY hard
• Identify what is working and what is NOT working
• Revisit what you are doing and why; anything changed?
SIX6
@HeatherMeza
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17. • Assess progress, establishbenchmark, measure success
• Define who and what is needed to move forward
• Get commitment to prioritize resources to support the
effort in phases and doses
SEVEN7
@HeatherMeza
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18. • 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
EIGHT8
@HeatherMeza
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19. • Surround yourself and engage with others. Keep learning
• Evangelize, Measure &Optimize
• Be your own best friend
NINE9
@HeatherMeza
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20. things to remember and look for
@HeatherMeza
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21. • 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
© 2011 Cisco and/or its affiliates. All rights reserved. 21

22. • 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
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23. Thank you.
@HeatherMeza

24. Visual Notes by @Clynton