It’s springtime…typically the time of year when you need to purge your house of all the clutter that’s accumulated during the winter. At the same time, spring always reminds me to do some extra sprucing up around the Cisco digital house — and start checking it from top to bottom with renewed vigor.
So I took stock recently and was pleased to see all the heavy-duty spring cleaning improvements we’ve made of late. Here’s a sampling, plus some tips on how to approach your digital spring cleaning regime:
Leverage data and insights.
We took a recent look at the traffic patterns on our Cisco.com menus. The majority of visitors to the “Products and Services” menu were gravitating to a subset of items. So we took the opportunity to do some clean-up and make that menu more readable by eliminating items with low traffic.
For more details on this change, see our blog: “A Simple Update to Our Cisco.com Menus”. Read More »
Tags: Cisco, content, content cleanup, digital, digital strategy, mobile, video
We all know about the importance of knowing your customer needs, and focusing on the digital journey. But all too often, we overlook the content that customer experiences — and how well it pays off the journey. A few months ago at the Word of Mouth Marketing Association conference, I shared five steps to tune the customer journey and the content needed to support it. Here are some lessons learned (and what you can do to get started).
1. Build out customer personas.
The first step is to bring your customer targets to life. Who are your customers and what do they care about? What are their key go-to sources for web, mobile and social? The key is to understand the roles these target buyers play and the interplay within the purchase process. At Cisco, we started with three target personas for our Data Center buyers and did a deep dive into careabouts for CEO, BDM and Technical Influencer roles. Read More »
Tags: Cisco, content, customer journey, digital, digital strategy