Cisco’s business IoT group generates a large amount of coverage and visibility from its product launches and major company-driven and industry events. Cisco wanted to increase its share of voice outside of the product launch and event cycles, while at the same time establishing a thought leadership position in the IoT industry.
104 West worked with Cisco to develop a content-driven communications strategy that gave the IoT group a strong point of view on a important industry issue: security. Together, the team created a survey report titled “The IoT Value/Trust Paradox” that explored issues around building trust and value in the data exchange that happens in IoT between people, connected things and IoT providers.
The survey of over 3,000 consumers on the issues of privacy and security generated multiple pieces of content for both the communications and marketing programs at Cisco, including the published report, blog posts, and content for executive speaking opportunities. Media coverage in publications like CNET, eWeek, MediaPost, Computerworld and others tallied scores of articles and helped Cisco increase its share of voice in the IoT space by 5%.