Computer Sciences Corp., an information technology and professional services company with annual revenue of about $16 billion, has dramatically restructured its digital marketing efforts over the past year under the direction of Nick Panayi, director-global brand and digital marketing. Falls Church, Va.-based CSC redesigned its website, heightened its commitment to content, implemented a marketing automation solution, enhanced social marketing and stepped up its use of analytics and data-mining.
CMO Close-Up: Before embarking on many of your new initiatives, you addressed CSC's website first. Why was that important?
Nick Panayi: Our website went through a pretty significant redesign. Over two and a half months we dramatically remade it, reducing it from 22,000 pages down to 13,000. The volume itself wasn't necessarily the red flag but rather that a very small minority of pages were being significantly viewed. In our experience, the buyer's journey is well along its path before you are aware of it. Unless you are aware of that and making sure your website serves their needs, they'll find the information elsewhere. But a bigger issue was that CSC used to be a highly decentralized company at all levels. (CEO) Mike Lawrie compared it to a holding company instead of an operating company, with independent-minded and supported organizations doing their own things and not much cohesion or control. That was reflected in the old website, with very different experiences from page to page and zone to zone. Our company is much more centralized now, so we wanted to start with a clean slate.
CMO Close-Up: With content marketing, you've hired professional journalists to get the job done. Explain your decision here?
Panayi: When we first brought in people with editorial backgrounds it raised some eyebrows because they didn't necessarily have marketing backgrounds. But it's been one of the best decisions we've ever made. There are two parts to the content story. One is gathering the raw intelligence and information that can raise us above the noise and clutter in the industry. The other is in the way we tell those stories in engaging, immersive ways to a market with a very brief attention span.
CMO Close-Up: Give us some examples of content marketing at CSC?
Panayi: Our “Ingenious Minds” program is part of our initiative to humanize the CSC brand. It's made up of very professionally done videos of some of our smartest people, detailing how they solve important problems. We want to make sure we make these people heroes, so we've built microsites around them to highlight their engaging personalities and unmatched depth of expertise. Another area is the “Success Story Briefing Center,” with videos detailing case studies and actual customers. With our “Infographic Central,” we're slowly but surely building a nice inventory of infographics, and our “CSC Town Hall” offers panel discussions by the experts behind our white papers, allowing the audience to interact in real time.
CMO Close-Up: That sounds like the perfect segue to ask about CSC's social outreach.
Panayi: Social should be weaved into everything you do, and we are rapidly moving there. We want to build that muscle. Our biggest, most-effective weapon is the number of our employees we want to be engaged in social. That's 98,000 social voices worldwide, and there's no reason we can't do it. We have thousands and thousands of people who are deep experts, both in technologies as well as in the industries we're addressing. We don't sell blinking lights; we sell solutions. Our social outreach is about our people solving problems and using technology as a means to an end.