Connected Futures from Cisco Systems is one of a growing new breed of branded B2B publications that suppresses branding and messaging in favor of useful executive content. The frequently updated site is aimed at C-level executives and covers a wide range of strategic topics related to the connected world. Contributors include seasoned business journalists, authors, strategists and business executives. Only a small amount of content is Cisco-branded.
Editor-in-chief Stefanie McCann says the Connected Futures theme aligns well with Cisco’s strategy, but the company knew that a heavy-handed marketing approach would never attract the audience Cisco seeks. That’s why the focus is on helping them navigate the interconnected world without bludgeoning them with sales pitches. Busy Connected Futures readers need brief, actionable advice in formats they can consume on the go. That’s one reason why podcasts are a core content element.
McCann shares some of her experience from a year of leading Connected Futures about what works with senior executives. And she invites listeners to submit ideas and story pitches to her directly.
McCann is a seasoned journalist and event organizer who spent 12 years at Computerworld and seven years at TechTarget, where she oversaw many of the company’s executive events. Connect with her on LinkedIn.