First, the goal is not to "control" shadow IT as that is a service the IT department will never have ample cycles to provide. The goal (as stated within the article) is to govern and secure cloud offerings. However, these phrases alone are of little value to the business.
In a quid pro quo fashion, IT can implement necessary security and governance by offering *value* to the business. We have to market these services almost disguised as something else. For example, better access control in the cloud can be marketed as single sign on. (Less passwords = happy business people, etc). Data loss prevention and EA governance concepts like data architecture can be marketed as agile access to corporate data.
Chasing shadow IT rarely works. You can attract more flies with honey, so bring some value to the table and the business will likely show up.