reimagine content
Post on 16-Apr-2017
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Houston… We have a problem
If anyone, any geography or any division has the budget and resources, they can create content
Internal Stakeholders want
Their content to be uploaded to Intel.com, YouTube, and BE promoted on social media
Here’s my dilemma
o Anyone can generate content o The quality of content is mixed o No power to stop them o Can’t afford to lose their alliance o Demand for content promotion
Get them to agree on
o For whom they create content! Global Persona o For what topic they create content ! Global Editorial topics
o What the content should say ! Messaging and Story framework
Ravi, IT Manager Med. & Lrg. Business Tech Enthusiast
External Influencers Organ
iza>
onal AAtude
s and
Business O
utcomes
Use tech as compe,,ve advantage p
Willingness to pay a premium $$$
Early tech adopters p Employees that are extremely connected and extremely dispersed p
Full ,me dedicated IT staff p
Techno
logy In
frastructure
# of sites p IT Budget $$$
% of employees with a dedicated computer
Computer installed base
Computer refresh cycle
>50% installed base of laptops p Server installed base
Has a enterprise class data center p Smartphone installed base
Tablet installed base
Currently use SaaS, IaaS or PaaS p Server virtualiza,on p Security
88%
% with Dedicated IT Budget
$10.4M
Avg. IT Budget
p
Mean Deployment Size
3,168
329
1,016
420
90%
95%
65%
43%
Technologies in Use
p
p
p
p
IT Manager Persona (Global)
Influencers
IT Budget
IT Environment
Leveraging Data
Business intelligence tools to speed the ability to report, analyze and store data (e.g., data mining, analy,cs, data warehousing, etc.)
� Data management applica,ons that control, protect, deliver and enhance value of data and informa,on. (e.g. ERP, CRM, transac,onal databases, etc.)
�
Capabili,es to improve our vendors’ or partners’ abili,es to access our data. (e.g. web portals, B2B gateways, etc.)
� Business process capabili,es to improve workflows within my company (e.g. six sigma, business process modeling, etc.)
�
Virtualiza>on Desktop virtualiza,on � Server virtualiza,on (e.g., expanding; improving manageability etc.) �
Telework/ Mobility
Capabili,es to enable employees to work from home (e.g. VPN, Citrix, remote access to the company’s network, etc.)
� Enabling employees to use their personally-‐supplied devices, computers or phones to connect to the company’s network
�
Security
Automa,ng IT management (e.g., sobware / patch updates) � Improving compliance with regula,on � Improving our company’s IT security �
Other
Improving the delivery of applica,ons across different devices* � Giving new company-‐supplied compu,ng tools to employees such as smartphones, tablets or similar
� Consolida,ng or integra,ng our data centers, network and storage infrastructure**
� Capabili,es to accommodate or manage data growth and storage needs �
Ravi, IT Manager Med. & Lrg. Business
Tech Enthusiast
Very High
Security
Very High
Very High
Very High
Collabora,on
Mobility
Informa,on Mgmt
IT Initiatives
Challenges/Pain Points
Establish Global Editorial Topics
o Understand their pain points and challenges o Map pain points and challenges to the products we can substantiate
Map IT Managers’ Pain Points with Intel’s Product Offerings and Thought Leadership
Virtualization
Tele- work
Big Data
Colla-boration
Security
Mobility
Cloud
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
2013 Dec
Topics Mobility Produc,vity Product Launch Big Data
Example of Global Editorial Calendar
Cloud
If you can get them to agree on
o Personas o Editorial Topics o Messaging and Story Framework
IT’s in the bag
Provide full support
o Paid and social media promotion Support o Dedicated program manager Support o Established metrics report out
Now, we have a team focusing on
Creating content for specific target audiences with relevant topics (Well, most of the time…)
Help Internal Stakeholders
o understand what content is out there o Know who is producing what o create content within content
Create content with a purpose
Create content within content
“The creation of a thousand forests is in one acorn.”
Ralph Waldo Emerson
5 short blog posts
1 short video animation 3 Infographics 1 presentation
1 white board Video by Intel
Expert
1 Podcast interview of the
white paper author
12 content pieces out of one White Paper
One 18-page white paper
Create a Content Kit To scale to other countries
o Recommended content in different formats for Other geographies to use
o The local teams can pick, choose and localize it
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