intel's global approach to scale editorial and content planning
DESCRIPTION
The presentation explains Intel's Approach to Scale Editorial and Content Planning to regional and country levels. An example of content road map is also provided.TRANSCRIPT
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INTEL CONFIDENTIAL
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Intel’s Global Approach to Scale
Editorial and Content Planning
Pam Didner
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INTEL CONFIDENTIAL
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2011/2012 Biz. Marketing Objective and Strategy
Objective
Hero Product
Audience
Comm. Strategy
• Increase Intel brand relevance
• IT Managers
• Signal business advantages• Stimulate interests• Engage with IT
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INTEL CONFIDENTIAL
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Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
2011Dec
Topics MobilityProduct Launch #1
Windows 7 Migration
Product Launch #2
Cloud
Computing
Example of an Ala Carte CalendarHQ recommendation
Virtualization
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INTEL CONFIDENTIAL
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Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
2011Dec
ChinaMobility Cloud ComputingProduct Launch #1Windows 7
Migration
Europe Product Launch #2Windows 7 Migration
Examples of Geo Editorial Calendar within HQ framework
VirtualizationProduct Launch #1
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INTEL CONFIDENTIAL
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Awareness
Consideration
Purchase
Seeding ProgramPR
AnimationsSolution Briefs
On-line Viral VideosSearch Engine
Marketing
TrainingLanding site
Training VideosCase studiesTestimonials
CollateralSales Tools
SupportRetail POS
Content Roadmap by Purchase Cycle
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6 INTEL CONFIDENTIAL6
Con
ten
t B
ase
line
Sell-in Sell-through Sell to Agency
Training and education for partners
Finished content for partners used with end-users
Targeted to end-users directlyContent provided to
agencies
Con
ten
t M
ix
Videos
Solution Brief
POS Materials
Con
ten
t Pu
rpose
Demos, Animations
Training Materials Pass-thru brochure
iPOS Materials
Online banners
Email template
Case Studies from Seeding Program
Messaging (Sell-in and Sell-to)
Agency Brief / Intel Story
Events material
Videos
Content Roadmap by Audience (partners vs. end-
users)
Creative Playbook
30.3.30
Sales scripts, tips
Technical Imp. Guide
FAQ
Newsletter
Internal / Agency
Business Owner
Sales
Technical
End User Buyer / Purchasing End User
Event Content
Sku List
Retail Assets
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INTEL CONFIDENTIAL
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• Geos are your BFFs
Clear roles and responsibilities between HQ and Geos
• Crisp editorial calendar and content roadmap High-level and detailed calendars
• Create content with scalability in mind
Simple creative and headline-driven
Key Takeaways