1. @PamDidner
Global Integrated Marketing Manager
Intel Corp

2. Houston…
We have a problem
If anyone, any geography or any division has the
budget and resources, they can create content

3. as a result
We have TOO MUCH content

4. WE HAVE a lot of chest-beating content

5. Content for a wide array of audiences
Lack Of Focus?

6. Internal Stakeholders want
Their content to be uploaded to Intel.com,
YouTube, and BE promoted on social media

7. 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

8. My Approach?
If I can’t beat them, I join them

9. Help them to help me
Once I join them, I change them
The way to change them?

10. 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

11. Agree on “who”: Global personA
o Primary vs. Secondary
o Agree on Primary target audience

12. Ravi,
IT
Manager
Med.
&
Lrg.
Business
Tech
Enthusiast
External
Influencers
Organiza>onal
AAtudes
and
Business
Outcomes
Use
tech
as
compe,,ve
advantage
p
Willingness
to
pay
a
premium
$$$
Early
tech
adopters
p
Employees
that
are
extremely
connected
and
extremely
dispersed
p
Full
,me
dedicated
IT
staff
p
Technology
Infrastructure
#
of
sites
p
IT
Budget
$$$
%
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

13. 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

14. Establish Global Editorial Topics
o Understand their pain points and challenges
o Map pain points and challenges to the products
we can substantiate

15. Map IT Managers’ Pain Points with Intel’s
Product Offerings and Thought Leadership
Virtualization
Tele-
work
Big Data
Colla-
boration
Security
Mobility
Cloud

16. Identify Global editorial topics
o Big Data
o Cloud
o Mobile Productivity

17. 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

18. If you can get them to agree on
o Personas
o Editorial Topics
o Messaging and Story Framework
IT’s in the bag

19. Provide full support
o Paid and social media promotion Support
o Dedicated program manager Support
o Established metrics report out

20. Anything outside the
topics and personas
You can try, but… you are on your own

21. Now, we have a team focusing on
Creating content for specific target audiences
with relevant topics (Well, most of the time…)

22. Another way to help them to help me

23. 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

24. Create content within content
“The creation of a thousand forests
is in one acorn.”
Ralph Waldo Emerson

25. Aka : Repurpose, Reuse, Refresh

26. Create content within content
Take long form content
and create different formats

27. 5 short blog
posts
1 short video
animation
3 Infographics1 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

28. 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

29. Help them to help me
o Provide clear guidance on target audience and
editorial topics to rally content creators
o Align marketing effort and budget with key
editorial topics
o Educate Internal Stakeholders to create
content within content