1.
+1.630.215.6751

2.
9 Second Message

3.
9 Second Message

4.
Content Marketing Plan
Mission
Become the best source of information on
how to advance metro optical, mobile
backhaul and Optical LAN networks.
• Help readers address key technology and
business challenges.
• Identify industry, technology and user trends.
• Educate readers with stories and ideas on
how to generate revenue, reduce expense
and improve user experiences.
• Deliver useful information, thought-provoking insights,
resources and relief.

5.
Content Marketing Plan
Who We Serve
• Global: Mobile and fixed telecom service providers.
• United States: Enterprises and governments
with 400+ employees.
• Segments: Engineers and technical buyers.
Executives and economic buyers. Green buyers.
What’s In It for the Audience?
• Ideas that lead to greater success
for you and your company.

6.
Content Marketing Plan
Topics
• Industry: Business-affecting user and technology trends,
customers.
• Metro Optical: Metro networks, Carrier Ethernet 2.0,
packet + optical technology, enterprise services,
mobile backhaul, software-defined networking (SDN),
control plane, INM.
• Mobile Backhaul: Small cell backhaul, self organizing
networks (SON), software-defined networking (SDN),
INM.
• Optical LAN: Compare performance, reach, cost and
security of passive Optical LAN with copper-based LAN.
Compare copper with fiber optics.
Promote APOLAN.

7.
Content Marketing Plan
Serving Sizes
Time Words Media
0:07 23 Headline, Tweet, home page (7X7),
sound bite, cartoon.
2:00 400 Web page, blog, news release,
video, infographics.
5:00 1,000 Tellabs Insight article, contributed
articles, long video.
20:00 4,000+ White paper, application note, e-book.
Calls to Action
(Soft) Watch video, read blog, read Insight, read public white paper.
(Hard) Enter demand funnel – read a gated white paper, sign up for
webinar, qualify at a trade show or event.

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29

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30
Also, it might be a bit of a stretch for Tellabs to infer that its customers can boost their stock
prices if they would just buy more of its backhaul, mobile offload and policy management
gear. But as other Tellabs reports have in the past, this one cooks up some meaty food for
thought. Ultimately how their investors, customers and partners view operators’ roles in the

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31

11.
Optical LAN

12.
Message Map

13.
9 Second Message

14.
2 Minute Message

15.
5 Minute Message

16.
20 Minute Message

17.
Optical LAN: Green Buyer Message

18.
Optical LAN: Economic Buyer Message

19.
Optical LAN: Technical Buyer Message

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57

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58

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0
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59
STL Research
Report
eBook
and White
Paper on
Tiered
Pricing
End of
Profit
Study
eBook
and White
Paper on
Backhaul
eBook
and White
Paper on
Mobile
Commerce
eBook
and White
Paper on
Backhaul
Mobile
World
Congress
Mobile
World
Congress
New
Product
Launch
Continued
Effect from
STL Research
Report
Product
Announcement
+1.630.215.6751