Intel's Global Approach to Scale Editorial and Content Planning

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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.

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Intel's Global Approach to Scale Editorial and Content Planning

  1. 1. Intel’s Global Approach to Scale Editorial and Content Planning Pam Didner 1INTEL CONFIDENTIAL
  2. 2. 2011/2012 Biz. Marketing Objective and Strategy Objective • Increase Intel brand relevance Hero Product Audience • IT Managers • Signal business advantages Comm. • Stimulate interests Strategy • Engage with IT 2INTEL CONFIDENTIAL
  3. 3. Example of an Ala Carte Calendar HQ recommendation 2011 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Windows 7 Product Launch Product Launch Cloud Topics Migration #1 Mobility #2 Virtualization Computing 3INTEL CONFIDENTIAL
  4. 4. Examples of Geo Editorial Calendar within HQ framework 2011 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Windows 7 Product Launch #1 Mobility Cloud Computing China Migration Europe Windows 7 Migration Product Launch #1 Product Launch #2 Virtualization 4INTEL CONFIDENTIAL
  5. 5. Content Roadmap by Purchase Cycle Seeding Program PR AnimationsAwareness Solution Briefs On-line Viral Videos Search Engine Marketing Training Landing siteConsideration Training Videos Case studies Testimonials Collateral Sales ToolsPurchase Support Retail POS 5INTEL CONFIDENTIAL
  6. 6. Content Roadmap by Audience (partners vs. end-users) Technical Sales Business Owner Buyer / Purchasing End User End User Internal / Agency FAQ Technical Imp. Guide Sku List Content Mix Sales scripts, tips 30.3.30 Event Content Retail Assets Videos Email template Newsletter Solution Brief Online banners Videos Training Materials Pass-thru brochure Events material Case Studies from Seeding Program iPOS Materials Demos, Animations POS Materials Messaging (Sell-in and Sell-to) Baseline Content Agency Brief / Intel Story Creative Playbook Sell-in Sell-through Sell to Agency Purpose Content Training and education for Finished content for partners Content provided to Targeted to end-users directly partners used with end-users agencies6 INTEL CONFIDENTIAL
  7. 7. Key Takeaways• 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 7INTEL CONFIDENTIAL

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