The document discusses an integrated marketing manager's approach to managing the large amount of content being created across divisions at their company. Their approach is to get internal stakeholders to agree on key things like target personas, editorial topics, and messaging frameworks. This will help focus content creation on specific audiences and topics. The manager proposes creating a global IT manager persona, agreeing on editorial topics related to the pain points that persona faces, and establishing a calendar to plan content around those topics. They will provide support to content creators as long as content stays within the agreed upon topics and personas. The manager also suggests educating stakeholders on existing content and repurposing content in different formats to better scale it to other regions.