Reimagine Content
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The document discusses an integrated marketing manager's approach to managing the large amount of content being created across divisions at Intel. The manager proposes to: 1) Get internal stakeholders to agree on target personas, editorial topics, and messaging frameworks for content. 2) Map the editorial topics to address IT managers' key pain points and challenges that Intel's products can help solve. 3) Create a global editorial calendar to plan and coordinate content creation around important topics. 4) Support content creators who focus their efforts on the agreed topics and personas, while content outside the scope would not receive promotion support.
Reimagine Content
- 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