Intel's Global Approach to Scale Editorial and Content Planning

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INTEL CONFIDENTIAL

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Intel’s Global Approach to Scale

Editorial and Content Planning

Pam Didner

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INTEL CONFIDENTIAL

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2011/2012 Biz. Marketing Objective and Strategy

Objective

Hero Product

Audience

Comm. Strategy

• Increase Intel brand relevance

• IT Managers

• Signal business advantages• Stimulate interests• Engage with IT

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INTEL CONFIDENTIAL

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Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

2011Dec

Topics MobilityProduct Launch #1

Windows 7 Migration

Product Launch #2

Cloud

Computing

Example of an Ala Carte CalendarHQ recommendation

Virtualization

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INTEL CONFIDENTIAL

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Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

2011Dec

ChinaMobility Cloud ComputingProduct Launch #1Windows 7

Migration

Europe Product Launch #2Windows 7 Migration

Examples of Geo Editorial Calendar within HQ framework

VirtualizationProduct Launch #1

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INTEL CONFIDENTIAL

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Awareness

Consideration

Purchase

Seeding ProgramPR

AnimationsSolution Briefs

On-line Viral VideosSearch Engine

Marketing

TrainingLanding site

Training VideosCase studiesTestimonials

CollateralSales Tools

SupportRetail POS

Content Roadmap by Purchase Cycle

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Con

ten

t B

ase

line

Sell-in Sell-through Sell to Agency

Training and education for partners

Finished content for partners used with end-users

Targeted to end-users directlyContent provided to

agencies

Con

ten

t M

ix

Videos

Solution Brief

POS Materials

Con

ten

t Pu

rpose

Demos, Animations

Training Materials Pass-thru brochure

iPOS Materials

Online banners

Email template

Case Studies from Seeding Program

Messaging (Sell-in and Sell-to)

Agency Brief / Intel Story

Events material

Videos

Content Roadmap by Audience (partners vs. end-

users)

Creative Playbook

30.3.30

Sales scripts, tips

Technical Imp. Guide

FAQ

Newsletter

Internal / Agency

Business Owner

Sales

Technical

End User Buyer / Purchasing End User

Event Content

Sku List

Retail Assets

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INTEL CONFIDENTIAL

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• 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

Key Takeaways