1
INTEL CONFIDENTIAL
1
Intel’s Global Approach to Scale
Editorial and Content Planning
Pam Didner
2
INTEL CONFIDENTIAL
2
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
3
INTEL CONFIDENTIAL
3
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
4
INTEL CONFIDENTIAL
4
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
5
INTEL CONFIDENTIAL
5
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
6 INTEL CONFIDENTIAL6
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
7
INTEL CONFIDENTIAL
7
• 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
Recommended
