1. Managing Global,
Multi-Lingual Content
on a Large Scale
Pam Didner
Global Integrated Marketing Manager
Intel Corp
September 5th, 2012
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INTEL CONFIDENTIAL
2. HQ GEOS
Collaborate to Scale
Content Globally
HQ = Headquarters Geos = Geographies or Regional Marketing
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3. 2012 Biz. Marketing Objective & Strategy
Objective • Increase Intel brand relevance
Hero Product
Audience • IT Managers
• Signal business advantages
Comm. • Stimulate interests
Strategy
• Engage with IT
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4. Methodology
Research Editorial Calendar
*The Holy Grail: Intel Narrative
Tight collaboration
between HQ and Geo
Content Creation
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5. Research: IT Managers’ Top Concerns
Cloud Computing Management of PC fleet
Consumerization of IT Data Management
Virtualization Server Upgrade
OS Migration Network
Management
Security
System Batch Updates
Connectivity
Management of Mobile Devices
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6. Before Finalizing Editorial Topics:
Topic Consolidation and Evaluation
Topic Evaluation:
• User Scenarios
• Product Features
• User Benefits
• Benchmarks Network Management
• Proof Points System Batch Updates
Security Connectivity
Cloud Computing Mobil Device Management
Virtualization
Mobility
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7. Editorial Calendar: Global/Geo Example
within HQ framework
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
GLOBAL
Product Product Cloud
Mobility Virtualization Computing
Launch #1 Launch #2
CHINA
Product Cloud
Mobility
Launch #1 Computing
EUROPE
Product Product
Virtualization
Launch #1 Launch #2
Give Geos Choices...
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8. Discover Intel Story
IT Challenges
Industry Trends
Intel
Intel Products
Narrative
User Benefits
Proof points
Benchmark
Showcase Intel Products in the
Context of Editorial Topic
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9. Template of an Intel Narrative
• Headline
• Alternate Headline
• Short Copy
• Long Copy
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10. Components of an Intel Narrative: Headline
Lead Headline:
• Focus on your business instead of your PCs.
Alternate Headlines:
• The first rule of business: Simplify.
• Maintenance and security made easy.
• Performance you expect. Simplicity you’ll appreciate.
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11. Components of an Intel Narrative: Short Copy
Short Copy Example:
If you own a small business, the last thing you need is a PC maintenance
or security problem that brings your operation to a halt. Now Intel®
Core™ processors with Intel® Small Business Advantage give you built-
in IT support to help keep your PCs up and running.1,2 Once configured,
this state-of-the-art technology automatically manages routine
maintenance tasks like data backup and software updates.3 Even better,
it can perform these tasks after-hours so your employees don’t have to
stop work while their PCs catch up.4 It also provides an added layer of
protection by continually monitoring your security software and letting
you know if it has been compromised.4 For small business owners who
want amazing performance and PC protection, Intel Core processors with
Intel Small Business Advantage finally let you have it all.
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12. Components of an Intel Narrative: Long Copy
Long Copy Example:
Small business owners have enough on their plates without having to worry that their PCs
aren’t running at peak performance. Many can’t afford the luxury of a dedicated IT
professional, so it’s up to the owners to make sure that their employees are working with the
latest software updates on secure, virus-free computers. Any interruption in PC performance
means a sharp decline in productivity and the possibility of missing deadlines, shipments,
releases and any of the other promises a small business must keep in order to succeed.
Intel® Core™ processors with Intel® Small Business Advantage were designed to help you
maintain and protect your PCs automatically.1 With an intuitive User Interface, you’ll easily
configure this state-of-the-art technology to run routine data backup and software updates
after-hours, so your PCs are ready to go the moment your employees turn them on.3,4 It
also continually monitors your security software and alerts you if it has been compromised by
viruses and other unwanted intruders.2,4 With Intel Small Business Advantage, you’ll get
optimal running PCs and peace of mind. And best of all, it’s completely built-in.2
Increased Productivity with Easy PC Maintenance and Operations
Most small business owners don’t have the time or desire to stand over their employees to
make sure that they are continually backing up their data and updating their PCs with the
latest software. Intel Small Business Advantage delivers unique maintenance capabilities right
out of the box.
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13. Research
Editorial Calendar
Intel Narrative
Content Creation
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14. Two Types of Content
Sales Marketing
Focus on educating buyers on Focus on communicating
features consumers user benefits
Education-focused Emotion-driven
Purchase-centric Awareness-centric
Sell-Through
Sell-In
Sell-out (Sell-to)
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15. Content Roadmap by Audience (Sales partners vs. consumers)
Content Baseline S e ll- in S e ll- Th r ou g h S e ll to
Agency Brief
Intel Narrative
Creative Playbook
FAQ
Technical Imp. Guide
SKU List
Content Mix
Sales Scripts, Tips
Top 10 List Advertising
Event Content Retail Assets Online Banners
Training Videos Email Template Newsletter
Solution Brief Pass-thru Brochure Viral Videos
Training Materials Infographic
Case Studies from Seeding Program Events Material
Demos, Animations POS Material
S a le s Pa r tn e r s Con s u m e r Con s u m e r
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Translated to Chinese, German, French, and Russian
16. Template: Fill in the Blank
Content Baseline S e ll- in S e ll- Th r ou g h S e ll to
Agency Brief
Product or Topic Narrative
Creative Playbook or Style Guide
Content Mix
S a le s Pa r tn e r s End User End User
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17. Key Takeaways
•Create content with scalability in mind
-> Balance of Global vs Local
•Create content roadmap
-> Differentiate sell-in, sell-through and sell-to content
•Geos are your BFFs
-> Collaborate from editorial planning to content creation
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