Intel Inside Out: How to Globalize Your Editorial Planning #cmworld
Day one of Content Marketing World was a fantastic mix of catching up with ancient friends, making new ones and of course, fantastic content. On the BtoB track I sat in on a session including speakers with two uncommon presentations from SAS and Intel. Since they were so uncommon, I split them into 2 posts. This is part two of that session.
Speaker: Pam Didner @pdidner Global Integrated Marketing Manager, Intel
Presentation: Intel Surrounded by Out: How to Globalize Your Editorial Plotting
Pam’s presentation covered her journey over the past year and a half to “try” and globalize Intel’s editorial plotting.
Intel’s 2011 Marketing Objectives and Strategy:
- Objective: Increase Intel’s brand relevance
- The Hero (Product): Intel Core Processors (i3, i5, i7)
- Consultation: IT Managers
- Communications Strategy: Signal business advantages, Stimulate interests, Engage with IT.
The challenge is engagement, because Intel is an ingredient brand. Consumers cannot touch or feel their product frankly, so how is Intel supposed to engage? Intel promotes with new product launches but afterwards, their promotion machine “goes dark” – no engagement.
Social and Search are rewriting the rules of consultation engagement.
A Scalable Editorial Plotting Process
The Holy Grail: Tight collaboration between HQ (Corporate Marketing) and the Geo (Geo is how Intel defines areas of business in other parts of the world)
1. Prioritize countries and topics (HQ w/geo feedback)
2. Finalize editorial timeline (HQ)
3. Make Geo editorial collatoral (HQ + Geo)
4a. Make topics marketing kit (HQ)
4b. Craft engagement plot (Geo)
5. Share engagement results (Geo)
6. Refine Editorial Plotting, Marketing Kit (HQ w/geo feedback)
Once you develop a list of topics, you can consolidate, especially at a higher level.
Global Editorial Calendar:
Plotted topics, Product launches
Geos should have the discretion at to which topics they want to focus on.
Real-time marketing is fantastic, but plotting is also very vital. At Intel, the Global Editorial Calendar is established 6 months in advance.
Who owns content, Headquarters or Geographies? The answer is, “it depends”. For a small company, it might make more sense for the Geo to control content. For a huge company like Intel, HQ needs to drive content, but with Geo collaboration.
Topic Maketing Kit
- What’s the Intel tale? What does Intel have to say about the topic? (Legal approved)
Geos can take that tale, copy and paste as they need to.
- Messaging and positioning: Long and small form, sound bites
- Search terms – what are the search phrases relevant and well loved to the topic?
- A list of content pieces – Case studies, webinar, social media conversation guide
The kit is pretty comprehensive for the Geo it’s made for.
HQ makes the top level content but the Geos are responsible for localizing and marketing execution.
Topic Marketing Kit is the Hub, surrounded by engagement tactics: Search Optimization, Targeted Ads, Public Realtions, Landing Pages, Local Marketing, Direct Marketing, Co-Marketing
Key Learnings from Intel:
- There’s a long lead time necessary for producing a Topic Marketing Kit (12-14 weeks). Three topics is ideal.
- Get up and personal with all Geos. There need to be apparent roles and responsibilities between HQ and the Geos
- Content is King and creative is the Queen. That means storytelling with simple creative that is headline driven. If you use people shots, know you’ll need to make to order for the region. Try to make compelling content that does not require a lot of customization.
The Geo’s job is to make an implementation plot and to do, measure results.
Challenges:
- Getting Geos to make to order content is hard.
- How do you scale an editorial board to 5 geos? For U.S. the editorial board is working, but getting it to scale globally is not – yet.
- The marketing kit takes 12-14 weeks, so excellent luck with “real-time” marketing. When PR monitors social media and reaches out in certain situations, that’s real time marketing. But for marketing to watch for opportunities and to react in a global fashion, it’s a lot more hard.
These were some fantastic Global or International Content Marketing insights from Pam. I reckon this is a huge area of progression as content marketing becomes a larger part of mainstream online marketing in international markets.
Pam showed her quick wit and sense of humor when the projector showed double metaphors, her reaction was that this was a 3D presentation and that we should have brought our 3D glasses. :) Fantastic job Pam!
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