Pam Didner, global integrated marketing manager, Intel Corp.
“With 35 hours of videos uploaded to YouTube every minute, content (branded or user-generated) is everywhere. To break through the massive clutter, Intel has identified the need to talk about our products in the context of a story. Once a compelling story framework is built, the creative aspect will come naturally. Content is king and creative is queen! In addition, social media is 24/7, and discussions on various topics are happening all over the Internet. Intel cannot afford to go dark after the news of a major product launch. We must keep the interest level up with interesting content and social media "stimulants.' Continuous engagement with our target audience is essential, yet cannot be forced. A carefully planned editorial calendar is required. In a way, we need to think and act like magazine editors; this type of thinking and approach is new to us. It certainly redirects Intel's business marketing-content strategy and the way we manage and plan content moving forward.”Laura Ramos, VP-industry marketing, global document outsourcing, North America, Xerox Corp.
“Managing marketing content is a challenge at Xerox Services [U.S.], and we are getting better at it. Over time we've moved from multiple, independent repositories to centrally managed repositories for internal content and a Salesforce.com-based repository and wiki for external content. To help our field sales [people] access the latest brand-compliant presentations, we plan to roll out a multimedia sales tool that stores content "in the cloud' but allows users to download and use it when not connected to the network. In early trials, we found this approach really increases the professionalism and consistency of our sales presentations.”Mark Wilson, VP-corporate marketing, Sybase Inc.
“If you don't have something interesting to say, don't say anything. While it has never been cheaper to get a piece of content in front of a b2b buyer, b2b buyers have never been more efficient in parsing bland content. Compelling content gets us to act, and it quickly finds us through social media. Sybase searches across our product experts, customers, partners and salespeople for insights. Our bloggers, including two ex-reporters we've enlisted as "brand journalists,' turn these insights into content we distribute across YouTube, Twitter, LinkedIn, Facebook, our website, direct marketing and traditional media channels. This works for us.”
