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© Shenkan & Associates. All Rights Reserved. Consumer Channels Group – Small Retailers/Channel Integrators Content Marketing December 22, 2011
Consumer Channels Group – Small Retailers/Channel Integrators Content Marketing © Shenkan & Associates. All Rights Reserved. Purpose Create third party content from both Business and Technology Trend orientations in order to act as a catalyst for knowledge transfer and building trust between Intel and Small Retailer/Channel Integrator partners. This will enable Intel to strengthen partner relationships, establish thought leadership and heighten brand preference for Intel products/technologies. Approach The approach is made up of 4 components which incorporate best-of-breed content creation practices to drive cost efficiencies, promote peering and ensure the direct transfer of value to Intel. Each component can be further customized according to stakeholder needs and requirements. 2 Stronger Intel brand equity Positions Intel as trusted advisor Relationship building platform Heightened contextual relevance Governing structure for content creation Consistency/continuity of content Improved knowledge transfer Enhanced site user experience COMPONENT KEY BENEFITS/ROI Increased industry credibility Anywhere, anytime access to content Increased peering/influence Continuous refinement/improvement
Consumer Channels Group – Small Retailers/Channel Integrators Content Marketing © Shenkan & Associates. All Rights Reserved. 3 Objectives/Deliverables Create a framework for defining content subject matter, referencing related content and cataloging for searchability. ‒Subject matter will be defined by partner orientation (Business and Technology Trends). ‒Categories and tags will be used to reference and catalog content as well as promote usage. ‒Intel brand attributes will be used for mapping the categories and tags to create strong associations with the Intel brand. Develop format guidelines using 2 format types and 8 elements to provide consistency/continuity for third party content creation. ‒Format Types: Short Articles (Blog-Like) – 400-500 words, best for C-level and top management decision-makers Long Articles – 800-1,000 words, suitable for marketing/operations/IT technology decision-makers Note: Can be applied to any medium (e.g. multimedia, video, etc.) Content Structure
Consumer Channels Group – Small Retailers/Channel Integrators Content Marketing © Shenkan & Associates. All Rights Reserved. 4 ‒8 Elements (Title, Snippet Descriptor, Body Text, Linkage, Boilerplate, Intel Endorsement, Social Sharing Chicklets, and Meta Data): Keyword-based Title Social Sharing Chicklets to Promote Peering Snippet Descriptor Keyword Rich Body Text Embedded Linkage Redirecting to Intel Pages and Third Party References/Sources Intel Endorsement to Establish as Trusted Advisor Company Boilerplate Providing Company Background/ References Shenkan & Associates, a full-service marketing firm, helps companies succeed with critical research measurements, innovative strategy and targeted communications tactics. Brought to you by Intel Corporation Meta Data Residing in Source Code to Identify Asset Purpose/Content
Consumer Channels Group – Small Retailers/Channel Integrators Content Marketing © Shenkan & Associates. All Rights Reserved. 5 Objectives/Deliverables Subject matter will be determined from tracking industry topic coverage as well as monitoring partner site/content usage. ‒Industry coverage of “hot topics” will draw from information sources with global coverage (NA, LA, EMEA, APAC) for heightening relevance of existing/planned content assets. ‒Partner site/content usage will be monitored via an Intel web analytics dashboard for refinement/improvement of content and site flow. Develop an editorial calendar for planning and managing third party editorial content creation on a monthly basis. Content Planning & Flow HOT TOPICS BY PERSPECTIVE (EXAMPLES) BusinessTechnology Trends Start-ups on the Rise Among Millennials Online Reviews Make Everyone a Local Promoting Your Business With Social Media Government Contracting to Increase “Buying Local” Gains Traction Turning Customer Services into a Shared Community Model The Apps Revolution Mobile Commerce Becoming Mainstream New Tools to Heighten Data Security QR Codes Explode Virtualization Costs On the Decline Purchasing Storage in the Cloud
Consumer Channels Group – Small Retailers/Channel Integrators Content Marketing © Shenkan & Associates. All Rights Reserved. 6 Objectives/Deliverables Third party editorial content creation will draw from one or all of the following 3 sources: ‒S&A Digital Library – Information and editorial stored in the digital library will be categorized using the framework and repurposed into third party editorial. A “series” format will be utilized for larger/multi-faceted topic areas. ‒Topical Industry Sources – S&A will manage writers as they compile reference points and data from multiple information sources aligned to the framework for building industry relevance/credibility. ‒Top Online Publications – S&A will establish/manage partnerships with media editors of top online global publications for Small Retail Technology Trends and Channel Integrators for creating editorial using the established structure: Content Creation Developing Social Keywords Optimizing Your Website Strategies for Content Marketing Nurturing Engagement Via Social Media Social Demand Generation Advertising Via Facebook Social Media Best Practices Series Example
Consumer Channels Group – Small Retailers/Channel Integrators Content Marketing © Shenkan & Associates. All Rights Reserved. 7 Objectives/Deliverables Options for showcasing/socializing content include a scrollable highlight bar, dynamic widget application, RSS/Twitter feeds and mobile applications: Content Socialization RSS/Twitter Feeds Pushes new content directly to partners as it becomes available. Contacts Stocks Maps Intel Insider Mobile Application Apps for the iPhone and Android mobile platforms provide access to content on an anywhere, anytime basis. Scrollable Highlight Bar Showcases recently added assets and increases visibility of high-demand content. Dynamic Widget Application Acts as a content aggregator and provides real-time profiling and personalization tools to identify decision-makers and create a natural progression of content/conversations using behavioral insight.
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