Why Does Dell Employ a 'Managing Editor'? (Hint: Content Marketing)
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Marketers at Dell believe articles about over-the-top TV services and women in tech will help the company sell product. It won’t happen immediately. They don’t think someone will necessarily read “Overlooked Women in Tech Innovation History” — which was published on Dell’s content-hub Tech Page One — then run out and buy thousands of laptop computers for her company. But content, they believe, is a significant part of the sales process.
Stephanie Losee, managing editor of Dell Global Communications, is in charge of all that editorial content, which consists of articles and videos on Tech Page One, as well as essays from so-called influencers published to Dell’s digital channels as well as LinkedIn.
That means she’s steering a multi-million dollar content operation that continues to gain importance at Dell, which spent nearly $161 million on measured media in 2014, a 20% increase over the previous year, according to figures from Kantar Media
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