Building Better Content through Product-Centricity

Leaning on over a decade of product-focused content creation for International, OneMagnify now designs, builds, films, interviews, writes, and delivers content that can be used by each of the partner agencies for their respective programs.

THE CHALLENGE

International needed to simplify how its many marketing arms created and deployed content. The company required a streamlined framework that ensured content was on-message, product-focused, and easy for partner agencies to reuse across dealer and customer programs.

THE BRAND

International (formally Navistar) creates solutions that deliver greater uptime and productivity to its customers throughout the full operation of its commercial vehicles, including its International® Trucks brand.
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From a one-man company built on the world-changing invention of the McCormick reaper in 1831, to the 15,000-person-strong company they are today, International is committed to the road ahead and to working closely with partners, dealers and customers to close the gap between today and the cleaner, safer world we all deserve.

Who should read this?

This case study will be especially relevant for those interested in the following topics:

B2B Content Strategy
CONTENT AUDITS
CONTENT DEVELOPMENT
VIDEO PRODUCTION
LANDING PAGE DEVELOPMENT
CONTENT ANALYTICS

Building Content that Works Harder

Despite a strong market position and extensive product portfolio, International faced a challenge in unifying its marketing and content efforts. Specifically, it was faced with:

Content Fragmentation: Multiple partner agencies and internal marketing teams operated independently, leading to content that was not consistently timely or on-message.
Inefficient Asset Utilization: A comprehensive understanding of the existing content assets landscape was lacking, resulting in redundant efforts and missed opportunities for deployment.
Need for Streamlining: The business required a cohesive, efficient strategy for content creation and deployment to support all marketing programs uniformly.

Content Audit Informs Strategic Framework

OneMagnify began the project by conducting a full inventory of all existing marketing assets and performing a detailed utilization analysis, The goal was to establish a clear understanding of the content landscape, identifying both strategic gaps and opportunities for efficiency. This analysis informed the crucial next phase: Framework Development. OneMagnify defined four overarching Content Pillars, which were introduced as the core strategic guide. These pillars ensured that all subsequent content would be consistently relevant, aligned with core brand messaging, and focused on driving specific business objectives, thereby setting the brand up for long term messaging success.

Frameworks for Growth

Leveraging over a decade of product-focused expertise with International, OneMagnify then established an efficient Content Creation and Execution engine. This engine now guides the design and strategy for fresh, product-centric, and on-brand content. This has resulted in a foundational change to International's content operations.

Results

The key outcomes of this program include a unified content supply that is consistently streamed to all partner agencies for use in their loyalty, incentives, and digital programs. Furthermore, the high-value, rich content is now effectively deployed via branded landing pages, enhancing customer and dealer engagement. This pillar-based strategy has ultimately increased operational efficiency, reducing fragmentation and maximizing asset utilization across the entire organization.

Partner with OneMagnify

Need to scale your content engine? OneMagnify builds audit-backed frameworks, creates reusable product content, and delivers dealer- and customer-ready digital experiences that keep brands on-message across every channel.

Contact OneMagnify