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Cultured Content: The Art of Exporting Your Marketing Machine
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Cultured Content: The Art of Exporting Your Marketing Machine

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85% OF SENIOR GLOBAL MARKETERS FEEL UNPREPARED to meet key challenges in reaching today’s consumers worldwide. Globalizing content marketing has never been more important.

85% OF SENIOR GLOBAL MARKETERS FEEL UNPREPARED to meet key challenges in reaching today’s consumers worldwide. Globalizing content marketing has never been more important.

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  • 1. ©2014 CLOUDWORDS @hlorenzen #contentSF Cultured Content The Art of Exporting Your Marketing Machine Heidi Lorenzen CMO, Cloudwords @hlorenzen #ContentSF
  • 2. ©2014 CLOUDWORDS @hlorenzen #contentSF 85% OF SENIOR GLOBAL MARKETERS feel unprepared to meet their key challenges in reaching today’s consumers •  Hyper-connected and tech-savvy buyers •  Coordinated local, regional and global campaigns •  Tensions between corporate and regional marketing teams •  Multichannel programs that are globally consistent •  Keeping up with the pace of disruption! •  Managing across silos Source: Sapient, Evolution of Global Marketing, 2012
  • 3. ©2014 CLOUDWORDS @hlorenzen #contentSF Digital content means globally accessible Most popular forms of content marketing 78% 61% 55% 51% 43% 42%79% ARTICLES E-NEWSLETTERS SOCIAL MEDIA (EXCLUDING BLOGS) CASE STUDIES BLOGS WHITE PAPERS WEBINARS/ WEBCASTS
  • 4. ©2014 CLOUDWORDS @hlorenzen #contentSF Globalizing your content marketing has never been more important Sources: 2011 survey by Eurobarometer; Common Sense Advisory 90% 80% 95% At least 14 languages -> 80% of total online population Top 10 languages -> 90% of business speaking market 20 language -> 95% of the world’s online wallet
  • 5. ©2014 CLOUDWORDS @hlorenzen #contentSF Globalizing your content marketing has never been more important Sources: 2011 survey by Eurobarometer; Common Sense Advisory 90% of EU Internet users prefer to use sites in their own native language
  • 6. ©2014 CLOUDWORDS @hlorenzen #contentSF Globalizing your content marketing has never been more important Sources: 2011 survey by Eurobarometer; Common Sense Advisory 42% would never buy online in a language that was not their own
  • 7. ©2014 CLOUDWORDS @hlorenzen #contentSF Globalizing your content marketing has never been more important Sources: 2011 survey by Eurobarometer; Common Sense Advisory 42% would never buy online in a language that was not their own 56% state that the ability to access information in their own language is more important than price when making a purchase decision
  • 8. ©2014 CLOUDWORDS @hlorenzen #contentSF The rewards for investing in multilingual content have never been greater Sources: Common Sense Advisory 1.5X MORE LIKELY REVENUE INCREASE INCREASED TRANSLATION BUDGETS
  • 9. ©2014 CLOUDWORDS @hlorenzen #contentSF The rewards for investing in multilingual content have never been greater Sources: Common Sense Advisory 2X LIKELY INCREASE IN PROFITS AND 1.27% MORE LIKELY HIGHER EARNINGS PER SHARE (EPS) TRANSLATION EDGE TO GAIN OVER COMPETITION $
  • 10. ©2014 CLOUDWORDS @hlorenzen #contentSF Yet … global content marketing is not being addressed well Source: Cloudwords survey of 500+ global marketers at the 2013 Content Marketing World Conference 60% of global marketers have no strategy in place for multilingual content marketing 8% of companies that market globally do not translate any content at all OF THOSE THAT DO, CONTENT IS TRANSLATED INTO AN AVERAGE OF ONLY 8 LANGUAGES
  • 11. ©2014 CLOUDWORDS @hlorenzen #contentSF WHY IS MULTILINGUAL CONTENT MARKETING BECOMING INCREASINGLY CHALLENGING? Rapid proliferation of global content Content being created and stored in increasing number of technologies Project management by email, spreadsheets, FTP Inefficient processes - lots of copy and paste Silos and poor internal coordination More content into more languages leading to skyrocketing marketing spend Translation “solutions” revolve around needs of translators, not marketers
  • 12. ©2014 CLOUDWORDS @hlorenzen #contentSF Why do we need to get great at globalizing content marketing? FASTER TIME-TO- MARKET BROADER AND DEEPER CUSTOMER ENGAGEMENT GREATER COMPANY GROWTH
  • 13. ©2014 CLOUDWORDS @hlorenzen #contentSF How to make a world of difference The five keys to exporting your marketing…
  • 14. ©2014 CLOUDWORDS @hlorenzen #contentSF Audience- centric, global approach to content strategy DON’T MAKE GLOBAL NEEDS AN AFTERTHOUGHT! Audience-centric, by definition, means putting content in their native language 1
  • 15. ©2014 CLOUDWORDS @hlorenzen #contentSF Balance corporate and local priorities ALMOST 65% OF MARKETERS say silos inside marketing prevent them from having a holistic view of campaigns across all channels 2 Source: teradata.com
  • 16. ©2014 CLOUDWORDS @hlorenzen #contentSF A powerful global marketing content technology stack 3 MARKETING GLOBALIZATION PLATFORM DOCUMENT MANAGEMENT WEB CMS MARKETING AUTOMATION CRM
  • 17. ©2014 CLOUDWORDS @hlorenzen #contentSF Your own unified translation memory 4 (Source: Cloudwords survey of 500+ global marketers at the 2013 Content Marketing World Conference) Best kept secret! 80% OF GLOBAL MARKETERS are unfamiliar with this valuable tool
  • 18. ©2014 CLOUDWORDS @hlorenzen #contentSF Content marketing operations built for speed and efficiency 5
  • 19. ©2014 CLOUDWORDS @hlorenzen #contentSF The world is waiting for you, so… what in the world are you waiting for?
  • 20. ©2014 CLOUDWORDS @hlorenzen #contentSF Thank you.

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