Rule the World! The Five Keys to Global Content Marketing
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Rule the World! The Five Keys to Global Content Marketing

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Global marketing pro, Heidi Lorenzen, shares five can't-fails of delivering marketing content on a global scale, and how these best practices make a world of difference in time-to-market, customer ...

Global marketing pro, Heidi Lorenzen, shares five can't-fails of delivering marketing content on a global scale, and how these best practices make a world of difference in time-to-market, customer engagement, and company growth.

Watch the full webinar here: https://www.brighttalk.com/webcast/10717/100627

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  • We’re here because content marketing is quite mainstream now, especially for B2B marketers, 93% of B2B marketers do it30% of B2B marketing budgets are spent on it, and ¾ plan to increase that spendSo, clearly it works. And so we’re all looking for ways to do it better. What I see as one of the biggest gaps now in creating optimal outcomes from content marketing is around taking that content global.These are
  • The most common reasons that companies invest in content marketing are:Risk mitigation: develop trust with prospective customersLead generation: drive targeted traffic and capture lead dataLead nurturing: educate and inform prospective customersLead scoring: foster engagement through interaction with content
  • This may not be big news, but it does show that the popular forms of content (b y percentage of companies, the most popular ways that companies are using content marketing are:The common thread to almost every piece of content being used in content marketing programs is that it’s digital, which by definition means that anyone, anywhere can access it.
  • It takes at least 14 languages (including Indonesian and Turkish) to communicate with just over 80% of the total online population. Global businesses seeking to address 95% of the world’s online wallet will need to communicate in 20 online languages. French, Italian, German, Spansih, B Portuante, chinese x2, Japanese, korean, English
  • Companies that increased their budgets for translation were 1.5 times more likely than their Fortune 500 peers to report an increase in total revenue. Businesses that translated information to communicate with and retain their partners were 2.67 times more likely to see revenue increases and 2.6 times more likely to earn greater profits. Fortune 500 companies that translated to keep up with or to gain an edge over their competitors were twice as likely (2.04%) to have an increase in profits and one and a quarter times (1.27%) more likely to garner higher earnings per share (EPS).
  • That's a lot of people being left out of the global loop – and a lot of money being left on the table.
  • Pursuing hyper-connected and tech-savvy buyers with a mix of coordinated local, regional and global campaignsWorking amid growing tensions between local and global marketing organizationsDeveloping multichannel strategies that ensure global consistency and offer flexibility for localizationKeeping up with the pace of disruptive technologies and media channelsManaging across silos and coordinating with other teams internally
  • So, to recap...Most global marketers feel unprepared to deal with their biggest business challenges, and they lack the appropriate tools and sound processes to address them. (Yikes!)Localization stakeholders are trying to manage mission-critical projects with email, spreadsheets, FTP and copy-and-paste, and are forced to tolerate painfully inefficient processesSilos and poor internal coordination are adversely affecting content creation and deliveryGlobal content is proliferating on a rapid scale, and it’s being created and stored in an increasing number of technologiesThe need to translate more content into more languages is causing marketing spend to skyrocketTranslation “solutions” have revolved around the needs of translation vendors rather than those of marketers
  • There's no time like the present.If your own marketing team is in this situation, it’s important to realize that your global go-to-market operations are at risk, along with the revenues you’re seeking to capture from new (and existing) global markets.But there are things you can do right now and moving forward to right the ship.Today, we'll look at the top five keys to delivering marketing content on a global scale, and how these best practices make a world of difference in:
  • Put your audience first: develop content that's appropriate for each region, language, and culture. By definition, putting content in local lanuge is being audience- centricSelect the appropriate formats, imagery, and messaging for your content - keeping in mind that these will likely differ in each market.How do you know? Listen to your global in-country teams who have the expertise you don't.Keep these factors in mind throughout the entire content life cycle.The most important time to think globally is before you start. Think about global issues before the ideation stage and well beyond promotion and measurement stages. Doing all of this on a global scale will help make your message(s) resonate with each global audience that's important to your business. ------90% of EU Internet users prefer to use sites in their own native language. Only 18% of respondents would frequently buy online in another language.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.72% would be more likely to buy a product with information in their own language.
  • Almost 65% of marketers say that silos inside their marketing department prevent them from having aholistic view of marketing campaigns across all channels Strike the right balance between corporate and region. HQ cares about brand consistency, but the field has critical expertise that needs to factor into global campaigns.Break down the internal silos that are keeping your people from collaborating effectively and sharing expertise.Balance global consistency with local relevancy to ensure buy-in from the local markets and maximize global performance. (Possibly work in concept of "equal rights" somewhere.)    Hold everyone accountable for success through an integrated strategy that maintains brand consistency and includes key messages.Allow for variations across markets to leverage specific local expertise. I wasn't sure what you meant by this idea.
  • You have content created stored and shared acorss many paltforms – social, mobile,etc. So the more forward thinking ones are investing in solutions that connect their systems with their global teams, and supply chainConsidering global out of the gate – investing in marketing globalizationDon't tolerate trade-offs between translation quality and speed. Demand on-time arrivals. Most traditional content marketing processes lack speed as a design principle. The focus was more often on quality, consistency, standards, and cost. Marketing must find new ways to deliver speed to enable the priorities of CMOs.  Leverage technology to enable an automated workflow and with it enhanced collaboration -- so that all of your content is delivered to your key markets on time and on budget. Ensure that all parts of the marketing stack are working together to maximize economies of scale. This includes your Web CMS, marketing automation software, content marketing platforms such as Kapost, document management software, and more.
  • Translation Memory is an extremely important asset for global organizations.  It’s a database of a company’s previously translated words and phrases. Using Translation Memory, once you’ve translated a word or phrase, you will never have to pay or wait to have it translated again.The industry has thus far revolved around meeting the needs of translation vendors rather than serving the interests of the clients – marketers like you. In addition, the vendors have typically been in charge of Translation Memory, not the companies they serve. Some vendors don’t let their clients manage their own Translation Memory as means of retaining customers.It's time to take control of your company's Translation Memory to reduce costs, speed up translation projects, improve accuracy and protect your brand.
  • Need to scalePut a process in place that can be optimized and tuned like any other mission-critical business activity: one that banishes primitive tools and broken processes.Treat your content operation like a factory: institute regular inspections to streamline any issues with your inputs and maximize your output.Leverage the resulting global economies of scale to create content that gets the job done in every language -- without sacrificing results. Define the goal of each piece of content up front, such as sales enablement, lead generation, or awareness.Measure the performance of each content asset against these goals -- monitor results by content type, language, and geography to get the full picture of how your content is supporting lead targets and contributing to revenue. Measure according to spend, efficiency, lead generation and consumption metrics, and look for ways to fine-tune performance.
  • The right technology makes all the difference Look for technology that strengthens rather than competes with your content supply chain.Look for technology that plays well with your other tools and extends the value of your existing investments.Look for technology that can support the needs of all global content development stakeholders wihtout crowding out existing translation vendors. I'im assuming you wanted to include a "solution" section, but I wasn't sure how "commercial" you were allowed to be in terms of mentioning Cloudwords directly or specific features/integrations of our platform.
  • First ten people that email me, we’ll perform a global readiness assessment

Rule the World! The Five Keys to Global Content Marketing Presentation Transcript

  • 1. Rule the World! The Five Keys of Global Content Marketing Heidi Lorenzen CMO, Cloudwords
  • 2. Hello! Heidi Lorenzen CMO, Cloudwords
  • 3. Housekeeping Send in questions as they occur to you #Engage2014 @CloudwordsInc @hlorenzen Available to watch on demand at same link
  • 4. Content marketing is now a fundamental 93% 30% 27M of B2B marketers do it of B2B marketing budgets are spent on it (and ¾ plan to increase that spend) pieces of published content are shared a day
  • 5. BUILD TRUST AND REPUTATION LEAD NURTURING LEAD GENERATION LEAD SCORING Why do marketers find it so valuable? Source: Marketo blog: http://www.marketo.com/infographics/contentmarketing-vs-traditional-advertising/ The more you do this globally, the more business you’ll drive and the better you’ll position company
  • 6. Most popular forms of content marketing SOCIAL MEDIA ARTICLES ENEWSLETTERS CASE STUDIES BLOGS WHITE PAPERS WEBINARS/W EBCASTS (EXCLUDING BLOGS) 79% 78% 61% 55% 51% 43% 42% Digitally delivered, so accessible to the world!
  • 7. Globalizing your content marketing has never been more important 20 language -> 95% of the world’s online wallet 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 90% of EU Internet users prefer to use sites in their own native language Sources: 2011 survey by Eurobarometer; Common Sense Advisory Top 10 languages -> 90% of business speaking market At least 14 languages -> 80% of total online population
  • 8. INCREASED TRANSLATION BUDGETS The rewards for investing in multilingual content have never been greater 1.5X MORE LIKELY REVENUE INCREASE TRANSLATION EDGE TO GAIN OVER COMPETITION 2X LIKELY INCREASE IN PROFITS AND 1.27% MORE LIKELY HIGHER EARNINGS PER SHARE (EPS) Sources: Common Sense Advisory
  • 9. Yet … global content marketing is not being addressed well OF THOSE THAT DO, CONTENT IS TRANSLATED INTO AN AVERAGE OF ONLY 8 LANGUAGES 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 Source: Cloudwords survey of 500+ global marketers at the 2013 Content Marketing World Conference
  • 10. 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
  • 11. Inefficient processes lots of copy and paste Rapid proliferation of global content Project management by email, spreadsheets, FTP Content being created and stored in increasing number of technologies WHY IS MULTILINGUAL CONTENT MARKETING BECOMING INCREASINGLY CHALLENGING? 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. Why do we need to get great at it? GREATER COMPANY GROWTH BROADER AND DEEPER CUSTOMER ENGAGEMENT FASTER TIME-TOMARKET
  • 13. How to make a world of difference The five keys of global content marketing…
  • 14. 1 Audiencecentric, global approach to content strategy DON’T MAKE GLOBAL NEEDS AN AFTERTHOUGHT! Audience-centric, by definition, means putting content in their native language
  • 15. 2 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 Source: teradata.com
  • 16. 3 MARKETING GLOBALIZATION PLATFORM A powerful global marketing content technology stack DOCUMENT MANAGEMENT WEB CMS MARKETING AUTOMATION CRM
  • 17. 4 Best kept secret! Your own unified Translation Memory 80% OF GLOBAL MARKETERS are unfamiliar with this valuable tool (Source: Cloudwords survey of 500+ global marketers at the 2013 Content Marketing World Conference)
  • 18. 5 Content marketing operations built for speed and efficiency
  • 19. Cloudwords is here to help
  • 20. The world is waiting for you, so… what in the world are you waiting for?
  • 21. Questions? Experiences?