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CMWorld 2017 - Turning the big ship. – An Inside View on a Global Content Marketing Program in a Large Enterprise.

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The goal of the session is to provide an inside view of a global content marketing program in a large enterprise. How to go global with content marketing? How to move from a central single-language to a global multi-language content model? And how to avoid a global failure? I will provide best practices, real examples, figures and an inside view of what happens in a large enterprise when the company decides that it’s time to move to a global content marketing model.

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CMWorld 2017 - Turning the big ship. – An Inside View on a Global Content Marketing Program in a Large Enterprise.

  1. 1. Giuseppe Caltabiano, @giusec, Head of Content Marketing Advisory Services, NewsCred Turning the Big Ship An Inside View on a Global Content Marketing Program in a Large Enterprise @ g i u s e c • # C M W o r l d
  2. 2. The Speaker @ g i u s e c • # C M W o r l d @giusec Look for “Giuseppe Caltabiano” www.giusec.blog
  3. 3. @giusec • #CMWorld ① Definitions ② Balance Global vs. Local ③ Personas, buyer journey ④ Localisation ⑤ Content destinations & distribution ⑥ Pilots & Champions ⑦ Going Global ⑧ Metrics & ROI ⑨ Conclusions Turning the Big Ship An Inside View on a Global Content Marketing Program in a Large Enterprise
  4. 4. @ g i u s e c • # C M W o r l d Global Enterprise Market Leader 174+ ENTERPRISE CUSTOMERS
  5. 5. @ g i u s e c • # C M W o r l d #GlobalContentMarketing #CrossRegionalContentMarketing
  6. 6. @ g i u s e c • # C M W o r l d #LargeEnterprises
  7. 7. @ g i u s e c • # C M W o r l d #B2B
  8. 8. @ g i u s e c • # C M W o r l d #Fun!!!#B2C
  9. 9. Inside views (= practical recommendations) @ g i u s e c • # C M W o r l d
  10. 10. @giusec • #CMWorld ① Definitions ② Balance Global vs. Local ③ Personas, buyer journey ④ Localisation ⑤ Content destinations & distribution ⑥ Pilots & Champions ⑦ Going Global ⑧ Metrics & ROI ⑨ Conclusions Turning the Big Ship An Inside View on a Global Content Marketing Program in a Large Enterprise
  11. 11. “Global Content Marketing is the process of developing an sharing relevant, valuable and engaging content with target audience across countries with the goal of acquiring new customers or increasing business from existing customers globally” Defining Global Content Marketing @ g i u s e c • # C M W o r l d Pam Didner Content Marketing Strategist and Author
  12. 12. @ g i u s e c • # C M W o r l d 62% 25% 56% 49% 72% 72%Consumers consider language more important than price Marketers localise content in more than 1 language Marketers localise content in more than 5 languages Marketers don’t consider important or don’t localise Consumers spend time on content in their language Consumers buy a product if info in own language
  13. 13. “Global Content Marketing is not just about deploying Content Marketing across multiple countries. You need to plan, find the right global-2-local balance, pilot and then scale at global level.” Marketers/Content Marketers are not prepared to scale their programs at global level @ g i u s e c • # C M W o r l d Me
  14. 14. “Central” The corporate marketing organization that sets marketing strategies, provides guidance, processes and tools. Might refers to corporate-only programs. A few other definitions @ g i u s e c • # C M W o r l d “Local” Refers to regions or countries where the company has a local presence – local presence doesn't necessarily mean the company has a physical office in each local country “Global” Refers to global or cross- regional programs or to the combination of regions or countries where the company has a presence
  15. 15. Strategy (3 mo) • We documented our strategy • Content Marketing process in place • Editorial Board kicked-off • Blog selected as content hub • Persona defined • Content ecosystem defined The example of a B2B Global Content Marketing program @ g i u s e c • # C M W o r l d Global program (+1 year) • We went Global • We launched new content hubs • We improved efficiency of our programs • We implemented global metrics Central program (6 mo) • We executed at central level • We implemented a meas. framework • We launched our first “Big Rock” • Our model gained traction across the company Phase 1 Phase 3Phase 2 Pilot (local) program (6 mo) • We executed 3 country pilots programs
  16. 16. Documented Strategy Personas, buyer journey, content mapping Content destination Content distribution Metrics Optimisation How much a “central program” differs from “global program”? @ g i u s e c • # C M W o r l d Documented Strategy Pilots Country personas, buyer journey, content mapping Localisation Content hub(s) Content distribution Metrics Optimisation Expand and go global
  17. 17. @giusec • #CMWorld ① Definitions ② Balance Global vs. Local ③ Personas, buyer journey ④ Localisation ⑤ Content destinations & distribution ⑥ Pilots & Champions ⑦ Going Global ⑧ Metrics & ROI ⑨ Conclusions Turning the Big Ship An Inside View on a Global Content Marketing Program in a Large Enterprise
  18. 18. A global content strategy usually reflects the company business model and has to be adapted to the size of the business opportunity in each market and the types of content that your audiences in those markets expects. Global Content Marketing reflects the Business Model @ g i u s e c • # C M W o r l d
  19. 19. In many cases, a global content marketing program represents the very first tentative of collaboration between central and local teams. In these cases a content program brings a much wider transformation taking place internally. Global Content Marketing pioneering global transformation @ g i u s e c • # C M W o r l d
  20. 20. @ g i u s e c • # C M W o r l d Creating content centrally and allowing the countries to fill the gaps might represent a good solution. Pam Didner defines it as a “servant leadership” relation A “Servant-Leadership” relation
  21. 21. ONE local content Editorial Board is the place where all things happen. Global and Local Editorial Boards @ g i u s e c • # C M W o r l d Very Centralised Very decentralised“Servant-Leadership”
  22. 22. @giusec • #CMWorld ① Definitions ② Global vs. Local strategy ③ Personas, buyer journey ④ Localisation ⑤ Content destinations & distribution ⑥ Pilots & Champions ⑦ Going Global ⑧ Metrics & ROI ⑨ Conclusions Turning the Big Ship An Inside View on a Global Content Marketing Program in a Large Enterprise
  23. 23. Buyer Journey and Content Mapping @ g i u s e c • # C M W o r l d
  24. 24. Global programs usually require different personas for each country, region, business unit. Pam Didner suggests that both sides make an effort to find common challenges between global and local personas; she call it the “band-aid” compromise. Otherwise, local team might not use central team’s content and create their own. Personas, Buyer Journey and Content Mapping @ g i u s e c • # C M W o r l d
  25. 25. Personas: example of a large PC vendor @ g i u s e c • # C M W o r l d
  26. 26. Personas: example of a large Insurance @ g i u s e c • # C M W o r l d Pilot rollout Spain Pilot rollout Indonesia Personas: • Millennials • “Sandwich generation” (“Xennials”) • 50s+ Personas: • Millennials • Business owners • Managers • Employees
  27. 27. Personas: example of a B2B IoT firm @ g i u s e c • # C M W o r l d
  28. 28. Finding synergies across your global plans @ g i u s e c • # C M W o r l d Pilot Country 1 Pilot Country 2 Country 3 Country 4 Country 5 BU 1 Persona 1 x x Persona 2 x x x x x x Persona 3 x x x x Persona 4 x x x Persona 5 x
  29. 29. @giusec • #CMWorld ① Definitions ② Global vs. Local strategy ③ Personas, buyer journey ④ Localisation ⑤ Content destinations & distribution ⑥ Pilots & Champions ⑦ Going Global ⑧ Metrics & ROI ⑨ Conclusions Turning the Big Ship An Inside View on a Global Content Marketing Program in a Large Enterprise
  30. 30. Where localisation fails @ g i u s e c • # C M W o r l d Source: SDL Managed Translations
  31. 31. The level of localisation required will be determined by the places and the personas you are trying to reach • Medium/small sized biz require local languages • Localisation might be driven by the maturity of the content program @ g i u s e c • # C M W o r l d Localisation
  32. 32. Where localisation fails @ g i u s e c • # C M W o r l d
  33. 33. @giusec • #CMWorld ① Definitions ② Global vs. Local strategy ③ Personas, buyer journey ④ Localisation ⑤ Content destinations & distribution ⑥ Pilots & Champions ⑦ Going Global ⑧ Metrics & ROI ⑨ Conclusions Turning the Big Ship An Inside View on a Global Content Marketing Program in a Large Enterprise
  34. 34. Content Destinations (Hubs) @ g i u s e c • # C M W o r l d B2C Each country should publish content on a local content hub. I recommend adding a global content hub for the following reasons: • Serves as a best practice example for local markets • Builds the global brand for Corporate • Highlights existing content in a more compelling way • Can house globally relevant content • Allows the enterprise to test innovative tactics before global rollout B2B B2C
  35. 35. Content Hubs – Examples from Pharma B2B @ g i u s e c • # C M W o r l d Local hub (Denmark) Local hub (Portugal)
  36. 36. Not all countries have a content hub… @ g i u s e c • # C M W o r l d Local hub (Spain and LAM) Local mobile landing page (UK)
  37. 37. Not all countries have a content hub… @ g i u s e c • # C M W o r l d Local hub (Spain) Local social media posts (Indonesia)
  38. 38. When considering social platforms, don’t limit your program to just Facebook, LinkedIn and Twitter. Closely study the networks your audience uses within each country. Going through local social channels is really the ONLY way to play. For example, Sina Weibo is popular in China, whereas Hyves was popular in the Netherlands. Distributing content where the audience live @ g i u s e c • # C M W o r l d
  39. 39. Email Newsletter, search/keyword strategy and paid channels will drive traffic to the content hub / blog. Social Media will increase traffic even more. Blog/Hub will drive traffic to the Subscription or Gated Content or Product Pages Content Distribution Framework @ g i u s e c • # C M W o r l d Email Newsletter Blog/Hub Traffic Search Paid LinkedIn shares Twitter shares Other social shares Even more Blog/Hub Traffic Downloads/Subscriptions/ Product Pages
  40. 40. @ g i u s e c • # C M W o r l d Big Rock is a substantial piece of content based on the idea of becoming the definitive guide to a conversation that you want to own. Big Rocks can be repurposed into several content “slices”. Big Rocks work well across many countries and represent a good model for global content marketing. Introducing the Global “Big Rock” model
  41. 41. Big Rock: the case of a large B2B firm @ g i u s e c • # C M W o r l d Download
  42. 42. Reusing global big rocks with local content & promotion @ g i u s e c • # C M W o r l d Blog post (India) Blog post (UK) Big Rock (Spain)
  43. 43. Repurpose and slice content across Geos for promotion @ g i u s e c • # C M W o r l d Snackbytes eDM Blog post Big Rock Social Media - Twitter Byline pitch Banners
  44. 44. @giusec • #CMWorld ① Definitions ② Global vs. Local strategy ③ Personas, buyer journey ④ Localisation ⑤ Content destinations & distribution ⑥ Pilots & Champions ⑦ Going Global ⑧ Metrics & ROI ⑨ Conclusions Turning the Big Ship An Inside View on a Global Content Marketing Program in a Large Enterprise
  45. 45. Pilots @ g i u s e c • # C M W o r l d Content marketing success takes time. Budget, processes and approvals might bring your content marketing initiative to failure. Set up the pilot as a test, and then, if it’s successful, roll ahead with the series If your sales cycle is typically 9 months, deploying a content marketing pilot across 1 quarter will not demonstrate the results the program can achieve
  46. 46. A content marketing champion in each region Pilots and Regional Champions: moving to a Global model @ g i u s e c • # C M W o r l d Central Central Rollout markets grouped by regions for most cultural overlap Central Move to an interdependent, networked model Pilots Regional Rollout Global interdependent
  47. 47. The case of a global Insurance @ g i u s e c • # C M W o r l d
  48. 48. The case of a B2B firm @ g i u s e c • # C M W o r l d Central Program UK Pilot India Pilot AUS Pilot
  49. 49. It’s recommended a strong internal comms plan with the local markets that have launched or in progress to launch: • On-going real time sharing of global editorial calendar • Weekly editorial board calls with the local markets individually • Biweekly global content marketing email newsletter • Quarterly global content marketing knowledge sharing call Internal Communication @ g i u s e c • # C M W o r l d
  50. 50. How a B2B firm shares content with local countries @ g i u s e c • # C M W o r l d “Content Strategist”, biweekly internal newsletter Content Strategy page on company intranet
  51. 51. How a global insurance shares content with local Agents @ g i u s e c • # C M W o r l d Weekly internal newsletter for local agent network
  52. 52. Sample from B2B ‘Country Guidelines’ @ g i u s e c • # C M W o r l d Overview This guide takes the data center professional through step-by-step processes for planning and designing data centers. This guide illustrates clear methodologies on best practices, incorporates at-a-glance calculators and tradeoff tools, and includes an ample library of verified reference designs to simplify and shorten the process while improving the quality of the plan. Audience Definition: Primary Audience: Data Center Professional The message of this guide trends toward large enterprise sized data centers, but is applicable for all areas of data center planning and design. Availability: The big rock and available turkey slices can be found here: https://schneider- electric.box.com/s/r0hls4a25doue12 mtlipedigbhy2f8mj Turkey slice availability – see slide 5 Content Owner for Q’s: Heather Palmer SEO/SEM Keywords: Data center planning, data center design, data center lifecycle Sprinkl’r Board Link: https://app.sprinklr.com/ui/v3/content/sam #board/57b5bb4ce4b005b1147bdcfb
  53. 53. @giusec • #CMWorld ① Definitions ② Global vs. Local strategy ③ Personas, buyer journey ④ Localisation ⑤ Content destinations & distribution ⑥ Pilots & Champions ⑦ Going Global ⑧ Metrics & ROI ⑨ Conclusions Turning the Big Ship An Inside View on a Global Content Marketing Program in a Large Enterprise
  54. 54. When the central team • analyses first results • discuss content performances with countries; • Understand the inputs from the countries • Review the processes; When all countries have been educated on the content framework, distribution and tools; then it’s time to go global. Going Global @ g i u s e c • # C M W o r l d
  55. 55. @giusec • #CMWorld ① Definitions ② Global vs. Local strategy ③ Personas, buyer journey ④ Localisation ⑤ Content destinations & distribution ⑥ Pilots & Champions ⑦ Going Global ⑧ Metrics & ROI ⑨ Conclusions Turning the Big Ship An Inside View on a Global Content Marketing Program in a Large Enterprise
  56. 56. Selecting the right KPIs across countries @ g i u s e c • # C M W o r l d AWARENESS ARTICLES/POST VIEWED SOCIAL FOLLOWERS PAGE VIEWS SHARE OF VOICE SEARCH TRAFFIC EVALUATION RETURNING VISITORS SOCIAL SHARES ENGAGEMENT RATE TIME ON SITE BOUNCE RATE SUBSCRIBERS PURCHASE COST PER CONVERSION TOTAL CONVERSIONS LEADS DRIVEN BY CM MKTG INFLUENCED REV RETENTION % REPEAT PURCHASE % CROSS SOLD CUSTOMERS THE GOAL IS NOT TO BE GOOD AT CONTENT; THE GOAL IS TO BE GOOD AT BUSINESS USING CONTENT
  57. 57. Example of common dashboard for a B2B enterprise @ g i u s e c • # C M W o r l d Page views New visitors Search 1,000 Total page views 200 New Unique Content Visitors 200 Organic Sessions Newsletter 150 Sessions driven by Newsletter traffic Returning visitors Engagement Leads 145 Unique Returning Visitors 0:59 Attention time 200 Leads driven by Content Marketing Opportunities $ 350,000 Marketing Influenced Opportunities
  58. 58. Example of dashboard for a B2C enterprise @ g i u s e c • # C M W o r l d Page views New visitors Search 10,000 Total page views 2,000 New Unique Content Visitors 2,000 Organic Sessions Newsletter 1,500 Sessions driven by Newsletter traffic Returning visitors Newsletter Product Pages 1450 Unique Returning Visitors 150 New newsletter subscriptions 3,500 Visits to the product pages from Content Sales $ 350,000 E-comerce sales
  59. 59. Measuring how content impact business across countries 1/3 @ g i u s e c • # C M W o r l d Big Rock launch Big Rock launch Content promotion NewsLetter + Paid Search pilot Content promotion Content promotion
  60. 60. Measuring how content impact business across countries 1/3 @ g i u s e c • # C M W o r l d
  61. 61. Measuring how content impact business across countries 1/3 @ g i u s e c • # C M W o r l d
  62. 62. @giusec • #CMWorld ① Definitions ② Global vs. Local strategy ③ Personas, buyer journey ④ Localisation ⑤ Content destinations & distribution ⑥ Pilots & Champions ⑦ Going Global ⑧ Metrics & ROI ⑨ Conclusions Turning the Big Ship An Inside View on a Global Content Marketing Program in a Large Enterprise
  63. 63. • Do not underestimate the complexity and challenges of a global Content Marketing launch • Global Content Marketing is not just content marketing implemented across multiple countries • Go with pilots and champions, then scale at global level • Measure and optimise Conclusions @ g i u s e c • # C M W o r l d
  64. 64. References :: Global Content Marketing @ g i u s e c • # C M W o r l d
  65. 65. @giusec • #CMWorld ① Definitions ② Balance Global vs. Local ③ Personas, buyer journey ④ Localisation ⑤ Content destinations & distribution ⑥ Pilots & Champions ⑦ Going Global ⑧ Metrics & ROI ⑨ Conclusions Turning the Big Ship An Inside View on a Global Content Marketing Program in a Large Enterprise Thank you! Questions?
  66. 66. Turning the Big Ship An Inside View on a Global Content Marketing Program in a Large Enterprise @ g i u s e c • # C M W o r l d

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