Global content marketing de Pam Didner - Recension de Ludovic Maugère - M2 MOI
Global Content Marketing, Pad Didner
Everything begins with content. It might be defined as every single piece of meaningful
information toward human people. It can be either texts, videos, pictures, pieces of music,
white papers and it can be realized by the company or consumer-generated content. There are
two layers around content. Content marketing is the process of developing those meaningful
and relevant pieces of information to existing customers, or for the purpose to acquire new
customers. It is surrounded by global content marketing, which is the main issue for global
companies, to know if they can use the same communication throughout the world. Because
there are practically no boundaries on the Internet, those pieces of content might be reused
everywhere in the Net. It just needs a concern about culture, religion or legal differences.
We know for ages the 4 P’s of Marketing: Product, Price, Place and Promotion. Pam Didner
just made it simple to set the basement of Global content marketing with its own 4 P’s.
To figure out the best strategy for global content marketing, a team has to be built. We can
notice the 3 A’s of coming together and the 3 C’s of working together as a global team.
Align the strategy with both global and local levels. Content might not apply for every
location, so that managers have to fix objectives they want to accomplish through content
management, and then fix what can be used as global, and what cannot. The second step is to
Assemble a team, because there is no random reward. A team has to work hard together on
the content strategy, and implement it at each level. The objectives, what the company wants
to accomplish, will determine the right players to put together. When it is done, the team is
ready to Act. Everybody has to know who is who, who does what and so on, because there is
always a competition between headquarters and regions about who is going to lead and who
has to follow. But in fact, it depends on the product to be sold. If it is a highly localized
product, it would not make any sense if the headquarters were leading.
Once the team is ready to come together, players have to work together.
Collaborate with the other counterparts. The team has to work on the same tools and the
same processes otherwise it is going to be difficult to understand each other and to make the
right decisions. To agree on strategy and tactics, company has to meet both local and
headquarters teams. To Communicate, regular sync meetings have to be set, at least two
times per week, so that nobody is lost in the team. Everybody knows who is doing what on
the right time. It is also helpful when a piece of content is created by the headquarters to
communicate it to the regions that can reuse them later on. But about a specific point, on the
right time, headquarters or regions can say no to a proposal, as long as they justify their
choice with logic and reason. It is called Compromise.
Let’s deal with the 4 P’s of global content marketing: plan, produce, promote, perfect. It is an
iterative process which leads to give the good content at the good time to the right audience.
“A typical social media user uses 285 pieces of content every day,
almost 54 000 words and almost see 1 000 clickable links”
Planning is a tough job. It is something that has to be done rigorously, but something that is
going to change soon afterwards. A case study well illustrates the first P. Intel prepares its
planning at every level between September and December and it is then displayed worldwide
via forums after it has been presented to the CEO in November. Firstly, corporate takes the
lead and regions follow, but as soon as regions want to plan something different, they have to
organize a strong discussion with headquarters to agree on a specific planning. Planning in
global content marketing is related to what content to create, but also what content has been
created and can be reused. Content has to be related with company’s customers’ needs, with a
special format, length, and topic.
Production of content in a company is often done by creative people. Creating is an activity
realized by people who are able to connect dots, using different existing pieces of content and
using them to create something. Creators do not copy but do not invent totally new ideas
either. Produce content for a purpose. It can be to entertain, to educate or either to help a
special persona, fictional characters that represent a type of user for a special brand.
Key content resides on the web site rather than anywhere else, because on social media for
example, content is related to a special promotion, but on the web site, content must always be
focused on company’s goals.
Producing content can be a very daily task, but the summum of content creation is the “Big
rock”, a tremendously big piece of content created for a 100 pages document for clients. This
might use figures, catchwords, pictures that will be able to be reused in other formats for
smaller pieces of content later on. For example it is going to lead to few videos explaining
how to use a product, few posts on Facebook to interact with your audience, an infographic to
post on Twitter, and slogans for the next advertisement campaign, other webinars or even
slides for the next Slideshare. We call this content atomization. Those big rocks are precious
because content is pricey, especially if it is created or even just designed by agencies or
freelancers. Content is an asset that companies have to reuse as much as possible, and this is
why companies should insist on quality rather than quantity for their content. Even if your
company has no money for content creation, you can leverage content from your partners to
lead a communication campaign. When content is created by headquarters, content kits have
to be deployed to enable regions to use it and eventually translate it.
Promoting is not screaming to customers, even if it still works. It is rather placing content so
that your target audience can access it easily. The content can be the best, if it is not displayed
on the right place, nobody will see it. It takes time to promote a special piece of content, using
paid, earned and owned media to share it. It comes through a four-step process: establishing
promotional objectives and measurements, allocating budget, prioritizing promotional tactics
over others, and creating a content promotional calendar.
Perfect, as a verb means enhance your content at the end of the process, regarding the
measurements. For example, companies try to test different headlines for the same content
(A/B testing) with samples of their target audience. It is possible to discover which headline
or piece of content is more appealing. Another example would be to use the same format (a
video) with the same objective, to show the advantages of the product, but with two different
approaches. After the test, you will focus on the approach that works better for your audience,
regarding your specific objective. There are several objectives. It can be leads generation,
brand preference or sales enablement. The last objective is the one mostly considered by the
management. So as a content marketer, if you want their support, you will have to speak their
language. Do not speak about the number of followers or even the lead generation, but rather
on the cost per follower acquired and so on. Measurement is hard because figures do not have
the whole meaning by themselves. Perfect means analyzing figures. It is probably better to
reach the views of 100 CEO instead of 100 000 views of basic consumers for a specific video
if you are in the B2B sector.
At en era one can call “Infobesity era”, it is important to focus on the right content to create,
to put it on the right place, and to measure if it fits to your target audience.
To conclude with my view, I would say that marketing is nothing like a science, it is a trial
domain. It means that every tactic could be good to implement but you know it only once you
have tried. This is the reason why you should not directly globalize content. Something
different might work better in any local establishment. This is why I thing locals and
headquarters have to work together and listen to each other rather than to try to impose
anything. Nevertheless, everybody has always to keep in mind the company main objectives,
and to ensure that the tactics correspond to those objectives.
It also means that the company has to fix content marketing as a mainstream: it requires time
and budget to look over the past trials, and establish a list of what piece of content with what
format and what length corresponds to the needs of information of a specific audience, and
which piece of content do not work. To do this, it is extremely important to know your target
audience, and a CRM is underlying.
Otherwise, I learned a lot of things throughout this book, and the main idea I will forever
remember is about the “Big rock” or “Hero” as Pam Didner calls it. It is the key to keep up a
good content strategy. But as an issue, it can be a total waste of time and efforts for a
company, when it is time for brand or product repositioning.
This book is more about content marketing than about global content marketing, and it has a
simple explanation. Like every single marketing action, content can be internationalize or not,
but everything always begin with the question of which strategy to lead, how to implement
something and so on, and at the very end comes the question “how to scale globally”.
Anyway, after reading this book I know how to leverage content to create an international
interest for my products and services.