INBOUND 2015

1. @PamDidner
The Intersection of Global
Content Marketing and
E-mail Campaigns
@PamDidner
Author of Global Content Marketing

2. @PamDidner
When we think about content
and e-mail marketing

3. @PamDidner
We dive into what types of
content works for e-mail
marketing

4. @PamDidner
Think about the relationship
of content marketing and
e-mail marketing differently

5. @PamDidner
For today…
• Macro: Better integration
of content and email
marketing strategically
• Micro: The intricacies of
content and e-mail
• Global: In an internal
sense…

6. @PamDidner
Not covered
• Tips on how to create compelling content for e-
mail marketing
• 10 best content formats for email marketing
globally
• Repurposing and localizing content to scale
content across regions

7. @PamDidner
Hi,
@PamDidner here

8. @PamDidner
Corporate MKT Professional

9. @PamDidner
I had some
ideas.
Image:
h)p://thebullbustercafe.com/todays-­‐lie-­‐your-­‐thoughts-­‐have-­‐no-­‐power/

10. @PamDidner
Check Out
Globalcontent.marketing
For e-mail updates & free
content
Available at:

11. @PamDidner
The 4 P’s of the
Global Content
Marketing
Cycle
P
Produce
P
Plan
PPerfect
P
Promote

12. @PamDidner
Source:
Lego
Movie
Enjoy the presentation!

13. @PamDidner
Content marketing or
Email marketing,
who takes the lead?

14. @PamDidner
Two schools:
• Content marketing is part of email marketing
• Email marketing is part of content marketing

15. @PamDidner
The reality is
Not clear cut…

16. @PamDidner
Depends on the company…
• Organization structure
• Marketing channels
• Budget allocation
• Management preference
• Your roles

17. @PamDidner
Understand how content and e-
mail marketing intertwine in your
company

18. @PamDidner
Understand internally
• Who’s who
• Who takes the lead
• Who does what

19. @PamDidner
Start with commonalties

20. @PamDidner
Challenges of email marketers
• Pressure to generate leads/subscribers
• Constantly searching for content within a
company to meet email campaign deadlines
• Lack of content creation budget or resource to
create e-mail specific content
• Lack of proper integrated support from other
channels and peers

21. @PamDidner
Challenges of content marketers
• Pressure to show the impact of content
• Constantly searching for appropriate content
placement within a company
• Lack of content creation budget or resource to
create content
• Lack of proper integrated support from other
channels and peers

22. @PamDidner
Commonality: Similar
Challenges

23. @PamDidner
Build co-ownership of goals and
strategies through the same
challenges

24. @PamDidner
Co-ownership of goals
• Audiences
• Costs
• Revenue

25. @PamDidner
Examples of goals
• E-mail subscribers, qualified leads or community
members
• Cost per e-mail opening, cost per content click
• E-mail contribution to paid webinar or training

26. @PamDidner
• Understand how your company’s marketing
works
• Find out who owns budget and headcount
• Build common goals through commonalities or
mutually-agreed strategies

27. @PamDidner
Content is King

28. @PamDidner
Design, layout,
copy and images
all play critical roles

29. @PamDidner
Content
complements e-
mail template

30. @PamDidner
E-mail template
complements
content

31. @PamDidner
• Content determines which templates to use
• Create several e-mail templates to tailor
audiences’ content consumption needs
• Design, copy and images MATTER

32. @PamDidner
“Global” from client’s perspective

33. @PamDidner
Global in an internal sense
Headquarters
Work together
to plan / execute
content marketing
Local or Region

34. @PamDidner
Headquarters vs. Local
who takes the lead?

35. @PamDidner
Headquarters
• Establish tools such as marketing automation,
email database management and customer
relationship management
• Set up branding and creative guidelines and
framework
• Create content

36. @PamDidner
Locals
• Create and localize content
• Lead and manage e-mail campaigns
• Inform Headquarters of their successes, needs
and failures

37. @PamDidner
The intersections are
• Think strategically about how to better integrate content
marketing and email marketing
• Focus on optimizing content and e-mail design
• Collaboration between headquarters and locals

38. @PamDidner
Contact Pam
Help companies find balance
between HQ and its local teams
• Content Marketing Consulting
• Strategy and Planning Workshop
• Content Marketing Implementation
503-610-8009
pam@didner.com