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Going Global: Mastering a Cross-Regional Content Marketing Strategy

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Giuseppe Caltabiano, VP of Marketing Integration at Schneider Electric, talks about how to launch an effective content marketing program using the hub and spoke model: a centralised team creating the general guiding principles and local boards and teams to modify and customise that content for a particular region.

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Going Global: Mastering a Cross-Regional Content Marketing Strategy

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  2. 2. Going Global: Mastering a Cross-Regional Content Marketing Strategy Confidential Property of Schneider Electric #ThinkContent, 22 November, London Giuseppe Caltabiano, VP Marketing Integration, Schneider Electric
  3. 3. Meet Giuseppe Caltabiano @giusec, giusec.org Confidential Property of Schneider Electric | Vice President, Marketing Integration - Content, Social Media, PR strategy IT Division, Schneider Electric
  4. 4. Schneider Electric: a global specialist in Energy Management and Efficiency technology Balanced geographies – FY 2015 revenues €26.6 billion FY 2015 revenues 43% of FY revenues as Solutions 5% of FY revenues devoted to R&D 43% of FY revenues in new economies Four integrated and synergetic businesses – FY 2015 revenues 27% North America 18% Rest of the World 26% Western Europe 29% Asia- Pacific 45% 21% 20% 14% IndustryBuildings & Partner Infrastructure IT Page 4Schneider Electric – Investor Relations Extract from Full Year 2015 Results presentation
  5. 5. Page 5Confidential Property of Schneider Electric | “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 of increasing business from existing customers globally” Pam Didner Content Marketing Strategist and Author
  6. 6. Three Years of Content Marketing Strategy in a nutshell Going Global: Mastering a Cross-Regional Content Marketing Strategy 2nd Half 2015: the Year of Change • We’ve learned • We’ve documented our strategy • Our Content Mktg process in place • Editorial Board started • SE blog selected as content hub 2016: the Year of Execution • We’ve understood the change • We’ve executed at central level • We’ve launched our first “Big Rock” • We’ve launched 3 new blogs • Our model gained traction across SE • We’ve started Country pilots programs 2017: the Year of Going Global • We go Global • We launch a new content hub • We improve effectiveness of our programs • We implement content dashboards • We move from execution to a smart execution Page 6Confidential Property of Schneider Electric |
  7. 7. Start the Content Marketing Journey Build the Strategy Pilot Go Global
  8. 8. Page 8Confidential Property of Schneider Electric | Define the Case for Change (and gain management buy-in)
  9. 9. Central vs. Local • x Page 9Confidential Property of Schneider Electric | Finding the optimal balance between Global and Local
  10. 10. Finding the Optimal Balance Between Central and Local Going Global: Mastering a Cross-Regional Content Marketing Strategy • The company’s organisational set-up and business model further define the content model. • A very centralised organisation will tend to create most of the content at a central level and cascade to the countries. • The opposite model is generally in place for decentralised organisations, or within organisations with strong, localised country cultures. A central team might help with shared processes, but the countries will fully own content creation. Page 10Confidential Property of Schneider Electric |
  11. 11. Page 11Confidential Property of Schneider Electric | Creating content centrally and allowing the countries to fill the gaps might represent a good solution. Pam Didner defines it as the “servant leadership” relation
  12. 12. The Local Editorial Board and the Content Ecosystem Going Global: Mastering a Cross-Regional Content Marketing Strategy • ONE local content Editorial Board is the place where all things happen. • You need to put in place a “content production ecosystem” • A good balance between internal and external content creator Page 12Confidential Property of Schneider Electric |
  13. 13. Buyer Journey and Content Mapping Going Global: Mastering a Cross-Regional Content Marketing Strategy Page 13Confidential Property of Schneider Electric |
  14. 14. Content hubs: blogs are at the core of our Content Marketing strategy Going Global: Mastering a Cross-Regional Content Marketing Strategy • WordPress technology • Our most successful content hub since 2011 • IT Division Data Center blog count as 20% of overall traffic and content (22 active int and ext bloggers) Page 14Confidential Property of Schneider Electric | Data Center blog Certainty in a Connected World blog
  15. 15. But not all Countries have resources/budget to open a blog Going Global: Mastering a Cross-Regional Content Marketing Strategy Page 15Confidential Property of Schneider Electric | Local blog (Spain and LAM) Local mobile landing page (UK)
  16. 16. Page 16Confidential Property of Schneider Electric | Localisation?
  17. 17. Localization? Going Global: Mastering a Cross-Regional Content Marketing Strategy • It depends • Customers' type and nature will drive decisions. • Medium/small sized businesses require local languages • Content creation leadership might be driven by the maturity of the content program • Some statistics • According to an experiment done by Nieman Journalism Lab, geo-targeted posts were 6 times more successful than posts shared globally (Source: Mindjumpers) • It would take 83 languages to reach 80% of all people in the world, and over 7,000 languages to reach everyone (source: Globalisation and Localisation Association) • 56.2% of consumers say the ability to obtain information in their own language is more important than price. (source: GALA) Page 17Confidential Property of Schneider Electric |
  18. 18. Page 18Confidential Property of Schneider Electric | The “Big Rock” model (by J.Miller)
  19. 19. The Content Marketing “Power Law” Going Global: Mastering a Cross-Regional Content Marketing Strategy Page 19Confidential Property of Schneider Electric | UniquePageViews Pages • More content doesn’t get more results • Top 10% of your posts are your “big rocks” content • The concept of the “Atomization” of content • If your content calendar is holding you to production goals, you’re doing it wrong. The top 10% of posts (content) got more pageviews than the next 90% combined Our “Big Rock” Content
  20. 20. Page 20Confidential Property of Schneider Electric | Download
  21. 21. Big Rock content release plan Going Global: Mastering a Cross-Regional Content Marketing Strategy Page 21Confidential Property of Schneider Electric | Now- Released End of 2016-2017 Planning & Design IoT Business Report Colocation Report Data Center Consolidation Managed Services Healthcare Business Continuity
  22. 22. How we communicate our Content Strategy Going Global: Mastering a Cross-Regional Content Marketing Strategy Page 22Confidential Property of Schneider Electric | The CONTENT STRATEGIST biweekly internal Newsletter Content page on Intranet
  23. 23. @AJHuism ANNUAL LEARNING WEEK How does Schneider Electric handle this?
  24. 24. Build the Strategy Pilot Go Global The Case for Change Global and Local balance Local editorial boards Local personas, buyer journey Localisation Internal Communications Education, education, education
  25. 25. Build the Strategy Pilot Go Global
  26. 26. Page 26Confidential Property of Schneider Electric | Content marketing success takes time. Set up a pilot program as a test, and then, if it’s successful, roll ahead with the series
  27. 27. We reuse same big rocks but with local content and promotion Going Global: Mastering a Cross-Regional Content Marketing Strategy Page 27Confidential Property of Schneider Electric | Blog post (central) Big Rock Blog post (India) Blog post (UK) Big Rock (Spain)
  28. 28. Introducing the Country “Big Rock” guidelines! Page 28Confidential Property of Schneider Electric | Audience It’s the Ultimate Big Rock Overview Turkey Slices and where to find them Where to find content Suggestions on timeline and sequencing How to gate content SEO/SEM keywords
  29. 29. Page 29Confidential Property of Schneider Electric | Sample from the Country Guidelines “A Practical Guide to Data Center Planning & Design” 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
  30. 30. Page 30Confidential Property of Schneider Electric | Turkey Slice Week 1-3 Week 3-6 Week 6-9 Week 9-12 Global Blog - A Practical Guide to Data Center Planning & Design eDM Social Content Social SnackBytes PR Byline Pitch Digital/Social Promotion Assets Timeline and Sequencing of “Turkey Slices” ** Remember, Big Rock content is designed to be evergreen and can be used and re-used multiple times. Deploying all turkey slice content at the same time is not recommended and defeats this strategy. **
  31. 31. Measure ROI of Content Marketing by Objective Going Global: Mastering a Cross-Regional Content Marketing Strategy Page 31Confidential Property of Schneider Electric | Reach Engage RetainConvert All numbers YoY Share of Conversation Organic Search Un-branded Search Page views Engagement Time on Site Downloads Leads Conversion rate Marketing Gen Opportunities Subscriptions Upsells
  32. 32. How our figures are changing – 11 months later Going Global: Mastering a Cross-Regional Content Marketing Strategy Page 32Confidential Property of Schneider Electric | 1st DC 1st category of SE blog with 20% of traffic +15.62% Blog Page Views +9.69% Average Time on Page 3-5% Conversion Rate (downloads/pageviews) +18.57% Blog Unique Visitors 5 Country pilot programs All numbers YoY 3 New blog sites in 2017 (APC, Australia, Spain-LAM) +15% Twitter Followers (it was 10% in 2015) ~1000 Downloads in 6 months with 1 piece of content 51% Int’l Audience for SE blog (outside US)
  33. 33. Pilots - Blog performance (page views) Going Global: Mastering a Cross-Regional Content Marketing Strategy Page 33Confidential Property of Schneider Electric | Big Rock launch Big Rock launch Content push NewsLetter + SEM pilot launch Content push Content push 4th best performing blog post in the last 3 months 6th best performing blog post in the last 3 months
  34. 34. 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% Big Rock 1 Big Rock 2 Big Rock 3 Big Rock 4 Average White Paper Average eDM Average Advert Big Rock - Conversion Rate Page 34Confidential Property of Schneider Electric | “Big Rock” content performance (chart) 5.0% 2.9% 4.2% 1.5% 1.0% 0.4-5% 0.2-3% Industry Average
  35. 35. Page 35Confidential Property of Schneider Electric | Big Rock dominance: top 10 performing blog posts from Sept UK Big Rock pilot Indian Big Rock Central Big Rock
  36. 36. Build the Strategy Execute Go Global
  37. 37. Finally, going global • When pilots are over, when results have been analysed, when country inputs have been taken into consideration, when education programs have been finalised • Then we go global • We closely measure results • And we’re iterating based on our learnings • Always keeping in mind the lessons learned from the pilots and maintaining continuous positive dialogue with all geographies to get the best results. Page 37Confidential Property of Schneider Electric |
  38. 38. Conclusions Going Global: Mastering a Cross-Regional Content Marketing Strategy • There are no hidden secrets in Content Marketing. You just need to make things happen. • Global Content Marketing takes time • Never underestimate the challenges of going global • The “Content Marketing Power Law” is always valid • Content Marketing & “Big Rock” content works across geographies • Define strategy and process, execute, pilot, go global Page 38Confidential Property of Schneider Electric |
  39. 39. Some references Page 39 @giusec
  40. 40. Page 40Confidential Property of Schneider Electric |

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