©2014 CLOUDWORDS
@hlorenzen #contentSF
Cultured Content
The Art of Exporting Your
Marketing Machine
Heidi Lorenzen
CMO, Cl...
©2014 CLOUDWORDS
@hlorenzen #contentSF
85% OF SENIOR GLOBAL MARKETERS
feel unprepared to meet their key challenges
in reac...
©2014 CLOUDWORDS
@hlorenzen #contentSF
Digital content means globally accessible
Most popular forms of content marketing
7...
©2014 CLOUDWORDS
@hlorenzen #contentSF
Globalizing your content marketing
has never been more important
Sources: 2011 surv...
©2014 CLOUDWORDS
@hlorenzen #contentSF
Globalizing your content marketing
has never been more important
Sources: 2011 surv...
©2014 CLOUDWORDS
@hlorenzen #contentSF
Globalizing your content marketing
has never been more important
Sources: 2011 surv...
©2014 CLOUDWORDS
@hlorenzen #contentSF
Globalizing your content marketing
has never been more important
Sources: 2011 surv...
©2014 CLOUDWORDS
@hlorenzen #contentSF
The rewards
for investing
in multilingual
content have
never been
greater
Sources: ...
©2014 CLOUDWORDS
@hlorenzen #contentSF
The rewards
for investing
in multilingual
content have
never been
greater
Sources: ...
©2014 CLOUDWORDS
@hlorenzen #contentSF
Yet … global content marketing is not
being addressed well
Source: Cloudwords surve...
©2014 CLOUDWORDS
@hlorenzen #contentSF
WHY IS MULTILINGUAL CONTENT
MARKETING BECOMING
INCREASINGLY CHALLENGING?
Rapid prol...
©2014 CLOUDWORDS
@hlorenzen #contentSF
Why do we
need to get great at
globalizing content
marketing?
FASTER
TIME-TO-
MARKE...
©2014 CLOUDWORDS
@hlorenzen #contentSF
How to make a world of difference
The five keys to exporting your marketing…
©2014 CLOUDWORDS
@hlorenzen #contentSF
Audience-
centric,
global
approach
to content
strategy DON’T MAKE GLOBAL NEEDS AN
A...
©2014 CLOUDWORDS
@hlorenzen #contentSF
Balance
corporate
and local
priorities
ALMOST 65% OF MARKETERS
say silos inside mar...
©2014 CLOUDWORDS
@hlorenzen #contentSF
A powerful
global
marketing
content
technology
stack
3
MARKETING GLOBALIZATION PLAT...
©2014 CLOUDWORDS
@hlorenzen #contentSF
Your own
unified
translation
memory
4
(Source: Cloudwords survey of 500+ global mar...
©2014 CLOUDWORDS
@hlorenzen #contentSF
Content
marketing
operations
built for speed
and efficiency
5
©2014 CLOUDWORDS
@hlorenzen #contentSF
The world is waiting for you,
so…
what in the world are you
waiting for?
©2014 CLOUDWORDS
@hlorenzen #contentSF
Thank you.
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Cultured Content: The Art of Exporting Your Marketing Machine

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85% OF SENIOR GLOBAL MARKETERS FEEL UNPREPARED to meet key challenges in reaching today’s consumers worldwide. Globalizing content marketing has never been more important.

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Cultured Content: The Art of Exporting Your Marketing Machine

  1. 1. ©2014 CLOUDWORDS @hlorenzen #contentSF Cultured Content The Art of Exporting Your Marketing Machine Heidi Lorenzen CMO, Cloudwords @hlorenzen #ContentSF
  2. 2. ©2014 CLOUDWORDS @hlorenzen #contentSF 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
  3. 3. ©2014 CLOUDWORDS @hlorenzen #contentSF Digital content means globally accessible Most popular forms of content marketing 78% 61% 55% 51% 43% 42%79% ARTICLES E-NEWSLETTERS SOCIAL MEDIA (EXCLUDING BLOGS) CASE STUDIES BLOGS WHITE PAPERS WEBINARS/ WEBCASTS
  4. 4. ©2014 CLOUDWORDS @hlorenzen #contentSF Globalizing your content marketing has never been more important Sources: 2011 survey by Eurobarometer; Common Sense Advisory 90% 80% 95% At least 14 languages -> 80% of total online population Top 10 languages -> 90% of business speaking market 20 language -> 95% of the world’s online wallet
  5. 5. ©2014 CLOUDWORDS @hlorenzen #contentSF Globalizing your content marketing has never been more important Sources: 2011 survey by Eurobarometer; Common Sense Advisory 90% of EU Internet users prefer to use sites in their own native language
  6. 6. ©2014 CLOUDWORDS @hlorenzen #contentSF Globalizing your content marketing has never been more important Sources: 2011 survey by Eurobarometer; Common Sense Advisory 42% would never buy online in a language that was not their own
  7. 7. ©2014 CLOUDWORDS @hlorenzen #contentSF Globalizing your content marketing has never been more important Sources: 2011 survey by Eurobarometer; Common Sense Advisory 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
  8. 8. ©2014 CLOUDWORDS @hlorenzen #contentSF The rewards for investing in multilingual content have never been greater Sources: Common Sense Advisory 1.5X MORE LIKELY REVENUE INCREASE INCREASED TRANSLATION BUDGETS
  9. 9. ©2014 CLOUDWORDS @hlorenzen #contentSF The rewards for investing in multilingual content have never been greater Sources: Common Sense Advisory 2X LIKELY INCREASE IN PROFITS AND 1.27% MORE LIKELY HIGHER EARNINGS PER SHARE (EPS) TRANSLATION EDGE TO GAIN OVER COMPETITION $
  10. 10. ©2014 CLOUDWORDS @hlorenzen #contentSF Yet … global content marketing is not being addressed well Source: Cloudwords survey of 500+ global marketers at the 2013 Content Marketing World Conference 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 OF THOSE THAT DO, CONTENT IS TRANSLATED INTO AN AVERAGE OF ONLY 8 LANGUAGES
  11. 11. ©2014 CLOUDWORDS @hlorenzen #contentSF WHY IS MULTILINGUAL CONTENT MARKETING BECOMING INCREASINGLY CHALLENGING? Rapid proliferation of global content Content being created and stored in increasing number of technologies Project management by email, spreadsheets, FTP Inefficient processes - lots of copy and paste 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. 12. ©2014 CLOUDWORDS @hlorenzen #contentSF Why do we need to get great at globalizing content marketing? FASTER TIME-TO- MARKET BROADER AND DEEPER CUSTOMER ENGAGEMENT GREATER COMPANY GROWTH
  13. 13. ©2014 CLOUDWORDS @hlorenzen #contentSF How to make a world of difference The five keys to exporting your marketing…
  14. 14. ©2014 CLOUDWORDS @hlorenzen #contentSF Audience- centric, global approach to content strategy DON’T MAKE GLOBAL NEEDS AN AFTERTHOUGHT! Audience-centric, by definition, means putting content in their native language 1
  15. 15. ©2014 CLOUDWORDS @hlorenzen #contentSF 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 2 Source: teradata.com
  16. 16. ©2014 CLOUDWORDS @hlorenzen #contentSF A powerful global marketing content technology stack 3 MARKETING GLOBALIZATION PLATFORM DOCUMENT MANAGEMENT WEB CMS MARKETING AUTOMATION CRM
  17. 17. ©2014 CLOUDWORDS @hlorenzen #contentSF Your own unified translation memory 4 (Source: Cloudwords survey of 500+ global marketers at the 2013 Content Marketing World Conference) Best kept secret! 80% OF GLOBAL MARKETERS are unfamiliar with this valuable tool
  18. 18. ©2014 CLOUDWORDS @hlorenzen #contentSF Content marketing operations built for speed and efficiency 5
  19. 19. ©2014 CLOUDWORDS @hlorenzen #contentSF The world is waiting for you, so… what in the world are you waiting for?
  20. 20. ©2014 CLOUDWORDS @hlorenzen #contentSF Thank you.

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