The document discusses developing a global content marketing plan. It outlines key elements to consider when planning content globally such as business goals, target audiences, and editorial topics. It emphasizes that the global content plan is an internal document used to align headquarters and local teams. Planning is an ongoing process rather than a static plan, and the approach may differ between companies depending on their resources and structure. The overall goal of content planning is to grow the business by creating engaging, helpful content.

1. Developing
a Global Content
Marketing Plan
@PamDidner

2. Today’s Webinar
• Benefits of Planning
• Elements of Global
Content Plan
• Planning Challenges
• Planning saga
• Enjoy the presentation

3. Key Takeaways
• Think about
content planning
holistically
• Connect the dots
among various
planning elements
• Plan for re-planning

4. Hi!
@PamDidner
here!

5. Learn how to plan,
develop, promote
and measure your
content effectively
across borders
Pre-order and
receive 30% off on
Amazon.com
Check out:
www.globalcontent.
marketing
Avail. on
9/19

6. Let’s sit
back for a
minute…

7. Global Content
Planning
Does the word
“Global” put extra
weight on our
shoulders?

8. Do you get stressed
out just thinking about
“Global Content
Planning”?

9. Don’t Stress Out

10. The usage of a global
content plan
• Align on business objectives,
audiences and editorial topics
• Rally a team (internal
stakeholders/ external
agencies)
• Allocate budget
• Show management you have
your act together
• Use the plan for content
execution

11. The global
content
plan is
ONLY
an internal
document.

12. If it’s an internal
document…
Why should we
stress out?

13. Relax
It’s only an internal
document

14. Peel the
onion…

15. Break down
into two
elements
Global
Gl
115
Content
Planning
Cp
116

16. Set “Global”
aside

17. Let’s talk
about
“Content
Planning”
first

18. The ultimate
purpose
of content
planning
Grow business

19. Grow Business
by
creating
educational,
compelling,
enjoyable
content

20. Key elements of
content
planning
• Business goals
• Marketing objectives
• Target audiences
• Product launch dates
• Product messaging and
positioning
• Editorial topics and plan

21. What
elements
change when
we add the
word
“Global”?

22. Bear in mind,
The Global
Content Plan
is an internal
document

23. Global in an
internal sense
Work together
to create
content plan
Headquarters Local or Region

24. In small
businesses
Headquarters
=
Locals

25. Global
means:
Headquarters work
with Local
Local provides
feedback to
content plan

26. Typical
elements of
global
content
planning
Headquarters
(consolidated)
Local
Business
Goals
Marke8ng
Objec8ves
Target
Audiences
Product
launch
dates
Product
messaging/
Posi8on
Editorial
topics
and
Plan
Country
priori8es
Budget

27. Holy Grail of
Global Content
Planning
• Roles and
responsibilities
between HQ / locals
• Centralization vs.
Decentralization
• Budget Allocation

28. Reality
• Often no “Content
Marketing” Group
• Budget embedded
into different groups
• Lack of ownership
• Management doesn’t
understand content
marketing
• And more…

29. Therefore,
Global content
planning is
different from
company to
company

30. Global
content
planning
starts with
YOU

31. Proactively…
• Identify the
necessary elements
• Gather information
from various
sources
• Educate your
stakeholders

32. There is no
short cut

33. Planning
VS
Plans
Planning is an active
ongoing process,
while,
a plan is the
documentation at
one point in time.

34. Planning
VS.
Plans
Neither planning nor
a plan guarantees
success, yet both are
absolutely essential.

36. Key takeaways
• Think about global
content planning
holistically
• Connect the dots
among various
planning elements
• Plan for re-planning

37. One more bonus
Globalcontent.Marketing
Launch on 9/8
Templates and tools avail.
for free download
Reach me via
www.pamdidner.com

38. Q & A