The document discusses three main issues facing global content marketing: content and channels, teams, and tools. It notes the challenges of inconsistent branding, poor customer experience, and wasted efforts without proper coordination across these areas. For teams, it emphasizes the need for strong leadership, clear roles, cultural understanding, and communication. For tools, it highlights limitations in supporting multiple languages/alphabets and ensuring content is appropriate for different countries. For content and channels, it examines tailoring what is created and distributed based on regional differences.