Global Content Marketing
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After reading Pam Didner's "Global Content Marketing," I put this presentation together on how we can develop a global content marketing strategy at work.
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Global Content Marketing
- 1. Monica Miller Rodgers, APR
- 2. The process of developing and sharing relevant, valuable and engaging content to target audiences with the goal of acquiring new customers or increasing business from existing customers. -Amanda Maksymiw Content Marketing Manager Lattice Engines
- 3. Your customers don’t care about you, your products, your services … They care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you. -David Meerman Scott Author/Speaker
- 4. The Marketing Communications Funnel Awareness Knowledge Action Preference Interest Brochure Case Study Competition Comparison Testimonial Funnel design courtesy of http://www.unitydc.co.uk/funnels
- 6. Content Strategy photo credit: AvidlyAbide via photopin cc
- 9. • Content Shock • Short Attention Spans • Learning to Create, Curate & Repurpose • Connecting the Dots 5,000
- 10. The process of developing and sharing relevant, valuable and engaging content to target audiences across countries with the goal of acquiring new customers or increasing business from existing customers globally. -Pam Didner Global Integrated Marketing Strategist Formerly Intel
- 11. • Plan • Produce • Promote • Perfect Coming together is a beginning, staying together is progress, working together is success. -Henry Ford
- 12. • Cultural Differences • Language Barriers • Religious Beliefs • Laws & Regulations • Product Usage & Behaviors • Channel Fragmentation • Learning to Compromise
- 13. • Global Content Marketing by Pam Didner www.pamdidner.com • {grow} Blog by Mark Schaefer www.businessgrow.com • HubSpot www.hubspot.com • Content Marketing Institute www.contentmarketinginstitute.com
Editor's Notes
- Content Marketing is a strategy, not just a one-hit wonder or one-time product To be relevant, valuable and engaging, we must listen to our customers and provide consistently to their ever-evolving needs
- -Technical reasons, such as SEO -Establishes authority -But bottom line is to be recognised by our customers -All content should help, educate, support, assist or entertain our customers -The customer is the hero
- Use Content Marketing where our customers are in the funnel What piece of content will resonate with the customer?
- -From Econsultancy by Chris Lake --All ties back to strategy – how do we use content to meet our marketing objectives that are based on the business goals
- Content is King Forming a strategy now around how we produce, distribute and leverage content Needs to align with business and marketing objectives Needs to be measured to optimised
- Must know and understand the customers Speak in their language – solutions, benefits, value, access, education – based on the 2013 study “Rethinking the 4 Ps in B2B”by Richard Ettenson, Eduardo Conrado and Jonathan Knowles published in the Harvard Business Review Look for: Demographics (Age, Sex, Nationality, Income, Education Level), Industry, Challenges, Needs/Wants, Social Media Preferences Find these by doing surveys and interviews with Sales Departments, customers and dealers Ask: What does the customer want/need? What is the customer in search of? What are the challenges the customers face? What happens if he can’t find a solution? What happens if he does?
- Editorial calendars keep you on track, ward off the white screen of misery, and should do most of the work upfront for you Should include due and publish dates, format, channels, title, background info, target audience, key point, call to action and a space to keep resources that can be used Need regional help to populate and share at the corporate level
- Content is produced more and more everyday. We have to be sure our content is targeted, relevant and valuable or it will get lost in information overload as audiences begin to create “shells” around themselves to protect against the onslaught. Proposed by marketing expert Mark Schaefer. There are only so many hours in a day, and you don’t have time to recreate the wheel every time you need to publish a piece of content. We have to learn how to slice and dice already-existing content for other channels and other audiences. Find interesting content from partners to share. Find the relationships between seemingly unconnected ideas. What content do you have currently that can be combined to produce something larger? Instruction manual and how-to video can make a webinar with a subject matter expert.
- Let’s take the idea further now We’re an MNC and we must get beyond “Thinking Globally, Acting Locally” but now thinking and acting on both levels
- Old Ps – Product, Price, Placement, Promotion Working together with Corporate and Regions, we must first strategize and all move in the same direction Next, we produce valuable and sharable content that needs to be localized and customized by the regions Next, we publish the content in channels that make sense for the targeted geographies Finally, measure, course correct as needed and optimize Build the strategy now for global content marketing, which will include a Global Content Marketing Team with reps from each region, quarterly meetings to discuss content ideas and support needed from corporate, and how we can all work together on a more integrated level.
- Overcome these challenges with the regions help – taking the lead on localisation and customisation It’s not just the responsibility for the regions to act and corporate to think, but need input from all around
- Ideas on how we can better work together