This is an introduction presentation for the Panel "How do you globalize your content marketing strategy" held during Brand2Global 2014 conference in London. The panel has been organized and moderated by Mr Eric Ingrand, VP content Marketing for a leading content marketing agency: www.enveritasgroup.com. Eric Ingrand invited top Marketing executive at Accor and Western Union to answer a few question about Global Content Marketing strategies: Mr Antoine Dubois, communication, advertising and media vice-president at Accor, managing 470,000 rooms spread across over 3,600 hotels under 17 brands;   Mr Stefan Zechner, marketing director for Western Union, facilitating money transfers thanks to a massive network of 500,000 retail locations in 200 countries; Stefan joined European Digital Marketing team at Western Union in April 2013. His responsibilities are content strategy, content marketing and SEO. Since the year-end 2013 he has the lead on all social media activities within Europe for WU.   And finally please welcome Mr Frank Hartkopf, head of European content for Axonn Media, a leading global content marketing shop based in London.  

1. @EricEVGeurope
www.enveritasgroup.com
HOW DO YOU GLOBALIZE YOUR
CONTENT MARKETING STRATEGY?

2. Do I really need a global content
strategy?
@EricEVGeurope
www.enveritasgroup.com
 Content marketing costs 62% less than traditional marketing and generates
about 3 times as many leads. (DemandMetric)
 Content marketing produces 3 times more leads per dollar. (Kapost)
 Website conversion rate is nearly 6 times higher for content marketing adopters
than non-adopters (2.9% vs 0.5%). (Aberdeen)
 For B2B: 80% of business decision makers prefer to get information in a series
of articles versus an advertisement. (Exact Target)
 Inbound practices produce 54% more leads than traditional outbound practices.
(HubSpot)
 Nurtured leads make 47% larger purchases than non-nurtured leads. (The
Annuitas Group)

3. @EricEVGeurope
www.enveritasgroup.com
What does a global marketplace look like?
(Why) Should I reach out to international markets?

4. @EricEVGeurope
www.enveritasgroup.com
12 languages to reach 80% of the world

5. @EricEVGeurope
www.enveritasgroup.com
It’s time to tell local stories
Content about local events in the local language will draw
local searchers.

6. Global world, many different channels

7. @EricEVGeurope
www.enveritasgroup.com

8. • Started in 1851
• 200 countries
• 500,000 retail locations
• Process 230+ million transactions per year
• Move $75+ billion per year

9. • Started in 1969
• 3,600 hotels
• 470,000 rooms
• 17 brands
• 200 hotels in Brazil

10. • UK’s leading content marketing agency
• Creating content since late 1990s
• 400 clients across Europe, 15+ languages
• Sister companies Brafton (US) and Castleford (Australia)
• Vision: Simplifying content marketing for everyone

11. How to connect with international markets
• Plan
• Create
• Localize
• Measure
• Repeat

12. LET US HELP YOU GROW!
Slides by:
Eric Ingrand – Vice President Content Marketing EMEA
Eric@enveritasgroup.com
CEL: +33 683 859 987
@EricEVGeurope
www.enveritasgroup.com/blog