This document discusses the intersection of global content marketing and email campaigns. It addresses that content marketing and email marketing can either be seen as separate disciplines or integrated together, depending on the individual company. It provides examples of challenges that both content marketers and email marketers may face. The document emphasizes finding common goals between these areas, and establishing collaboration between headquarters and local marketing teams to better plan and execute global content strategies through multiple channels including email.

1. @PamDidner
The Intersection of Global
Content Marketing and
E-mail Campaigns
@PamDidner
Author of Global Content Marketing

2. @PamDidner
When we think about content
and e-mail marketing

3. @PamDidner
We dive into what types of
content works for e-mail
marketing

4. @PamDidner
Think about the relationship
of content marketing and
e-mail marketing differently

5. @PamDidner
For today…
• Macro: Better integration
of content and email
marketing strategically
• Micro: The intricacies of
content and e-mail
• Global: In an internal
sense…

6. @PamDidner
Not covered
• Tips on how to create compelling content for e-
mail marketing
• 10 best content formats for email marketing
globally
• Repurposing and localizing content to scale
content across regions

7. @PamDidner
Hi,
@PamDidner here

8. @PamDidner
Corporate MKT Professional

9. @PamDidner
I had some
ideas.
Image:
h)p://thebullbustercafe.com/todays-­‐lie-­‐your-­‐thoughts-­‐have-­‐no-­‐power/

10. @PamDidner
Check Out
Globalcontent.marketing
For e-mail updates & free
content
Available at:

11. @PamDidner
The 4 P’s of the
Global Content
Marketing
Cycle
P
Produce
P
Plan
PPerfect
P
Promote

12. @PamDidner
Source:
Lego
Movie
Enjoy the presentation!

13. @PamDidner
Content marketing or
Email marketing,
who takes the lead?

14. @PamDidner
Two schools:
• Content marketing is part of email marketing
• Email marketing is part of content marketing

15. @PamDidner
The reality is
Not clear cut…

16. @PamDidner
Depends on the company…
• Organization structure
• Marketing channels
• Budget allocation
• Management preference
• Your roles

17. @PamDidner
Understand how content and e-
mail marketing intertwine in your
company

18. @PamDidner
Understand internally
• Who’s who
• Who takes the lead
• Who does what

19. @PamDidner
Start with commonalties

20. @PamDidner
Challenges of email marketers
• Pressure to generate leads/subscribers
• Constantly searching for content within a
company to meet email campaign deadlines
• Lack of content creation budget or resource to
create e-mail specific content
• Lack of proper integrated support from other
channels and peers

21. @PamDidner
Challenges of content marketers
• Pressure to show the impact of content
• Constantly searching for appropriate content
placement within a company
• Lack of content creation budget or resource to
create content
• Lack of proper integrated support from other
channels and peers

22. @PamDidner
Commonality: Similar
Challenges

23. @PamDidner
Build co-ownership of goals and
strategies through the same
challenges

24. @PamDidner
Co-ownership of goals
• Audiences
• Costs
• Revenue

25. @PamDidner
Examples of goals
• E-mail subscribers, qualified leads or community
members
• Cost per e-mail opening, cost per content click
• E-mail contribution to paid webinar or training

26. @PamDidner
• Understand how your company’s marketing
works
• Find out who owns budget and headcount
• Build common goals through commonalities or
mutually-agreed strategies

27. @PamDidner
Content is King

28. @PamDidner
Design, layout,
copy and images
all play critical roles

29. @PamDidner
Content
complements e-
mail template

30. @PamDidner
E-mail template
complements
content

31. @PamDidner
• Content determines which templates to use
• Create several e-mail templates to tailor
audiences’ content consumption needs
• Design, copy and images MATTER

32. @PamDidner
“Global” from client’s perspective

33. @PamDidner
Global in an internal sense
Headquarters
Work together
to plan / execute
content marketing
Local or Region

34. @PamDidner
Headquarters vs. Local
who takes the lead?

35. @PamDidner
Headquarters
• Establish tools such as marketing automation,
email database management and customer
relationship management
• Set up branding and creative guidelines and
framework
• Create content

36. @PamDidner
Locals
• Create and localize content
• Lead and manage e-mail campaigns
• Inform Headquarters of their successes, needs
and failures

37. @PamDidner
The intersections are
• Think strategically about how to better integrate content
marketing and email marketing
• Focus on optimizing content and e-mail design
• Collaboration between headquarters and locals

38. @PamDidner
Contact Pam
Help companies find balance
between HQ and its local teams
• Content Marketing Consulting
• Strategy and Planning Workshop
• Content Marketing Implementation
503-610-8009
pam@didner.com