85% OF SENIOR GLOBAL MARKETERS FEEL UNPREPARED to meet key challenges in reaching today’s consumers worldwide. Globalizing content marketing has never been more important.

1. ©2014 CLOUDWORDS
@hlorenzen #contentSF
Cultured Content
The Art of Exporting Your
Marketing Machine
Heidi Lorenzen
CMO, Cloudwords
@hlorenzen
#ContentSF

2. ©2014 CLOUDWORDS
@hlorenzen #contentSF
85% OF SENIOR GLOBAL MARKETERS
feel unprepared to meet their key challenges
in reaching today’s consumers
• Hyper-connected and tech-savvy buyers
• Coordinated local, regional and global campaigns
• Tensions between corporate and regional
marketing teams
• Multichannel programs that are globally consistent
• Keeping up with the pace of disruption!
• Managing across silos
Source: Sapient, Evolution of Global Marketing, 2012

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Digital content means globally accessible
Most popular forms of content marketing
78% 61% 55% 51% 43% 42%79%
ARTICLES E-NEWSLETTERS
SOCIAL MEDIA
(EXCLUDING
BLOGS)
CASE
STUDIES BLOGS
WHITE
PAPERS
WEBINARS/
WEBCASTS

4. ©2014 CLOUDWORDS
@hlorenzen #contentSF
Globalizing your content marketing
has never been more important
Sources: 2011 survey by Eurobarometer; Common Sense Advisory
90%
80%
95%
At least 14 languages -> 80%
of total online population
Top 10 languages -> 90%
of business speaking market
20 language -> 95% of the
world’s online wallet

5. ©2014 CLOUDWORDS
@hlorenzen #contentSF
Globalizing your content marketing
has never been more important
Sources: 2011 survey by Eurobarometer; Common Sense Advisory
90% of EU Internet users prefer
to use sites in their own native
language

6. ©2014 CLOUDWORDS
@hlorenzen #contentSF
Globalizing your content marketing
has never been more important
Sources: 2011 survey by Eurobarometer; Common Sense Advisory
42% would never buy online in a language
that was not their own

7. ©2014 CLOUDWORDS
@hlorenzen #contentSF
Globalizing your content marketing
has never been more important
Sources: 2011 survey by Eurobarometer; Common Sense Advisory
42% would never buy online in a language
that was not their own
56% state that the ability to access
information in their own language is
more important than price when making
a purchase decision

8. ©2014 CLOUDWORDS
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The rewards
for investing
in multilingual
content have
never been
greater
Sources: Common Sense Advisory
1.5X
MORE LIKELY
REVENUE INCREASE
INCREASED
TRANSLATION BUDGETS

9. ©2014 CLOUDWORDS
@hlorenzen #contentSF
The rewards
for investing
in multilingual
content have
never been
greater
Sources: Common Sense Advisory
2X
LIKELY INCREASE IN
PROFITS
AND 1.27% MORE LIKELY HIGHER
EARNINGS PER SHARE (EPS)
TRANSLATION EDGE
TO GAIN OVER COMPETITION
$

10. ©2014 CLOUDWORDS
@hlorenzen #contentSF
Yet … global content marketing is not
being addressed well
Source: Cloudwords survey of 500+ global marketers at the 2013 Content Marketing World Conference
60% of global marketers
have no strategy in place
for multilingual content marketing
8% of companies that
market globally do
not translate any
content at all
OF THOSE THAT
DO, CONTENT IS
TRANSLATED INTO
AN AVERAGE OF
ONLY 8 LANGUAGES

11. ©2014 CLOUDWORDS
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WHY IS MULTILINGUAL CONTENT
MARKETING BECOMING
INCREASINGLY CHALLENGING?
Rapid proliferation
of global content
Content being created and
stored in increasing
number of technologies
Project management by
email, spreadsheets,
FTP
Inefficient
processes - lots of
copy and paste
Silos and poor internal
coordination
More content
into more languages
leading to
skyrocketing
marketing
spend
Translation
“solutions” revolve
around needs of
translators, not
marketers

12. ©2014 CLOUDWORDS
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Why do we
need to get great at
globalizing content
marketing?
FASTER
TIME-TO-
MARKET
BROADER
AND DEEPER
CUSTOMER
ENGAGEMENT
GREATER
COMPANY
GROWTH

13. ©2014 CLOUDWORDS
@hlorenzen #contentSF
How to make a world of difference
The five keys to exporting your marketing…

14. ©2014 CLOUDWORDS
@hlorenzen #contentSF
Audience-
centric,
global
approach
to content
strategy DON’T MAKE GLOBAL NEEDS AN
AFTERTHOUGHT!
Audience-centric, by definition, means
putting content in their native language
1

15. ©2014 CLOUDWORDS
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Balance
corporate
and local
priorities
ALMOST 65% OF MARKETERS
say silos inside marketing prevent them
from having a holistic view of campaigns across
all channels
2
Source: teradata.com

16. ©2014 CLOUDWORDS
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A powerful
global
marketing
content
technology
stack
3
MARKETING GLOBALIZATION PLATFORM
DOCUMENT MANAGEMENT
WEB CMS
MARKETING AUTOMATION
CRM

17. ©2014 CLOUDWORDS
@hlorenzen #contentSF
Your own
unified
translation
memory
4
(Source: Cloudwords survey of 500+ global marketers at the 2013 Content Marketing World Conference)
Best kept
secret!
80% OF GLOBAL
MARKETERS
are unfamiliar with
this valuable tool

18. ©2014 CLOUDWORDS
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Content
marketing
operations
built for speed
and efficiency
5

19. ©2014 CLOUDWORDS
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The world is waiting for you,
so…
what in the world are you
waiting for?

20. ©2014 CLOUDWORDS
@hlorenzen #contentSF
Thank you.