Table of Contents
Preface vii
Introduction 1
Chapter 1 Why Globalize Your Content 7
Chapter 2 What Are the 4 P's of the Global Content Marketing Cycle? 25
Chapter 3 Organize a Team for Global Content Marketing Success 31
Case Study-Act with Headquarters as the Lead: Global Personas 57
Case Study-Communication Through Sync Meetings: There Is No Shortage of Agenda Items 61
Chapter 4 The First P of the Global Content Marketing Cycle: Plan 63
Case Study-Enterprise: Intel's Annual Planning Process 81
Case Study-Small Business: Opus Events Agency's Planning Process 83
Bonus-Four Annual Planning Quadrants 85
Chapter 5 The Second P of the Global Content Marketing Cycle: Produce 87
Case Study-LinkedIn's "Big Rock" Content 212
Case Study-How Much Content Can Vology Create with $1,000? 123
Chapter 6 The Third P of the Global Content Marketing Cycle: Promote 127
Case Study-Content Fuels DocuSign's Demand Generation 145
Case Study-Diary of a Content Pimp 3: The Promotion Plan Without Budget 148
Chapter 7 The Fourth P of the Global Content Marketing Cycle: Perfect 155
Case Study-SAP's Local-First Content Approach 182
Case Study-Domo's Marketing Spend Optimization 184
Chapter 8 Skills Needed for Global Content Marketers 189
Sonus-Social Media Manager/Content Manager/Editorial Planner Hiring Checklist 202
Chapter 9 Future of Global Content Marketing 207
Chapter 10 Epilogue 221
Acknowledgements 227
Endnotes 229
Index 237