ISBN-10:
0071840974
ISBN-13:
9780071840972
Pub. Date:
09/15/2014
Publisher:
McGraw-Hill Professional Publishing
Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works / Edition 1

Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works / Edition 1

by Pam Didner

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Product Details

ISBN-13: 9780071840972
Publisher: McGraw-Hill Professional Publishing
Publication date: 09/15/2014
Edition description: New Edition
Pages: 256
Product dimensions: 5.90(w) x 9.20(h) x 0.60(d)

About the Author

Pam Didner (Portland, OR) is a global content marketing strategist, speaker and author. As a global integrated marketing strategist, she led Intel's Enterprise product launches and worldwide marketing campaigns. She also contributes articles to the Huffington Post, Daily Crowd Sourcing, Content Marketing Institute and other publications.


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

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