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

by Pam Didner

Overview

Engage Customers Around the World with Cross-Regional Content Marketing

Technology has virtually erased national borders, forever transforming the way we reach and engage customers, as well as the way we search for and consume content. Global Content Marketing takes you step-by-step through the process of creating and refining your strategies to meet this new reality.

LEARN HOW TO:

• Create content that engages people—regardless of their country and culture
• Identify key actions and strategies to apply to your projects
• Connect "dots" that others don't see and connect them in ways you never thought of before

"Content marketing across geographies is a diff erent animal. In this smart, practical, and authoritative book, Pam Didner has tamed this animal for all of us." — DOUG KESSLER, Creative Director, Velocity

"A valuable guide to developing and distributing your global content effectively." — NANCY BHAGAT, former VP, Global Marketing Strategy, Intel, and current Divisional CMO, TE Connectivity

"This book is the blueprint for engineering a modern scalable content marketing operation." — PAWAN DESHPANDE, CEO, Curata

“Finally the book that explores all critical aspects of global content marketing! Whether you are a small business or a Fortune 500 company, it is essential to understand the 4P’s developed by Pam Didner. Read it and take your content strategy to the whole new level." — EKATERINA WALTER, author of Think Like Zuck and coauthor of The Power of Visual Storytelling

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