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ISBN10: 0071840974 | ISBN13: 9780071840972
ISBN10: 0071840974
ISBN13: 9780071840972
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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 consumecontent. 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
PREFACE
INTRODUCTION
CHAPTER ONE: Why Globalize Your Content
CHAPTER TWO: What Are the 4 P’s of the Global Content Marketing Cycle?
CHAPTER THREE: Organize a Team for Global Content Marketing Success
Case Study-Act with Headquarters as the Lead: Global Personas
Case Study-Communication Through Sync Meetings: There Is No Shortage of Agenda Items
CHAPTER FOUR: The First P of the Global Content Marketing Cycle: Plan
Case Study—Enterprise: Intel’s Annual Planning Process
Case Study—Small Business: Opus Events Agency’s Planning Process
Bonus—Four Annual Planning Quadrants
CHAPTER FIVE: The Second P of the Global Content Marketing Cycle: Produce
Case Study—LinkedIn’s “Big Rock” Content
Case Study—How Much Content Can Vology Create with $1,000?
CHAPTER SIX: The Third P of the Global Content Marketing Cycle: Promote
Case Study—Content Fuels DocuSign’s Demand Generation
Case Study—Diary of a Content Pimp 3: The Promotion Plan Without Budget
CHAPTER SEVEN: The Fourth P of the Global Content 155Marketing Cycle: Perfect
Case Study—SAP’s Local-First Content Approach
Case Study—Domo’s Marketing Spend Optimization
CHAPTER EIGHT: Skills Needed for GlobalContent Marketers
Bonus—Social Media Manager/Content
Manager/Editorial Planner Hiring Checklist
CHAPTER NINE: Future of Global Content Marketing
CHAPTER TEN: Epilogue
Acknowledgements 227
Endnotes 229
Index 237
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