Engineering a Global Content Strategy with Pam Didner
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- Laurel Wilkerson
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1 Engineering a Global Content Strategy with Pam Didner Content Marketing Expert Series Hosted by Michael Gerard, CMO, Curata, Inc.
2 Engineering Global Content Marketing
3 Today s Webinar Benefits of Planning Elements of Global Content Plan Planning Challenges Planning saga Enjoy the presentation
4 Key Takeaways Think about content planning holistically Connect the dots among various planning elements Plan for replanning
5 here!
6 Learn how to plan, develop, promote and measure your content effectively across borders Avail. on 9/19 Pre-order and receive 30% off on Amazon.com Check out:
7 Let s sit back for a minute
8 Global Content Planning Does the word Global put extra weight on our shoulders?
9 Do you get stressed out just thinking about Global Content Planning?
10 Don t Stress Out
11 The usage of a global content plan Align on business objectives, audiences and editorial topics Rally a team (internal stakeholders/ external agencies) Allocate budget Show management you have your act together Use the plan for content execution
12 The global content plan is ONLY an internal document.
13 If it s an internal document Why should we stress out?
14 Relax It s only an internal document
15 Peel the onion
16 Global# Break down into two elements Gl# 115# Content#Planning# Cp# 116#
17 Set Global aside
18 Let s talk about Content Planning first
19 The ultimate purpose of content planning Grow business
20 Grow Business by creating educational, compelling, enjoyable content
21 Key elements of content planning Business goals Marketing objectives Target audiences Product launch dates Product messaging and positioning Editorial topics and plan
22 What elements change when we add the word Global?
23 Bear in mind, The Global Content Plan is an internal document
24 Global in an internal sense Headquarters Work together to create content plan Local or Region
25 In small businesses Headquarters = Locals
26 Global means: Headquarters work with Local Local provides feedback to content plan
27 Typical elements of global content planning Business#Goals Marke8ng#Objec8ves# Target#Audiences Product#launch#dates Product#messaging/ Posi8on Editorial#topics#and# Plan Country#priori8es Budget# Headquarters* (consolidated) Local
28 Holy Grail of Global Content Planning Roles and responsibilities between HQ / locals Centralization vs. Decentralization Budget Allocation
29 Reality Often no Content Marketing Group Budget embedded into different groups Lack of ownership Management doesn t understand content marketing And more
30 Therefore, Global content planning is different from company to company
31 Global content planning starts with YOU
32 Proactively Identify the necessary elements Gather information from various sources Educate your stakeholders
33 There is no short cut
34 Planning VS Plans Planning is an active ongoing process, while, a plan is the documentation at one point in time.
35 Planning VS. Plans Neither planning nor a plan guarantees success, yet both are absolutely essential.
36
37 Key takeaways Think about global content planning holistically Connect the dots among various planning elements Plan for re-planning
38 One more bonus Globalcontent.Marketing Launch on 9/8 Templates and tools avail. for free download Reach me via
39 Q & A
40 Upcoming Events/Webinars Content Operations: Practical Guidance and Real World Examples to Scale Your Content Marketing by Pawan Deshpande, Curata s CEO Targeting Chinese with Social & Search by Pam Didner Tuesday, Sept. 10 4:45-5:30 pm Tuesday, Sept :45-1:45 pm Curation 101: Boost Your Content Marketing Strategy By Michael Gerard, Curata s CMO Wed., Sept #CMExperts 2
41 Additional Resources ebook: Content Marketing Analytics & Metrics ebook: 2014 Content Marketing Tactics Planner ebook: Content Marketing Done Right: Ethical Curation ebook: 5 Steps to Becoming a Content Curation Rockstar ebook: Stop Egocentric Marketing: Content Marketing Strategy ebook: Look Book Content Curation Case Studies Guide: Content Curation Annotation Methods ebook: Open & Shut Case for Curation Industry Resource & News: Content Curation Marketing Site and more online at: [email protected] LinkedIn Group: Content Marketing Forum #CMExperts 3
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