Engineering a Global Content Strategy with Pam Didner Content Marketing Expert Series Hosted by Michael Gerard, CMO, Curata, Inc. #CMExperts @MichaelGerard
Engineering Global Content Marketing Plan @PamDidner
Today s Webinar Benefits of Planning Elements of Global Content Plan Planning Challenges Planning saga Enjoy the presentation
Key Takeaways Think about content planning holistically Connect the dots among various planning elements Plan for replanning
Hi! @PamDidner here!
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: www.pamdidner.com
Let s sit back for a minute
Global Content Planning Does the word Global put extra weight on our shoulders?
Do you get stressed out just thinking about Global Content Planning?
Don t Stress Out
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
The global content plan is ONLY an internal document.
If it s an internal document Why should we stress out?
Relax It s only an internal document
Peel the onion
Global# Break down into two elements Gl# 115# Content#Planning# Cp# 116#
Set Global aside
Let s talk about Content Planning first
The ultimate purpose of content planning Grow business
Grow Business by creating educational, compelling, enjoyable content
Key elements of content planning Business goals Marketing objectives Target audiences Product launch dates Product messaging and positioning Editorial topics and plan
What elements change when we add the word Global?
Bear in mind, The Global Content Plan is an internal document
Global in an internal sense Headquarters Work together to create content plan Local or Region
In small businesses Headquarters = Locals
Global means: Headquarters work with Local Local provides feedback to content plan
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
Holy Grail of Global Content Planning Roles and responsibilities between HQ / locals Centralization vs. Decentralization Budget Allocation
Reality Often no Content Marketing Group Budget embedded into different groups Lack of ownership Management doesn t understand content marketing And more
Therefore, Global content planning is different from company to company
Global content planning starts with YOU
Proactively Identify the necessary elements Gather information from various sources Educate your stakeholders
There is no short cut
Planning VS Plans Planning is an active ongoing process, while, a plan is the documentation at one point in time.
Planning VS. Plans Neither planning nor a plan guarantees success, yet both are absolutely essential.
Key takeaways Think about global content planning holistically Connect the dots among various planning elements Plan for re-planning
One more bonus Globalcontent.Marketing Launch on 9/8 Templates and tools avail. for free download Reach me via www.pamdidner.com
Q & A
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. 10 12:45-1:45 pm Curation 101: Boost Your Content Marketing Strategy By Michael Gerard, Curata s CMO Wed., Sept. 17 http://bit.ly/curation101webinar #CMExperts 2
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 www.contentcurationmarketing.com and more online at: www.curata.com/resources Email: marketing@curata.com Twitter: @GetCurata LinkedIn Group: Content Marketing Forum #CMExperts 3