What’s the Simplest Definition of Global Content Marketing?

Global Content Marketing

Original post has been published by Pam Didner. Pam is a Global Content Marketing Strategist and Author and this is her blog.

Content marketing is using content as a way to communicate the benefits of your products and services.

Although my teenage sons thought it was pretty cool that I published a book, Global Content Marketing, they only vaguely know that it’s a marketing book. They didn’t bother to find out until recently what it is really about when one of them finally asked me: “What exactly is [global] content marketing, mom?”

Rather than giving them a formal definition, I asked him what he usually does when he is interested in purchasing a product or a service.  He told me that he would search the name of the products, research on the Internet, read product reviews and talk to his friends. I told him the information comes up when he does his research is called content. “In the web industry, anything that conveys meaningful information to humans is called content.” (Erin Kissane). It’s as simple as that!

Continue reading “What’s the Simplest Definition of Global Content Marketing?”

Global Content Marketing and Localisation: 3 Business Strategy Frameworks

Global Content Marketing Strategy

Original post has been published here by Maël Roth. Maël is a Global Content Marketing Strategist and this is his blog.

Going global with content marketing sounds easy (just translate it, right?) but it actually takes a lot more preparation than you might expect. In this post, we’ll have a look at three frameworks with which you’ll be better prepared if you want to conquer a foreign market with your content. Continue reading “Global Content Marketing and Localisation: 3 Business Strategy Frameworks”

The Global Marketer’s Guide to User-Generated Content

Modern buyers are more educated and connected than ever before—making it increasingly difficult for marketers to capture their attention. As such, the traditional content marketing strategies of the past just won’t cut it anymore. So, what’s a marketer to do? Enter user-generated content.

User-generated content—or UGC—is exactly what it sounds like: content created by users. For brands, users are people who interact with your brand or products in some capacity but aren’t professionally affiliated with your company.

The difference between UGC and more traditional marketing tactics is that UGC relies on your customers to promote your brand, rather than doing it yourself.

Why Are Global Marketers Turning to User-Generated Content?

For global marketers it’s difficult to find one type of content that performs across all demographics, locations, and markets. This is largely due to the fact that each audience has a different set of buying habits, pain points, motivators, and other contributing factors.

The beauty of UGC is that it’s created by the customer for the customer. It naturally transcends the barriers that stand in the way of traditional content types—think language, cultural differences, and more.   Consider these statistics:

  • 41% of consumers only need to see between 1 and 4 pieces of UGC to be influenced to purchase (source) whereas 47% of consumers need to see 3 to 5 pieces of traditional content to even speak with a sales rep (source).
  • UGC is 35% more memorable than any other media and 50% more trusted (source).
  • UGC results in 29% higher web conversions than campaigns or websites without it (source).

Looking for more reasons to jump on the UGC bandwagon? Keep reading.

Continue reading “The Global Marketer’s Guide to User-Generated Content”

The Sexiest Job of the Century: Data Science and the Rise of “Hybrid Marketing”

It was five years ago, exactly, in October 2012, when Harvard Business Review (HBR) declared “data scientist” to be the sexiest job of the century. HBR told the stories of Jonathan Goldman and D.J. Patil from LinkedIn, and Jeff Hammerbacher from Facebook, among others. They were the ones who coined the original term “data scientist” back in 2008 while they were leading data and analytics at their respective companies. The appearance of data scientists on the business scene reflects the fact that enterprises are now dealing with information that comes in varieties and volumes never seen before – what we usually call “Big Data.”

Data scientist is the sexiest job of the century

Also in 2012, the research company Gartner suggested that there will be 4.4 million “big data jobs” in the coming years, and that only a third of them will be successfully filled. That projection should not have been surprising. Everything is moving toward data at the speed of light: big data, mobile data, performance data, content data, product data, and even data about how we measure our data.

Continue reading “The Sexiest Job of the Century: Data Science and the Rise of “Hybrid Marketing””

7 Global Marketing Best Practices in Post-Merger Integrations

7 Marketing Best Practices in post-merger integrations

There is considerable evidence that many M&As fail. Estimated failure rates goes usually from 60 to 80 per cent. Despite the increased attention on post-merger integration (PMI), dynamics of how two firms’ marketing strategies are integrated have been largely neglected. Considering that M&A activity is predicted to increase as more CEOs use M&A strategies to grow/exit their business, also marketing and communications for post-acquisitions are expected to gain proper focus and attention.

Nevertheless the lack of attention given today to marketing issues is interestingly in contrast with the findings of merger failures’ analysis, which indicate lack of proper communications, content strategy and customer retention activities among the major reasons of such failures. Customers in fact tend to stop investments and put their relationships on hold, until a clear message is delivered by the firms.

Read the full article on LinkedIn.

How to Use Global Content Marketing Tactics for Internal Communications

Content Marketing Internal Communications

When we talk about content marketing, we share tips and advice on strategy, audience building, distribution, and ROI. We discuss the content we create and who we are targeting, but we rarely do so in the context of internal communications.

Whether we work for a large enterprise or a small start-up, internal communication is a critical function. Especially for companies running global content marketing programs, it’s critical to establish internal communication channels between teams. This will ensure that everyone knows the latest information about content processes, frameworks, methodologies, and best practices.

One solution: use content marketing tactics internally. Email newsletters, content hubs, and apps are all great ways to solve internal communications challenges and keep employees and partners aligned.

Continue reading “How to Use Global Content Marketing Tactics for Internal Communications”

Coming soon on CMAB

Coming Soon

Coming soon on Content Marketing Across Borders (title to be finalised):

  • How to Measure Content Marketing Performances
  • The Rise of the Data Scientist and Hybrid Marketer (original post to be published on NewsCred Insight’s blog)
  • How to win visitors applying the psychology of design to content marketing and social media

How to Use Global Content Marketing Tactics for Internal Communications (via NewsCred Insight)

Internal Communications

When we talk about content marketing, we share tips and advice on strategy, audience building, distribution, and ROI. We discuss the content we create and who we are targeting, but we rarely do so in the context of internal communications.

Whether we work for a large enterprise or a small start-up, internal communication is a critical function. Especially for companies running global content marketing programs, it’s critical to establish internal communication channels between teams. This will ensure that everyone knows the latest information about content processes, frameworks, methodologies, and best practices.

One solution: use content marketing tactics internally. Email newsletters, content hubs, and apps are all great ways to solve internal communications challenges and keep employees and partners aligned.

My new full post, via NewsCred’s Insights.

Featured image by Annie Spratt

How to Measure Global Content Marketing Performances: my Slide Deck for #DBS17

Content Performance

Here it is. The deck presented last week at the Digital Branding Summit, October 2017, Barcelona. The full script is coming soon.

Summary:

  • The rise of data scientist and hybrid marketer;
  • How to embrace content marketing to drive measurable business results that impact the bottom line;
  • What to measure and how to gain actionable insights;
  • How to gain a better understanding of content efforts to reach new audiences, drive business, and become a more cost-effective marketing channel.

Featured image by Roman Mager

How to find the Optimal Balance Between Central and Local Content Teams

This post has originally been published on NewsCred’s Insights content hub. This is my original version. It includes content and references that had to  be removed from the company’s blog. 

One of the most critical aspects of going global with a content marketing strategy in a large and complex enterprise is finding the right balance between central and local organisations. In fact, just deploying a content marketing model across multiple regions – even if it has been tested successfully in one country – will simply not work. You need to plan, find the right global to local balance, pilot and then scale at global level. In most regions, like Asia or Europe for example – with dozens of different countries and languages, – it is unrealistic to make content work for each individual market. Continue reading “How to find the Optimal Balance Between Central and Local Content Teams”