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”

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”

Content Marketing, Big Rocks & the “Thanksgiving analogy”

Note – header image is from Jason Miller blog/book “Welcome to the Funnel”.

Fall is coming. Thanksgiving is approaching and marketers on the other side of the Atlantic (my side is the European) are ready to take a break, turn their brain off for a few days and stop thinking about marketing, content & ROI.

Well… ever heard about Content Marketing Thanksgiving analogy?

The concept is simple. The idea is to look for opportunities to repurpose the content that you already have – exactly as you’re repurposing Thanksgiving food for some time. The analogy comes from an interview to Rebecca Lieb. When asked about tips for companies struggling to produce enough content, she replied:

“I use a Thanksgiving analogy. You cook up this giant bird to serve up on one glorious occasion and then proceed to slice and dice this thing for weeks on end. If you are like most families you are going to be repurposing this bird as leftovers for quite some time creating everything from sandwiches, to soups, and more. Your content marketing strategy can be thought of in the same way.”

The idea here is basic, but straight forward: marketer have to look for opportunities to repurpose the content that they already have. For instance, eBooks can be repurposed into infographics, SlideShare presentations, blog posts, video and then disseminated via social media channels.

The idea is to look for opportunities to re-purpose the content that you already have,  exactly as you’re repurposing thanksgiving food for some time.

Jason Miller adds:

“This concept can be taken a step further and applied to “Big Rock” pieces of contents . The idea is to develop an all-encompassing guide to whatever your keywords or topics are which is written strategically instead of instructionally. This type of content is very top of funnel and can serve many purposes such as SEO, fuel for social and lead generation, sales enablement, and event collateral to name a few.”

Rebecca Lieb, Jason Miller, Alex Barca (Curata) all mention the analogy, with small variations (the Thanksgiving analogy, the Content Pyramid, etc). Jason Miller put the analogy, together with the Big Rock concept, at the centre of his book “Welcome to the Funnel”.

All good readings, if you are a content marketer.

Resources: