Before You “Go Global”: the Role of Pilot Programs in Global Content Marketing

Pilot Programs Content Marketing

I cannot remember a time in my life where I was not travelling. In a way, it has been a constant whether I was doing it for business or pleasure. Citing Imogen Hall, Lonely Planet’s writer: “Travel is a force for good: it broadens our mind, develops cultural empathy and gives us a better understanding of the world” And so I thought I knew the world; but when you have to develop content for different geographies, well, it feels like you never stepped outside of your front door.

If I look back at my first global content marketing journey, started in mid-2015 in Schneider Electric with the definition of the content strategy for one of the Division of the energy firm, and the process that would sustain that strategy, we spent one full year with central execution as a required preparation for the global launch. The way we prepared ourselves for the global launch was through multiple pilot programs. Learning from our own experience – and, also, from our mistakes.

Content Marketing takes time, especially if the plan is to rollout the program across different geographies. This is even more true for large enterprises where traditional marketing models might prevent the need for change to be understood in time.

Continue reading “Before You “Go Global”: the Role of Pilot Programs in Global Content Marketing”