A Global Content Marketing blog by Giuseppe Caltabiano (@giusec)
Welcome to Content Marketing Across Borders!
The destination for content, resources and best practices about global content marketing for large enterprises. You can start from the Blog, or from the Strategy Collection. Or you can visit marketing aX borders, the twin site dedicated to global marketing strategy.
I recently wrote about the two “natures of marketing”, brand awareness and short-term sales activation (or leadgen, as we B2B marketers are used to call it) and the role of content within the overall marketing strategy. The latest seminal research of Les Binet and Peter Field, Effectiveness in Context, analyses hundreds campaigns of the IPA Databank, with a …
Continue reading “How a Common Content Strategy Unites Marketing’s Different Natures”
The more I help large enterprises with the design of their marketing (or content marketing, which is the same thing) strategies, the more I’m concerned about the race to find – sometimes to invigorate – new socially-acceptable, ethically-sustainable brand purposes. Enterprises that have done business, more or less ethically, more or less successfully, in the last …
If I think about the brands I’ve been working with or consulting in the last few years, the majority of them in the B2B tech space, short-term sales activation (or leadgen, as we B2B marketers are used to call it) has always been first priority. Enterprises invested most of the money in short-term, bottom of the funnel, …
Continue reading “The Long and the Short of it. And the implications for Content and Storytelling”
Hi! I am a Global Marketing Executive, Speaker and Writer with +20 years of experience in the fields of B2B and B2C. As a renowned Marketing Speaker and Writer, I was voted as one of the most influential B2B marketers by companies Market Recruitment in 2019, Onalytica in 2018 and Traackr in 2016 and I have achieved an essential place among the 2017 Top 25 Masters of Multichannel Marketing.
Today I am Head of Content Strategy for EMEA and APAC at Contently, the content marketing solution of choice for the world’s most valuable brands; I also privately advise global top brands in financial, technology, industrial and consumer sectors to build effective content marketing strategy. Before joining Contently, I led Content Marketing Strategy for Scorch Agency, NewsCred and I was VP of Content, Social Media and PR strategy at Schneider Electric. My full profile is available on LinkedIn.
Some of the companied I’ve been collaborating with:
Content Across Borders is my site/blog; here I write about global content marketing and digital marketing transformation. Time to time, I invite content marketing experts and friends as guests.
Vagabonding, Marketing, Tales is my personal blog. The line of separation between personal and professional content is (still) blurred; the long term plan is to make it more neat.
Hi! Here is where you can meet me in person and/or listen to my keynotes or presentations. I will be presenting at the following events:
Italian, I am currently based in London, UK. How to contact me:
Vagabonding, Marketing, Tales is my personal Blog: www.giusec.blog