Pam Didner’s new book Global Content Marketing is long overdue. It’s a must-read for companies engaged in global strategies, combining a current perspective on content marketing with a long-awaited framework for scaling and managing content globally. The popularity of the topic obviously stems from the growing dependence of global marketing on social media and digital content for communications. But ironically, like mobile adoption, the growing importance of global content strategy is widely neglected by even large brands.
The race to produce engaging stories, real-time responsiveness, and buyer journey alignment has arguably made adapting content for global audiences less of a priority. This book covers almost every aspect of content planning that global marketers need to consider in their regional content strategies.
The author’s extensive background in global marketing and social media for large brands (she led Intel’s Enterprise worldwide marketing campaigns) lends credibility to the planning process she proposes. Her fresh insights on her version of the 4Ps (Plan, Produce, Promote and Perfect), in particular, show promise as a content framework to support sales. The “Plan” part of the process encompasses rigorous reviewing metrics, setting persona-targeting objectives and developing global management buy-in strategies.
About the book
Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works
by Pam Didner
2014; 224 pages
The “Produce” section lays out steps for global content production, how to conduct audits, and developing content that enables sales. Extensive tips are given at this stage on how to localize content and align it to the buyer journey.
The “Promote” section describes how to globally scale paid, owned and earned avenues for content promotion....
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