Didner has years of experience in uncovering the nuanced challenges to marketing at a global scale. And with Skyword preparing to enter the global market with a range of new strategic offerings for our clients, her wisdom comes at just the right time.
Read the full interview to learn about the challenges and opportunities of global content marketing:
Clearly define your business and marketing objectives before you go global. Organizations go global to grow their businesses, but they need to focus on specific marketing objectives to accomplish that growth. Your marketing objectives will help determine the type of content you need to create. Global, in the context of enterprise organizations, is a continuous collaboration between local teams and their headquarters. When you start your global go-to-market plan and effort, it’s important to include your local teams.
Talk to your customers and understand their pain points and challenges. Weave the benefits of your products seamlessly into your customers’ stories. By the way, there will still be places for product-specific content, such as product comparison guides, feature pamphlets, white papers, and product demos. You need to find a balance between the two.
As with many people, my path found me rather than the other way around. I have been lucky in the sense that my job has had a global focus over the past 15 years. I understand the dilemma of glocal (global vs. local); I synthesized my experience and shared that with my audience.
Working in a global marketing capacity at Intel, I identified internal requirements and trends that suggested a need to put a greater focus on content marketing. Over time I began to pursue expertise in global content marketing in order to better connect Intel’s marketing efforts with its customers. After years of trial and error as well as interacting with peers in the same boat, I was able to start blogging about the topic and eventually published my book.
The biggest challenge is that current marketing organizational structures and budget allocations are not set up to fully implement content marketing efforts. For example, editorial planning is essential for content marketing, yet not every organization has the appropriate people and processes. Proper organizational structures with appropriate talent and skills are essential.
You may not see any organizations tout it as a core competency, but global content marketing strategy has been adapted and implemented in bits and pieces within organizations. Content marketing is situational; each organization will make changes at its own pace.
Networking is a big part of my inspiration. Talking to peers, and reading blogs and books as well as articles about related areas—such as developments in technology—all suggest ideas to me about ways to leverage information to help improve content marketing.
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