It’s easy to create a content strategy for one country, but what if your company is growing and you need to scale content across regions?
Is there a way to scale your content effectively?
Is global content only about translation?
In this video, I show you the following:
- How to think “Global Marketing”
- What are the core elements of a Global Content Marketing Plan
- What to do with localization and customization of your content internationally
After the webinar, you will better understand what you need to do to put your plan together.
As a B2B Marketing Consultant, Author and Speaker, I focus on helping marketers to build marketing and sales alignment. I also help global companies tailor their marketing to a local audience. In addition to my YouTube Channel, I also write blog posts and own my podcast. Check out blog posts and podcast episodes and subscribe to Apple Podcast.
Want to see how I can help you? Schedule a call with me. Let’s talk.
Hey, welcome to Pam Didner’s monthly webinars. So happy to have you here. I want to discuss how you can create a global content marketing strategy. Now, I want to talk about three topics: how to think about global content. Right. So the thinking approach. Number two, what core elements need to be included in the plan? Number three. What about localization and the repurposing of content? What should you do about that?
Let’s get started with creating global content plan.
I have to tell you; it’s a complicated combo – marketing by itself is complicated enough. But if you want to scale more globally, it’s hard, right? So people drink a lot. If you’re doing global content marketing, trust me, I was one of them. And you find a lot, you know, between different divisions or the business unit or even within the different marketing functions. And you do a lot of therapy sessions. You are not alone if you feel a threat about content marketing and try to scale to different regions. I want to say that one more time, you are not alone. And you feel frustrated, you feel depressed, you feel sad, you feel like I cannot move things forward. That’s all very typical.
So I want to ensure you understand that’s very typical and you don’t feel frustrated. You are not alone; everybody feels the same way. I want to do today three things I want to share with you regarding how you can think about global the Word Global differently. Number two, how to comprehend different elements you must add or set up as a part of your plan. Number three is a localization and the repurposing of the content.
So these are the three topics I want to talk about.
Number one is what I focus on for the majority of my webinar. From my perspective, many b2b marketers love to get templates, and they love to dive into know-how immediately, one of their marketing for a long time, and I have noticed you need to focus on your thinking approach. What I call critical thinking how do you approach a specific problem. Understand how you can address that because the templates will come later. But most of us, including myself, a lot of time, I was like, tell me how to do it.
All right, give me a template. So I can copy or modify it. But, the things I want to talk about today, a good chunk of it, is to help you think to approach this specific topic, then I will provide the templates that you can use, and I will address localization and repurposing of content. So in terms of scaling the global content marketing strategy, we need to break it down into two elements. What is content marketing? We are the ones global. Right? I want to define this.
So you understand what that means. And we are on the same page, the target marketing; why do we create content? Why do we do content marketing? We want to acquire new customers, increase business, and increase revenue from existing customers. That’s the main reason we share content marketing. Ultimately, you need to retain your customers and auto-get new accounts that be very honest about that. But the way that we’re going to do it is we are going to share relevant, valuable and engaging content is valuable to our audience. So you don’t create content for the sake of content, that content marketing. The next thing I want to talk about is global.
When I speak globally, it stresses people like, Oh, my God, I need to think about 129 countries out there now.
When I’m talking about global, especially on the client side, if you’re on the client side, or if you’re an agency working with a client, you need to define global in the sense of internal communication and collaboration. Does that make sense? When a company decides to do a global content plan, that means they have grown outside of the country, or they have grown outside a specific region?
So if that’s the case, it is the headquarters and the local regions working together. So when I look at the global content plan, I think inside your company. What can you do to ensure the local level and you work together? Does that make sense? That’s the global content marketing plan I’m talking about. So I’m not necessarily talking about how to scale the content to 129. A country that will discuss it, but we need to discuss it in a plan in the process in a collaboration type of manner.
The holy grail of any kind of global pumpkin marketing plan is the HQ and local on the same page now on a couple of things, strategy, people processing tools and a budget, right? Are you guys doing it together – moving forward? It’s not like you are creating a global marketing plan. You need somebody to actually work with you to make that happen. So the plan I will share with you has two elements for every session.
Every single session has two elements you have to consider there is a global, and there’s a local. When I say global, it’s the headquarters direction.
When I say global, as I said, is the headquarter, your headquarters, or your culprit has a specific direction in terms of what needs to be done? And there’s a local need, and the local team knew to elevate and voice their concerns. So every single element should have the headquarter voice and local elements. That’s what I’m talking about global elements and local elements. Yeah, many of you have come to my sessions multiple times. I want to discuss several elements that need to be included in that plan. Then you have to take my templates, and you have to modify them as you see fit.
There might be additional elements. You need to add them. But I’m identifying key elements that must be added to your content plan. Well, number one is what we want to accomplish as a part of the content plan. To whom do we market? Right? For whom do we create the content? And what are an editorial plan and the content roadmap? What can we say? And how much money do we need? What is the measurement of success? So those are the key element that needs to be part of a content plan.
And I talked about templates, and everybody loves templates. I do too. Though, the template part of it. It’s a translation of the questions into certain templates that you can follow two-pager, high-level editorial messaging framework, budget breakdown, and the key performance indicators. Why do we want to accomplish that?
What I call two-pager if you have attended my webinars in the past or seven key elements of a marketing plan, it talks about two pagers.
And for this specific, the two pagers and modifications are slightly different. This is slightly different from a two-pager I shared with you in my previous section about an overall marketing plan. And in general, I encourage all my clients and those who attend my webinars. When you create any marketing plan, you need to have an executive summary as the cover of your plan. Okay, don’t start by going into detail but create a summary so that your senior management or marketing peers can look into this two-pager and say, ” Okay, I know exactly what Pam wants to talk about. Right.
So, from my perspective, the full paper is super critical; you can modify it as you see fit. It always starts with the business goal, the business objective and the marketing objective giving out this as a content marketing plan. And then, you have content marketing objectives, which is a subcategory of the marketing objectives overall. Does that make sense? Okay, once you have those people, you will create content for the buyers’ persona.
And given that this is a global content marketing plan, what are some of the target countries you want to go to after that?
Are you prioritizing languages for the translation, target countries Canada? Maybe the languages need to be English and Canadian French, for that matter. So the countries and languages are not necessarily the same. The key tactics, why you want to do it, and the KPIs, are key performance indicators.
If you have this two-pager as the cover of your marketing plan, you pretty much provided a summary to your senior management and stakeholders regarding what you want to do. They can look at this and go ah ha, okay, I get it. I disagree with you. I agree with you, but it’s a summary level that aligns with everybody. So let me share this with you.
The business goal is usually revenue, the percentage of growth from year to year, market segment share, or the percentage from year to year.
The business objective, what is the annual business objective you want to accomplish as a team at the company level at a high level, right? Now you narrow that down to the marketing objectives. In general, on the b2b marketing side, we are doing a couple of things. We want to build a company as a thought leader, right?
As one objective, we want to build a broad range of awareness. That’s another objective. We always strive for demands. In general, the marketing objective is very similar from company to company. So you can use this as a template. Then, once you have that, move that down one level. What are some of the comms content marketing objectives you want to accomplish to meet the above?
So right here, you go down to a few details.
We want to support the company as a choice to stall leader in a certain industry. At the same time, we need to deliver valuable educational content through multiple marketing channels for dimension, for example. So you have to lift in terms of what are some of the content that you want to create for thought leadership. And what is your PR plan?
What is the demand generation that specifically delivers valuable educational content from multiple marketing channels regarding how many countries support the language-integrated marketing campaigns in this country with relevant, compelling content? So listed for any non-priority countries, will you create some sort of content kit to support them? Does that make sense? So let’s look at some content marketing objectives you want to do to support your marketing or overall marketing objectives.
And then, of course, your buyers’ personas, the target countries, the languages, and when you do what key tactics right here, remember, I’m talking about the global content plan, the global content plan, again, at the headquarters level, what are you going to do at the geographies and the country level? What will they do? So have some key tactics you can list and tell everybody what you will do?
For example, there are certain content will be created by headquarters, but they are certain content will be localized and translated at the local level.
And also, they probably focus on content marketing campaigns, right? The other one has to do a lot of pay marketing campaigns at the local level. It may not be at the corporate level. So you can differentiate who is doing what, then the key performance indicators, you know, focus on the contents contribution, what is the contents contribution to leads at the local level, and this probably needs to be tracked at the local level.
That’s not something corporate can track; less your management, integration is done at a corporate level. And every time every country uses the same martech tools, if they are all using the same CRM or the same marketing automation, then you can track that at a corporate level. If you don’t have the technology integrated fully, then a lot of leaves information needs to come at the local and country levels.
And if you do product launches, what is the positive press coverage? And the downloads on the website? This might be tracked at the HQ level of content creation. Who is creating it, and how many are localized to it? So this is a kind of nice slide.
I often want to tell you that when you create your plan, a lot of factors or content planning has not been done.
It’s okay. You can put a placeholder first and then determine why you want to write. So, in general, a two-pager needs to be led. Let me say that one more time, it needs to be led by headquarters or the culprit. You have to leave that marketing effort in terms of driving the two-pager. This is not something that the country or local level can do. So have you noticed I’m talking about global and local elements as part of the plan? This is how you need to look at it every single section of your plan. The same thing to the persona. The right persona is very important.
When you go to sell and identify, it will guys your messaging development and drive your content editorial planning. So the persona is very critical. And if your company has 18 to 20 persona, you’ll have to prioritize it. Then there’s another layer to that once you prioritize it, you have to think through for that specific persona. Do we need to have a local version of it? Right. So, for example, I use Lois Lane’s persona, but I market my product also to China. And do I need a Chinese version of it? Right? This is got to be a conversation with your marketing team based in China that isn’t necessary.
You have to look at the commonality between the local and corporate persona.
I took this one in content marketing and made some changes right here, right for content marketing. If I want to do content marketing, I want to talk about Lois Lane. She is interested in crime data related to cybercrime, human trafficking, sex-related offenses, terrorism, or whatever topic, so identify a specific topic she’s interested in. This information will give me a clue about an editorial I want to do. She loves long-form content.
That gives me a clue that the content I created a good chunk of it probably needs to be long-form. But she watches a video and listens to podcasts. All that means I probably have to look into a video and audio format if necessary. Right, she uses her mobile phone on a regular basis to read the content. That tells me the content I created needs to be dynamically scaled for mobile phones.
And if she is on Twitter, 24/7. Suppose she is on Twitter 24/7. Guess what one of the channels that we are going to use is going to be on Twitter. Does that make sense? You have to modify your corporate version. And when you are looking into content marketing, you have to write in a way that fits your content planning. And that you showcase that you understand the persona from a content marketing perspective.
And then, compare that information, say with the local persona, and determine if they are completely different.
Or they are very similar. You can use this version to apply to all other countries if they are very similar. But if they are different, then you need to think through in terms of what are the differences for N Li, which is a Chinese version. She probably uses WeChat. She doesn’t use Twitter, but she uses WeChat. So if that’s the case, and then we need to consider whether we want to syndicate the content on the Chinese channel, what needs to be changed? How many personas? Well, the fewer, the better. Okay. In general, if you look at a two-pager, I share with you about two or three personas.
The bottom line is you have a limited amount of budget and resources. You cannot make everybody happy in the company. Your senior management and product team say we must make it to this 18 persona. You don’t have a limited budget. Therefore, narrowing down the people you want to go after is very important. My recommendation is two or three. Okay? If you can find commonalities and don’t have to create a localized persona, that’s even better.
But sometimes you have to. I understand that.
So trying to find that balance in terms of the number of personas you need.
And the most important thing, you have to consider your budget. If you’re married, you’re not telling you you have to manage your aging persona. Ask them for the budget. Tell them about this kind of budget or this kind of resource. We can only do this much. You need to have that very honest conversation with your management. A lot of people will ask me, okay, what are the priority countries and that it depends on companies.
What I have seen based on my experience working with many enterprises, typical priority countries tend to be the US, Germany, UK, Japan, Australia and Korea, for developed countries or emerging countries tend to be Brazil, China, Russia, India, Indonesia or Malaysia. But I’m not saying these are the ones that you should follow. That’s not my point. My point is based on my experience working with many enterprises. These tend to be the countries they prioritized. But if you’re not in one of these countries, don’t worry about it. You still should voice your concern and have a frank conversation with your headquarter.
Another thing I want to share with you is that I have a Facebook community called Build your marketing skills to get ahead. And suppose you are interested and would like to ask me questions. In that case, you can always email me Hello at Pam didner.com or reach out to me on any social media channels, or you can join our Facebook community to answer everybody’s questions personally.
We have one question from Tai Chi Joy about different playing for a product. You know, that’s a great question.
Personally will not create Content Marketing Plan for different products. However, how you understand in the big companies like Microsoft, Bing division, you know, Bing, Microsoft Bing, that division is like a billion dollar division. You’ll probably have to create one for that specific product. They have Office 365. If you want to create a content marketing plan for Office, Office 365 has to be its marketing plan.
But if you are a midsize or small company, do you have to create that for different products and as a different version of plans? My recommendation is that it should be budget driven. If you have $3 million on the content side, maybe that warrants a content marketing claim. But suppose your budget is very small, and you support multiple products and divisions. In that case, you should create just one so that everybody has a holistic view of your plan and how you support different divisions.
So from my perspective, that depends. We’ll look at the budget first and use that as a factor to make that determination more than happy to talk to you a little bit more offline. I hope that answers your question a little bit. If nothing else, get you to start thinking about the approach that you want to take. Okay, good question.
Next thing I want to talk about the biggest elements of a content marketing plan.
From my perspective, in the editorial plan, you must somehow show some content roadmap. You need to actually have your content marketing plan. You need to have some sort of content that you think through in terms of what you want to publish in the next quarter or the coming year and ways to do an editorial plan. There’s not one way that you can do it. I want to show you three ways to get you thinking again here. The purpose of my webinar is I want to help you to think like you need to.
You need to understand how to think the way you think will help you solve the problem and determine the approaches you want to take in terms of what needs to be done. Does that make sense? So the three editorial plans I want to share with you: number one, you can call it a buyers journey, but it doesn’t have to be kind of like the stages that people go through to buy your product.
Many b2b companies, have learned about your product. And then, once they learn about the product, they feel there’s a need, and they have to play on it to determine how they want to buy because a lot of times, the Enterprise product, it takes time to source ripe products before they buy. So they have a plan. They have to decide what decision to make, which is the sorting decision. And then they make a purchase.
You have to think through in terms of leaving your company.
You have kind of like stages, a purchase stage, that your company as a whole kind of agree in terms of the plan, design and purchase, which is kind of nice, right? And you can provide a definition in terms of from the user’s perspective. I have an issue about something, and I need to address these issues. How do I do research to solve the problem? Decision? You know, what tools do I need?
How can I get people to come together to solve this problem to help make the decision and purchase? If you have this, you can create this template and then identify some of the content you want to create. Those contents, as I sad, may be very common and may not rank you highly organically. Suppose you are learning something about specific technology 10 Things. In that case, you need to know about it, the technology or product, the future trends of your product or the technology adjacent to it.
All right, and a certain type of cloud, a cybersecurity one on one, for example, what are specific technology. So you can see right here I created some templates to get you to think about the type of content you can create. Right?
If that is not necessarily trying to create something that came up on Google to make sure it ranks higher, you create that because you want to be helpful to your potential prospects. And you know, they are looking for something like this, and you want to create the blog content related to addressing their issue and specific buying stage.
People come to me and say, Pam, those are very common topics. I cannot win on SEO.
I am not here to win on SEO. I’m not here to tell you that creators can rank you higher organically but thinking from the perspective that you create this, try to help your customers or prospects. So is it a different objective? Well, that’s one way of creating an editorial amount of wasted by time can you because you create editorial. You know what kind of content you’ll create in q1, what kind of content you can create in q2, q3, and q4, though maybe you have specific themes associated with it right here.
And this more b2c by example is for a boutique hotel, then you identify what content you can create, in addition, and related to the q1, q2, q3, and q4. So this is based on time, what content will be created when, and this is based on some sort of learning stage. This way is kind of more like a customer journey. People become aware of your products, or because they have a specific pain point they want to address, then they start educating them and doing a lot of Google searches, talking to their peers, right, and they select the content, they try to do onboarding. And then they try to expand.
So again, this is kind of more on the customer journey.
But it’s slightly different than this one. They are very similar, but they are different. But this is focused on a customer journey. From the time they become aware of the problem down to expand to multiple divisions or manufacturing sites. For each one of them. Can you identify the specific questions that they are asking? You know, during the awareness stage, what type of questions are they asking, have those questions and then create the content associated with that questions? So when looking for an editorial, there are many ways to plan your editorial. I would suggest you can do time, you can do like certain stages, or you can make a customer journey.
Again, you don’t have to list all the content. The list of content, from your perspective, is relevant is key.
It’s something that, either at a global level, will be scaled down to the local or the country level. I’m not asking you to list all the content. That’s not my point. All right. There are not two layers of complexity. In terms of content editorial planning. One is repurposing the content. The other one is the translation and localization of content. Right. So when you do editorial, you’re like, Oh, my God, I created one. So it looks great, fantastic. But there are two more layers you have to consider. And you have to address this as a part of the session. For example, you have a 118-page white paper.
This is great. You know, everybody loves long form. But for this, you can probably create a presentation. You can probably do five short blog posts. You can probably do infographics, and you can do a video animation. Why not a podcast interview with an author? If you have a podcast, you can do a whiteboard exercise. So here, there are different ways to repurpose your content. Right? If you have millennial studies in China, Germany, or the US, right?
There are three separate studies.
You can also combine them into an international study, right? This is another using consolidating several small pieces of content into one. If you want to be sophisticated, you can put different pieces of content together create new to create new content, customers sharing the pain points, right, and then CEO announces a new product to address that pain point, you can add these two together, you asked for slides to show the new product benefit boom, that’s a new video. So there are multiple ways to repurpose the content. Now, this layer has completely global content.
So if you are repurposing content, right, they probably can do it at a local level. But how will you showcase this as a part of your editorial plan? It’s hard. It’s hard, right? Another layer is language localization. Right colors. And for example, the color of a wedding dress is not necessarily why. In some countries, like China, it is red. Red is bright. Red is new. White. When you celebrate a holiday, the Chinese New Year, Jewish New Year, or Islamic New Year, right a different holiday. Right? So when you have a holiday blog post in the US, I’m telling you that it won’t be necessary, or the time is not the most relevant in China. For example, football in the US versus football in the rest of the world. Do I have to say anything more on that one?
Religion, I really don’t have to address that one physical year in China has one of the biggest shopping days: November 11 1111, which goes Singles Day and Black Flag after Thanksgiving, right?
So when you create content, especially promotional content, the timing actually matters.
What content, the terminology matters, right? And fourth, sounds like that in Chinese, it is true. That’s how they say it sounds like this. In some buildings, you don’t see the fourth floor, right? Language usage is very, very different. And Becky is a pickup truck. I didn’t know that. Clinical and medical terminology on the B2B, radiation cancel therapy versus cobalt 60, are the same. But everybody says differently.
Thing, 2020 20, and then six, in the UK, right? So you see the six meters when the average person can see at a six meter. And that’s 2020 when you see at 20 feet when an average person can see at 20 feet, that’s 2020. So this language localization adds another layer of complexity in terms of editorial planning, but this is the detail. You need to be aware of it, right? I don’t know if it is necessary to have the localization and language translation issues to be brought up as a part of your plan.
But you need to make sure that you are aware of those issues and that the local team is aware of it to work with you to translate some of the content at the local level. Again, I also have a YouTube channel. If you want to check out some of my YouTube channel materials, feel free to subscribe, I don’t do my youtube channel regularly because I’m so busy. But there is some content that I’m pretty passionate about. And I’m very much focused on how-to. So many videos I created are only eight to 10 minutes long and focus on how to.
I want to share this information with you if you have a content management library.
Great, great, great, right? And you can probably pull the information directly from the Content Management Library, right, what product you support. So I go back to the questions. The gentleman asked about the content titles, format, language persona, and purchase funnel owner completion day. So this is a kind of template because, as I said, we have quite a bit of content, and you cannot track everything you can.
What you need to look into is what are some of the key content that requires the most budget, most budget, then you should have something that you have some of the sheets that you can track and everybody can see. Does that make sense? So this is one way. And it can also be done? As I said, based on your customer challenges and the purchase journey?
What is the framework?
Again, when I talked about messaging framework, you have to look at the global level or global level and the local level. And often, the company may say, Oh, I only have one messaging framework. It’s product-driven. And that key is the key benefits I want to talk about. And the other feature is the key features. Yes or no? Okay, if you have a product, the same product you are selling across different countries, and the usage model is the same. Yes. But why do you have to have certain features dial-up or used more frequently, and in certain countries, you probably have to dial up certain features for that specific country?
So now that comes back to customer challenges, I would strongly suggest when you are looking at a messaging framework, or your product messaging, look from the customer challenges perspective, right? If and look at key countries like us, Spain, and or Brazil, you know, look at some of the key countries and see if the customer challenges are similar. If they are yes, you don’t have to localize or customize your messaging framework too much. But if they are different, then you probably have to address that. Then I want to discuss the budget breakdown of the many main companies. Especially when I work with clients, the budget breakdown is not part of the marketing plan.
Many companies or marketers don’t want to share their budgets broadly and openly.
I understand that. But as a part of the marketing goes, a good chunk of it is production, content creation, and content production. It requires a budget. So it’s nice to share with everybody and be transparent about content creation and production and how much it will cost. And you can do that by your editorial topics.
You can do that with your products or by translation support. You have to write those down. I’ve worked with many senior managers. A lot of time, they were like, you know, why create blog posts? That should be pretty cheap, right? Oh, if you want a high-quality one is kind of expensive. And auto-translation is not cheap. Oh, we can do machine translation. Yes, you can do machine translation, but it still requires a human who edits and looks at the machine’s translation, ensuring it’s proper and fitting. Right.
So that still requires time and budget. So make sure you have the budget and showcase and share that with the management. I always suggest people break down by quarter. Right? The annual budget is like, oh my god, it’s very hard for management to swallow. But if you break it down by quarter, it’s kind of easy to show like, okay, it’s not expensive. We look at four quarters, and sometimes you’ll see that the q2 and q3 budgets will increase tremendously. And you can call it out that it has much to do with product launches, for example. Well, this is how to showcase the budget summary.
Next, I want to talk about KPI. This is hard.
Do you know why it is so hard? That has a lot to do with content. Content is content by itself doesn’t do. You created a blog post, right? That’s just the blog post. But that blog post needs to be uploaded to your website. So is the notion of a marketing channel. Let me say that again. Anytime you create it, it is just accounted all by yourself but will counter needs to be effective. You will have to see that as a part of a marketing channel.
So you have to upload your blog post to the website. And you can probably do email marketing, the same blog post, that can be part of email outreach. Again, all this is part of a marketing channel. Right? It cannot stand alone. That’s why measuring content or content contribution is so hard because it has to be part of something. So with that being said, when you are trying to measure the content, you want to think through how the content is used for different channels. And their metric should also be part of your metric.
Like for example, the event collateral, they put your content on the table of the event? Right? But the way that you’re going to measure that is quality. Is it the business card that’s collected? How does that contribute in terms of the number of card business leads or the business card I collected at the event? Right? When you do social media, drive traffic to the website that has much to do with the number of views and several live shares. And you were like, Okay, this is kind of redundant? No, not necessarily, if you are part of your metrics. And that’s something you have to educate your management to then sense.
The most important thing is that I have different channel-specific metrics here.
But the important metric you need to know is how you can tie some of your content efforts or the impact of your content into the two-pager. The content that the metrics that was indicated as a part of two pagers event? Can you look into a number of qualified MQLs? This has a lot to do with coming down to the two-pager. And social media is an unnecessary number of likes, views, and shares.
Contact the sales team if the call to action gets you signed up for the webinars and the count. Can you track the email campaigns? What is the specific call to action? Again, contact sales and the webinar signed up. Right? So I went in you tie your content effort to a specific call to action that the management cares about. And even when adding a lot of time has a QR code, right? Can you track how many people download QR codes? So I would say a metric, from my perspective.
Actually, I am more into sales, not directly but indirectly.
Hi to the sales team. Okay, I discussed all those key elements in a global content plan. Like I said, when I look at that, I’m blue. Get it internally regarding how you guys and the internal team, especially the local and corporate teams, can work together. So you have to work together regarding the business goals and metrics and determine contents and outline contribution. This is the important part; this discussion needs to happen.
That’s why I’m trying to say you agree on a number of the pieces of content that you will do and will produce, and also what will be localized and translated it. And I always suggest that you call on lead generation and campaign metrics for the content marketing team. So a lot of time, the email marketing team they have its metrics, but you need to call on that with them. And tell them, hey, I’m contributing with that call on that, that the metrics together, find ways to add value to your local teams, and establish a regular communication process.
So I wrote a very specific blog post on how to build that communication process.
At the bottom of that blog post, I talked about Jen does agendas that you can use when you build that communication process. He will get the truth when you are working on the global marketing plan. There’s a lot of drama and chaos. Okay, they’re ugly? They are. You just have to embrace that. There’s not much to it. Okay. It’s complicated it is. I say that from the beginning, and I’m gonna say that at the end, there’s no shortcut. Many times people will come to me and say, I’m looking for an easier way to do it with global content.
There’s no easy way. Even the templates I’m sharing with you take time and effort, and working through the hump to get to the point that you have something that you can share with your management that I have not directly; if you have a shortcut, please share with me, I have not found a shortcut. So I just want to let you know that you have to work through this. And I hope some of the elements I’m sharing with you are helpful.
These are the three objectives. I want to help you think globally a little bit differently.
And then for your plan. There’s a global element. There’s a local element, right? And I share six or seven elements in terms of what you can incorporate as a part of your content marketing plan. And I also talk about localization and repurposing of content. That adds another complexity to it. But that’s something that needs to be considered. I do quite a bit of speaking, you know, workshop and training, if you need any help on that, to help your internal team to educate you to know, in terms of content marketing, we’re happy to help raise your hand. I do a lot of one on one mentoring and coaching as well.
Most of the time, clients hire me to do consulting work, and I’m usually in the trenches with them, trying to get things done. So I do content marketing, sales enablement, messaging framework, martech, planning, implementation, etc. Alright, that’s it. The webinar is a little long, but I hope you find it useful and relevant.
If you have any questions, contact me anytime on any social media channels, or email me hello at Pam didner.com. If you like the content, I publish content like this regularly. So subscribe below. And I love love, love to hear from you. Take care, bye-bye.