Introducing The Sophisticated Marketer’s Guide to Global Content Marketing

Our guide to building a global content strategy that works

November 2, 2016

global content marketing

Today, we’re launching The Sophisticated Marketer’s Guide to Global Content Marketing – our first ever guide to content marketing for global marketers. My colleague Jane Fleming and I wrote this guide because we believe there’s a big gap in the advice and insight out there – and it’s increasingly important for that gap to be filled. As a content marketer you can access plenty of ideas for planning, producing, distributing, measuring and optimising content – but when it comes to building a global content strategy, there’s a lot less to go on.

Global content marketers (and in our mind, that includes anybody with responsibility for content across more than one country) deserve more. It’s an increasingly important role for an increasing number of businesses. It has unique challenges, requires a very particular set of skills, and when the rhythm and balance are right it can have a huge impact on how efficient, engaging and valuable content can be.

We put together The Sophisticated Marketer’s Guide to Global Content Marketing because whereas unsophisticated global content can quickly demoralise your marketing team and undermine your brand, the sophisticated kind very quickly does the opposite. With the right global content strategy and the right mix of skills, you can empower people at all levels of your organisation to contribute – and create content that gets audiences excited everywhere you have a voice.

We’ve based the guide on our own experiences as global and regional content marketers, with insights from our content teams in different markets and the most important lessons that we’ve learned building LinkedIn’s regional content operations. We’ve also included interviews with global content marketing experts like Doug Kessler of Velocity Partners, Alex Cheeseman of NewsCred and Harry Wake of Group SJR, to get their perspective on the challenges, the mistakes to avoid, and the skills you need for a truly sophisticated approach.

The Sophisticated Marketer’s Guide to Global Content Marketing is available to download for free now. It will help you:

  • Identify the balance between global and local content that best suits your business
  • Plan a content calendar that responds to local markets and empowers your teams
  • Recruit and develop the skills you need within a global content marketing team
  • Highlight content with genuine global potential and roll it out effectively across markets
  • Take a data-driven approach to localisation and translation
  • Optimise images and other content elements for different markets

Click here to download your copy of The Sophisticated Marketer’s Guide to Global Content Marketing.