It’s time to get sophisticated about global content marketing
Introducing The Sophisticated Marketer’s Guide to Global Content Marketing
October 27, 2016
That familiar sinking feeling when you realise you’ve got five days to localise a big content asset for a dozen different markets… that waking nightmare at 4am when you realise that cloning yourself is the only feasible option for getting through your to-do list… that moment you finally find a space for a planning call in your global content team’s diaries – only to find that’s because it’s a public holiday in Australia.
All too often, these are the experiences that define managing content across different countries. It can feel like an endless exercise in chasing your tail, wrangling calendars into shape, trying to keep literally everyone in your organisation happy – and knowing with a deep, inner frustration that all this is getting in the way of what you’re really here to do. I’m writing this blog post to tell you that we feel your pain. We’re global and regional content marketers ourselves. We know where you’re coming from – and we wanted to do something to help. That’s why my colleague Christina O’Connor and I put together The Sophisticated Marketer’s Guide to Global Content Marketing.
How to deliver content that gets your world excited
We believe that content marketing across markets is a role for people with real passion: a passion for telling stories that resonate everywhere you have a voice – and an equal passion for empowering your local teams to help create it. Taking a sophisticated approach to global content involves building a strategy and a structure that will help that passion shine through. Too often the emphasis is on command and control, trying to manage everything from an overworked centre. In actual fact, global content works best when it’s supported by data-driven insight from a local level, and creative collaboration that can unlock the full potential of your organisation.
The Sophisticated Marketer’s Guide to Global Content Marketing will help you find the balance between global and local content that works best for your brand and your business. It will help you to plan an effective content calendar that works across your different markets, decide when and how to localise and when to stick with a global version, build enthusiasm for content at a local level, and ensure that on-the-ground insight gets plugged into your global planning process.
Why we’re passionate about sophisticated global content
We’ve drawn on our own experiences launching and managing regional content hubs and delivering relevant local content – and we’ve tapped some of the most influential global content strategists for their insights on the key challenges and how to overcome them. We’re very excited to launch this latest edition in our Sophisticated Marketer’s series. It’s an issue that’s very close to our hearts – and it’s an issue that is rapidly increasing in importance for a great many content marketers.
Research from Accenture last year found that 83% of businesses are planning to produce more content globally in the near future. To deliver full value, that global content needs a sophisticated approach. You can get a headstart on delivering content that gets your world excited when you reserve your copy of The Sophisticated Marketer’s Guide to Global Content Marketing today.