The Sophisticated Marketer’s Podcast: Global Content Marketing with Megan Golden

April 7, 2016

The Sophisticated Marketer’s Podcast: Global Content Marketing with Megan Golden

In my role with LinkedIn Marketing Solutions, I’ve been privileged to get to know some of the sharpest people in the business. There’s such a breadth and depth of talent in my network that it’s easy to overlook the gifted marketers on the home team. So for this episode of the Sophisticated Marketer’s Podcast, I drafted someone from my own content team who does awesome work for us every day: LinkedIn Marketing Solutions Senior Content Marketing Manager, Megan Golden.

Megan joined the content team last year and is instrumental in creating the remarkable content you see on this blog and in our Big Rock content. She recently rocked the Sophisticated Marketer’s Crash Course to Metrics & Analytics webinar, then stuck around to answer listeners’ questions afterward.

Late last month, Megan and I took the show on the road to Sydney and Singapore, for seven presentations in just four days. It was eye-opening to see how LinkedIn is localized for different global audiences—and which of our pop culture references and jokes didn’t fly on the other side of the ocean.

Listen to the episode now to learn the difference between repurposing and regionalizing, what content type is soaring in popularity overseas, and what they call Flo from Progressive in Australia.

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Listen in on the conversation as Megan and I discuss: 

The Importance of ‘Pre-loved’ Content for Globalization: We’re big believers in repurposing content, but regionalization for a different market is a whole other animal.

The Unexpected Challenges of Presenting for a Different Culture: Even when everyone speaks the same native language, it’s easy to go awry. Learn why “these go together like peanut butter & jelly” got blank stares in Megan’s Sydney presentation.

Overlooked Global Channels for Content Marketing: LinkedIn Marketing in China uses an app for content amplification that is hugely popular there, that wasn’t even on my radar. For example, LinkedIn China has an official account on Wechat, which has gained over 1 million subscribers. The consumer marketing team uses this as the main channel to amplify their content and drive growth and engagement

The Podcast Renaissance in APAC: In the U.S., podcast interest is growing steadily. But in Australia and Singapore, podcasts are spiking in popularity like nobody’s business. We discuss the potential of U.S.-produced podcasts to reach that global audience.

Megan is a gifted marketer, a good friend, and a solid travel buddy, and it was a treat to finally feature her on the podcast. Thanks for joining me, Megan, and thanks to all of you for tuning in.

If you’re just discovering us, you can catch up on all the previous episodes here.

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