Global Content Marketing Book Summary - Global Content Marketing Book explained in key points

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Global Content Marketing summary

Name: Global Content Marketing
Rating: 4.1 (28 reviews)
Author: Pam Didner

Pam Didner

How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works

4.1 (28 ratings)

18 mins

Topics

Marketing

Table of Contents

Global Content Marketing
Summary of 9 key ideas

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Key idea 1 of 9

What’s in it for me? Learn how to make your content a hit worldwide.

So your business offers a product or service that may have worldwide appeal. Good! But how good is your marketing? And how good is the content that you’re seeking to market?

For a business that transcends borders, the need for a global content-marketing strategy is paramount. Using the same content marketing in every market just won’t work. After all, different markets comprise different people, from different parts of the world, and that means you have to consider certain variables, like culture, values, religion and so on.

With Global Content Marketing, Pam Didner offers her valuable knowledge on how to build the great marketing strategy that your business needs. These blinks will help you make your content (and thus your brand or product) resonate with as many customers as possible, whoever they might be.

In these blinks, you’ll discover

how the four Ps will help you connect with customers;
why headquarters and regional offices have to work together; and
which roles a successful marketer should fulfill.

Content is the cornerstone of innovative marketing strategies.

From shopping to entertainment to education, the digital age has revolutionized nearly every aspect of everyday life. Clever marketers are aware of this and have adopted new, innovative strategies to match.

Today, content is produced and distributed rapidly across blogs and social media. And advertising teams use this to their advantage by employing global content marketing. Put simply, these advertisers share content that is useful and relevant to their target audiences around the world.

Think about it: what’s the first thing you do when confronted with a problem? More often than not, you’ll hit up Google in search of answers. There are currently many forums, blogs and websites that make it their job to provide you with the information and solutions you need, be it in the form of product reviews, listicles or DIYs.

So, what if your company leveraged this demand for information to promote your product? Well, that’s exactly what content marketing does. By offering content that helps out your potential customers, people value you as a source of information and, soon enough, as a provider of goods and services they’re interested in.

Costco, for instance, publishes a free cookbook once a year. It’s full of delicious recipes and doesn’t contain any ads. Yet, it’s a very successful piece of marketing. Why? Because customers appreciate how useful it is. The cookbook shows that Costco isn’t always after profit – they also want to make life easier for their customers. This boosts customer loyalty to the Costco brand.

Of course, if you’re in the web-design business, a cookbook isn’t going to reel in the clients. Your approach to content marketing has to be tailored to your target audience, and that requires market research. If you have a clear understanding of what information your audience is seeking, then you’ll be able to produce valuable and profitable content that gives your brand both depth and appeal.

Internal communication is key for content marketing.

We all know that success and teamwork go hand in hand, and this nugget of wisdom holds especially true when it comes to content marketing. Of course, working together is sometimes easier said than done. Luckily, there are some simple guidelines that will get your content marketing off to a fine start.

To come successfully together as a team, follow the three As: align, assemble and act.

Strengthen your bond with the customer by using the four Ps of global content marketing.

After establishing tight bonds between your team members, it’s time to create a personal connection between your business and your potential customers. How? With your content, of course! But with so many competitors out there already, how can you make sure your content hits home?

The four Ps will help you create content marketing that resonates. It starts with planning your content strategy. This means working together with stakeholders and regional offices to define your target audience and your most popular editorial topics, all of which should be in alignment with the objective of your business.

Decisive planning is the foundation for any successful content marketing strategy.

Whether it’s our daily to-do list or our New Year’s resolutions, we’ve always got things to plan out. If we’re well organized, our daily tasks may even align with our life goals and dreams. And that’s precisely how global content marketing functions: small steps toward major achievement.

If you’re not willing to waste money while getting your content marketing strategy off the ground, then you’d best be sure that your content is clearly aligned with your broader business objectives. Producing a big-budget YouTube campaign might be entertaining for internet users – but if your potential buyers don’t even use YouTube, then that’s money wasted.

Win over your target groups with content that’s insightful and relatable.

Who do you want to sell to? At first glance, this seems like a simple question – one that you may think you could easily answer. But content marketing demands a deeper understanding of this marketing than other forms of advertising, so it’s worth looking a little closer at what it really means to know your audience.

First, ask yourself a few questions. Do you want to aim your content at the groups that buy the most? Or do you want to expand your customer base, and produce content that draws them in?

A calculated and creative approach to promotion will make your content stand out.

Thanks to social media, just about anyone, anywhere in the world, can produce content that’s easy to view, like and share. Today, the internet is home to a mind-blowing amount of content. So if you want your marketing strategy to be visible, you’ve got to promote with purpose.

But first, keep in mind that although there are many ways to promote your content, none of them is free. If, like Proctor & Gamble, you have the opportunity to share your content during a special event such as the Olympics, then you can look forward to a powerful sales boost. But, you’ll also be looking at some fairly daunting advertising fees.

The best content-marketing strategies are constantly re-evaluated and optimized.

After distributing your content, you’re going to have one pressing question: Did it work? Great marketing strategies are more than just a campaign, and you’ll need to do a follow-up evaluation to ensure continued success. So how can you learn from and improve upon your first forays into content marketing?

Well, there are three ways to measure your content’s success. The first is, naturally, sales. Did your business experience a boost after your campaign? Or was there little discernable change?

Modern marketers make use of both new and timeless strategies, while staying flexible and curious.

Good marketers know that customers are fickle. As consumer behaviors and expectations shift and evolve, the marketer must develop her skills to adapt. Some marketing approaches are timeless; others fade quickly. So the key to good marketing is an ability to shift between approaches.

Marketing strategies that always work touch us on a personal level. The human need for love, attention and belonging never changes. So, if told right, stories that tap into these needs usually guarantee a powerful emotional response.

Personalized content is the future of marketing.

It’s never been so easy to stay connected. Communication technology has advanced exponentially over the past decade and shows no sign of slowing down. Information is constantly at our fingertips, and exciting inventions such as Google Glass may soon revolutionize the way we engage with the internet. All of which means that the future's looking bright for content marketing!

Technological developments such as the smartphone, public wireless internet and voice-control interfaces allow us to share and consume information faster and more frequently. And this has actually shaped the way that information is shared on the internet. Most news sources, for example, offer bite-sized updates for online users rather than full-length editorial pieces.

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What is Global Content Marketing about?

Global Content Marketing (2015) is your comprehensive guide to marketing in the digital age. These blinks offer strategic insights into implementing and maintaining a powerful content-marketing strategy and explore what the future holds for global content-marketing and the role of the marketer.

Best quote from Global Content Marketing

In todays content-rich world, the ability to connect different ideas and experiences is a prerequisite for marketing.

—Pam Didner

Who should read Global Content Marketing?

Businesses that want to scale content and marketing across regions
College graduates thinking about a career in marketing
Entrepreneurs looking to enhance their business’s success

About the Author

Pam Didner was the Global Integrated Marketing Strategist for Intel, where she led global product launches and marketing campaigns. She is now an expert for global content-marketing, sharing her knowledge in workshops and conferences around the world.

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