Pam Didner - The Intersection of Global Content Marketing & E-mail Campaigns

@PamDidner
The Intersection of Global
Content Marketing and
E-mail Campaigns
@PamDidner
Author of Global Content Marketing

@PamDidner
When we think about content
and e-mail marketing

@PamDidner
We dive into what types of
content works for e-mail
marketing

@PamDidner
Think about the relationship
of content marketing and
e-mail marketing differently

@PamDidner
For today…
•  Macro: Better integration
of content and email
marketing strategically
•  Micro: The intricacies of
content and e-mail
•  Global: In an internal
sense…

@PamDidner
Not covered
•  Tips on how to create compelling content for e-
mail marketing
•  10 best content formats for email marketing
globally
•  Repurposing and localizing content to scale
content across regions

@PamDidner
Hi,
@PamDidner here

@PamDidner
Corporate MKT Professional

@PamDidner
I had some
ideas.
Image:
h)p://thebullbustercafe.com/todays-‐lie-‐your-‐thoughts-‐have-‐no-‐power/

@PamDidner
Check Out
Globalcontent.marketing
For e-mail updates & free
content
Available at:

@PamDidner
The 4 P’s of the
Global Content
Marketing
Cycle
P
Produce
P
Plan
PPerfect
P
Promote

@PamDidner
Source:
Lego
Movie

Enjoy the presentation!

@PamDidner
Content marketing or
Email marketing,
who takes the lead?

@PamDidner
Two schools:
•  Content marketing is part of email marketing
•  Email marketing is part of content marketing

@PamDidner
The reality is
Not clear cut…

@PamDidner
Depends on the company…
•  Organization structure
•  Marketing channels
•  Budget allocation
•  Management preference
•  Your roles

@PamDidner
Understand how content and e-
mail marketing intertwine in your
company

@PamDidner
Understand internally
•  Who’s who
•  Who takes the lead
•  Who does what

@PamDidner
Start with commonalties

@PamDidner
Challenges of email marketers
•  Pressure to generate leads/subscribers
•  Constantly searching for content within a
company to meet email campaign deadlines
•  Lack of content creation budget or resource to
create e-mail specific content
•  Lack of proper integrated support from other
channels and peers

@PamDidner
Challenges of content marketers
•  Pressure to show the impact of content
•  Constantly searching for appropriate content
placement within a company
•  Lack of content creation budget or resource to
create content
•  Lack of proper integrated support from other
channels and peers

@PamDidner
Commonality: Similar
Challenges

@PamDidner
Build co-ownership of goals and
strategies through the same
challenges

@PamDidner
Co-ownership of goals
•  Audiences
•  Costs
•  Revenue

@PamDidner
Examples of goals
•  E-mail subscribers, qualified leads or community
members
•  Cost per e-mail opening, cost per content click
•  E-mail contribution to paid webinar or training

@PamDidner
•  Understand how your company’s marketing
works
•  Find out who owns budget and headcount
•  Build common goals through commonalities or
mutually-agreed strategies

@PamDidner
Design, layout,
copy and images
all play critical roles

@PamDidner
Content
complements e-
mail template

@PamDidner
E-mail template
complements
content

@PamDidner
•  Content determines which templates to use
•  Create several e-mail templates to tailor
audiences’ content consumption needs
•  Design, copy and images MATTER

@PamDidner
“Global” from client’s perspective

@PamDidner
Global in an internal sense
Headquarters
Work together
to plan / execute
content marketing
Local or Region

@PamDidner
Headquarters vs. Local
who takes the lead?

@PamDidner
Headquarters
•  Establish tools such as marketing automation,
email database management and customer
relationship management
•  Set up branding and creative guidelines and
framework
•  Create content

@PamDidner
Locals
•  Create and localize content
•  Lead and manage e-mail campaigns
•  Inform Headquarters of their successes, needs
and failures

@PamDidner
The intersections are
•  Think strategically about how to better integrate content
marketing and email marketing
•  Focus on optimizing content and e-mail design
•  Collaboration between headquarters and locals

@PamDidner
Contact Pam
Help companies find balance
between HQ and its local teams
•  Content Marketing Consulting
•  Strategy and Planning Workshop
•  Content Marketing Implementation
503-610-8009
pam@didner.com

Pam Didner - The Intersection of Global Content Marketing & E-mail Campaigns

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Pam Didner - The Intersection of Global Content Marketing & E-mail Campaigns