Engineering A Global Content Marketing Plan
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Learn how to engineer a global content marketing plan!
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Engineering A Global Content Marketing Plan
- 1. Developing a Global Content Marketing Plan @PamDidner
- 2. Today’s Webinar • Benefits of Planning • Elements of Global Content Plan • Planning Challenges • Planning saga • Enjoy the presentation
- 3. Key Takeaways • Think about content planning holistically • Connect the dots among various planning elements • Plan for re-planning
- 5. Learn how to plan, develop, promote and measure your content effectively across borders Pre-order and receive 30% off on Amazon.com Check out: www.globalcontent. marketing Avail. on 9/19
- 6. Let’s sit back for a minute…
- 7. Global Content Planning Does the word “Global” put extra weight on our shoulders?
- 8. Do you get stressed out just thinking about “Global Content Planning”?
- 10. The usage of a global content plan • Align on business objectives, audiences and editorial topics • Rally a team (internal stakeholders/ external agencies) • Allocate budget • Show management you have your act together • Use the plan for content execution
- 11. The global content plan is ONLY an internal document.
- 12. If it’s an internal document… Why should we stress out?
- 13. Relax It’s only an internal document
- 14. Peel the onion…
- 15. Break down into two elements Global Gl 115 Content Planning Cp 116
- 17. Let’s talk about “Content Planning” first
- 18. The ultimate purpose of content planning Grow business
- 19. Grow Business by creating educational, compelling, enjoyable content
- 20. Key elements of content planning • Business goals • Marketing objectives • Target audiences • Product launch dates • Product messaging and positioning • Editorial topics and plan
- 21. What elements change when we add the word “Global”?
- 22. Bear in mind, The Global Content Plan is an internal document
- 23. Global in an internal sense Work together to create content plan Headquarters Local or Region
- 24. In small businesses Headquarters = Locals
- 25. Global means: Headquarters work with Local Local provides feedback to content plan
- 26. Typical elements of global content planning Headquarters (consolidated) Local Business Goals Marke8ng Objec8ves Target Audiences Product launch dates Product messaging/ Posi8on Editorial topics and Plan Country priori8es Budget
- 27. Holy Grail of Global Content Planning • Roles and responsibilities between HQ / locals • Centralization vs. Decentralization • Budget Allocation
- 28. Reality • Often no “Content Marketing” Group • Budget embedded into different groups • Lack of ownership • Management doesn’t understand content marketing • And more…
- 29. Therefore, Global content planning is different from company to company
- 30. Global content planning starts with YOU
- 31. Proactively… • Identify the necessary elements • Gather information from various sources • Educate your stakeholders
- 32. There is no short cut
- 33. Planning VS Plans Planning is an active ongoing process, while, a plan is the documentation at one point in time.
- 34. Planning VS. Plans Neither planning nor a plan guarantees success, yet both are absolutely essential.
- 36. Key takeaways • Think about global content planning holistically • Connect the dots among various planning elements • Plan for re-planning
- 37. One more bonus Globalcontent.Marketing Launch on 9/8 Templates and tools avail. for free download Reach me via www.pamdidner.com
- 38. Q & A