Global Content Marketing

Monica Miller Rodgers, APR

The process of developing and sharing relevant, valuable and engaging content to target audiences with the goal of acquiring new customers or increasing business from existing customers.

-Amanda MaksymiwContent Marketing Manager

Lattice Engines

What is Content Marketing?

Your customers don’t care about you, yourproducts, your services … They care aboutthemselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.

-David Meerman ScottAuthor/Speaker

Why Content Marketing?

The Marketing Communications Funnel

Where & When do we use Content Marketing?

Awareness

Knowledge

Action

Preference

Interest

Brochure

Case Study

Competition

Comparison

Testimonial

Funnel design courtesy of http://www.unitydc.co.uk/funnels

How is Content Marketing used?

Content Strategy

How do we get there?

photo credit: AvidlyAbide via photopin cc

Customer Persona

How do we get there?

Editorial Calendar

How do we get there?

• Content Shock• Short Attention Spans• Learning to Create, Curate & Repurpose

• Connecting the Dots

Challenges to Content Marketing

5,000

The process of developing and sharing relevant, valuable and engaging content to target audiences across countries with the goal of acquiring new customers or increasing business from existing customers globally.

-Pam DidnerGlobal Integrated Marketing Strategist

Formerly Intel

What is Global Content Marketing?

• Plan• Produce• Promote • Perfect

The New 4 Ps of Global Content Marketing

Coming together is a beginning, staying together is progress, working together is success. -Henry Ford

• Cultural Differences• Language Barriers• Religious Beliefs• Laws & Regulations• Product Usage & Behaviors• Channel Fragmentation • Learning to Compromise

Challenges to Global Content Marketing

• Global Content Marketing by Pam Didnerwww.pamdidner.com

• {grow} Blog by Mark Schaeferwww.businessgrow.com

• HubSpotwww.hubspot.com

• Content Marketing Institute www.contentmarketinginstitute.com

Resources

Discussion