11

Content is King!

Establishing a Global

Content Strategy 10 tips you can use to grow global

audience engagement

May 14, 2015Dirk Nicol and Lacey SenkoDirector, developerWorks; Program Director,

developerWorks

2

First, let’s start with the basics—Inbound vs. Outbound Marketing

3

Inbound marketing is all about content

4

But…there is a big world out there—How do you use content globally?

5

Tip #1: Think Global, Act Local, Be Digital

6

Tip #2: Grow your database, build your profiles

7

Tip #3: Marketing Automation

8

Tip #4: Know your local audiences

9

Personas—for each of your global regions

10

Tip #5: Use Subject Matter Experts

11

Tip #6: Do your research—Stay relevant

12

Tip #7: Take people on a journey--right content at the right stage of engagement

Awareness

• Snackable content (infographics, blogs, short video)

Building trust

• Social interactions, industry content, introductory content

Taking action

• In depth articles, calls to action, demos, series

13

Tip #8: Reuse, recycle! It’s all about getting the most out of what you have

Infographics Videos Series of blogs

Series of articles Social plans eBook

Getting started guide

Pod or webcast

14

Tip #9: Translate!

15

Tip #10: Data. Data. Data.

16

Top 10

1. Grow your database, build your profiles

2. Think Global, Act Local, Be Digital

3. Marketing Automation

4. Know your local audiences (Personas—for each of your global regions)

5. Use Subject Matter Experts

6. Do your research—Stay relevant

7. Take people on a journey--right content at the right stage of engagement

8. Reuse, recycle! It’s all about getting the most out of what you have

9. Translate!

10.Data. Data. Data.

17

Explore our community!

developer.ibm.com

18

© Copyright IBM Corporation 2013. All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in these materials to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in these materials may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. IBM, the IBM logo, Rational, the Rational logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others.

www.ibm.com/software

18