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Global Content Marketing
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Transcript of Global Content Marketing
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