@PamDidner

Developing a Global Content

Marketing Plan

Today’s Webinar •  Benefits of Planning

•  Elements of Global Content Plan

•  Planning Challenges

•  Planning saga

•  Enjoy the presentation

Key Takeaways

•  Think about content planning holistically

•  Connect the dots among various planning elements

•  Plan for re-planning

Hi! @PamDidner here!

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

Let’s sit back for a minute…

Global Content Planning

Does the word “Global” put extra weight on our shoulders?

Do you get stressed out just thinking about “Global Content Planning”?

Don’t Stress Out

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

The global content plan is ONLY an internal document.

If it’s an internal document… Why should we stress out?

Relax

It’s only an internal document

Peel the onion…

Break down into two elements

Gl  

Cp  

Global  

Content  Planning  

115  

116  

Set “Global” aside

Let’s talk about “Content Planning” first

The ultimate purpose of content planning

Grow business

Grow Business by creating educational, compelling, enjoyable content

Key elements of content planning

•  Business goals •  Marketing objectives •  Target audiences •  Product launch dates •  Product messaging and

positioning •  Editorial topics and plan

What elements change when we add the word “Global”?

Bear in mind, The Global Content Plan is an internal document

Global in an internal sense

Headquarters Local or Region

Work together to create content plan

In small businesses

Headquarters =

Locals

Global means:

Headquarters work with Local Local provides feedback to content plan

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  

Holy Grail of Global Content Planning

•  Roles and responsibilities between HQ / locals

•  Centralization vs. Decentralization

•  Budget Allocation

Reality •  Often no “Content

Marketing” Group

•  Budget embedded into different groups

•  Lack of ownership

•  Management doesn’t understand content marketing

•  And more…

Therefore,

Global content planning is different from company to company

Global content planning starts with

YOU

•  Identify the necessary elements

•  Gather information from various sources

•  Educate your stakeholders

Proactively…

There is no short cut

Planning VS Plans

Planning is an active ongoing process, while, a plan is the

documentation at one point in time.

Neither planning nor a plan guarantees success, yet both are absolutely essential.

Planning VS. Plans

Key takeaways

•  Think about global content planning holistically

•  Connect the dots among various planning elements

•  Plan for re-planning

One more bonus

Globalcontent.Marketing Launch on 9/8 Templates and tools avail. for free download Reach me via www.pamdidner.com

Q & A