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How to Launch a Successful Global Content Marketing Program

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Relationships

Currencies CommunicationTime ZoneTIMELINES

PRO

CESSCREATIVES

BUDGET

TECHNOLOGY

Ord

erVISIO

NS

LANGUAGES

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Agenda

• Speakers• Global Content Marketing Framework

– Vision– Strategy– Execution

• Q&A

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MaryAnne Flynn, VPGlobal Operations

Regina Vertiz, Director, Global Services

Matt JohnsonSr. Director, Editorial

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It starts with a story….

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Framework for Launching a Global Marketing Program

• Vision • Strategy• Execution

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Vision: Articulate & Evangelize

• Broad• Consistent • Shared

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Strategy: Create Your Plan

• Draft global editorial guidelines• Identify key global topics your target

customers love• Prioritize regions to launch first• Determine global technology platform• Determine budgets and owners

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It’s okay to start small

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Execution

• Editorial Guidelines • Local vs. Global • Original vs. Translated vs. Transcreated • Storytellers • Global Program Management Process

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Editorial Guidelines

• Global guidelines that can be refined

• Tone & voice that reflects region, country or city

• Content created with local audience in mind

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Local vs. Global

• Success hinges on authentic, local experience

• But don’t forget, universal content!• Local: global content

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Content Development

• Original: Creating new pieces from scratch specifically for market

• Translation: Translating existing content into another language without taking new audience into account

• Transcreation: Taking essence of existing content and reworking/rewriting it with new audience in mind

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He’s a Ghost!The Sixth SenseChinese transcreated title: US English title:

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Storytellers

• How do I find creatives?• How do I vet them?• How do I source the right

editors?

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Global Program Management

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Keyword Strategy

TopicGeneration

Local Content Creation

Local Content Editor

Final Review and Publish

Results and Analysis

Streamline Process

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• What will you talk about? • How will you deliver it?• …and on time?

Generate Topics

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• Target Audience• Location• Language• Images• Hyperlinks• Headers• Metadata

Research Keywords

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Enforce Keyword Use

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Create Content

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• Purpose of the Video – Audience – Delivery Location

• Live Action • Animation • Length• Supporting Meta Data

Video Creation

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• Recruit specific photo journalists to tell your story through images

• Crowdsource your image needs (FOAP)

• Infographics

Photos and Other Images

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Edit Content

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Final Review

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Publish!

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Key Takeaways

• Vision• Strategy• Execution

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Sampling of Global Contributor Profiles

•Local Editors & Writers

•Global Program Managers

•Platform Translation

•Guidelines & Standards

•Time Zone Flexibility 

•Localized:

•Keyword Search

•Optimization

•Spelling and Grammar

•Native Currency Payments

Localized Editorial Review in Russian

Localized Content Guidelines in Portuguese

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Where will your global journey take you?