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Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works de Pam Didner

Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works

Autor Pam Didner
en Limba Engleză Paperback – 16 oct 2014

Engage Customers Around the World with Cross-Regional Content Marketing

Technology has virtually erased national borders, forever transforming the way we reach and engage customers, as well as the way we search for and consumecontent.Global Content Marketingtakes you step-by-step through the process of creating and refining your strategies to meet this new reality.
LEARN HOW TO:
  • Create content that engages people--regardless of their country and culture
  • Identify key actions and strategies to apply to your projects
  • Connect "dots" that others don't see and connect them in ways you never thought of before
"Content marketing across geographies is a diff erent animal. In this smart, practical, and authoritative book, Pam Didner has tamed this animal for all of us."-- DOUG KESSLER, Creative Director, Velocity
"A valuable guide to developing and distributing your global content effectively."-- NANCY BHAGAT, former VP, Global Marketing Strategy, Intel, and current Divisional CMO, TE Connectivity
"This book is the blueprint for engineering a modern scalable content marketing operation."-- PAWAN DESHPANDE, CEO, Curata
“Finally the book that explores all critical aspects of global content marketing! Whether you are a small business or a Fortune 500 company, it is essential to understand the 4P’s developed by Pam Didner. Read it and take your content strategy to the whole new level."-- EKATERINA WALTER, author ofThink Like Zuckand coauthor ofThe Power of Visual Storytelling
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Specificații

ISBN-13: 9780071840972
ISBN-10: 0071840974
Pagini: 256
Dimensiuni: 10 x 279 x 216 mm
Greutate: 0.35 kg
Editura: McGraw Hill Education
Colecția McGraw-Hill
Locul publicării:New York, United States

Cuprins

PREFACE

 

INTRODUCTION

 

CHAPTER ONE: Why Globalize Your Content

 

CHAPTER TWO: What Are the 4 P’s of the Global Content Marketing Cycle?

 

CHAPTER THREE: Organize a Team for Global Content Marketing Success


Case Study-Act with Headquarters as the Lead: Global Personas
Case Study-Communication Through Sync Meetings: There Is No Shortage of Agenda Items

 

CHAPTER FOUR: The First P of the Global Content Marketing Cycle: Plan


Case Study—Enterprise: Intel’s Annual Planning Process
Case Study—Small Business: Opus Events Agency’s Planning Process
Bonus—Four Annual Planning Quadrants

 

CHAPTER FIVE: The Second P of the Global Content Marketing Cycle: Produce


Case Study—LinkedIn’s “Big Rock” Content
Case Study—How Much Content Can Vology Create with $1,000?

 

CHAPTER SIX: The Third P of the Global Content Marketing Cycle: Promote


Case Study—Content Fuels DocuSign’s Demand Generation
Case Study—Diary of a Content Pimp 3: The Promotion Plan Without Budget

 

CHAPTER SEVEN: The Fourth P of the Global Content 155Marketing Cycle: Perfect


Case Study—SAP’s Local-First Content Approach
Case Study—Domo’s Marketing Spend Optimization

 

CHAPTER EIGHT: Skills Needed for GlobalContent Marketers


Bonus—Social Media Manager/Content
Manager/Editorial Planner Hiring Checklist

 

CHAPTER NINE: Future of Global Content Marketing

 

CHAPTER TEN: Epilogue

 

Acknowledgements 227

 

Endnotes 229

 

Index 237

 

Descriere

Engage Customers Around the World with Cross-Regional Content Marketing

Technology has virtually erased national borders, forever transforming the way we reach and engage customers, as well as the way we search for and consumecontent. Global Content Marketing takes you step-by-step through the process of creating and refining your strategies to meet this new reality.
LEARN HOW TO:

  • Create content that engages people--regardless of their country and culture
  • Identify key actions and strategies to apply to your projects
  • Connect "dots" that others don't see and connect them in ways you never thought of before

"Content marketing across geographies is a diff erent animal. In this smart, practical, and authoritative book, Pam Didner has tamed this animal for all of us." -- DOUG KESSLER, Creative Director, Velocity
"A valuable guide to developing and distributing your global content effectively." -- NANCY BHAGAT, former VP, Global Marketing Strategy, Intel, and current Divisional CMO, TE Connectivity
"This book is the blueprint for engineering a modern scalable content marketing operation." -- PAWAN DESHPANDE, CEO, Curata
“Finally the book that explores all critical aspects of global content marketing! Whether you are a small business or a Fortune 500 company, it is essential to understand the 4P’s developed by Pam Didner. Read it and take your content strategy to the whole new level." -- EKATERINA WALTER, author of Think Like Zuck and coauthor of The Power of Visual Storytelling