In this week’s episode of Content Marketing NEXT, I sit down with Pam Didner who had her own professional “new,” “now,” and “next” this year. The former global marketing manager for Intel founded her own consultancy firm this year and published Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works. Pam’s new entrepreneurial venture centers on something from which all enterprises could benefit – a global perspective.
What’s new, what’s now, what’s next
After 20 years at Intel, Pam left to start her own firm, Global Content Marketing, and released a new book with the same name.
Pam says global content marketing requires a company’s headquarters to work with its local or regional teams to align business objectives and geographic priorities, as well as resource allocation. Working together, everybody can collaborate and understand the organization’s targeted audiences as well as its unified strategy to successfully engage those audiences.
Some questions to ask your team as you drive your global content marketing strategy:
- Do we need to change our products?
- Do we need to localize our products?
- When is a good time to localize and customize our product for globalization?
- How does product use and consumer behavior impact our marketing?
“Coming together is a beginning, staying together is progress, working together is success.” – Henry Ford
Pam says global content marketing teams working together for short- and long-term success is what is (or should be) happening now. As she explains it, know the players on your global team, develop a process that ensures you work together, and choose the necessary tools that allow for successful collaboration.
Pam also has reframed the traditional 4 Ps of marketing into a modern content marketing version:
Plan: No global marketing initiative is spontaneous. Content discussions must happen in the company’s planning cycle. However, the team also needs to be agile and adaptable to change course with a sense of purpose. This flexibility allows the content team to actively manage chaotic situations based on agreed-upon strategies and consistent communication.
Produce: Create content that matters. A global team working together means less chance for content duplication. Proactive communication also ensures that the content is appropriate for each audience in the global community.
Promote: Distribute and syndicate content in a digital way that makes sense to your audience. Again, where your audience resides in the world should drive content promotion.
Perfect: Optimize and measure content to drive maximum impact. When the team defines success, it can better track the results to get there.
A silo breakdown is required to successfully implement a solid content strategy. Senior managers must be the role models in these efforts so that team members can take the initiative to create the changes necessary to work across departments.
Blast the buzzword
Pam’s buzzword: Synergy
What does that really mean? Often the word “synergy” is used when we actually mean something more specific. Say what you mean. When you say you build synergy, what other word better captures what you are really trying to say? Be clear in your communication.
In the hot seat
Here’s a recap of Pam’s hot-seat Q&A:
Q1: What innovation in the last five years has made your life as a content marketer better?
From search to webmaster tools to the ability to do research, Google’s suite integrates work in today’s digital marketing space.
Q2: What is the most valuable advice you have been given personally or professionally? Who gave it?
Since Pam tends to be a Type-A personality, her husband often reminds her to relax and reflect. Give yourself permission to do nothing. Let your mind wander and just be you. Don’t always play it safe. Take chances and follow your passions.
Q3: What other career would you have pursued? What else would you possibly be doing today?
Pam enjoys what she’s doing right now – writing, blogging, and speaking. She would love to do more teaching and coaching. Her secret dream is to write a screenplay.
Listen to my full interview with Pam Didner here: