how to launch a successful global content marketing program
Post on 17-Jul-2015
229 Views
Preview:
TRANSCRIPT
1©2015 Skyword
How to Launch a Successful Global Content Marketing Program
2©2015 Skyword
Relationships
Currencies CommunicationTime ZoneTIMELINES
PRO
CESSCREATIVES
BUDGET
TECHNOLOGY
Ord
erVISIO
NS
LANGUAGES
3©2015 Skyword
Agenda
• Speakers• Global Content Marketing Framework
– Vision– Strategy– Execution
• Q&A
4©2015 Skyword
MaryAnne Flynn, VPGlobal Operations
Regina Vertiz, Director, Global Services
Matt JohnsonSr. Director, Editorial
5©2015 Skyword
It starts with a story….
6©2015 Skyword
Framework for Launching a Global Marketing Program
• Vision • Strategy• Execution
7©2015 Skyword
Vision: Articulate & Evangelize
• Broad• Consistent • Shared
8©2015 Skyword
9©2015 Skyword
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
10©2015 Skyword
It’s okay to start small
11©2015 Skyword
Execution
• Editorial Guidelines • Local vs. Global • Original vs. Translated vs. Transcreated • Storytellers • Global Program Management Process
12©2015 Skyword
Editorial Guidelines
• Global guidelines that can be refined
• Tone & voice that reflects region, country or city
• Content created with local audience in mind
13©2015 Skyword
Local vs. Global
• Success hinges on authentic, local experience
• But don’t forget, universal content!• Local: global content
14©2015 Skyword
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
15©2015 Skyword
He’s a Ghost!The Sixth SenseChinese transcreated title: US English title:
16©2015 Skyword
Storytellers
• How do I find creatives?• How do I vet them?• How do I source the right
editors?
17©2015 Skyword
18©2015 Skyword
Global Program Management
19©2015 Skyword
Keyword Strategy
TopicGeneration
Local Content Creation
Local Content Editor
Final Review and Publish
Results and Analysis
Streamline Process
20©2015 Skyword
• What will you talk about? • How will you deliver it?• …and on time?
Generate Topics
21©2015 Skyword
• Target Audience• Location• Language• Images• Hyperlinks• Headers• Metadata
Research Keywords
22©2015 Skyword
Enforce Keyword Use
23©2015 Skyword
Create Content
24©2015 Skyword
• Purpose of the Video – Audience – Delivery Location
• Live Action • Animation • Length• Supporting Meta Data
Video Creation
25©2015 Skyword
• Recruit specific photo journalists to tell your story through images
• Crowdsource your image needs (FOAP)
• Infographics
Photos and Other Images
26©2015 Skyword
Edit Content
27©2015 Skyword
Final Review
28©2015 Skyword
Publish!
29©2015 Skyword
Key Takeaways
• Vision• Strategy• Execution
30©2015 Skyword
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
31©2015 Skyword
Where will your global journey take you?
top related