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TRANSCRIPT
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Content is King!
Establishing a Global
Content Strategy 10 tips you can use to grow global
audience engagement
May 14, 2015Dirk Nicol and Lacey SenkoDirector, developerWorks; Program Director,
developerWorks
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Tip #7: Take people on a journey--right content at the right stage of engagement
Awareness
• Snackable content (infographics, blogs, short video)
Building trust
• Social interactions, industry content, introductory content
Taking action
• In depth articles, calls to action, demos, series
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Tip #8: Reuse, recycle! It’s all about getting the most out of what you have
Infographics Videos Series of blogs
Series of articles Social plans eBook
Getting started guide
Pod or webcast
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Top 10
1. Grow your database, build your profiles
2. Think Global, Act Local, Be Digital
3. Marketing Automation
4. Know your local audiences (Personas—for each of your global regions)
5. Use Subject Matter Experts
6. Do your research—Stay relevant
7. Take people on a journey--right content at the right stage of engagement
8. Reuse, recycle! It’s all about getting the most out of what you have
9. Translate!
10.Data. Data. Data.
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© Copyright IBM Corporation 2013. All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in these materials to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in these materials may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. IBM, the IBM logo, Rational, the Rational logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others.
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