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Technology has virtually erased national borders, forever transforming the way we reach and engage customers, as well as the way we search for and consume content. 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
Technology has virtually erased national borders, forever transforming the way we reach and engage customers, as well as the way we search for and consume content. 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
Pam Didner is an award-winning B2B sales and marketing speaker, consultant, author, and podcaster. She loves helping marketers demonstrate their contribution to sales. Her forte is to bridge the gap between technology and marketing to build a seamless customer experience (CX), as well as boost sales and marketing alignment.
When Pam is not consulting, she writes novels and stories. She finally buckled down and finished her debut novel, Luna By Design. She has two sequel ideas to complete the Luna Trilogy. As an Asian American, Pam often feels the struggle of feeling like an Eastern woman in a Western world. She firmly believes that storytelling is a great way to help people see similarities between races and religions, rather than the differences, as we all seek to live fulfilling lives.
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 [...]?
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
| Erscheinungsjahr: | 2014 |
|---|---|
| Fachbereich: | Einzelne Wirtschaftszweige |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780071840972 |
| ISBN-10: | 0071840974 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Didner, Pam |
| Hersteller: | McGraw-Hill Education |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 229 x 152 x 14 mm |
| Von/Mit: | Pam Didner |
| Erscheinungsdatum: | 16.10.2014 |
| Gewicht: | 0,376 kg |
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