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Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works by [Didner, Pam]
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Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works Kindle Edition


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Product Description

Product Description

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 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

About the Author

Pam Didner (Portland, OR) is a global content marketing strategist, speaker and author. As a global integrated marketing strategist, she led Intel's Enterprise product launches and worldwide marketing campaigns. She also contributes articles to the "Huffington Post, Daily Crowd Sourcing, Content Marketing Institute" and other publications.


Product Details

  • Format: Kindle Edition
  • File Size: 10562 KB
  • Print Length: 257 pages
  • Page Numbers Source ISBN: 0071840974
  • Publisher: McGraw-Hill Education; 1 edition (Dec 19 2014)
  • Sold by: Amazon Digital Services LLC
  • Language: English
  • ASIN: B00MGUZ12O
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Enabled
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #317,970 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Amazon.com: HASH(0x9ec2812c) out of 5 stars 81 reviews
5 of 6 people found the following review helpful
HASH(0x9ec80d14) out of 5 stars Demystifying content marketing for a globalizing world Sept. 16 2014
By Peter C Beller - Published on Amazon.com
Format: Paperback
No topic has gotten more buzz in the world of business than "content marketing." And no subject may be less well understood as a result. Content marketing is the use of content—articles, photos, infographics, video—to tell stories and provide information, all with the goal of building trust with an audience of potential or existing customers. The theory behind it is simple: help your customers answer questions, solve problems or shop smarter for your products and they'll reward you with their business and even their loyalty. It's not a new concept—as Didner points out, Jell-O began providing recipes to shoppers back in 1904—but it has spread to all sorts of businesses as digital channels like social media have exploded and traditional advertising has waned in effectiveness. You can see content marketing today in all sorts of forms—from tweets and blogs to apps to live events that generate videos and multimedia.

In Global Content Marketing, Didner does a masterful job of demystifying an important topic that is all too often presented as a jargon-laden, wishy-washy dark art. Drawing on her previous role leading global content strategy at Intel, Didner provides readers a framework (the 4 P's) to implement across organizations large and small. But what really sets this book apart is its emphasis on global strategy. Telling stories in multiple languages, adjusting to varied cultures and managing teams across those geographical and cultural boundaries is a tall ask. Just ask Hollywood movie studios. Didner lays out both the challenges and tactics to overcome them and backs them up with first-hand experience and information gleaned from a slew of experts in the space.

One last reason to like this book: it's short. At just over 200 hundred pages Global Content Marketing is both an easy read and a handy reference, something to dig into and also to refer back to for ideas, presentations or conversation with colleagues. Though content marketing has been around for over a century, its modern practitioners are still working out a common language, standards, ethics and best practices. This book will help content marketers around the globe get there faster.
2 of 2 people found the following review helpful
HASH(0x9ec80d68) out of 5 stars Provides a Context for Rethinking Your Content Marketing Priorities Dec 3 2014
By Roger C. Parker - Published on Amazon.com
Format: Paperback
Pam Didner's Global Content Marketing makes it easy to reexamine your business and rethink your content marketing priorities.

For example, even though I'm obviously aware of who my clients are, after reading the first few chapters of Global Content Marketing, it suddenly struck me that the majority of book coaching income during the past few years had originated from Asia and Australia. The message, of course, is that we are all global content marketing, and so are our competitors! So, it behooves us to improve our global marketing abilities.

The core of Global Content Marketing's strength is Pam's broad understanding of content marketing combined with her ability to relate it to a global setting. Because she writes as if she were talking to you, Global Content Marketing is an easy-to-read book about a very complex topic.

Pam pulls it off, however, by building in hooks that readers of all experience levels and occupational settings (corporate, managerial, agency, entrepreneurial) can relate to. She also seamlessly integrates comments and examples from her A-list content marketing peers, which adds another layer of immediacy and storytelling. Finally, she displays a deep understanding of information architecture tools by using frequent subheads, pull-quotes, lists, and tables. There are also numerous case studies that illustrate key chapters.

In many ways, this is a "two-for-one" book. In addition to learning how to adapt their content marketing to an increasingly global stage--using the latest emerging technologies--readers are also likely to gain a better understanding of content marketing best practices and current strategies.

A welcome bonus is a Social Media Manager/Content Manager/Editorial Planner Hiring Checklist, by Ryan Lewis, founder of Bonfire Marketing. This contains 4 pages of perceptive questions to ask focusing on desirable personality attributes to look for when interviewing candidates. The questions are fascinating because they go "beyond the resume" and look for core competencies which often don't show up in resumes.

All in all, this is clearly one of the most important content marketing books to appear this year.
4 of 5 people found the following review helpful
HASH(0x9ec831bc) out of 5 stars This is the book I wish I'd had 5 years sooner! Sept. 28 2014
By Carmen Hill - Published on Amazon.com
Format: Paperback
Creating effective content strategies for any business is a complex undertaking. But developing a blueprint that works for global companies is on a whole different level. And in a global economy, very few of us can ignore the need not just to translate for different audiences, but to tailor our content strategies for different personas, needs, channels and content preferences.

This is the first book I’ve read that takes on the unique challenges companies face when marketing in multiple geographies, with diverse market needs and cultural norms. Having worked on content strategies for multiple enterprise B2B clients with regional and global geographical considerations, I really appreciate the detailed, strategic guidance Pam Didner provides. And there are few experts who have the experience, insights and great sense of humor that Pam brings to her work.

One of the best things about this very practical guide is that Pam offers guidance for all sizes and types of businesses, from enterprise to small or entrepreneurial businesses to agencies. I highly recommend this book to marketers and content strategists at any size company that need their content marketing to work across geographical boundaries.
1 of 1 people found the following review helpful
HASH(0x9ec8357c) out of 5 stars Hits a Home Run for MBA Courses on the Subject Oct. 17 2014
By Jim Barry - Published on Amazon.com
Format: Paperback
Pam Didner's book on Global Content Marketing is long overdue. This is a must read for companies engaged in global strategies. By combining a current perspective on content marketing with a long awaited framework for global scaling and management, the author builds a strong case for a complete course built around this book. The popularity of the topic obviously stems from the growing dependence of global marketing on social media and digital content for communications. Ironically, like mobile adaption, its growing importance is widely neglected by even large brands.

The race for storytelling, real-time responsiveness and buyer journey alignment has arguably taken its toll on global adaptation. This book amazingly covers almost every aspect of content planning, however, that global marketers need to consider in their regional content strategies. The book, in my opinion, qualifies academically as a primary reading for MBA and undergraduate level courses. The recommendation is based on the following:

1.) Pam Didner's extensive background in global marketing and social media for large brands lends credibility to the proposed planning process. Her fresh insights on the 4Ps (Plan, Produce, Promote and Perfect), in particular, show promise as a content framework for sales enablement. The Plan part of the process encompasses rigorous reviews of metrics, persona targeting objectives and global management buy-in strategies. The Produce section lays out steps for global content production, the conducting of audits and developing content for sales enablement. Extensive tips are given at this stage on how to localize content and align it to the buyer journey. The Promotion section describes how to globally scale paid, owned and earned avenues for content promotion. Finally, the Perfect section covers the measurement aspects of content required for both sales enablement and service.
2.) The book fills a gap in global context now widely adopted by many universities. The author points out many pitfalls in cross-cultural disconnects and orchestrating headquarters and regional offices when content assumes a "one-size fits all" global context.
3.) The author shows an excellent grasp of the most recent and future challenges in content strategy development. Much attention is given to the tailoring of content to personas, channel preferences and inbound marketing objectives that could benefit domestic content development as well.
4.) Each chapter provides a number of mini-cases especially useful in capturing some practitioner perspectives backing the author's redefined 4Ps. This provides a substantial amount of material for professors to consider in critical thinking exercises.
5.) The book is well organized to fit a typical strategy oriented curriculum. Starting with a rationale for priority attention, it progresses to global team building strategies for content planning set-up. From there, the author provides a chapter by chapter introduction to her Plan, Produce, Promote and Perfect framework that lines up well with a typical content marketing curriculum. Tips on global scaling run parallel to the discussed topics. This enables a systematic development of a global content plan while keeping the sequence of familiar content marketing steps in tact.
6.) The book has a broad appeal to large brands and small organizations.
1 of 1 people found the following review helpful
HASH(0x9ec83660) out of 5 stars Excellent food for thought Oct. 25 2015
By Maria Jansson - Published on Amazon.com
Format: Paperback Verified Purchase
Excellent food for thought! Made me think about my business plan, and my long term goals. Even though I am just starting out a small business, I feel that the advices in the book was useful. Well written, with a good language, and a clear read thread throughout the book.