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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
"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
- Sales Rank: #172643 in Books
- Published on: 2014-09-15
- Original language: English
- Number of items: 1
- Dimensions: 8.90" h x .70" w x 5.90" l,
- Binding: Paperback
- 256 pages
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.
Most helpful customer reviews
5 of 6 people found the following review helpful.
Demystifying content marketing for a globalizing world
By Peter C Beller
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.
Provides a Context for Rethinking Your Content Marketing Priorities
By Roger C. Parker
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.
This is the book I wish I'd had 5 years sooner!
By Carmen Hill
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.
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