I caught up with Skyword to discuss the challenges and opportunities of global content marketing. Read the full interview below:
1. What would you say to marketers thinking about going global? Any words of warning on where to start or what to watch for?
Clearly define your business and marketing objectives before you go global. Organizations go global to grow their businesses, but they need to focus on specific marketing objectives to accomplish that growth. Your marketing objectives will help determine the type of content you need to create. Global, in the context of enterprise organizations, is a continuous collaboration between local teams and their headquarters. When you start your global go-to-market plan and effort, it’s important to include your local teams.
2. For enterprise software businesses such as Intel, figuring out which stories to tell through digital content has traditionally been difficult. It’s such a step away from “talking product.” What advice could you offer enterprise marketers looking to elevate their content strategies so they’re telling stories their audiences actually care about?
Talk to your customers and understand their pain points and challenges. Weave the benefits of your products seamlessly into your customers’ stories. By the way, there will still be places for product-specific content, such as product comparison guides, feature pamphlets, white papers, and product demos. You need to find a balance between the two.
3. You’ve developed a unique personal brand in an industry cluttered with noise. How did you differentiate yourself as a content innovator at Intel and in the content space, and learn to put a unique spin on your work?
As with many people, my path found me rather than the other way around. I have been lucky in the sense that my job has had a global focus over the past 15 years. I understand the dilemma of glocal (global vs. local); I synthesized my experience and shared that with my audience. Working in a global marketing capacity at Intel, I identified internal requirements and trends that suggested a need to put a greater focus on content marketing. Over time I began to pursue expertise in global content marketing in order to better connect Intel’s marketing efforts with its customers. After years of trial and error as well as interacting with peers in the same boat, I was able to start blogging about the topic and eventually published my book.
4. What do you see as being the biggest content marketing challenge in 2015? How should brands overcome this challenge?
The biggest challenge is that current marketing organizational structures and budget allocations are not set up to fully implement content marketing efforts. For example, editorial planning is essential for content marketing, yet not every organization has the appropriate people and processes. Proper organizational structures with appropriate talent and skills are essential. You may not see any organizations tout it as a core competency, but global content marketing strategy has been adapted and implemented in bits and pieces within organizations. Content marketing is situational; each organization will make changes at its own pace.
5. What inspires you as a person? Where do you draw inspiration and motivation to think differently about content strategy?
Networking is a big part of my inspiration. Talking to peers, and reading blogs and books as well as articles about related areas—such as developments in technology—all suggest ideas to me about ways to leverage information to help improve content marketing. This post was originally published on Skyword.com.