Global Content Marketing – Book Review

Review - Global Content Marketing

The opportunity to attract, engage and persuade  buyers through useful content extends to markets on a global scale. But the same rules about content that work at home may not work abroad. Nor the processes and team structures that many content marketing departments are used to.

That’s why resources around content marketing from a global perspective are essential for international companies. Luckily, I know of just such a resource to point you in the right direction.

I first met Pam Didner when liveblogging one her presentations at Content Marketing World. She was at Intel and I had just given a presentation at Intel’s first internal Social Media conference.


Global Content Marketing – Book Review

Content Marketing Trifecta: How to Repurpose, Reuse & Refresh Content – Intel’s @PamDidner at #C2C14

repurpose content

We all know the importance of creating original content, but the reality is, it’s hard.

Out of necessity many content marketers have developed their skills at “re-imagining” (h/t Ann Handley) their content to extend the life and value it can deliver.

Beyond the value extension of content through repurposing is the function of personalizing content for different markets and using a modular approach to segmenting useful information for specific audience targeting. Reusing content is efficient and it’s also effective when architected through a smart strategy that sees beyond simply publishing the same thing 3 ways.

At the B2B Content2Conversion conference in New York this week, my friend Pam Didner (Global Integrated Marketing Strategist at Intel) gave an excellent presentation on repurposing content.


Content Marketing Trifecta: How to Repurpose, Reuse & Refresh Content – Intel’s @PamDidner at #C2C14

Content Marketing Tips You Can Bank On from Intel, Kraft, SAP & Content Marketing Institute

content marketingIn a recent study by Content Marketing Institute, it was reported that 54% of B2B marketers will increase their spend on content marketing over the next 12 months. Pouring more money into content doesn’t automatically result in success.

As with wise investing for financial success, marketers need to back up their content investments with a plan, resources, goals, measurement and many other answers to questions their competition aren’t bothering with.

This doesn’t mean you need some grand, perfect strategy to see a return on content development spend. But it does mean having a clear vision and approach. To help guide you in this content marketing journey, here’s advice from some of the top content marketers in the industry including pros from Intel, SAP, Kraft, and the Content Marketing Institute.


Content Marketing Tips You Can Bank On from Intel, Kraft, SAP & Content Marketing Institute

Secrets of Content Marketing World: Agent Pam Didner, Intel

Pam Didner - Content Marketing World Secret Agent

Here’s the second in our series of Content Marketing World interviews. This time we’ve uncovered a secret stash of worldly wisdom from one of the most sought after global content marketing experts, Pam Didner, Global Integrated Marketing Manager at Intel.  Pam will be presenting at Content Marketing World on managing global, multi-lingual content on a large scale that will be a must see session for anyone involved with content marketing internationally.

Let’s dive right into our interview with Pam where she shares her secrets on the evolution of content marketing, where it fits in the B2B marketing mix, her session on global content management and how large enterprise organizations can scale long term content creation. Enjoy! But shhhhh, remember: It’s a secret.


Secrets of Content Marketing World: Agent Pam Didner, Intel

Intel Inside Out: How to Globalize Your Editorial Planning #cmworld

Pam Didner IntelDay one of Content Marketing World was a great mix of catching up with old friends, making new ones and of course, great content. On the BtoB track I sat in on a session including speakers with two different presentations from SAS and Intel. Since they were so different, I split them into 2 posts. This is part two of that session.

Speaker: Pam Didner @pdidner Global Integrated Marketing Manager, Intel
Presentation: Intel Inside Out: How to Globalize Your Editorial Planning

Pam’s presentation covered her journey over the past year and a half to “try” and globalize Intel’s editorial planning.

Intel’s 2011 Marketing Objectives and Strategy:
– Objective: Increase Intel’s brand relevance
– The Hero (Product):  Intel Core Processors (i3, i5, i7)
– Audience: IT Managers
– Communications Strategy: Signal business advantages, Stimulate interests, Engage with IT.


Intel Inside Out: How to Globalize Your Editorial Planning #cmworld