Building a Global Content Marketing Team
This week #ContentChat was joined by Pam Didner (@PamDidner) who shared her best practices for building a global content marketing team.
Q1: What is the advantage of having an integrated global content marketing team versus having separate, localized teams?
A1a: 4 advantages of having a global team
Avoid duplications
Align w/ same strategies
Minimize surprises
Divide and conquer#ContentChat— Pam Didner (@PamDidner) March 20, 2017
A1b: 3 disadvantages of having a global team
Align diff interests
Lengthy collab. efforts
Deal with different time zone issue#ContentChat— Pam Didner (@PamDidner) March 20, 2017
A1) Diverse mind-sets from different cultures. Different perspectives are ALWAYS great to have on a marketing team! #ContentChat pic.twitter.com/IeXjWdJgAf
— Jason Schemmel (@JasonSchemmel) March 20, 2017
A1a. By integrating you are removing any confusion so everyone across the globe is on the same page. When you try getting too #ContentChat https://t.co/aUBqV1D26g
— Zach McArthur (@ZMcArthur12) March 20, 2017
A1: your content strategy and content marketing are aligned #ContentChat https://t.co/AcAnjk9GAI
— Josephine Borrillo (@70mq) March 20, 2017
A1: Consistent brand and message. Cohesive strategy. #ContentChat https://t.co/fwuaEZONpm
— Stacey Sayer (@sassymarketeer) March 20, 2017
A1: @SFerika It’s playing the game of telephone in the worst way. #ContentChat pic.twitter.com/UupiC6Xanh
— Shawn Paul Wood (@ShawnPaulWood) March 20, 2017
I think having a global content team lets the company have a central message, it keeps their message consistent. #ContentChat
— Jennifer Atanasoff (@jenfromnewyork_) March 20, 2017
A1: Global content marketing teams have a holistic perspective that allow the message to be consistent, efforts to be supported #ContentChat
— Maureen Jann (@MaureenOnPoint) March 20, 2017
A1 When your global content teams are autonomous, you lose out on economies of scale and often duplicate efforts. #ContentChat https://t.co/77Nw15ncgg
— Erika Heald (@SFerika) March 20, 2017
A1: A robust global content marketing team can lead initiatives across departments in ways a local team just isn’t able to. #contentchat
— Altos (@altos) March 20, 2017
A1b: When you don’t have a central source of truth, disparate teams can even start competing against each other #ContentChat
— Maureen Jann (@MaureenOnPoint) March 20, 2017
oops… A1… #ContentChat https://t.co/Y1uNzxuEjG
— Jennifer Atanasoff (@jenfromnewyork_) March 20, 2017
A1: however local content marketing can take global content and adapt to local culture #ContentChat https://t.co/AcAnjk9GAI
— Josephine Borrillo (@70mq) March 20, 2017
Silos tend to run as their own independent brand, rather than as a center for subject matter expertise. #ContentChat https://t.co/Z9LVznzotR
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
A1: Consistency of brand’s message worldwide and shared expertise #ContentChat
— Spin Sucks (@SpinSucks) March 20, 2017
A1: It would help people avoid working in silos. Communication around regional content initiatives would increase as well. #contentchat
— Javier Sanabria (@SanabriaJav) March 20, 2017
@SFerika It’s important that everyone is on the same page! Consistent messaging is needed in order to reach audience. #ContentChat
— Meghan Richards (@richardsmeghan1) March 20, 2017
@SFerika Yup, we see that in digital marketing channels a lot (not content marketing, but it’s related and real). #ContentChat
— Maureen Jann (@MaureenOnPoint) March 20, 2017
Global team gives a global perspective, but I don’t think global is enough – local and small teams provide different input. #ContentChat
— Iva Ignjatovic (@IvaIgnjatovic) March 20, 2017
A1: Seems like a global team can more easily reach a broader audience, while local only may be a little too insular. #ContentChat
— Conor Snell (@CLouisSnell) March 20, 2017
@SFerika a1 Global Marketing Teams Geo Large Scale – while Local teams focus on the geo target audience #contentchat
— Debi Norton (@BRAVOMedia1) March 20, 2017
A1c: Having a team is great, but you need to cultivate and nurture the team. Team work makes dream work. #ContentChat
— Pam Didner (@PamDidner) March 20, 2017
A1b: Overall brand messaging may also become inconsistent with localized teams as opposed to a integrated global team. #contentchat
— Javier Sanabria (@SanabriaJav) March 20, 2017
A1: global centralized marketing makes it easier to implement the 4 p’s: plan, produce, promote, perfect #contentchat
— Dylan Asher (@dylanfromUNT) March 20, 2017
Q2: What are some of the challenges of building a global content marketing team, and how do you overcome them?
A2: finding resources that can embody the local customs while embracing the larger strategy would be a huge challenge #ContentChat
— MARKETING (@marketingnw) March 20, 2017
A2: I would imagine a huge challenge would be creating a single brand voice in your content around the world #contentchat
— Ivana Taylor (@DIYMarketers) March 20, 2017
Agree. One integrated message; Multiple vantage points to create the words. #Harmony #ContentChat https://t.co/IaRk4Njea8
— Shawn Paul Wood (@ShawnPaulWood) March 20, 2017
A2a. Cultural differences make it difficult to have the same mission around the world. That’s why it’s all about the people #ContentChat https://t.co/Qt5j2nxVyG
— Zach McArthur (@ZMcArthur12) March 20, 2017
A2: Ensuring that the people doing the work truly understand the language and the message is tricky! #ContentChat
— Maureen Jann (@MaureenOnPoint) March 20, 2017
A2: Key challenges
Lack of-
Plan
Budget
Resource
Formal team structure
Tools
Processes#ContentChathttps://t.co/qbahqo4Sjp— Pam Didner (@PamDidner) March 20, 2017
As I’ve learned @LinguaLinx, theme-based content can be tricky. Many concepts have no equivalent in other languages or cultures #ContentChat https://t.co/Fejz9b3RfK
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
Amen to that: “Team work makes dream work” #contentchat https://t.co/Qe7nX3SzC3
— Spin Sucks (@SpinSucks) March 20, 2017
A2 I think some challenges may be having to outsource from other companies or trying to find the right people for the job #ContentChat
— Jennifer Atanasoff (@jenfromnewyork_) March 20, 2017
A2. Consistency across global objectives may be a tough thing to keep together. The key is likely good, robust communication. #ContentChat
— Altos (@altos) March 20, 2017
A2 @SFerika Ensuring consistency across time zones, language, culture, etc. Everyone is united on message. We all win. #ContentChat pic.twitter.com/7CRIfsg8fx
— Shawn Paul Wood (@ShawnPaulWood) March 20, 2017
A2: Key challenges
Lack of-
Plan
Budget
Resource
Formal team structure
Other group support
Tools
Processes#ContentChat— Pam Didner (@PamDidner) March 20, 2017
@SFerika a2 Global Mrkting is still Country Specific Challenge Creating Content that speaks to large audience. Multilingual #contentchat
— Debi Norton (@BRAVOMedia1) March 20, 2017
Exactly! Puns, play on words, all the stuff that is typically considered creative and effective. #ContentChat https://t.co/QpGOIw3eqq
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
A2: Not everyone speaks the same “language” around campaigns, and sometimes there may even be a literal language barrier. #ContentChat
— Conor Snell (@CLouisSnell) March 20, 2017
@PatrickHayslett Real localization help provide meaning and context for each market to ensure a winning campaign! #ContentChat
— MARKETING (@marketingnw) March 20, 2017
A2) Finding the right people and properly vetting them. Trusting that your team can follow through w/out you in the office #ContentChat pic.twitter.com/rF4rdkTy7r
— Jason Schemmel (@JasonSchemmel) March 20, 2017
A2b: Identify what “lack of” in your challenges of setting up a team. Create a plan to tackle them. One by one! #ContentChat
— Pam Didner (@PamDidner) March 20, 2017
Yes! Say you’re selling high fashion with a trendy “these boots were made for walkin” ad…make sense in other countries? #ContentChat https://t.co/Fs8kvO1aTG
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
True! That’s what weekly or bi-weekly meetings are needed for a global team. #contentchat https://t.co/xGz4JVHgPV
— Pam Didner (@PamDidner) March 20, 2017
A2
-Cultural competency
-Lack of resources
-Lack of time
-Coordination
-Clarity/consistency
-Diff. thought/execution#ContentChat https://t.co/p1n0dWuRAB— Gabriela Cardoza (@CardozaGab) March 20, 2017
You still need an internal global team to work w/ a global agency. #contentchat https://t.co/6e0PsV5gzj
— Pam Didner (@PamDidner) March 20, 2017
@PamDidner Agreed. And it’s good to toggle those global content meeting times so everyone rotates being up early/staying late. #ContentChat
— Erika Heald (@SFerika) March 20, 2017
@SFerika We talk abt intern’l in my office and the first thing is know what your goals are+if your service will sell there. #contentchat
— MARKETING (@marketingnw) March 20, 2017
Q3: How do you get started in globalizing your content marketing strategy?
A3a Create a plan & document it! Objective of the plan: showcase what u will do to contribute to ur company’s sales & growth. #ContentChat
— Pam Didner (@PamDidner) March 20, 2017
A3: in a global organization senior management needs to make it a priority #ContentChat https://t.co/jiMXQ12aNX
— Josephine Borrillo (@70mq) March 20, 2017
A3b: Include:
Biz/MKTObjective,Content MKT Strategy, Value propositions, Editorial Plan, Content roadmap,team structure,metrics #ContentChat— Pam Didner (@PamDidner) March 20, 2017
A3: @SFerika Assess your audience for transCREATION not transLATION. #HugeDifference #ContentChat pic.twitter.com/roKPSX12yk
— Shawn Paul Wood (@ShawnPaulWood) March 20, 2017
@70mq Agreed. Without the exec team’s support and prioritization, it won’t happen. #ContentChat
— Erika Heald (@SFerika) March 20, 2017
Finding an executive sponsor is key. #ContentChat https://t.co/z87TVUiNK5
— Pam Didner (@PamDidner) March 20, 2017
A3: social media! Find out where your followers (twitter, Facebook, Instagram) are and speak their language. #contentchat
— Dylan Asher (@dylanfromUNT) March 20, 2017
A3: Stakeholders from each region have to agree on peer review & how to disseminate content cohesively across markets. #contentchat
— Javier Sanabria (@SanabriaJav) March 20, 2017
A3 I think that understanding the market that you are aiming to reach is extremely important! #ContentChat
— Jennifer Atanasoff (@jenfromnewyork_) March 20, 2017
You need access to locals of the target market. #ContentChat https://t.co/rWDT8fwmja
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
I can’t overstate the importance of documenting your content marketing plan. So important! #ContentChat https://t.co/Lvh5BzdsU1
— Erika Heald (@SFerika) March 20, 2017
Customize your content as you see fit. Love transCREATION. Well-said! #ContentChat https://t.co/BFS1dyunKY
— Pam Didner (@PamDidner) March 20, 2017
A3: I like to rely on those with experience writing for a global frame of mind and follow suit. Always learn from the best! #ContentChat
— Conor Snell (@CLouisSnell) March 20, 2017
A3: Start in a first place with defining what GLOBAL means to your business? and how global translates to local. #ContentChat
— Iva Ignjatovic (@IvaIgnjatovic) March 20, 2017
A3 Stoping being so damned provincia! Just, you know, talk with people from different parts of the globe! Go world-wide! #contentchat
— Ken Gordon (@quickmuse) March 20, 2017
A3
-research
best practices, case studies, competitors-plan, strategize, goals, parameters, actionable steps, metrics, time#ContentChat https://t.co/acnZh09pkn
— Gabriela Cardoza (@CardozaGab) March 20, 2017
@SweetbutKanana @SFerika So true! Have to have a way to review and adjust down the road! #ContentChat
— Conor Snell (@CLouisSnell) March 20, 2017
Transcreation is when original concept doesn’t make sense in the other language/culture, so back to drawing board. #ContentChat
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
A3:
Keep text minimum
Keep text clear
Use consistent terminology
Allow room to expand
REMEMBER SEO #contentchat #keystosuccess— Dylan Asher (@dylanfromUNT) March 20, 2017
The concept, copywriting and design are re-done w/ a resident of the target market in charge instead of you. #ContentChat https://t.co/USXnJhLvH1
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
A3: Evaluate the message effectiveness, find vendors to help translate your message into something real, helpful and relevant. #contentchat pic.twitter.com/XMzDp2j0RA
— Maureen Jann (@MaureenOnPoint) March 20, 2017
Yes! Be agile! That’s the mindset that we need to build a global team. #ContentChat https://t.co/41EIbJW32O
— Pam Didner (@PamDidner) March 20, 2017
Exactly! The end product need to look and feel like it was originally created in the target country & language, not re-adapted. #ContentChat https://t.co/4LdTP61EvT
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
Yes, the trick is to achievewhat you said and still follow brand guideline. #ContentChat. https://t.co/bAdvwLoBoV
— Pam Didner (@PamDidner) March 20, 2017
A3.
Shift your mindset.
Global #marketing is NOT a project
BUT underlying values
(cultural competency, transparency…)#ContentChat https://t.co/acnZh09pkn— Gabriela Cardoza (@CardozaGab) March 20, 2017
Q4: What are some unique roles you need in a global content team to increase your chances of success?
A4: IMO you would need someone that knows which type of content works best and which platform is more used in that market #ContentChat https://t.co/4uGb02a7bS
— Josephine Borrillo (@70mq) March 20, 2017
A4: @SFerika It’s a franchise approach – national brand, local marketing team. There must be a connection to the local culture. #ContentChat pic.twitter.com/B93Zew4Hz5
— Shawn Paul Wood (@ShawnPaulWood) March 20, 2017
A4a: Once you have a plan and budget, it’s about follow-through, follow-through and follow-through. #ContentChat 🙂
— Pam Didner (@PamDidner) March 20, 2017
@70mq @SFerika So true. Not everyone likes Snap just because they are Millennials. #ContentChat #SocialMedia101 https://t.co/0HcipN1UOi
— Shawn Paul Wood (@ShawnPaulWood) March 20, 2017
A4b: The needed roles will depend on the company, in general:
Content strategist/prog. mgr, Copywriters, 2D or 3D designer #ContentChat— Pam Didner (@PamDidner) March 20, 2017
@SFerika You need “the” Project Manager that knows what’s going on – across all markets. #contentchat
— Debi Norton (@BRAVOMedia1) March 20, 2017
A4c: more roles:
Country MKT manager, IT/ Legal, Needother team’s support. Roles needed is situational, depends on the company.#ContentChat— Pam Didner (@PamDidner) March 20, 2017
A4 it may be beneficial to have an SEO analyst so more consumers/customers will be able to see the website/increase success #ContentChat
— Jennifer Atanasoff (@jenfromnewyork_) March 20, 2017
Especially challenging for big brands with quirky product names. See this a lot in fashion, cosmetics, paint, food industries #ContentChat https://t.co/t4dpKGeTnJ
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
@BRAVOMedia1 YES! It’s incredibly helpful to have a project manager who knows what all the moving parts are. #ContentChat
— Erika Heald (@SFerika) March 20, 2017
A4: Can’t speak enough to the value of a smart project manager. It’s always good to have someone keeping the campaign moving! #contentchat
— Altos (@altos) March 20, 2017
Personas… my friend. Persona! #ContentChat https://t.co/zbOfYcJNoT
— Pam Didner (@PamDidner) March 20, 2017
Very much so… That’s why regular meetings are necessary to understand them to help you. #ContentChat https://t.co/jWT8khDH7r
— Pam Didner (@PamDidner) March 20, 2017
Yes, it’s like a conductor. A strong program manager is critical for the success of a global team. #ContentChat https://t.co/D2h9nbbmQz
— Pam Didner (@PamDidner) March 20, 2017
Q5: What are some considerations of note when repurposing a piece of content to deploy it globally?
A5a. This takes me back to a college class. It is crucial that you understand how other cultures market. #ContentChat https://t.co/cWkzmaeIc6
— Zach McArthur (@ZMcArthur12) March 20, 2017
A5: Make sure that the content isn’t culture, reference specific. Avoid cliches, pop culture references for maximum portability #contentchat
— Maureen Jann (@MaureenOnPoint) March 20, 2017
Are the photos and imagery still appropriate? https://t.co/lW8LjfYdZE
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
If text based, how important is text placement to overall design? Some languages take up more or less space to say same thing #ContentChat https://t.co/lW8LjfYdZE
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
A5) Research to make sure it’s not offensive to anyone in other areas. Just b/c it works here doesn’t mean it works everywhere #ContentChat pic.twitter.com/r2bFl9Hw7q
— Jason Schemmel (@JasonSchemmel) March 20, 2017
A5 and it’s important to note that not something Americans say will be what Europeans or Canadians say, everyone is different #ContentChat
— Jennifer Atanasoff (@jenfromnewyork_) March 20, 2017
A5: It’s not just about the (local) audience, it’s also ab their online habits, new types of media, how they consume content…#ContentChat
— Iva Ignjatovic (@IvaIgnjatovic) March 20, 2017
A5: It’s not just about the (local) audience, it’s also ab their online habits, new types of media, how they consume content…#ContentChat
— Iva Ignjatovic (@IvaIgnjatovic) March 20, 2017
@SFerika putting into context and of course translation, esp important if it’s technical content #conetentchat
— Simon (@xmas81) March 20, 2017
For example, the video from a customer event of the bikini-clad dancing girls isn’t going to fly on many channels. #ContentChat #TrueStory https://t.co/DCkm9eAdoa
— Erika Heald (@SFerika) March 20, 2017
A5: If content needs a ton of edits to make it work globally, it may not be the right content to begin with. Filter wisely! #ContentChat
— Altos (@altos) March 20, 2017
A5: @SFerika It goes back to the basics — know your audience. Giggle snorts to you may be widely offensive to others. #ContentChat pic.twitter.com/j29ZIvdB02
— Shawn Paul Wood (@ShawnPaulWood) March 20, 2017
Or some cultures, whether you like it or not, prefer to have photos of their race on materials as opposed to diverse group. #ContentChat https://t.co/Xfq9Pw8lO6
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
@SFerika Language & Context – can be different Country by Country. #contentchat
— Debi Norton (@BRAVOMedia1) March 20, 2017
@JasonSchemmel For example, how @Warcraft had to cover up their skeletons when the introduced WotLK in China. #ContentChat
— Erika Heald (@SFerika) March 20, 2017
@SweetbutKanana @PamDidner And don’t forget that negative space – your eyes need room to breathe! #ContentChat pic.twitter.com/TWCXYlpqim
— Altos (@altos) March 20, 2017
@CardozaGab Research plus…. You need at least one person with deep true knowledge of the local market. #contentchat
— Ken Gordon (@quickmuse) March 20, 2017
@SFerika A5. Considering cultural sensitivities would be my 1st port of call! #ContentChat
— Topcat (@WhitePcock) March 20, 2017
A5.
Is the content of relevance still?
Is it of value to this audience?#ContentChat
— Gabriela Cardoza (@CardozaGab) March 20, 2017
That’s the balance of global vs local content. Understand what content will be done at local level.#ContentChat https://t.co/9wbEL07MZX
— Pam Didner (@PamDidner) March 20, 2017
AGREE! There is no short cut, when it comes to content. #ContentChat https://t.co/U6izKN8731
— Pam Didner (@PamDidner) March 20, 2017
Q6: What tools and resources do you recommend for building a global content marketing team?
I’ll tell you what I don’t recommend. Do not use Google translate.#ContentChat https://t.co/Lvj9I9jeUh
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
@SFerika An online task management system to make all processes seamless! #contentchat
— TechWyse (@TechWyse) March 20, 2017
A6: Native speakers, mktg managers with experience in global, an executive sponsor who understands what the org is trying to do #contentchat
— Maureen Jann (@MaureenOnPoint) March 20, 2017
A6 social media tools like Hootsuite or Tweet Deck and extremely useful in having scheduled content published on Twitter #ContentChat
— Jennifer Atanasoff (@jenfromnewyork_) March 20, 2017
A6a: No matter what tools you select, you need to make sure that the tool is scalable for other regions and diff. languages #ContentChat
— Pam Didner (@PamDidner) March 20, 2017
A6.
Your best tool/resources
are YOUR intended audience.ASK.
POLL.
CONDUCT focus groups.
RESEARCH. #ContentChat— Gabriela Cardoza (@CardozaGab) March 20, 2017
A6b: To scale = enterprise versions tool can be $$$$. U need to think abt what tools needs to be centralized vs. decentralized. #ContentChat
— Pam Didner (@PamDidner) March 20, 2017
A6 I think those tools are important to use to create quality content in a timely manner to engage and communicate! #ContentChat
— Jennifer Atanasoff (@jenfromnewyork_) March 20, 2017
@PatrickHayslett I cry when it’s offered as a real suggestion b/c someone doesn’t want to pay for content localization. #ContentChat
— Erika Heald (@SFerika) March 20, 2017
A6) A way to contact people (like @SlackHQ) and a Digital Asset Management system so everyone has access to what’s available #ContentChat pic.twitter.com/Z3DGrwkD1w
— Jason Schemmel (@JasonSchemmel) March 20, 2017
A6c: Rule of thumb: Need MKT automation,content mgmt., content creation & syndication tool and CRM.The devil is in the detail! #ContentChat
— Pam Didner (@PamDidner) March 20, 2017
Structured authoring like DITA can be useful for centralized content teams if you’re into that sorta thing. Personally I’m not. #ContentChat
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
A6: Have to have a good way to communicate at a moment’s notice – even across time zones. #ContentChat pic.twitter.com/A3R5ScLfW9
— Conor Snell (@CLouisSnell) March 20, 2017
A6a. Utilize tools that allow you to do your job from anywhere One of my favorites is @canva it’s a super user friendly app! #ContentChat https://t.co/j1zKKQ59du
— Zach McArthur (@ZMcArthur12) March 20, 2017
To drastically simplify it, it’s a way of forcing templates with controlled language on your content creators. #ContentChat https://t.co/ainVkO1cQB
— Patrick Hayslett (@PatrickHayslett) March 20, 2017
A6: A reliable translator – whether it’s a multi-lingual team member or a program you can trust (read: not Google Translate) #ContentChat
— Altos (@altos) March 20, 2017
A6.
-Time management tools
-Communication tools
-Team management tools
(dashboard that global team has access to, etc.)#ContentChat https://t.co/U8Dl5YQah2— Gabriela Cardoza (@CardozaGab) March 20, 2017
[…] are some highlights, but make sure to check out the full recap on Erika’s website. You’ll find valuable advice from the tweetchat participants, and what’s […]