This week, #ContentChat went global with special guest Troy Sandidge (@Troy_Sandidge) sharing his tips for effective content marketing across a global organization. Note: this recap was originally published through the now defunct Storify platform so formatting is different than our current recaps.
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#ContentChat Recap: Global Content Marketing
Q1: How is your global content marketing team organized? #ContentChat
A1. So for starters…. #ContentChat pic.twitter.com/dlyPpYqwCF
A1. Here are 3 key questions you can ask when organizing your global content marketing plan. #ContentChat pic.twitter.com/LnSEpmchlG- A1 As far as my teams w/ Eastek I am solely responsible over decisions w/ an advisory team around the world at our facilities. #ContentChat
- A1. When it comes to Unity… it’s more organized by region. We focus each region a little differently #ContentChat
A1. Also…it’s important to know this… I can’t stress this enough.
Answering: Who is responsible? #ContentChat pic.twitter.com/aptBslcXBl
A1 So have you discovered where you content lives in your business? Probably some hidden gems somewhere #ContentChat pic.twitter.com/PFPvy7v6pm- A1: Centralized content development reaches a global audience with @twitter and LinkedIn #contentchat
- A1 I’ll add I think answers to later questions will help solidify the importance of proper organization #ContentChat pic.twitter.com/HuhBotCrbd
- @SFerika Problem is, how to manage all content that gets created outside of scope by other groups at a big company #contentchat
- You can funnel it depending on plan per that week, month, situation, client, etc. #ContentChat https://twitter.com/funnelsavvy/status/757655047434080256 …
- @funnelsavvy So true! I found that having a style guide and training everyone including agencies on it helped. #contentchat
- @SFerika Style guide helps! Often product teams create content, they don’t interface as much w/ marketing so we find out later #contentchat
- @SFerika A1: We have content strategist who manages team. Creates content map across buyer journey for our campaigns #contentchat
- This is good Hasan! It’s essential depending on your “market” to have a good content map in place. #ContentChat https://twitter.com/funnelsavvy/status/757654545279356928 …
- A1 My previous global content team had a core team in the U.S. with content creators/localizers in EMEA and APAC. #contentchat
- A1 A team would be nice, currently tools and me for 9 sites across 5 companies #contentchat
- A1: I’ve been on Global teams & it’s all about the sharing and timezones! Put things in dropbox or google U can’t share enough #contentchat
- A1: It’s important that your team is easily accessible. We use @Skype to stay in touch with each other. #ContentChat
- @ExpWriters @Skype Ooh! Interesting! How exactly do you use Skype to accomplish this? What does skype help with? #contentchat
- @Think_Tank_Mktg We just rely on @Skype to make sure everyone on the team is easy to reach and we have meetings this way. #ContentChat
- @ExpWriters @Think_Tank_Mktg Also using @Skype helps remote team members get to know the person behind the email address. #ContentChat
- @SFerika @Think_Tank_Mktg @Skype Absolutely! It’s a great way to just have a normal chat. #ContentChat
- A1b: We also rely on @googledrive to share documents quickly and easily. #ContentChat
- A1: b) If you are a global company, make sure you tailor messaging based on the culture! Many companies have messed up on this! #contentchat
- A1: We organize ours in @evernote and use @buffer to push it out! #contentchat https://twitter.com/SFerika/status/757653443892940800 …
- @RebCouncill I’m a HUGE fan of @evernote —use it every day for my content curation and creation. #contentchat
- @SFerika A1: Our team primarily focuses on social to get the word out globally. I’ve personally seen success w/ this on Twitter #contentchat
- Q2: What is the biggest challenge of being a global content marketing team? #ContentChat
A2. I answered this in two fold….for my Brand Agency … it’s #ContentMarketing #ROI #ContentChat pic.twitter.com/LJJa5zmXLO
A2… Quality, Speed & Volume (Of Content) when it comes to handling content on behalf of Eastek. #ContentChat pic.twitter.com/lPJkzoOiq1
A2 If we want to focus internally within the team, it’s writing that “unique pespective” that resonates #ContentChat pic.twitter.com/ekciO8FG0C- @Troy_Sandidge @funnelsavvy Having 1 shared content library/inventory & global editorial calendar are also key for coordination #ContentChat
- @SFerika @funnelsavvy oh most definitely! You need a great editorial calendar (domestically) even more so globally #ContentChat
- Couldn’t agree more; content sans a plan in place is better than spray and pray. #ContentChat https://twitter.com/Troy_Sandidge/status/757654887953936384 …
- I love that! haha…. Spray and Pray….Nope. Create and Wait lol.
Strategy is important. #ContentChat https://twitter.com/SoleCreativeMkt/status/757655769848446976 … - @Troy_Sandidge Nice! I like the breakdown here. Our enterprise clients use @postbeyond to house all of their company content! #contentchat
- A2: Clear communications, things getting lost in translation/timezones, not being able to clearly define roles #contentchat
- A2) Not spreading yourself too thin. Keeping up to date on the status of your brand and managing its image. #contentchat
- A2. Consistency is a must. You have to ensure all content produced is clear and consistent with your objective. #Contentchat
- @SFerika A2: Getting everyone on the same page with projects, timing and so on. #contentchat
- @YRNY Agreed. Finding that magic meeting time that works for US+EMEA+APAC is rare. #ContentChat
- @SFerika Early mornings and late nights! We are glad that we have flexible teams. #contentchat
- @SFerika A2. Not creating engaging content and the right consumption model. Also, not spending enough time promoting content #contentchat
- Here’s a great article on brands that had major ad #TranslationFails http://goo.gl/QsxtZV #contentchat
- A2: You have to be able to adapt to different audiences and cultures if you want to have a global reach. #ContentChat
- @hkovs @Troy_Sandidge @postbeyond A centralized content repository can help any org but is key in a global team IMHO. #ContentChat
- @SFerika @Troy_Sandidge @postbeyond Definitely. That’s one of the biggest use cases for our global enterprise customers #contentchat
- A2: Workflow! Getting everyone to use the right forms and services. Some companies have it figured out, most do not! @SFerika #ContentChat
- @RyanThompson A2 Getting global adoption for a centralized tool, like @kapost can be a tough sell in a global org. #ContentChat
- A2: #Contentchat Finding content that both enriches and engages with an audience on a global scale. Cultivating the content per niche.
- A2 – Also big challenge globally is defaulting to english speaking countries, idioms, phrases, missing out on translation opps #contentchat
- A2 culture diff’s can often lead to amusing misunderstandings; also can have a huge impact on business. #ContentChat https://twitter.com/Think_Tank_Mktg/status/757655985490042880 …
- A2 Solidifying brand & voice globally w regional/local interpretation #contentchat
- A2 – working with a wide variety of audiences #ContentChat
- @SFerika A1: A main team in New York and mini teams in each of our global offices with the ability to adapt to varying cultures #contentchat
- @SFerika A2: Jargon and communication. #Contentchat
- @SFerika A2 Distance apart and depending on txt; tone, infliction, slang, generation gap add to stress #ContentChat https://twitter.com/sferika/status/757655580861304832 …
- A2: The biggest challenge is cultural barriers and time changes #contentchat
- A2 #cultural differences of how people consume media is one of the challenges definitely #ContentChat
- @SFerika A2: Communication, time, and spotting out key differences between regions. #contentchat
- @SFerika A1: We have an open channel of communication with an organic structure of job roles and responsibilities. #contentchat
- A2: Being able to balance the scale of content creation needed to properly service all customer bases. #ContentChat
- True. but while all customers are global in the dig world, but some we cannot serve (restrictions) #contentchat https://twitter.com/Think_Tank_Mktg/status/757654726364192768 …
- A2: I would think that teambuilding would be a HUGE one! #contentchat https://twitter.com/SFerika/status/757655580861304832 …
- Q3: What have you done to help the geographically dispersed team members connect with each other? #ContentChat
A3 So I basically have 5 points for this lol….
well 4 and a wrap
1. You Must Lead Differently! #contentchat pic.twitter.com/lUCW6ihKbU
A3. 2- You must arrive at decisions differently #ContentChat pic.twitter.com/TgdJLEfhxo
A3 3 & 4 You must build trust and communicate differently #ContentChat pic.twitter.com/sVRuIcV6pf
A3… You need the ability to switch skill sets based on diversity of team members! #ContentChat pic.twitter.com/QgJDjA4F3R- Yes! 🙌🙌🙌🙌….I talk with China group at 2 am and then other groups at random times… It’s hard work #ContentChat https://twitter.com/samposseltsa/status/757659700510986241 …
- A3 If possible, have in-person meetings 1x or 2x per year, with lots of video chats in between to build 1:1 relationships. #ContentChat
- Key insight! Read 5x, match against your skill set, & upgrade when possible. #contentchat https://twitter.com/Troy_Sandidge/status/757659800620507136 …
- Truth @googledrive is pretty awesome! It simply works. #ContentChat https://twitter.com/Troy_Sandidge/status/757659430762778625 …
- A3.2 Learn the cultures & share cross culturally as often as possible so all experience the shifts #contentchat
- Very true…which Kris you hit on a point that @SFerika will get too in another question. #ContentChat https://twitter.com/krisfannin/status/757660391099039744 …
- @SFerika This would be crucially important. I think this is what the @convince team does! Right @ChristinKardos ? #contentchat
- A3) 1st, God bless @SlackHQ 2nd, we just sent a team member in Brazil some of our new swag! so he can feel part of the fam 🙂 #contentchat
- A3: I would hold am (EURO) meeting & pm (APAC) meeting every other week. #GlobalMarketing #ContentChat @CMIContent https://twitter.com/SFerika/status/757658175201943552 …
- @RyanThompson @CMIContent That’s smart, to compromise so no one is always stuck being early/late at the office. #contentchat
- I love working with diverse types; always good to hear diff perspectives! #ContentChat https://twitter.com/Troy_Sandidge/status/757659800620507136 …
- A3. while dif’s are striking, there are commonalities. It’s important to note diff’s in style, business #ContentChat https://twitter.com/Troy_Sandidge/status/757658998711525376 …
- I swear I would too lol….. #contentchat https://twitter.com/SFerika/status/757659132082003968 …
- A3: @SlackHQ @googledocs @asana, admin calls every Monday, #beerview meetings during the week. #contentchat
- @SFerika A3: We want to build lasting relationships, we have weekly video meetings and other meetups if possible. #Contentchat
- @GoNewYorkTours Video is so much better than audio-only for meetings. Keeps folks engaged, feels more real-time. #contentchat
- @SFerika Also, this gives a sense of attachment. You see the person and engage more actively. #Contentchat
- @SFerika A3: We have Skype conference calls, google docs, workshops, etc. #contentchat
- @YRNY I would be lost without google docs…makes cross-continent collaboration so much easier. #NoVersionControlDrama #contentchat
- @SFerika Yes and you can see all of the users on it! #ContentChat
- @a3 When at Intel IDF, yearly FtF, yearly site visits, sleep 11 Am-6 PM PT & cover non-U.S. overnight #contentchat
- A3: if you’re not using Google docs, goole drive, or even google. Is your email still a hotmail email??? #contentchat
- A3: As mentioned before, we connect our team via @Skype. Our team is based all over and it helps us stay in touch. #ContentChat
- @SFerika Absolutely! You have to get to know your audiences and cater your content to them. #ContentChat
- @YRNY Google docs & slides are great for partnering when not F2F! Definitely agree 🙂 #contentchat
- A3: Much like any type of global team – your global content team must be able to communicate. Use kik,skype, slack. #contentchat
- @SFerika Those in-person meetings can really build a relationship! They make all the difference! #ContentChat
- @SFerika A3. Go to conferences together. In-country workshops. Nothing beats F2F in terms of building connection. #contentchat
- @funnelsavvy That’s a really good point! Learning the same things together also helps. #contentchat
- @SFerika A3: Initiate the point of contact. Sometimes you have to start the ball so it can begin rolling. #contentchat
- Q4: What has been the biggest benefit of being a global content marketing team? #ContentChat
A4. The stories you can tell with your content….and the audience you can reach. #ContentChat pic.twitter.com/ufNkEOWkaV
A4. Not to mention, IMO your team can feel like the Justice League or Avengers with all those ideas #ContentChat pic.twitter.com/wUuBhq6WGV- A4…. IMHO I love the challenge….your team feels like they can be more creative, inspired, and motivated. #Contentchat
Random visual….considering it’s #contentchat relevant lol… pic.twitter.com/6aTzPCCk0v- @Troy_Sandidge @SFerika Also, global perspectives offer different set of pain points. Opportunity to expand market for content #contentchat
- Hassan bringing up a lot of great points here. #contentchat https://twitter.com/funnelsavvy/status/757661207084011520 …
- A4: Access to different markets – a great way to test diff messaging & see what performs in diff regions #contentchat
- Yes! Having a global content team makes it a lot easier to manage “always on” social media channels. #contentchat https://twitter.com/funnelsavvy/status/757661614728294400 …
- Really brings the notion of 24/7 customer service to life. #contentchat https://twitter.com/SFerika/status/757661989908852736 …
- A4 Better message reception & response in each locale, similar to having a diverse team in U.S. #contentchat
- @memathews It’s so much easier to localize content when you have an in-region content resource to work with on it. #ContentChat
- @SFerika A5: Being able to communicate your message to someone across the planet! Great for building reach & diversity 🙂 #contentchat
- A4 one of my fave freelancers lived in Scotland. I learned a ton of slang, and ID’d a bunch of EU content sources as a result. #contentchat
- A4: One of the toughest parts of global marketing is bridging the cultural divide. #GlobalMarketing #ContentChat https://twitter.com/SFerika/status/757661061839368192 …
- A4 I loved having a diverse range of perspectives, ideas and examples from the global content team members. #contentchat
- @SFerika A4: #Contentchat– Meeting new people and discovering so many new things. Access to a library of vast information.
- @SFerika A4: Different perspectives. #contentchat
- @SFerika A4: Having an “always on” channel for content. We’re living in a 24/7 media world – extends to social as well #contentchat
- @SFerika A4: Access to a profound distribution of knowledege. #Contentchat
- Q5: What technology tools are global content team must-haves? #ContentChat
- A5. @SlackHQ has seriously changed the game for my team…the culture of interaction is so fresh and new #ContentChat
- A5. BIG NOTE…@Skype works everywhere…we unfortunately can’t use hangouts for engaging with our China team. #ContentChat
- A5 For scheduling social content across global ch+timezones, I’m a big fan of @SproutSocial and I use @hootsuite @MeetEdgar #ContentChat
- Can’t say it any better… Erika is right…#ContentChat https://twitter.com/SFerika/status/757663660823027712 …
- A5 S/O to @buffer and my good friends at @SproutSocial both definitely can pack a punch to help your global #contentmarketing #contentchat
- A5: Global enterprises rely on our software @postbeyond as their central content library+internal comms tool 🤓 #contentchat
- A5: Skype to create a face to face- like experience #ContentChat
- @SFerika @martinlieberman A5. Social collaboration – @SlackHQ @Skype Content Management @Dropbox @googledocs #ContentChat
- A5 cont. Ipads @buffer @semrush #majesticseo @tontinos are also must haves. Having food that’s inexpensive to pay for SEO tools #contentchat
- @SFerika A5: A compound mixture of @buffer & @hootsuite for updates. #SPSS and #SQL for assessing data #Contentchat
- A5 You need chat tools like @SlackHQ @Skype + PM tools like @kapost @RedboothHQ (former client) to keep globsl content moving. #contentchat
- @SFerika True. And working cross-regionally helps all to consider global re-use issues. #contentchat
- @SFerika A5: Skype, Google (docs, slides, etc.), Facebook, are some examples of great global communication tools. #contentchat
- Q6: How do you ensure your content is effectively localized for your varying global audiences? #ContentChat
- A6. Cultural Awareness Example 1: #ContentChat https://twitter.com/Troy_Sandidge/status/735494934854176770 …
- A6. Cultural Awareness Example 2: #Contentchat
https://twitter.com/Troy_Sandidge/status/735495500099506176 … 
A6. When writing content, be careful with examples & scenarios and use caution with expressions. #ContentChat pic.twitter.com/sfodkD5bzy
A6. Don’t be lazy and use google translate for content outside of English.
Trust Me….
Big No-No. #ContentChat pic.twitter.com/rsaazuhnK3- @Troy_Sandidge Didn’t work for Spanish classes in college & definitely won’t work now! haha #contentchat
A6. Let’s put somethings in perspective…. the data may be a different now but you’ll get the point #contentchat pic.twitter.com/rK1tQTVlB0
A6. Be careful even with the visuals with your content! #contentchat pic.twitter.com/O0pMYo4uXQ
A6. If something doesn’t need to be said….don’t say it. #ContentChat pic.twitter.com/QpLDXWvhR3
A6. My final point on question 6 seeing we’re running out of time. #ContentChat pic.twitter.com/SEC5wOAogJ- Similar expressions have widely different meanings, same as hand gestures, keep idioms local only #contentchat https://twitter.com/Troy_Sandidge/status/757664791875817472 …
- A6 ask native speakers. Google translate is no option for websites or social media. Although it’s fun to read sometimes. #ContentChat
- @Troy_Sandidge Interestingly, Hyundai is pronounced in Europe as by Koreans, l;earned this in 2004 Olympics brand intro #contentchat
- @SFerika A6 “Localized” is difficult; translation: learning as we grow #ContentChat https://twitter.com/sferika/status/757664382339780609 …
- A6 I recruit local sales & channel members to review content for message & clarity #contentchat
- Yes! This can also go a long way to bridging the stereotypical sales and marketing team divide… #contentchat https://twitter.com/memathews/status/757665042393288704 …
- @SFerika @memathews Understanding data can create a super shortcut on what content works and how to respond with more content. #Contentchat
- @memathews @complexkickz I love it when I get to work with a data scientist on content projects. #contentchat
- @SFerika A6: Take the time to discover your audience and what terms grabs their attention. Content has to be cultivated. #Contentchat
- @SFerika A6. Test msgs and take iterative approach. Global team first validates, then test w/ small grps before going broad #contentchat
- @SFerika A6: You have to communicate w/ someone who either is part of or knows a lot about the region/culture at hand. #contentchat
- @SFerika A6: Content writers throughout the process keep in communication with each other. They alter based on the niche. #Contentchat
- @SFerika A6: Have people work in those areas/create relationships and make sure that the message resonates and is authentic #ContentChat
- A6) You have to speak about the various flavors, depending on where they are most popular! #contentchat
- Q7: What tips do you have for a content team leader who is new to managing content globally? #ContentChat
A7. Educate Your Team! It’s a constant ongoing thing. #contentchat pic.twitter.com/wysr1QhfpZ
A7. Work smarter, your goal should be to publish more but don’t work yourself too hard. #contentchat pic.twitter.com/UcIk7WjTYB
A7. Repurpose and Reformat. (This should be a given) but I can’t state it enough! #ContentChat pic.twitter.com/mq0jI5R0Bw
A7. And my final point… #contentchat
U.S. Marketing tactics Do NOT apply/work everywhere. They aren’t universal. pic.twitter.com/Z93FjnUyA5- Content repurposing is a must-do! #contentchat https://twitter.com/Troy_Sandidge/status/757667078404923392 …
- @SFerika Absolute rule, repurpose, along with OPM (Other People’s Money/Budget-get stakeholders to pay) #contentchat
- @SFerika A7: Communicate and speak their language. Both, the audience and your content team. Engage with everyone. #Contentchat
- @brunowinck Example – I want to be notified of #ContentChat and am – so I don’t mind.
- @SFerika A7 Study the cultures of your team, always be considerate #contentchat
- @ExpWriters I completely and utterly agree with this & I would add, adapt it for male & female audiences too #ContentChat
- @Think_Tank_Mktg it can be very subtle, &i notice how men & women receive info & relate very differently makes a difference too #ContentChat
- @greatergoodgeek I’d add that it’s important you make time to regularly connect w/your global content team members 1:1. #contentchat
- Definitely Troy;neither are marketing in the same way to men & women as we relate differently,typically #ContentChat https://twitter.com/Troy_Sandidge/status/757667290443751425 …
- @SFerika A7: Advocate stellar communication. Get to know your audience with help from your content team. #Contentchat
- Traveling to the regions you serve is so helpful for getting a better sense of the content culture. #contentchat https://twitter.com/funnelsavvy/status/757667013028409344 …
- @memathews @complexkickz This is also one of the frequent pitfalls of too much automation. #contentchat
- @TheKyleMurray true, these cultural nuances even in English ie from British to American do not always translate #Contentchat
- @funnelsavvy @SFerika @Troy_Sandidge I’ve honestly learned soooo much from chats like #ContentChat and #CMWorld
- @SFerika A7B: Immerse yourself in other cultures, experience it first hand. Travel if possible. Listen to others. #ContentChat
- @SFerika A7C. Also check out examples of good content that works in other regions. For e.g. check out Buzzfeed India, etc #ContentChat
Next week, we welcome Joe Pulizzi (@JoePulizzi), the godfather of content marketing, to share how start-ups and SMBs can use his Content Inc. model to supercharge their business. Hope to see you there!
For details on other upcoming Content Chat topics and guests, or to read a recap of a chat you missed, check out the #ContentChat archives.
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