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How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy Global Content Marketing (Paperback) - Common
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 re ning your strategies to meet this new reality.LEARN HOW 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 eff ectively."" -- 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
- GenresBusiness
Unknown Binding
First published September 15, 2014
10 people are currently reading
158 people want to read
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Displaying 1 - 10 of 10 reviews
September 26, 2016
I felt like I had to give this book a 6/10 because that’s my default score for a book which contains typos, which unfortunately this one does. There aren’t many – maybe three or four throughout the whole thing – but it was enough.
But with that out of the way, let’s take a look at the good stuff. See, there’s a lot of great advice in here, and while it doesn’t cover every single thing that you might want to know, no book ever could. In fact, while some bits did feel a little dated here and there, that’s inevitable with a book like this, and the good news is that all of the theory is still relevant.
Personally, I don’t do a huge amount of global content marketing, because I tend to work on national rather than international companies. That’s because I work at an agency, and most international companies have their own internal content teams, these days. I think I would’ve found it more useful if I was working in-house on one of those content teams, but there were still plenty of ideas for me to graze on throughout the book.
Still, there are better marketing books out there, and you should read the basics (like Inbound Marketing, The New Rules of Marketing and PR, or any Seth Godin or Gary Vaynerchuk book) before this.
But with that out of the way, let’s take a look at the good stuff. See, there’s a lot of great advice in here, and while it doesn’t cover every single thing that you might want to know, no book ever could. In fact, while some bits did feel a little dated here and there, that’s inevitable with a book like this, and the good news is that all of the theory is still relevant.
Personally, I don’t do a huge amount of global content marketing, because I tend to work on national rather than international companies. That’s because I work at an agency, and most international companies have their own internal content teams, these days. I think I would’ve found it more useful if I was working in-house on one of those content teams, but there were still plenty of ideas for me to graze on throughout the book.
Still, there are better marketing books out there, and you should read the basics (like Inbound Marketing, The New Rules of Marketing and PR, or any Seth Godin or Gary Vaynerchuk book) before this.
May 11, 2016
Even though the book came out 2013, and social media is an ever changing machine, I felt that many of the advices could improve my social media presence. After reading the first chapters I shortened my "about" page on the blog, and made sure my profile photos are the same around the web. I love the modern, sometimes sarcastic voice of the book! Very easy to read, I read the whole book in one sitting.
October 11, 2020
The technological development (big data, AI etc.) allow to consume and share information. Our reading habits change and we have to evolve with them. It’s about a personalized experience.
January 28, 2018
This was truly a global content marketing book. Her four P's of content marketing vary from what we learned in marketing classes decades ago. Some are the same and some are quite new. Perfecting through measurement is essential in today's marketplace.
I will rely on this as a reference.
I will rely on this as a reference.
Read
May 26, 2025**Global Content Marketing: How to Create Content, Reach More Customers, and Build a Worldwide Marketing Strategy That Works** by Pam Didner provides a step-by-step guide to developing a scalable, effective global content marketing strategy. The book focuses on aligning marketing messages across regions while respecting local differences, making it valuable for both large organizations and small businesses expanding internationally.
Key ideas and actionable strategies:
* **Understand the Global-Local Balance**
* Create a core brand message that can be consistently shared globally.
* Adapt content to reflect local cultural nuances, language preferences, and buying behavior.
* Establish communication channels between headquarters and regional teams to coordinate campaigns effectively.
* **Follow the 4P Process: Plan, Produce, Promote, Perfect**
* *Plan:* Set clear goals, identify your audience, and determine content formats and distribution channels that suit different markets.
* *Produce:* Develop a core piece of content at HQ that regional teams can localize. Use templates and modular content for easier adaptation.
* *Promote:* Align global campaigns with regional media preferences, leveraging both organic and paid channels.
* *Perfect:* Collect feedback, measure performance with KPIs, and iterate regularly to improve global effectiveness.
* **Develop Cross-Functional Collaboration**
* Build strong partnerships between global marketing, regional teams, product, and sales.
* Use regular alignment meetings, shared dashboards, and centralized content repositories to ensure transparency and efficiency.
* **Content as an Asset, Not a Campaign**
* View content creation as a long-term investment.
* Repurpose and reuse content in various formats and across multiple markets.
* Focus on evergreen content that can be localized repeatedly with minimal effort.
* **Leverage Technology and Tools Wisely**
* Use content management systems (CMS), digital asset management (DAM) tools, and localization platforms to streamline workflows.
* Automate translation and distribution processes where possible, while ensuring local editors have the final say.
* **Measure What Matters**
* Identify meaningful KPIs for both global and local content efforts (e.g., engagement, lead generation, regional sales impact).
* Regularly review analytics and gather qualitative feedback from regional teams to understand content effectiveness.
* **Train and Empower Local Teams**
* Provide training, toolkits, and brand guidelines that enable local marketers to adapt content without compromising the global vision.
* Encourage experimentation and innovation in local execution.
* **Consistency Builds Trust**
* Ensure tone, branding, and message architecture are uniform across all markets, even as content is localized.
* Use editorial calendars and global style guides to maintain coherence across channels.
The book emphasizes that successful global content marketing is not about simply translating content—it requires strategic coordination, cultural sensitivity, and operational agility.
Key ideas and actionable strategies:
* **Understand the Global-Local Balance**
* Create a core brand message that can be consistently shared globally.
* Adapt content to reflect local cultural nuances, language preferences, and buying behavior.
* Establish communication channels between headquarters and regional teams to coordinate campaigns effectively.
* **Follow the 4P Process: Plan, Produce, Promote, Perfect**
* *Plan:* Set clear goals, identify your audience, and determine content formats and distribution channels that suit different markets.
* *Produce:* Develop a core piece of content at HQ that regional teams can localize. Use templates and modular content for easier adaptation.
* *Promote:* Align global campaigns with regional media preferences, leveraging both organic and paid channels.
* *Perfect:* Collect feedback, measure performance with KPIs, and iterate regularly to improve global effectiveness.
* **Develop Cross-Functional Collaboration**
* Build strong partnerships between global marketing, regional teams, product, and sales.
* Use regular alignment meetings, shared dashboards, and centralized content repositories to ensure transparency and efficiency.
* **Content as an Asset, Not a Campaign**
* View content creation as a long-term investment.
* Repurpose and reuse content in various formats and across multiple markets.
* Focus on evergreen content that can be localized repeatedly with minimal effort.
* **Leverage Technology and Tools Wisely**
* Use content management systems (CMS), digital asset management (DAM) tools, and localization platforms to streamline workflows.
* Automate translation and distribution processes where possible, while ensuring local editors have the final say.
* **Measure What Matters**
* Identify meaningful KPIs for both global and local content efforts (e.g., engagement, lead generation, regional sales impact).
* Regularly review analytics and gather qualitative feedback from regional teams to understand content effectiveness.
* **Train and Empower Local Teams**
* Provide training, toolkits, and brand guidelines that enable local marketers to adapt content without compromising the global vision.
* Encourage experimentation and innovation in local execution.
* **Consistency Builds Trust**
* Ensure tone, branding, and message architecture are uniform across all markets, even as content is localized.
* Use editorial calendars and global style guides to maintain coherence across channels.
The book emphasizes that successful global content marketing is not about simply translating content—it requires strategic coordination, cultural sensitivity, and operational agility.
October 16, 2024
Good book to read to refresh what I have been doing for the past 8+ years - global content marketing.
The author structured the theory into 4Ps - plan, produce, promote, and perfect - The key is to create global content with local input and local flexibility to do local adaptation for more relevant local content.
Easy to follow with some good case study, and specific advice for each marketer type/ roles.
Just like any theory, we will be perfecting our knowledge only when we put it into practice.
The author structured the theory into 4Ps - plan, produce, promote, and perfect - The key is to create global content with local input and local flexibility to do local adaptation for more relevant local content.
Easy to follow with some good case study, and specific advice for each marketer type/ roles.
Just like any theory, we will be perfecting our knowledge only when we put it into practice.
August 15, 2022
I found some good advice on how to manage relationship between local and global and which content tasks should remain local. But overall, it also felt a bit generic.
January 25, 2016
Global content marketing is the most effective way to win and maintain a loyal customer base. Content marketing promotes a deeper understanding of your target audience and their needs, while also opening up new opportunities for your company to optimize its marketing approach and strengthen internal processes.
December 1, 2015
Reads like a textbook and provides nothing but vague statements stuffed with marketing jargon.
August 12, 2016
The book is great! You get deep details about how local and global content marketing works in today's scenario.
Displaying 1 - 10 of 10 reviews