Pam Didner - Global Content Marketing

Copyright 2015 by Pam Didner. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a data base or retrieval system, without the prior written permission of the publisher.

ISBN: 978-0-07-184098-9
MHID: 0-07-184098-2

The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-184097-2, MHID: 0-07-184097-4.

eBook conversion by codeMantra
Version 1.0

All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps.

McGraw-Hill Education eBooks are available at special quantity discounts to use as premiums and sales promotions or for use in corporate training programs. To contact a representative, please visit the Contact Us page at www.mhprofessional.com.

TERMS OF USE

This is a copyrighted work and McGraw-Hill Education and its licensors reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hill Educations prior consent. You may use the work for your own noncommercial and personal use; any other use of the work is strictly prohibited. Your right to use the work may be terminated if you fail to comply with these terms.

THE WORK IS PROVIDED AS IS. MCGRAW-HILL EDUCATION AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. McGraw-Hill Education and its licensors do not warrant or guarantee that the functions contained in the work will meet your requirements or that its operation will be uninterrupted or error free. Neither McGraw-Hill Education nor its licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom. McGraw-Hill Education has no responsibility for the content of any information accessed through the work. Under no circumstances shall McGraw-Hill Education and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages. This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise.

For Mom and Dad: Du-Mei and Fu-Chu Hsieh

And for my husband, Michael

The Internet is our oyster. We can find almost anything as long as we are connected to the web. There is no shortage of content and information around the world.

As of January 11, 2014, there were 1.61 billion indexed web pages according to www.worldwidewebsize.com, which provides the daily estimated number of pages on the Internet.

The truth is, while the Internet is our oyster, the pearl is now the mobile device. According to the U.N. telecom agency, there were about 7 billion [cell phone] subscriptions in 2013roughly 96 out of 100 people on this planet have at least one cell phone. With the Internet and a smartphone, not only can we access almost any information, we can also connect with anyone, anywhere on this planet, as long as he or she has a device to access the Internet. I am always in awe of how a simple touch or swipe on a handheld device serves as an instant gateway to human knowledge and interaction.

The truth is, while the Internet is our oyster, the pearl is now the mobile device.

In the borderless virtual world, your customers can come from unexpected places. This book shares the process of using content as a marketing mechanism to grow your business by expanding to audiences outside of your countries, regardless of the size of your company. This book is targeted towards practitioners and presents a planning and synthesis process to help you scale content and marketing across regions. This includes recent college graduates who want to pursue a career in marketing, entrepreneurs trying to maximize the chances for a successful venture, and agency marketers that consult, strategize, and implement cross-regional content marketing for their clients.

This book assumes youve already had an introduction to basic marketing concepts and will give you strategies and knowledge needed to scale your content globally. After finishing this book, you will:

Become a better synthesizer with the ability to make your content marketing effective across regions.

Evaluate and question your marketing strategies from a content marketing perspective.

Be able to identify key actions and strategies to apply to your projects or your roles.

Be a better marketer by identifying the dots you have never connected before.

When you read through the book, you will notice each companys or individuals content strategies and executions are different and situational. You need to extrapolate the ideas and processes so they apply to your companies, your clients, or your roles.

Content marketing is a broad field, and I cant cover everything in one book. Below is a list of topics that are touched upon in this book, but they are not focus areas:

Brand, visual and writing style guide creation

Search engine optimization (SEO) and search engine marketing (SEM)

Software recommendations for content planning, production, and measurement

Software recommendations for content localization and translation

Web and mobile app design

User experience design

Social media marketing