Global Content Marketing Strategy: A #CMWorld Twitter Chat with Pam Didner

Pam-Didner-CS-150x150 (1)Google translate simply doesn’t cut it. Any brand that sells worldwide needs a global content marketing strategy. Yes, translation is a must, but that is not the only thing that needs to be customized. Thanks to Pam Didner who joined us to talk about the ins and outs of global editorial strategy.

See a schedule of upcoming #CMWorld Twitter chats as well as transcripts from past events. We hope to see you at an upcoming chat!

Let’s get started! Q1: Should global content marketing be centralized or decentralized? What factors do you consider for this? #CMWorld

 

A1: I’d say both–centralized (corporate) and decentralized (geo-specific). #cmworld

@pisarose

 

@CMIContent Wondering what it would look like either way? Would centralized mean there’s one department devoted to all global cm? #CMWorld

@atxcopywriter

 

A1 My guess would be yes…with a lot of input from local offices #cmworld

@tracibrowne

 

A bit of both. Strategy should be centralized against global goals, but execution de-centralized to be more relevant to markets. #cmworld

@SPARKbrand

 

A1: I think I’m with @pisarose, no reason not to have both, appeal to differ layers in your audience, create the convo with Comm #cmworld

@lttlewys

 

A1 – Centralizing global marketing is extremely difficult without 24 hr rotations, localize it & make it more effective #cmworld

@FiveMinPro

 

@CMIContent A! you need a combo of both; centralized strategy but localized marketers as well #cmworld

@SFerika

 

@CMIContent I see. Agree with the idea that having different depts or people focused on certain geo areas is important. #CMWorld

@atxcopywriter

 

A1 – I would think centralizing the umbrella for your global effort would be good but decentralize your execution staff & duties #cmworld

@z_Paper

 

@FiveMinPro The time zone factor certainly is an important factor! #CMWorld

@CMIContent

 

MT @SPARKbrand Strategy should be centralized against global goals, but execution de-centralized to be more relevant to markets. #cmworld

@TheCandiceAdams

 

A1: I guess it depends on how much of your business is international. Play it by your demographics and what makes sense. #cmworld

@MichaelMooneyy

 

Q2: What tools or platforms have you found useful in global content marketing efforts? #CMWorld

 

@FiveMinPro Hmm, with all the tools out, no reason to be limited by timezones, Global is now easily achieved #cmworld

@lttlewys

 

@atxcopywriter Centralized team keeps content relevant, on-brand & integrated w/PR & marketing. @CMIContent #cmworld

@pisarose

 

A2: Hootsuite, hashtags, conferences #cmworld

@lttlewys

 

A1. Ideally decentralised, but the amount of input required strategically means that most marketing will always be centralised #CMWorld

@stekenwright

 

@lttlewys @pisarose with content wouldn’t you want it to “hit” closer to home than a centralized marketing output spot? #cmworld

@FiveMinPro

 

A2 @Basecamp and Google calendar #CMWorld

@dscienceinc

 

@FiveMinPro Absolutely. A combo of centralized and local/decentralized is ideal. @lttlewys #cmworld

@pisarose

 

A2: Hootsuite, editorial/planning teams and clear, consistent communication of strategy #cmworld

@SPARKbrand

 

@PamDidner @MichaelMooneyy completely agree – different markets have different appetites for content, after all #CMWorld

@stekenwright

 

@FiveMinPro Yes and no, why limit the reach, your reputation/leadership can be global even if your clients are local @pisarose #cmworld

@lttlewys

 

@CMIContent A2: @Topsy, @followerwonk and @Bitly are my favorite in content marketing efforts. #CMWorld

@MUmar_Khan

 

@TheCandiceAdams: I agree with that. Goals are set up at centrally with geo feedback, but executions need to be localized. #CMWorld.

@PamDidner

 

@lttlewys sure from a timing spot yes but from a messaging point of view? How much do I know what one likes in Belgium? #cmworld

@FiveMinPro

 

A2: Skype and Google docs #cmworld

@MichaelMooneyy

 

@CMIContent A2 to keep a global content team on the same page, important to provide online collaboration tools, video conferencing #cmworld

@SFerika

 

A2. Word. As long as it’s documented, the channels you use to distribute it aren’t too important @CMIContent #CMWorld

@stekenwright

 

A2 – If you are centralizing your effort there are a ton of scheduling tools to use that can make it easier. see @lttlewys tweet πŸ™‚ #cmworld

@FiveMinPro

 

Ooops, bit late to today’s #cmworld. Hope I haven’t missed too much!

@NHowellsFW

 

A1 #cmworld: Stay true to your brand voice and your market, and the question will answer itself. @CMIContent

@moveo

 

A2: have a global content mgmt tool is essential, but it’s hard to find one working for all geos…#CMWorld.

@PamDidner

 

A2 not understanding how the tools mentioned are helpful specifically to globalization of content? #cmworld

@tracibrowne

 

Q2: Having a clear editorial calendar and @hootsuite for scheduling πŸ™‚ #cmworld

@MEDIAmakerltd

 

@NHowellsFW nope..dive on in..the water is fine! #cmworld

@z_Paper

 

A2: Basecamp, Google (dare I say it considering I’m an Apple girl) docs are favorites. #cmworld

@SusynEliseDuris

 

basecamp is a great project management tool, and Google calendars for a cloud based content calendar @tracibrowne #CMWorld

@dscienceinc

 

Q3: Is there such a thing as global content marketing β€œtesting,” before a full roll out? Should this be part of the plan? #CMWorld

 

@SusynEliseDuris We use Google docs a lot within CMI. #CMWorld

@CMIContent

 

@dscienceinc but how do the accommodate the diversity in languages? #cmworld

@tracibrowne

 

@tracibrowne Generally, globalization is challenging with time zones, using tools to schedule and discover when people are online #cmworld

@lttlewys

 

A2: awareness that local areas may need different approaches – culture and context are important #cmworld

@NHowellsFW

 

A2: @spredfast has allowed us good global social collaboration, publishing & management @CMIContent #cmworld

@DarcieMeihoff

 

@lttlewys So these tools are more about decentralization and team, more so than actual global content? #cmworld

@CMIContent

 

A2 @CMIContent Honestly, the same tools and tricks you’d use any day of the week. Everything digital is essentially “global.” #cmworld

@moveo

 

@NHowellsFW agree, what’s widely accepted in one region may be political time bomb in another #cmworld

@tracibrowne

 

@lttlewys @pisarose sure use a central locale as @z_paper said 2 manage things but have local teams really connect with that market #cmworld

@FiveMinPro

 

A3: Definitely yes! I recommend testing with everything, especially adding something as large as global content in your strategy. #cmworld

@JesKorn

 

global “testing” would best be served on a local basis. Context and culture are extremely important. #CMWorld

@dscienceinc

 

@lttlewys But “live Tweeting” for a European event from the US throws a bit of a wrench into things. @tracibrowne #cmworld

@pisarose

 

@lttlewys @tracibrowne the best kind of challenge. Love only having a 5 hour overlap w/ the west. You can actually get things done. #cmworld

@MichaelMooneyy

 

A2: Sprinklr is a good Enterprise version for content syndication. #CMWorld.

@PamDidner

 

@JesKorn Thanks, Jessica! Have you had any success in this regard? #cmworld

@CMIContent

 

@lttlewys @tracibrowne absolutely those tools are essential to hit people during high points in THEIR time zone! #cmworld

@z_Paper

 

All consumers are not created equal! MT @NHowellsFW: A2: awareness that…culture and context are important #cmworld

@mattcdowning

 

@FiveMinPro Great advice. Media in different geos have different interests. @lttlewys @z_paper #cmworld

@pisarose

 

A3. All data up to release should inform global content strategy, but you’ve got to adapt, and be prepared to separate markets #CMWorld

@stekenwright

 

@CMIContent Not specifically content marketing just yet. But we do test a lot of global ad targets to see what works where best. #cmworld

@JesKorn

 

@pisarose @lttlewys @tracibrowne Agreed. That a US person will have a hard time connecting with those involved in that Euro event #cmworld

@FiveMinPro

 

@PamDidner curious to know if you have a review process before things go live to avoid localization problems w/certain topics #cmworld

@tracibrowne

 

@pisarose Lol!! It’s challenging for sure πŸ˜‰ #cmworld

@lttlewys

 

@CMIContent A3: With crowdfunding on the rise, you can easily test your content via text/vid to see if it’s viable in your niche #CMWorld

@eddieyoon_

 

@stekenwright Absolutely – so many factors to take into account in a global marketplace. #CMWorld

@CMIContent

 

@SqueezeCMM Thanks for joining! We’re on question #3, catch up when you can! #CMWorld

@CMIContent

 

@CMIContent @mattcdowning @NHowellsFW Culture & context are often the MOST important. Speak in their voice using their lingo! #cmworld

@z_Paper

 

@pisarose @FiveMinPro @z_Paper That’s where I have found using a trends tool to help with that, I can search by location #cmworld

@lttlewys

 

@CMIContent @tracibrowne A lot are good for greater collaboration in any situation where people are separated geographically #CMWorld

@atxcopywriter

 

A3: With marketing and tech changing so fast we need to test and fail fast – learn faster #cmworld

@ScottLum

 

@PamDidner my pleasure! #CMWorld

@Steph_Montreuil

 

A2: A global content mgmt tool is important, But if you need to look at the #analytics and #data before you schedule anything! #CMWorld

@RyMontano

 

A3 – any type of global content rollout needs to be strategized and tested first prior to launch. #cmworld

@SusynEliseDuris

 

A3: Little obvious, but listening to Google analytics will help you target hidden hot spots. #cmworld

@MichaelMooneyy

 

@JesKorn @CMIContent absolutely. Testing is key as well as collecting the results & data. Measure your efforts! #cmworld

@FiveMinPro

 

@NHowellsFW Absolutely, Natalie. Thanks! #cmworld

@CMIContent

 

@SFerika @lttlewys I wish my problem was that easy to fix πŸ™‚ #CMWorld

@Steph_Montreuil

 

@z_Paper precisely – even tiny little words we don’t think about can create completely different tones in other cultures. #cmworld

@NHowellsFW

 

Q4: When writing localized content as part of a global plan, what are some things to consider (i.e. values, taboo topics)? #CMWorld

 

@CMIContent goes back to Q1 – maybe global content should start centralised, but with stakeholders prepared to let it go #CMWorld

@stekenwright

 

@tracibrowne @NHowellsFW Then having people on the ground, knowledgeable about culture and current events would be important “tool” #CMWorld

@atxcopywriter

 

@CMIContent will do! Excellent discussion. #cmworld

@SqueezeCMM

 

@CMIContent @ScottLum This is one of the challenges of most companies who typically haven’t adapted this quickly before #CMWorld

@Steph_Montreuil

 

A3 important to test how all content behaves via mobile; many global audiences more likely to use Internet via mobile not desktops #cmworld

@SFerika

 

A3: It’s great to have a finger on localized hot topics, it’s good to have a high-level ed calendar to guide geos. #cmworld

@pisarose

 

@Steph_Montreuil @SFerika @lttlewys certainly an exceptional solution to any malfunction πŸ˜‰ #cmworld

@FiveMinPro

 

A2: A global content mgmt tool is important, but you need to look at the #analytics and #data before you schedule anything! #CMWorld

@RyMontano

 

A3 Because so much of our marketing efforts are digital it allows us to test and change tactics faster than ever before #cmworld

@ScottLum

 

@naullyn Great, Naully! We’re glad you’re here. Thanks for joining! #CMWorld

@CMIContent

 

A4 I can imagine building a global content style guide would be important…wording/phrasing/hot buttons for each region included #cmworld

@tracibrowne

 

Ack I missed Q3…#cmworld

@FiveMinPro

 

@Steph_Montreuil @lttlewys hehe I wish mine had been a little less expensive to fix! πŸ˜‰ #cmworld

@SFerika

 

A4: like in most content creation challenges: know you’re audience, in this case, culture will help you most/where nuances are #CMWorld

@Steph_Montreuil

 

@SFerika @lttlewys ha – yes, very true, I suspect my solution will be a new router or modem… #CMWorld

@Steph_Montreuil

 

@pisarose What type of calendar/tool has worked best for you in this regard? #CMWorld

@CMIContent

 

@NHowellsFW & that is a ripple that can be very very hard to get back under control when it goes awry! #cmworld

@z_Paper

 

Q4: Always have a local partner. Every culture consumes content differently. #cmworld

@MichaelMooneyy

 

@Steph_Montreuil Important to remember cultural nuances with content πŸ˜‰ #cmworld

@lttlewys

 

We test some content. E.g. On BTB, research paper and WP are common, we don’t test the formats, but we test what topic resonates. #cmworld

@PamDidner

 

@FiveMinPro @Steph_Montreuil @lttlewys haha yeah well it was after 3 weeks of troubleshooting the darn thing! #cmworld

@SFerika

 

A4: like in most content creation challenges: know you’re audience, in this case, culture will help you most/where nuances are #CMWorld

@LienMardell

 

A4: Marketers should probably avoid political, religious, and controversial topics, unless that’s their niche #CMWorld

@mattcdowning

 

A4 also consider how accessing…some regions have great mobile access but no broadband #cmworld

@tracibrowne

 

Q4 not just writing, imagery is a huge area to consider too – pictures and video must also be sensitive to cultural mores #cmworld

@NHowellsFW

 

A4: Before you repurpose content to the rest of the world, pause. What’s your “why”? Why would Geo X care? #cmworld

@pisarose

 

@ScottLum and I am sure that has to be key for an enterprise as big as #Microsoft, #Intel, etc. and with all the global assets. #cmworld

@SusynEliseDuris

 

@CMIContent A4: Should see the Google trends of that area, current people’s interests and culture. #CMWorld

@MUmar_Khan

 

Agree – best way to be sensitive to cultures. MT @MichaelMooneyy: A4: Have a local partner. Cultures consumes content differently. #cmworld

@JesKorn

 

Social listening (from several geos) are helpful to determine the content planning and creation. #cmworld.

@PamDidner

 

@PamDidner Do tell, how do you test? #CMWorld

@mikemyers614

 

@CMIContent @tracibrowne right and with that is cultural diffs, too. #cmworld

@SusynEliseDuris

 

Culture is always important when on any public forum, even just a tweet. Easy to get lost in translation #CMWorld

@Steph_Montreuil

 

Culture is always important when on any public forum, even just a tweet. Easy to get lost in translation #CMWorld

@FrucheyKelli

 

@CMIContent A high-level content framework of an ongoing corporate narrative, unfolding throughout the year. #cmworld

@pisarose

 

@Fruehstuecker you need to get involved in the #CMWorld twitter chat… You have lots of value to add (and my phone battery is about to die)

@webber_karen

 

@DarcieMeihoff Thanks for the shout out, Darcie! We’re grateful for the opportunity to help you achieve your social goals. #cmworld

@Spredfast

 

@SusynEliseDuris Yes, we’re having tech @JoseCotto take a look at #CMWorld

@TweetChat

 

A4 – Know the tone of your audience, the voice as people have said. Speak to them in their voice to solidify the connection #cmworld

@z_Paper

 

@FrucheyKelli or unintentially piss them off. #cmworld

@SusynEliseDuris

 

.@ScottLum For certain things, failing in real life (via digital) is faster and more effective than doing research or focus groups. #CMWorld

@tsledzik

 

 

Curious @scottlum and @pamdidner do you have a formal review process in place to check that content is localized? #cmworld

@tracibrowne

 

A pic is worth a 1000 words. Make it positive! MT @NHowellsFW: A4 Pictures and video must also be sensitive to cultural mores #cmworld

@mattcdowning

 

@webber_karen @Fruehstuecker Thanks, Karen! And Frank, we’d welcome and appreciate your insights! #CMWorld

@CMIContent

 

A4 – Certainly know where the “land mines” are. Each culture finds different things taboo research first to avoid them! #cmworld

@FiveMinPro

 

Hi! Dropping in on my #CMworld friends–please excuse extra tweets. Hope you’re staying warm. Freezing here in #NYC

@heidicohen

 

Q4 I think we can’t get it right without a local partner – we can get close maybe, but we’ll always miss some nuance #cmworld

@NHowellsFW

 

@Steph_Montreuil haha this Tweet included got copied. #CMWorld

@michelewang22

 

@CMIContent A4: Proper translation where another language is involved. You HAVE to have a native speaker helping out. #CMWorld

@atxcopywriter

 

@heidicohen long time no see! Hope you are well. #CMWorld

@Steph_Montreuil

 

Q5: Is global SEO attainable? How does this differ from local/regional SEO? Do you need both? #CMWorld

 

@NHowellsFW oh yes, local partner is key to successful global content strategy. #cmworld

@SusynEliseDuris

 

@SusynEliseDuris @FrucheyKelli This I have found is a reaction that is best avoided πŸ™‚ #cmworld

@FiveMinPro

 

@lttlewys absolutely! #cmworld

@MichaelMooneyy

 

A4: Create a common set of content and allow geos to localize them. Give them something to start. #cmworld

@PamDidner

 

@tracibrowne Yes, we do. Both at corporate and in the local markets. We also have a governance board. #cmworld

@ScottLum

 

@FiveMinPro @FrucheyKelli that would be an affirmative. πŸ™‚ #cmworld

@SusynEliseDuris

 

A4: First get an #analytics solution in place to collect data. After that you can start to understand how your content is consumed. #cmworld

@anametrix

 

For global communications–remember English isn’t everyone’s 1st language. Keep your language simple. Cut long words #CMworld

@heidicohen

 

Global vs. regional SEO depends on company/brand. Some brands don’t need global SEO. Think local United Ways for example. #cmworld

@CTrappe

 

A5: Global SEO is good for worldwide exposure, but if you’re a smallbiz, local SEO is the best route. #cmworld

@pisarose

 

A4 #cmworld Absolutely relate global content to cultural standards in target pockets. @cmicontent

@moveo

 

A4: Central message needs to be clear – that’s at the heart of transcreation: http://m.cmo.com/content/cmo-m/home/articles/2013/9/16/think_local_act_glob.html #CMWorld

@webber_karen

 

While great content should rise to the top, it doesn’t hurt to research international business phrases and slang. #cmworld

@MichaelMooneyy

 

@CMIContent A5: It’s primarily depends on the business model. If the business demands both, we should go for it positively. #CMWorld

@MUmar_Khan

 

For some niche topical sites, maybe it’s not about geographic location at all. #cmworld

@CTrappe

 

Q5 – It certainly is attainable. Have global guidelines and umbrella attitude that then gets fine tuned for specific regions #cmworld

@z_Paper

 

@heidicohen Very true. But even with that, you have to have a local expert in house or partner with local firm. #cmworld

@SusynEliseDuris

 

Q5 do you need both global and local SEO? I think it depends on your business/brand to be honest. #cmworld

@NHowellsFW

 

@CTrappe Hi Christoph! Great to see you. #CMWorld

@CMIContent

 

Q4] Remember images don’t need translation!–BUT be sensitive to cultural differences! #cmworld

@heidicohen

 

@tracibrowne The governance board will review for cultural, political and religious transgressions #cmworld

@ScottLum

 

A5. If you’re a global brand you can’t abandon markets. In SEO authority gained in one country transfers to the next @CMIContent #CMWorld

@stekenwright

 

Q5 – oh it is 100% attainable look at what “Brown” has done for so many or how Nike is “just doing it” #cmworld

@FiveMinPro

 

@ScottLum how tough does that make it to get content out the door in timely manner…I imagine you have it down to a smooth process #cmworld

@tracibrowne

 

A5: Challenge of local SEO: big-name chains with a local presence can edge out smaller guys. #cmworld

@pisarose

 

 

A5. Not to say you have to use resources to build links in every locale – but you do need a working site @CMIContent #CMWorld

@stekenwright

 

A5: judging by the fact that so many big companies have English only sites, but closed multi-language communities, I’d say yes. #CMWorld

@Steph_Montreuil

 

A5: Also, don’t forget about time zones in your distribution plan. There is no easier way to miss the mark. #cmworld

@MichaelMooneyy

 

A4: look at what’s getting engagement what’s the theme its about visual #contentmarketing #cmworld http://bit.ly/VisualCM

@ChaseMcMichael

 

A5: judging by the fact that so many big companies have English only sites, but closed multi-language communities, I’d say yes. #CMWorld

@elisa_sitzes

 

@tracibrowne It’s mostly for the bigger campaigns. Smaller stuff like social and blogs don’t go through that process #cmworld

@ScottLum

 

Better late than never! #CMworld chat here I come πŸ™‚ What did I miss?

@Jupiter_Labs

 

@ChaseMcMichael Thanks for joining us, Chase! #CMWorld

@CMIContent

 

Q4] Think in terms of both global AND local content. Ensure your branding is consistent #CMworld

@heidicohen

 

Thanks everyone, sorry I have to sneak out a bit early. Have a great week! #cmworld

@JesKorn

 

@Jupiter_Labs We’re on Q5! Q6 will be posted in a second. #cmworld

@CMIContent

 

A5: we provide a set of keywords with a short list of content to geos. We allow geos to localized keywords and content as needed. #cmworld.

@PamDidner

 

@JesKorn Thanks, Jessica! Have a great one! #cmworld

@CMIContent

 

Q6: What roadblocks do you have with global content (i.e. local internet regulations by country)? #CMWorld

 

@JesKorn Great to see you! have a great week! #cmworld

@lttlewys

 

@tracibrowne I find even English English & Cdn/US English is different enough to create confusion in a tweet. Some don’t care #CMWorld

@Steph_Montreuil

 

A4: You can have all tech in the world, but you need people who understand the culture to pull it all together & make it happen. #cmworld

@RyMontano

 

@stekenwright URLs can be more difficult to reserve in non-US countries (Canada, for example). @CMIContent #cmworld

@pisarose

 

@RyMontano Great and critical point! #CMWorld

@CMIContent

 

@CMIContent Joining the 2nd half of #CMWorld!

@KyleAkerman

 

@CMIContent Q5: global SEO only attainable with a consistent intl. strategy that still has local market flexibility #cmworld

@elizabethsosnow

 

@Steph_Montreuil Some need to work on that for sure. Surprised some don’t care; that is unfortunate. #cmworld

@CMIContent

 

Perhaps the most imp thing to remember in global marketing is to listen to your consumers. If you make a faux paus, correct it! #CMWorld

@mattcdowning

 

Snow is now officially sticking so I may be distracted a bit from #cmworld

@z_Paper

 

@KyleAkerman Hi Kyle! Great to see you! We just posted Q6. #cmworld

@CMIContent

 

A6: While humor is an awesome way to spread content, it is VERY tricky in other countries. #cmworld

@MichaelMooneyy

 

A6: Biggest hurdles are how different countries use Social, e.g. Germans are very hesitant to follow brands and share personal info. #CMworld

@Jupiter_Labs

 

@KyleAkerman Afternoon!! #cmworld

@lttlewys

 

@pisarose @CMIContent absolutely understand Shelly – personally I’d prefer .com/ca/, .com/uk/ etc. anyway though… #CMWorld

@stekenwright

 

Q5 – You can deliver the same message universally, you just need local help to help choose the words #cmworld

@FiveMinPro

 

@mattcdowning Absolutely! #cmworld

@CMIContent

 

@CMIContent so easy to alienate someone that way. Add a second language and you can get in real trouble πŸ˜‰ #CMWorld

@Steph_Montreuil

 

@lttlewys @steph_montreuil @ChaseMcMichael <wave> Freeze <wave> #CMworld

@heidicohen

 

@tracibrowne πŸ˜‰ #CMWorld

@Steph_Montreuil

 

A6 understand target markets across global channels. #CMWorld

@dscienceinc

 

@NHowellsFW exactly. Some small words have giant impacts (for good or bad) #cmworld

@z_Paper

 

@heidicohen definitely freezing here. Frost bite warning in effect, even! @lttlewys @ChaseMcMichael #CMWorld

@Steph_Montreuil

 

@NHowellsFW it’s so pretty πŸ™‚ #cmworld

@z_Paper

 

@MichaelMooneyy Indeed. Humor is tricky within the same country! #cmworld

@pisarose

 

@Jupiter_Labs That is such great information to know to not only protect your brand, but be respectful of clients/prospects. #CMWorld

@CMIContent

 

@lttlewys Howdy! And Happy Tuesday πŸ™‚ #CMWorld

@KyleAkerman

 

@SusynEliseDuris We need to be agile in our marketing & engagement. Communicate best practices amongst global teams. #cmworld

@ScottLum

 

A6: Also, Germans are very protective of what they create, so getting #Marketing Managers to give stuff away for free is hard. #CMworld

@Jupiter_Labs

 

Just found out about #CMWorld chat. Going to try to join in and keep up during my lunch break!

@andrea_ritchey

 

Humor can be tricky in different regions of the U.S, let along across language barriers. #CMWorld

@dscienceinc

 

@CMIContent @_ANNUITAS I’d say lack of content w/out data &SEO #cmworld

@MontseCano

 

A6: From experience doing it in Latin America I can tell you translation is NOT the answer, Culture is. @CMIContent #CMWorld

@Brewbom

 

I view global #content effort as mini product mgmt effort – cross-func 2 insure local, mktg, sales, legal, etc efforts are aligned. #cmworld

@SusynEliseDuris

 

A6 sarcasm does not translate in about 90 percent of the world…east coast and UK thing #cmworld

@tracibrowne

 

A6: one roadblock for global content: geos love content, but don’t have $$ for executions. #cmworld

@PamDidner

 

Culture crushes language especially in social media #CMWorld

@Brewbom

 

@pisarose Unless you are @BillMurray. His humor knows no borders! #cmworld

@MichaelMooneyy

 

Q7: Has the translation consideration hindered your global content marketing plan? #CMWorld

 

@Brewbom que? #cmworld

@MichaelMooneyy

 

@heidicohen Great modifications! #CMWorld

@mattcdowning

 

@CMIContent yes, you need a “local” understanding of the culture to find the right global #Content #Marketing approach #CMWorld

@Jupiter_Labs

 

And of course I now have my “obligatory” interruption meeting! Faaaaantastic! #cmworld

@FiveMinPro

 

@andrea_ritchey Welcome! It’s a fun group πŸ™‚ #CMWorld

@KyleAkerman

 

@FiveMinPro πŸ™‚ At least you were able to join for a bit! #CMWorld

@Steph_Montreuil

 

@tracibrowne Really great point on sarcasm/humor not carrying over to most cultures. #cmworld

@HayleyCalhoon

 

Q6 current events that might affect perception of your content – not always globally reported but locally very significant. #cmworld

@NHowellsFW

 

Sarcasm and humor are hard to do it right on a global scale… Content as such, I let geos take the lead. #cmworld.

@PamDidner

 

Don’t underestimate determining what local businesses need from you! #CMworld

@heidicohen

 

@ScottLum True, just as long as speed doesn’t trump quality. #CMWorld

@SusynEliseDuris

 

A7: Translation can hinder content marketing–cost-restrictive and takes more time. #cmworld

@pisarose

 

A7: being a native French speaker, I can tell you that most companies such at translating labels, imagine funny/sarcastic content.. #CMWorld

@Steph_Montreuil

 

In case we haven’t mentioned, we love our Tuesdays with you all! Always a bright spot in our week. #CMWorld

@CMIContent

 

A7: being a native French speaker, I can tell you that most companies such at translating labels, imagine funny/sarcastic content.. #CMWorld

@NatalieRapson

 

I cannot imagine trying to do a global social/content plan that did NOT use LOCAL native speakers. Culture not language #CMWorld

@Brewbom

 

@CMIContent @Jupiter_Labs IS that any different than here in the states? The point is to find the media they use & be THERE right? #cmworld

@z_Paper

 

@CMIContent A7: Yes, Most of the time language issue do affect the whole plan. #CMWorld

@MUmar_Khan

 

A7:Just translation is not going to get you far in terms of successful global Content Marketing. You need to understand the culture!#CMworld

@Jupiter_Labs

 

As @pisarose mentioned, cost & timeliness can also be a big barrier to translating content… #CMWorld

@Steph_Montreuil

 

@z_Paper @Jupiter_Labs Most definitely! Geo is geo, in that respect. #CMWorld

@CMIContent

 

@ScottLum EXACTLY! Perfectly stated. #cmworld

@FiveMinPro

 

A7 calling BS on cost as hindrance to translation…if it’s imp to customers and therefore imp to you, you will find the money #cmworld

@tracibrowne

 

Make sure that you have a PR crisis plan including local contacts. Bear in mind a local problem can become global quickly! #cmworld

@heidicohen

 

In such a case, a pic might be cheaper πŸ™‚ MT @pisarose: A7: Translation can hinder marketing – cost-restrictive & takes more time #cmworld

@mattcdowning

 

A7: If translation (language & culture) has NOT hindered your global content plan you should be scared! @CMIContent #CMWorld

@Brewbom

 

A4: If we focus on a common set of pain points or challenges for cross-regional target audience, geos will do less localizations. #cmworld.

@PamDidner

 

@CMIContent @Jupiter_Labs exactly that is a person by person not a country-by-country issue. #cmworld

@z_Paper

 

Q7: Yes, in the Middle East. It is extremely hard finding an expert in local dialects. (more so collateral than CM) #cmworld

@MichaelMooneyy

 

@z_Paper @CMIContent Yes, they use different media, but they also use the media differently => makes all the difference πŸ˜‰ #CMWorld

@Jupiter_Labs

 

@tracibrowne My experience has shown that if you take the time to make it important to you, they notice and take action. #CMWorld

@cmcphillips

 

@mattcdowning Unless you’re Chapstick. http://bit.ly/1gkj1rZ #cmworld

@pisarose

 

Think VISUAL content where possible. It doesn’t need translation. 2014 is the year of Visual Content. #CMworld

@heidicohen

 

@KyleAkerman @pisarose @BillMurray I see what you did there. #cmworld

@MichaelMooneyy

 

@Steph_Montreuil Thanks…clients…so demanding…hehehe #lovework #cmworld

@FiveMinPro

 

@CMIContent and we love you, too! #cmworld

@SusynEliseDuris

 

@tracibrowne Sarcasm doesn’t even translate on Twitter – unless you put a smiley face πŸ˜‰ #cmworld

@ScottLum

 

@Jupiter_Labs @CMIContent true… #cmworld

@z_Paper

 

@CMIContent mine too #cmworld

@NHowellsFW

 

@FiveMinPro I know exactly what you mean πŸ™‚ #CMWorld

@Steph_Montreuil

 

@cmcphillips I just feel it’s as though you are saying, you’re not important enough a market to us to bother w/the effort #cmworld

@tracibrowne

 

@rvobrien: we find some budget for geos. πŸ™‚ or ask geos to prioritize their budget. no easy way out. #cmworld.

@PamDidner

 

@Steph_Montreuil There’s probably a website somewhere that collects bad translations. I know I’ve seen some examples when abroad #CMWorld

@atxcopywriter

 

@tracibrowne I did retail piece in Miami in English, small return. Had it translated (well) into Spanish, had incredible results. #CMWorld

@cmcphillips

 

@heidicohen Thanks for popping in, Heidi! Always a treat to “see” you. #cmworld

@pisarose

 

@ScottLum Yes, the winky smile is required #cmworld

@tracibrowne

 

Q8: What role(s) within an organization is critical in global content marketing? #CMWorld

 

@atxcopywriter oh I’m sure! I have seen so many horrendous ones πŸ™‚ #CMWorld

@Steph_Montreuil

 

@cmcphillips Imagine if BMW refused to produce any of their content in English…because it was just too expensive #cmworld

@tracibrowne

 

A7: Cultures are different, but in the end people are very similar. Everyone likes relevant, authentic, and meaningful content. #CMWorld

@RyMontano

 

A8: crucial to a successful global content marketing is someone to own strategy and culture. And ask questions #CMWorld

@Brewbom

 

A8 a good translation partner that understands your business, and has plenty of native speakers who understand your business #cmworld

@tracibrowne

 

@MichaelMooneyy @pisarose @BillMurray πŸ™‚ #CMWorld

@KyleAkerman

 

@RyMontano relevance is entirely based on culture #CMWorld

@Brewbom

 

@CMIContent A8: Choosing a right guy for a right region. #CMWorld

@MUmar_Khan

 

A8 – I would think the most important role is the “Coordinator” role connecting & supervising he local media people #cmworld

@z_Paper

 

A8: Having a “bi-national” that understands company culture and target culture is essential to make it work. #CMWorld

@Jupiter_Labs

 

A8: Content lives everywhere within an org. Everyone can potentially have a role, but accountabilities should be defined. #cmworld

@pisarose

 

A8 #cmworld Tap into your data experts here. Take a hard look at your audience to understand their needs. @cmicontent

@moveo

 

Good point, easy to forget when worrying about localising @RyMontano Everyone likes relevant, authentic, and meaningful content. #CMWorld

@NHowellsFW

 

The more people you recruit to help you create content, the more fresh/interesting/different content you’ll have access to… #CMWorld

@Steph_Montreuil

 

@KyleAkerman @ScottLum @tracibrowne What would we do without the smile face? πŸ™‚ #CMWorld

@CMIContent

 

The more people you recruit to help you create content, the more fresh/interesting/different content you’ll have access to… #CMWorld

@ImogeneLingo

 

@Jupiter_Labs agree 10000% #CMWorld

@Brewbom

 

@moveo Definitely. Complement data with anecdotal observations to get at the heart of the customer. @cmicontent #cmworld

@pisarose

 

A8: You need a great #analytics solution and a great director of research/insights to champion it. IMHO #CMWorld

@RyMontano

 

@Steph_Montreuil I’m blocking/reporting spammers as we go along, just FYI. πŸ™‚ #CMWorld

@CMIContent

 

This convo reminds me of an assn I worked w/ trying to emphasize how global they were but everything was red white & blue #cmworld

@tracibrowne

 

@CMIContent I am too – this is ridiculous and only seems to happen to me! #sniff #CMWorld

@Steph_Montreuil

 

“@CMIContent: Q5: Is global SEO attainable? How does this differ from local/regional SEO? Do you need both? domains is a way.

@myasiraly

 

@CMIContent @pisarose Yes, love the concept of inviting everyone & their varied perspectives to influence content. #cmworld

@moveo

 

A8. Corporate culture and values embraced by all employees, which translates to joy and passion in all work (including content) #CMWorld

@jgombita

 

@Steph_Montreuil Great perspective! #CMWorld

@mikemyers614

 

 

 

@pisarose @CMIContent Yes! Pair intuition with analytics. #datamarketing #cmworld

@moveo

 

Thanks all #CMworld @PamDidner @steph_montreuil @pisarose @CMIContent @mattcdowning

@heidicohen

 

Q9: Do global content plans need local plans for each channel? At what point does it lose the global feel & become unmanageable? #CMWorld

 

@Brewbom You are right, but there is content that has global relevance. Is that fair to say? #CMWorld

@RyMontano

 

@heidicohen @PamDidner @steph_montreuil @pisarose @mattcdowning Thanks as always, Heidi! #CMWorld

@CMIContent

 

A8: roles critical for global content->editor/content strategist, content creators, web mkt, geo marketing. bonus: sales & research. #cmworld

@PamDidner

 

@RyMontano absolutely!!! BUT WHY it is relevant can vary greatly #CMWorld

@Brewbom

 

@CMIContent @Steph_Montreuil I try to do that too. They seem to really like Stephanie today! #CMWorld

@atxcopywriter

 

@mikemyers614 so hard to have enough content to share regularly – get people on board – give them a platform. People love to share #CMWorld

@Steph_Montreuil

 

@MUmar_Khan @CMIContent Or gal, right? πŸ™‚ Today’s theme: smiley faces! #CMWorld

@mikemyers614

 

@atxcopywriter @Steph_Montreuil Can you blame them? #CMWorld

@CMIContent

 

@atxcopywriter @CMIContent I am not liking them back!! #CMWorld

@Steph_Montreuil

 

A9: Each channel needs to be treated differ but not with separate content plans, Global doesn’t have to be huge to be impactful #CMWorld

@lttlewys

 

@CMIContent aw πŸ˜‰ @atxcopywriter #CMWorld

@Steph_Montreuil

 

@CMIContent A8 you need a traffic manager with great PM skills; and have someone on the team own facilitating team collaboration #cmworld

@SFerika

 

@mikemyers614 @CMIContent You’re spot on sir. πŸ™‚ #CMWorld

@MUmar_Khan

 

A9: Should flow out of your global strategy which is likely to be somewhat cohesive across markets #CMWorld

@Steph_Montreuil

 

@PamDidner thanks Pam! #CMWorld

@Brewbom

 

@SFerika You’re always bringing up such great points. Traffic manager is a critical role! #CMWorld

@CMIContent

 

.@Brewbom @RyMontano Beyond language and culture, companies may have to alter products and business operations entirely. #CMWorld

@tsledzik

 

@SFerika @CMIContent great Project Manage skills are awesome. Not an easy skill set to master. #CMWorld

@Brewbom

 

A9: Which is worse: “unmanageable” global content or confusing content (to your customers)? #cmworld

@pisarose

 

@CMIContent A9 On the flipside, some channels might only be relevant to a specific geo; don’t try to force it! #cmworld

@SFerika

 

A9: Depends on the approach. For me, global = local: You adjust your campaign for each market you enter #CMWorld

@Jupiter_Labs

 

@SFerika We learned that with Content Marketing World Sydney. #CMWorld

@CMIContent

 

@Brewbom @CMIContent agreed! When I’ve had an amazing project manager on the marketing team, it’s made workflow so much smoother #cmworld

@SFerika

 

@pisarose Confusing content!! Always know who you are talking to πŸ˜‰ Scale back if you must! #cmworld

@lttlewys

 

Good reminder MT @heidicohen For global communications–remember English isn’t everyone’s 1st language. Keep your language simple. #CMworld

@dustinbenedict

 

Q9 if it’s too complex, consider whether or not you actually need a global strategy right away, or it it’s better to wait #cmworld

@NHowellsFW

 

Editorial calendars help a LOT: Create a Blog Editorial Calendar Using Our Free Template – http://brandswithfansblog.fandommarketing.com/create-a-blog-editorial-calendar-using-our-free-template/ #cmworld

@Brewbom

 

@Brewbom That’s very true and like @tsledzik points out companies may have to alter what they do to adapt. #CMWorld

@RyMontano

 

Q10: What companies are leading the way in epic global content marketing? #CMWorld

 

@lttlewys I heartily agree! #cmworld

@pisarose

 

A9: Don’t plan global content for each channel. Not cost effective. Determine a set of content w/ diff. formats/ share source files. #cmworld.

@PamDidner

 

A9. Global speaks to shared culture/values; local provides context & colour. Don’t “homogenize” your content; diversity is strength #CMWorld

@jgombita

 

@pisarose aren’t they both bad? Don’t you have to keep solutions to both on top of mind? #cmworld

@SusynEliseDuris

 

@RyMontano @tsledzik its a small, small world that’s massive and fractured all together! #CMWorld

@Brewbom

 

A10: Coke. And sometimes they mess up, but then they try something new…. #CMWorld

@Steph_Montreuil

 

A10: Coke. And sometimes they mess up, but then they try something new…. #CMWorld

@RockymoreAnya

 

@Steph_Montreuil That’s a great one, and inspiring to see! #CMWorld

@CMIContent

 

@CMIContent I think Coke has an amazing plan: http://www.youtube.com/watch?v=LerdMmWjU_E #CMWorld

@andrea_ritchey

 

@SusynEliseDuris Yes….but I think too many orgs are focused on producing MORE–vs. the best–content. #cmworld

@pisarose

 

@Steph_Montreuil Yay! I’ll email you after. Thanks! #CMWorld

@cmcphillips

 

@CMIContent I love their marketing. Such an unhealthy product, such beautiful branding πŸ™‚ #CMWorld

@Steph_Montreuil

 

@cmcphillips yay! steph at steph montreuil dot com πŸ™‚ #CMWorld

@Steph_Montreuil

 

@andrea_ritchey One of our favorites for sure! Thanks! #CMWorld

@CMIContent

 

A10 is a hard one…because if they are doing it well you wouldn’t notice unless you needed it no? #cmworld

@tracibrowne

 

A9: Don’t reinvent the wheel. Use the same content, but localize for each market, not just translate. #CMworld

@Jupiter_Labs

 

A10: Which understand how to perform work, not hesitant from experiments, recognize the marketing, always revolve with time #CMWorld

@MUmar_Khan

 

Q9 @CMIContent Go local. And I wonder if the “global feel” is a bit of an illusion?? #CMWorld

@tsledzik

 

A10: Hmm, I would say @hilton, @Pepsi #cmworld

@lttlewys

 

Did we miss your question in today’s chat? Email cathy[at]http://contentinstitute.com and we’ll be in touch. #CMWorld

@CMIContent

 

@tracibrowne Right! But maybe some stand out anyways. #CMWorld

@CMIContent

 

Thanks for an informative, thought-provoking #cmworld, as usual. Happy to find like-minded connections. #datamarketing #content @CMIContent

@moveo

 

@tsledzik Interesting thought! #CMWorld

@CMIContent

 

@ScottLum yes – exactly. I still try to drink as few as possible, but when I drink pop, it’s coke πŸ™‚ #CMWorld

@Steph_Montreuil

 

@CMIContent A10: IBM. Really leading the charge in their space. Love how they tie it all together under the “Smarter Planet” theme. #CMWorld

@Benjamin_Reed

 

Thanks to all who so generously shared their time, advice and experience! #cmworld

@pisarose

 

@Steph_Montreuil Lol!! Funny, you said Coke and I went for Pepsi… think they are both good, eh? #cmworld

@lttlewys

 

Thanks for a great chat today and thanks @scottlum and @pamdidner and everyone for your global insights #cmworld

@tracibrowne

 

Thanks for a great chat everyone πŸ™‚ (Except the tweet copying spammers) #CMWorld

@Steph_Montreuil

 

Thank you @pamdidner for your great insights on global content marketing! Great info for us all. #CMWorld

@CMIContent

 

Really enjoyed thinking more about global content strategy in today’s #cmworld – great conversation (as usual)

@NHowellsFW

 

Next wk it’s influencer marketing with @AmandaMaks! See a full schedule: http://contentmarketingworld.com/cmworld-twitter-chats/ #CMWorld

@CMIContent

 

@tracibrowne @pisarose Yes, just as business plans change by market so does contentβ€”can’t always be the (exact) same thing to all. #CMWorld

@tsledzik

 

@Steph_Montreuil Even if I don’t drink their product – I’m a fan of their messaging and marketing. Highly shareable. #cmworld

@ScottLum

 

@lttlewys that made me laugh πŸ™‚ I will say I am partial to Coke in both taste & marketing πŸ˜‰ #CMWorld

@Steph_Montreuil

 

@tracibrowne @ScottLum @PamDidner @Steph_Montreuil @SFErika Great chatting!! Y’all have a wonderful day! #cmworld

@lttlewys

 

For more on @pamdidner visit: http://pamdidner.com #CMWorld

@CMIContent

 

@CMIContent This was a great topic. Too bad I missed half of it. #CMWorld

@Jupiter_Labs

 

@ScottLum have you seen their 20/20 videos and/or were you at #CMWorld? Excellent long term planning too.

@Steph_Montreuil

 

A10 @CMIContent strong keywords analysis, #GoogleTrends, unique and useful content #CMWorld

@myasiraly

 

@Steph_Montreuil ROFL!! I totally agree with their marketing, can’t stand the taste!! #cmworld

@lttlewys

 

@Jupiter_Labs We’re sorry too! Watch for the transcript on the #CMWorld blog soon! Thanks!

@CMIContent

 

@tracibrowne @lttlewys lol – I had missed that, probably because I am used to it πŸ˜‰ #CMWorld

@Steph_Montreuil

 

Just checked the #CMWorld schedule and am super excited to join the manufacturing focused one with @tracibrowne in a few weeks!

@andrea_ritchey

 

#CMWorld registration is now open! Join 2,500 attendees, 100+ speakers, and closing keynote @KevinSpacey! http://www.contentmarketingworld.com

@CMIContent

 

A10: BBC, P & G, Herman Miller come to my mind for epic content. #cmworld.

@PamDidner

 

@lttlewys I love Pepsi’s football Halftime commercial but it won’t translate anywhere outside of North America #cmworld

@ScottLum

 

@tracibrowne @lttlewys @Steph_Montreuil Haha – that’s funny! #CMWorld

@cmcphillips

 

Would love your input on Content Marketing Forecasts 2014 http://ow.ly/t2rU6 #CMworld #content

@heidicohen

 

@tracibrowne Haha!! I spend so much time with the wonderful Canucks, I have picked it up!! @Steph_Montreuil #cmworld

@lttlewys

 

Had meetings today that kept me away from #CMWorld chat; will have to catch the recap! Sorry to miss you guys today!

@pamelamuldoon

 

@cmcphillips @tracibrowne @lttlewys πŸ™‚ #CMWorld

@Steph_Montreuil

 

That was a lot of fun! THANK YOU for your wonderful insights. #cmworld. http://www.pamdidner.com on global marketing.

@PamDidner

 

Ever see a McD’s menu in Asia? Companies (&content) make fundamental changes in message and experience in other markets. #CMWorld

@tsledzik

 

@ScottLum Thank you so much for your awesome contributions today! #CMWorld

@CMIContent

 

@Steph_Montreuil I practically memorized Coke’s Content 2020. Brilliant on so many levels. #cmworld

@ScottLum

 

@ScottLum Don’t u think the draw of the superbowl won’t drive it? I am very curious about that!! Will have to talk to @Hashtracking #cmworld

@lttlewys

 

@pisarose Agree – Qual much more impt. The co’s ur talking about get fearful/want to throw up as much content to see what sticks. #cmworld

@SusynEliseDuris

 

@pamelamuldoon: sorry to miss you today. hope all is well. #cmworld.

@PamDidner

 

@Steph_Montreuil We should all develop big scary manifestos that help us push our comfort zone #cmworld

@ScottLum

 

Great chat everyone! Really enjoyed all global insights. Thanks for sharing your time and for @CMIContent for hosting. #cmworld

@RyMontano

 

Another great #CMWorld chat. Thanks all. Have a great week.

@SusynEliseDuris

 

@lttlewys Only thing I can think about right now is #GoHawks! #cmworld

@ScottLum

 

@tracibrowne: I have a lengthy answer for you. πŸ™‚ maybe good to chat for 30 min to share our process. #cmworld.

@PamDidner

 

@ScottLum Totally agree! #CMWorld

@Steph_Montreuil

 

@PamDidner @tracibrowne I can connect you via email if you’d like! #CMWorld

@CMIContent

 

@lttlewys @tracibrowne @ScottLum @PamDidner @Steph_Montreuil Thanks for the great POV today! #cmworld

@SFerika

 

@SFerika it was a great one today! And fun to boot πŸ™‚ @lttlewys @tracibrowne @ScottLum @PamDidner #CMWorld

@Steph_Montreuil

 

@CMIContent Thanks for hosting. Great topic. Wonderful sharing of ideas. #cmworld

@ScottLum

 

@KyleAkerman Thanks! Twitter chats are always overwhelming at first, but I’m looking forward to joining in more #CMWorld

@andrea_ritchey

 

@CMIContent This would require a clear def of “global feel” I suppose. #cmworld

@tsledzik

 

@tracibrowne It’s so hard to find anything directly related to manufacturing marketing. Already marked it on my calendar! #CMWorld

@andrea_ritchey

 

A10: @CMIContent Apple shared the epic work #CMWorld

@myasiraly

 

@andrea_ritchey agree, its’ tough…I wld recommend looking into #CMWorld Mfg industry lab in Sept, great info and you’ll meet others like you

@tracibrowne

 

@webber_karen transcreate, don’t just translate. Work with local, native journalists rather than translators #CMWorld

@Fruehstuecker



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