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Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works [Minkštas viršelis]

3.61/5 (88 ratings by Goodreads)
  • Formatas: Paperback / softback, 256 pages, aukštis x plotis x storis: 279x10x216 mm, weight: 348 g, 0 Illustrations
  • Išleidimo metai: 16-Oct-2014
  • Leidėjas: McGraw-Hill Professional
  • ISBN-10: 0071840974
  • ISBN-13: 9780071840972
Kitos knygos pagal šią temą:
Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that WorksDidesnis paveikslėlis
  • Formatas: Paperback / softback, 256 pages, aukštis x plotis x storis: 279x10x216 mm, weight: 348 g, 0 Illustrations
  • Išleidimo metai: 16-Oct-2014
  • Leidėjas: McGraw-Hill Professional
  • ISBN-10: 0071840974
  • ISBN-13: 9780071840972
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780071840972.html
Raktažodžiai:

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 consumecontent.Global Content Marketing takes you step-by-step through the process of creating and refining your strategies to meet this new reality.

LEARN HOW TO:

  • 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 effectively." -- 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

“Finally the book that explores all critical aspects of global content marketing! Whether you are a small business or a Fortune 500 company, it is essential to understand the 4P’s developed by Pam Didner. Read it and take your content strategy to the whole new level." -- EKATERINA WALTER, author of Think Like Zuck and coauthor ofThe Power of Visual Storytelling

Preface vii
Introduction 1(6)
Chapter One Why Globalize Your Content
7(18)
Chapter Two What Are the 4 P's of the Global Content Marketing Cycle?
25(6)
Chapter Three Organize a Team for Global Content Marketing Success
31(32)
Case Study---Act with Headquarters as the Lead: Global Personas
57(4)
Case Study---Communication Through Sync Meetings: There Is No Shortage of Agenda Items
61(2)
Chapter Four The First P of the Global Content Marketing Cycle: Plan
63(24)
Case Study---Enterprise: Intel's Annual Planning Process
81(2)
Case Study---Small Business: Opus Events Agency's Planning Process
83(2)
Bonus---Four Annual Planning Quadrants
85(2)
Chapter Five The Second P of the Global Content Marketing Cycle: Produce
87(40)
Case Study---LinkedIn's "Big Rock" Content
121(2)
Case Study---How Much Content Can Vology Create with $1,000?
123(4)
Chapter Six The Third P of the Global Content Marketing Cycle: Promote
127(28)
Case Study---Content Fuels DocuSign's Demand Generation
145(2)
Case Study---Diary of a Content Pimp 3: The Promotion Plan Without Budget
147(8)
Chapter Seven The Fourth P of the Global Content Marketing Cycle: Perfect
155(34)
Case Study---Sap's Local-First Content Approach
182(2)
Case Study---Domo's Marketing Spend Optimization
184(5)
Chapter Eight Skills Needed for Global Content Marketers
189(18)
Bonus---Social Media Manager/Content Manager/Editorial Planner Hiring Checklist
202(5)
Chapter Nine Future of Global Content Marketing
207(14)
Chapter Ten Epilogue
221(6)
Acknowledgements 227(2)
Endnotes 229(8)
Index 237
Pam Didner (Portland, OR) is a global content marketing strategist, speaker and author. As a global integrated marketing strategist, she led Intel's Enterprise product launches and worldwide marketing campaigns. She also contributes articles to the Huffington Post, Daily Crowd Sourcing, Content Marketing Institute and other publications.