Excerpt from Global Content Marketing by Pam Didner.
In the context of this book [Global Content Marketing], there are 4 Ps to creating a successful global content marketing effort. This model of 4 Ps focuses on the stages of building a global content marketing plan that connects business with customers: Plan, Produce, Promote and Perfect.
Plan: Strategy before execution
Collaborate with relevant stakeholders on regional and country teams to create a global content marketing strategy that aligns target audiences, key success metrics, priority countries, and strategic editorial topics with your business objectives. Alignment of objectives and strategy is vital because it dictates content creation, promotion and measurement.
Produce: Create content that matters
Develop relevant stories that meet identified countries needs with different formats based on strategic editorial topics that address the target audiences pain points, desires, and challenges. Use tools and data to optimize continuous content production.
Promote: Distribute content in the digital era
Establish a market-driven content distribution process with paid and social media. Publish the appropriate formats of content with the optimal frequency in targeted channels. Use tools and data to optimize the media buy and social media content distribution.
Perfect: Measure and optimize to drive the maximum impact
Continuously optimize and measure the impact of content marketing as part of an ongoing feedback loop. Define goals and use tools and processes to maximize the effectiveness of content production and content syndication. To improve the previous 3 Ps: Plan, Produce and Promote.
With years of experience in multiple global roles, Pam Didner is an expert at creating successful global marketing plans that meet local marketing needs. As a former Global Integrated Marketing Strategist for Intel she provided strategic guidance on audience development, messaging architecture, editorial planning, content creation, media buys and social media outreach on a global scale. She also speaks Chinese fluently and understands Chinese business protocols.
