‘Global content marketing: It’s gonna be big!’ – Marketing Land
Rebecca Lieb says, “For the past few months, I’ve been interviewing content marketing executives at global enterprises about the challenges and opportunities they face when trying to scale up single-country or regional content marketing efforts to take them worldwide. (I’ve also been helping some brands build the strategies to make this happen.)
Here’s an advance look at some of my research findings. The full report publishes soon.
Five top global content strategy goals
When I asked global content strategy leaders what their top goals and responsibilities are, five clear themes emerged.
1. Creating a global content strategy
While about half the organizations I interviewed said they have a global content strategy, the rest admit they don’t yet have that aspect of content marketing formalized.
Some have domestic strategies or have worked out strategy on a country-by-country basis, but tying it all together is complex — from strategic and logistical standpoints, as well as from the perspective of convincing diverse stakeholders, groups and regions to get on the same page”.
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