Rule the World!The Five Keys of Global Content Marketing

Heidi LorenzenCMO, Cloudwords

Hello!

Heidi LorenzenCMO, Cloudwords

Send in questions as they occur to you

#Engage2014 @CloudwordsInc @hlorenzen

Available to watch on demand at same link

Housekeeping

Content marketing is now a fundamental

of B2B marketers do it

of B2B marketing budgets are spent on it (and ¾ plan to increase that spend)

93% 30%

27M

pieces of published content are shared a day

Why do marketers find it so valuable? The more you do this

globally, the more business you’ll drive and the better you’ll position company

Source: Marketo blog: http://www.marketo.com/infographics/content-marketing-vs-traditional-advertising/

BUILD TRUST AND REPUTATION

LEAD GENERATION

LEAD NURTURING

LEAD SCORING

Most popular forms of content marketing

Digitally delivered, so accessible to the world!

78% 61% 55% 51% 43% 42% 79%

ARTICLESE-

NEWSLETTERSSOCIAL MEDIA

(EXCLUDING BLOGS)

CASESTUDIES BLOGS

WHITE PAPERS

WEBINARS/WEBCASTS

Globalizing your content marketing has never been more important

Sources: 2011 survey by Eurobarometer; Common Sense Advisory

At least 14 languages ->

80% of total online

population

20 language -> 95%

of the world’s online wallet

90% of EU Internet users prefer to use

sites in their own native

language

42% would never buy online in a

language that wasnot their own

Top 10 languages -> 90% of business speaking market

56% state that the ability

to access information in their own language is

more important than price when making a

purchase decision

The rewards for investing in multilingual content have never been greater

Sources: Common Sense Advisory

2X LIKELY INCREASE IN PROFITS AND 1.27% MORE

LIKELY HIGHER EARNINGS PER SHARE (EPS)

1.5X MORE LIKELY

REVENUE INCREASE

INCREASED TRANSLATION

BUDGETS

TRANSLATION EDGE

TO GAIN OVER COMPETITION

Yet … global content marketing is not being addressed well

Source: Cloudwords survey of 500+ global marketers at the 2013 Content Marketing World Conference

60% of global marketers have no strategy in place

for multilingual content marketing

8% of companies that market globally do not translate any

content at all

OF THOSE THAT DO, CONTENT IS TRANSLATED INTO AN AVERAGE OF ONLY 8 LANGUAGES

85% OF SENIOR GLOBAL MARKETERS feel unprepared to meet their key challenges in reaching today’s consumers

• Hyper-connected and tech-savvy buyers

• Coordinated local, regional and global campaigns

• Tensions between corporate and regional marketing teams

• Multichannel programs that are globally consistent

• Keeping up with the pace of disruption!

• Managing across silos

Source: Sapient, Evolution of Global Marketing, 2012

WHY IS MULTILINGUAL

CONTENT MARKETING BECOMING

INCREASINGLY CHALLENGING?

Rapid proliferation

of global content

Content being created and

stored in increasing number of

technologies

Project management by

email, spreadsheets,

FTP

Inefficient processes - lots of copy and paste

Silos and poor internal coordination

More content into more languages leading to

skyrocketing marketing spend

Translation “solutions”

revolve around needs of

translators, not marketers

Why do we need to get great at it?

FASTER TIME-TO-MARKET

BROADER AND DEEPER

CUSTOMER ENGAGEMENT

GREATER COMPANY GROWTH

How to make a world of difference

The five keys of global content marketing…

Audience-centric, global approach to content strategy

DON’T MAKE GLOBAL NEEDS AN AFTERTHOUGHT!

Audience-centric, by definition, means putting content in their native

language

1

Balance Corporate and Local Priorities

ALMOST 65% OF MARKETERS say silos inside marketing prevent

them from having a holistic view of campaigns across all channels

2

Source: teradata.com

A powerful global marketing content technology stack

3MARKETING GLOBALIZATION PLATFORM

DOCUMENT MANAGEMENT

WEB CMS

MARKETING AUTOMATION

CRM

Your own unified Translation Memory

4

(Source: Cloudwords survey of 500+ global marketers at the 2013 Content Marketing World Conference)

Best keptsecret!

80% OF GLOBAL MARKETERSare unfamiliar with this valuable tool

Content marketing operations built for speed and efficiency

5

Cloudwords is here to help

The world is waiting for you, so…

what in the world are you waiting for?

Questions? Experiences?