#thinkcontent b2b global content marketing

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Going Global: Mastering a Cross-Regional Content Marketing StrategyConfidential Property of Schneider Electric

#ThinkContent, 22 November, LondonGiuseppe Caltabiano, VP Marketing Integration, Schneider Electric

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Meet Giuseppe Caltabiano

@giusec, giusec.org

Confidential Property of Schneider Electric |Vice President, Marketing Integration - Content, Social Media, PR strategyIT Division, Schneider Electric

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Schneider Electric: a global specialist in Energy Management and Efficiency technology

Balanced geographies FY 2015 revenues

26.6 billionFY 2015 revenues43%of FY revenues as Solutions

5%of FY revenues devoted to R&D

43%of FY revenues in new economiesFour integrated and synergetic businesses FY 2015 revenues

27%North America 18%Rest of the World 26%Western Europe 29%Asia-Pacific

IndustryBuildings & PartnerInfrastructureITPage 3Schneider Electric Investor RelationsExtract from Full Year 2015 Results presentation

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Page 4Confidential Property of Schneider Electric |

Global Content Marketing is the process of developing an sharing relevant, valuable and engaging content with target audience across countries with the goal of acquiring new customers of increasing business from existing customers globally

Pam DidnerContent Marketing Strategist and Author

Three Years of Content Marketing Strategy in a nutshell

Going Global: Mastering a Cross-Regional Content Marketing Strategy2nd Half 2015: the Year of ChangeWeve learnedWeve documented our strategyOur Content Mktg process in placeEditorial Board startedSE blog selected as content hub2016: the Year of ExecutionWeve understood the changeWeve executed at central levelWeve launched our first Big RockWeve launched 3 new blogsOur model gained traction across SEWeve started Country pilots programs2017: the Year of Going Global We go GlobalWe launch a new content hubWe improve effectiveness of our programsWe implement content dashboardsWe move from execution to a smart executionPage 5Confidential Property of Schneider Electric |

Start the Content Marketing JourneyBuild the StrategyPilotGo Global

Page 7Confidential Property of Schneider Electric |Define the Case for Change (and gain management buy-in)

Make sure all stakeholders understand the case for change:Increase Marketing OpportunitiesSimplify the content creation and management process; redefine content production ecosystem Integrate Content, PR, Social MediaThe most innovative companies have merged social, content and PRImprove geographical distribution and amplification

Central vs. Local

xPage 8Confidential Property of Schneider Electric |

Finding the optimal balance between Global and Local

Finding the Optimal Balance Between Central and Local

Going Global: Mastering a Cross-Regional Content Marketing StrategyThe companys organisational set-up and business model further define the content model.A very centralised organisation will tend to create most of the content at a central level and cascade to the countries. The opposite model is generally in place for decentralised organisations, or within organisations with strong, localised country cultures. A central team might help with shared processes, but the countries will fully own content creation.



Creating content centrally and allowing the countries to fill the gaps might represent a good solution. Pam Didner defines it as the servant leadership relation

The Local Editorial Board and the Content Ecosystem

Going Global: Mastering a Cross-Regional Content Marketing StrategyONE local content Editorial Board is the place where all things happen. You need to put in place a content production ecosystemA good balance between internal and external content creatorPage 11Confidential Property of Schneider Electric |

Buyer Journey and Content Mapping

Going Global: Mastering a Cross-Regional Content Marketing Strategy


Content hubs: blogs are at the core of our Content Marketing strategy

Going Global: Mastering a Cross-Regional Content Marketing StrategyWordPress technologyOur most successful content hub since 2011IT Division Data Center blog count as 20% of overall traffic and content (22 active int and ext bloggers)


Data Center blog

Certainty in a Connected World blog

But not all Countries have resources/budget to open a blog

Going Global: Mastering a Cross-Regional Content Marketing Strategy


Local blog (Spain and LAM)Local mobile landing page (UK)


Localisation?

Localization?

Going Global: Mastering a Cross-Regional Content Marketing StrategyIt dependsCustomers' type and nature will drive decisions. Medium/small sized businesses require local languagesContent creation leadershipmight be driven by the maturity of the contentprogramSome statisticsAccording to an experiment done by Nieman Journalism Lab, geo-targeted posts were 6 times more successful than posts shared globally (Source: Mindjumpers) It would take 83 languages to reach 80% of all people in the world, and over 7,000 languages to reach everyone (source: Globalisation and Localisation Association)56.2% of consumers say the ability to obtain information in their own language is more important than price. (source: GALA)


content creation leadershipmight be driven by the maturity of the contentprogram: in early stages of a program, the flow of information is often outwards. As global content programs mature and flourish, the emphasis shifts to providing guidance on building local content skills and competencies.


The Big Rock model (by J.Miller)

The Content Marketing Power LawGoing Global: Mastering a Cross-Regional Content Marketing StrategyPage 18Confidential Property of Schneider Electric |

Unique Page ViewsPagesMore content doesnt get more resultsTop 10% of your posts are your big rocks contentThe concept of the Atomization of contentIf your content calendar is holding you to production goals, youre doing it wrong.

The top 10% of posts (content) got more pageviews than the next 90% combined

Our Big Rock Content


Download

Big Rock content release planGoing Global: Mastering a Cross-Regional Content Marketing StrategyPage 20Confidential Property of Schneider Electric |

Now- ReleasedEnd of 2016-2017

Planning & DesignIoT Business ReportColocation ReportData Center ConsolidationManaged ServicesHealthcare Business Continuity

How we communicate our Content StrategyGoing Global: Mastering a Cross-Regional Content Marketing StrategyPage 21Confidential Property of Schneider Electric |

The CONTENT STRATEGIST biweekly internal NewsletterContent page on Intranet

ANNUAL LEARNING WEEKHow does Schneider Electric handle this?

@AJHuisman

Build the StrategyPilotGo GlobalThe Case for ChangeGlobal and Local balanceLocal editorial boardsLocal personas, buyer journeyLocalisationInternal CommunicationsEducation, education, education

Build the StrategyPilotGo Global


Content marketing success takes time. Set up a pilot program as a test, and then, if its successful, roll ahead with the series

Content marketing success takes time. Its not a campaign with a start and stop dateBudget, processes and approvals might bring your content marketing initiative to failureSet up the pilot as a test, and then, if its successful, roll ahead with the seriesIf your sales cycle is typically nine months, deploying a content marketing pilot across one quarter will not demonstrate the results the program can achieve

We reuse same big rocks but with local content and promotion

Going Global: Mastering a Cross-Regional Content Marketing StrategyPage 26Confidential Property of Schneider Electric |

Blog post (central)Big Rock

Blog post (India)

Blog post (UK)

Big Rock (Spain)

Introducing the Country Big Rock guidelines!

Page 27Confidential Property of Schneider Electric |AudienceIts the Ultimate Big Rock OverviewTurkey Slices and where to find themWhere to find contentSuggestions on timeline and sequencingHow to gate contentSEO/SEM keywords

Page 28Confidential Property of Schneider Electric |Sample from the Country GuidelinesA Practical Guide to Data Center Planning & DesignOverview: This guide takes the data center professional through step-by-step processes for planning and designing data centers. This guide illustrates clear methodologies on best practices, incorporates at-a-glance calculators and tradeoff tools, and includes an ample library of verified reference designs to simplify and shorten the process while improving the quality of the plan. Audience Definition:Primary Audience: Data Center Professional

The message of this guide trends toward large enterprise sized data centers, but is applicable for all areas of data center planning and design.Availability:

The big rock and available turkey slices can be found here:

https://schneider-electric.box.com/s/r0hls4a25doue12mtlipedigbhy2f8mj

Turkey slice availability see slide 5Content Owner for Qs:Heather PalmerSEO/SEM Keywords:Data center planning, data center design, data center lifecycle Sprinklr Board Link:https://app.sprinklr.com/ui/v3/content/sam#board/57b5bb4ce4b005b1147bdcfb

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Page 29Confidential Property of Schneider Electric |Turkey SliceWeek 1-3Week 3-6Week 6-9Week 9-12Global Blog - A Practical Guide to Data Center Planning & DesigneDMSocial ContentSocial SnackBytesPR Byline PitchDigital/Social Promotion Assets

Timeline and Sequencing of Turkey Slices

** Remember, Big Rock content is designed to be evergreen and can be used and re-used multiple times. Deploying all turkey slice content at the same time is not recommended and defeats this strategy. **

Sample

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Measure ROI of Content Marketing by Objective

Going Global: Mastering a Cross-Regional Content Marketing StrategyPage 30Confidential Property of Schneider Electric |ReachEngageRetainConvertAll numbers YoYShare of ConversationOrganic SearchUn-branded SearchPage viewsEngagementTime on SiteDownloadsLeadsConversion rateMarketing Gen OpportunitiesSubscriptionsUpsells

How our figures are changing 11 months later

Going Global: Mastering a Cross-Regional Content Marketing StrategyPage 31Confidential Property of Schneider Electric |1stDC 1st category of SE blog with 20% of traffic+15.62%Blog Page Views+9.69%Average Time on Page3-5%Conversion Rate(downloads/pageviews)+18.57%Blog Unique Visitors5Country pilot programsAll numbers YoY3New blog sites in 2017(APC, Australia, Spain-LAM)+15%Twitter Followers(it was 10% in 2015)~1000Downloads in 6 months with 1 piece of content51%Intl Audience for SE blog (outside US)

Pilots - Blog performance (page views)

Going Global: Mastering a Cross-Regional Content Marketing StrategyPage 32Confidential Property of Schneider Electric |Big Rock launchBig Rock launchContent pushNewsLetter + SEM pilot launchContent pushContent push

4th best performing blog post in the last 3 months6th best performing blog post in the last 3 months

Page 33Confidential Property of Schneider Electric |Big Rock content performance (chart)

5.0%2.9%4.2%1.5%1.0%0.4-5%0.2-3%

Industry Average

Page 34Confidential Property of Schneider Electric |Big Rock dominance: top 10 performing blog posts from Sept

UK Big Rock pilotIndian Big RockCentral Big Rock

Build the StrategyExecuteGo Global

Finally, going global

When pilots are over, when results have been analysed, when country inputs have been taken into consideration, when education programs have been finalisedThen we go globalWe closely measure resultsAnd were iterating based on our learningsAlways keeping in mind the lessons learned from the pilots and maintaining continuous positive dialogue with all geographies to get the best results.Page 36Confidential Property of Schneider Electric |

Conclusions

Going Global: Mastering a Cross-Regional Content Marketing StrategyThere are no hidden secrets in Content Marketing. You just need to make things happen.Global Content Marketing takes timeNever underestimate the challenges of going globalThe Content Marketing Power Law is always validContent Marketing & Big Rock content works across geographiesDefine strategy and process, execute, pilot, go globalPage 37Confidential Property of Schneider Electric |

Some referencesPage 38@giusec


Closing slide40