cultured content: the art of exporting your marketing machine

©2014 CLOUDWORDS

@hlorenzen #contentSF

Cultured Content The Art of Exporting Your Marketing Machine

Heidi Lorenzen CMO, Cloudwords

@hlorenzen

#ContentSF

©2014 CLOUDWORDS

@hlorenzen #contentSF

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

©2014 CLOUDWORDS

@hlorenzen #contentSF

Digital content means globally accessible

Most popular forms of content marketing

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

ARTICLES E-NEWSLETTERS SOCIAL MEDIA

(EXCLUDING BLOGS)

CASE STUDIES BLOGS

WHITE PAPERS

WEBINARS/WEBCASTS

©2014 CLOUDWORDS

@hlorenzen #contentSF

Globalizing your content marketing has never been more important

Sources: 2011 survey by Eurobarometer; Common Sense Advisory

90% 80%

95%

At least 14 languages -> 80% of total online population

Top 10 languages -> 90% of business speaking market

20 language -> 95% of the world’s online wallet

©2014 CLOUDWORDS

@hlorenzen #contentSF

Globalizing your content marketing has never been more important

Sources: 2011 survey by Eurobarometer; Common Sense Advisory

90% of EU Internet users prefer to use sites in their own native language

©2014 CLOUDWORDS

@hlorenzen #contentSF

Globalizing your content marketing has never been more important

Sources: 2011 survey by Eurobarometer; Common Sense Advisory

42% would never buy online in a language that was not their own

©2014 CLOUDWORDS

@hlorenzen #contentSF

Globalizing your content marketing has never been more important

Sources: 2011 survey by Eurobarometer; Common Sense Advisory

42% would never buy online in a language that was not their own

56% state that the ability to access information in their own language is more important than price when making a purchase decision

©2014 CLOUDWORDS

@hlorenzen #contentSF

The rewards for investing in multilingual content have never been greater

Sources: Common Sense Advisory

1.5X MORE LIKELY

REVENUE INCREASE

INCREASED TRANSLATION BUDGETS

©2014 CLOUDWORDS

@hlorenzen #contentSF

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)

TRANSLATION EDGE TO GAIN OVER COMPETITION

$

©2014 CLOUDWORDS

@hlorenzen #contentSF

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

©2014 CLOUDWORDS

@hlorenzen #contentSF

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

©2014 CLOUDWORDS

@hlorenzen #contentSF

Why do we need to get great at globalizing content marketing?

FASTER TIME-TO-MARKET

BROADER AND DEEPER CUSTOMER

ENGAGEMENT

GREATER COMPANY GROWTH

©2014 CLOUDWORDS

@hlorenzen #contentSF

How to make a world of difference The five keys to exporting your marketing…

©2014 CLOUDWORDS

@hlorenzen #contentSF

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

©2014 CLOUDWORDS

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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

©2014 CLOUDWORDS

@hlorenzen #contentSF

A powerful global marketing content technology stack

3 MARKETING GLOBALIZATION PLATFORM

DOCUMENT MANAGEMENT

WEB CMS

MARKETING AUTOMATION

CRM

©2014 CLOUDWORDS

@hlorenzen #contentSF

Your own unified translation memory

4

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

Best kept secret!

80% OF GLOBAL MARKETERS are unfamiliar with this valuable tool

©2014 CLOUDWORDS

@hlorenzen #contentSF

Content marketing operations built for speed and efficiency

5

©2014 CLOUDWORDS

@hlorenzen #contentSF

The world is waiting for you,

so… what in the world are you

waiting for?

©2014 CLOUDWORDS

@hlorenzen #contentSF

Thank you.