cultured content: the art of exporting your marketing machine
DESCRIPTION
85% OF SENIOR GLOBAL MARKETERS FEEL UNPREPARED to meet key challenges in reaching today’s consumers worldwide. Globalizing content marketing has never been more important.TRANSCRIPT
©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
@hlorenzen #contentSF
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
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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.