The global marketing mindset is shifting. Gone are the days of creating all your company’s content in your home office, and translating it word-for-word for all your target markets. These days, it’s all about inclusion and collaboration, and no one can better explain this paradigm shift than Pam Didner, author of the bestselling book Global Content Marketing, who recently joined us for our Globally Speaking podcast.
Pull, not push, to get better results
Marketing departments might think that the most efficient way to generate international content is to create a source set and just translate it. Two potential risks to this are:
- Local teams won’t understand the messaging or concepts, so they don’t use the content and instead create their own anew—basically multiplying the cost of content creation.
- There can be fallout from literal translations: they can offend customers or misrepresent your brand—even more expensive consequences than the above.
Adapting your content for other markets involves adjusting images, colors, and design, as well as replacing key concepts with ones that make sense to the local market and culture. Therefore, Pam suggests soliciting feedback and ideas from local in-country teams during, not after, content creation in order to craft a message that can easily be adapted for each locale.
But doesn’t this slow you down?
Pam admitted that these activities do slow down the content creation machine…but it turns out to be a good thing. “In the end, the total cost was less, and also the content usage was actually more at the local level,” she said. “So, I end up creating less, but the drawback of taking a longer time actually created content that the local teams can use.”
It all comes down to planning and preparation: spending the time to do it right up front yields cost and time savings—plus better and more on-point content—in the long run.
The kit is it
This new approach to content creation has also produced a new deliverable—a marketing kit.
A marketing kit contains long-form content such as a white paper, several short-form tweets that can be quickly adapted and published, and suggestions for crafting more content on the topic (repurposing what’s already there), such as videos and blog posts. Giving local teams a couple of ideas how to repurpose long-form content into short-form content means that “You are helping guide the process, rather than simply dictating it and throwing it over the fence.”
The four P’s of the content lifecycle
Lastly, Pam invented The Four P’s to explain the new content marketing lifecycle:
- Plan—create a content creation strategy and roadmap. Choose topics wisely, and schedule them in.
- Produce—create content that matters, with input from local teams.
- Promote—align the publishing and distributing of content across your whole organization.
- Perfect—measure and optimize your content. Pam says: “…you have to understand what kind of copy or what kind of language tends to get shared. If it doesn’t get shared you try to change it or refine and optimize it as you go.”
Then, rinse and repeat!
Digital marketing, including content creation, is operating on a whole new level is this digital, always-on age, and your business needs to adapt to the changing times. Pam’s insights can help you modernize your marketing efforts and bring international teams closer together.
Check out the entire podcast, or download its full transcript, to learn more and discover Pam’s thoughts on content effectiveness and creating post-sales content as well.