I spent close to two years interviewing content marketing executives at global enterprises about the challenges and opportunities they face when trying to scale up single-country or regional content marketing efforts to take them worldwide. At the same Iran Phone Number time, I’ve also been helping several global brands build their strategies to make this happen. This newly published research on global content strategy summarizes my findings, outlining the challenges organizations face trying to scale and at the same time, coordinate content initiatives beyond Iran Phone Number borders. The research also looks at global content strategy best practices across people, processes, and technology.
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What my research revealed to be the primary challenges facing global content operations. Decentralized and/or Multiple Content Strategies It’s not that large global enterprises lack content strategy. Nearly all the enterprises we formally interviewed for this report have a content strategy in place. Instead, the challenge is implementation; it can be a battle for hearts and minds as well as for budget and executive buy-in. “Strategy is Iran Phone Number a piece of paper,” laments one senior executive. Challenges facing existing content strategies are as myriad as they are frustrating. Adoption of these strategies, from executive buy-in to far-flung staff is frequently cited.
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Such as social media, but not others, such as the company website. Adoption by business units is another near-universal problem. One large global brand, for example, has differing formal strategies in various Iran Phone Number global regions; the company’s challenge is cohesively tying these together. Conversely, one global enterprise has a top-down global strategy that can be tone deaf when it comes to regional adoption. Leaders select global marketing and branding elements with little regards for how images or ideas might translate across cultures and borders. Case in Point Naming conventions and regional Iran Phone Number semantics matter. One enterprise’s US headquarters acquired rights to NFL brand assets for a global marketing campaign, oblivious to the fact that “football” means something very different in the USA than it does in every other country on the planet.