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Pam Didner - The Intersection of Global Content Marketing & E-mail Campaigns

This document discusses the intersection of global content marketing and email campaigns. It addresses that content marketing and email marketing can either be seen as separate disciplines or integrated together, depending on the individual company. It provides examples of challenges that both content marketers and email marketers may face. The document emphasizes finding common goals between these areas, and establishing collaboration between headquarters and local marketing teams to better plan and execute global content strategies through multiple channels including email.

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@PamDidner The Intersection of Global Content Marketing and E-mail Campaigns @PamDidner Author of Global Content Marketing
@PamDidner When we think about content and e-mail marketing
@PamDidner We dive into what types of content works for e-mail marketing
@PamDidner Think about the relationship of content marketing and e-mail marketing differently
@PamDidner For today… •  Macro: Better integration of content and email marketing strategically •  Micro: The intricacies of content and e-mail •  Global: In an internal sense…
@PamDidner Not covered •  Tips on how to create compelling content for e- mail marketing •  10 best content formats for email marketing globally •  Repurposing and localizing content to scale content across regions
@PamDidner Hi, @PamDidner here
@PamDidner Corporate MKT Professional
@PamDidner I had some ideas. Image:  h)p://thebullbustercafe.com/todays-­‐lie-­‐your-­‐thoughts-­‐have-­‐no-­‐power/  
@PamDidner Check Out Globalcontent.marketing For e-mail updates & free content Available at:
@PamDidner The 4 P’s of the Global Content Marketing Cycle P Produce P Plan PPerfect P Promote
@PamDidner Source:  Lego  Movie   Enjoy the presentation!
@PamDidner Content marketing or Email marketing, who takes the lead?
@PamDidner Two schools: •  Content marketing is part of email marketing •  Email marketing is part of content marketing
@PamDidner The reality is Not clear cut…
@PamDidner Depends on the company… •  Organization structure •  Marketing channels •  Budget allocation •  Management preference •  Your roles
@PamDidner Understand how content and e- mail marketing intertwine in your company
@PamDidner Understand internally •  Who’s who •  Who takes the lead •  Who does what
@PamDidner Start with commonalties
@PamDidner Challenges of email marketers •  Pressure to generate leads/subscribers •  Constantly searching for content within a company to meet email campaign deadlines •  Lack of content creation budget or resource to create e-mail specific content •  Lack of proper integrated support from other channels and peers
@PamDidner Challenges of content marketers •  Pressure to show the impact of content •  Constantly searching for appropriate content placement within a company •  Lack of content creation budget or resource to create content •  Lack of proper integrated support from other channels and peers
@PamDidner Commonality: Similar Challenges
@PamDidner Build co-ownership of goals and strategies through the same challenges
@PamDidner Co-ownership of goals •  Audiences •  Costs •  Revenue
@PamDidner Examples of goals •  E-mail subscribers, qualified leads or community members •  Cost per e-mail opening, cost per content click •  E-mail contribution to paid webinar or training
@PamDidner •  Understand how your company’s marketing works •  Find out who owns budget and headcount •  Build common goals through commonalities or mutually-agreed strategies
@PamDidner Content is King
@PamDidner Design, layout, copy and images all play critical roles
@PamDidner Content complements e- mail template
@PamDidner E-mail template complements content
@PamDidner •  Content determines which templates to use •  Create several e-mail templates to tailor audiences’ content consumption needs •  Design, copy and images MATTER
@PamDidner “Global” from client’s perspective
@PamDidner Global in an internal sense Headquarters Work together to plan / execute content marketing Local or Region
@PamDidner Headquarters vs. Local who takes the lead?
@PamDidner Headquarters •  Establish tools such as marketing automation, email database management and customer relationship management •  Set up branding and creative guidelines and framework •  Create content
@PamDidner Locals •  Create and localize content •  Lead and manage e-mail campaigns •  Inform Headquarters of their successes, needs and failures
@PamDidner The intersections are •  Think strategically about how to better integrate content marketing and email marketing •  Focus on optimizing content and e-mail design •  Collaboration between headquarters and locals
@PamDidner Contact Pam Help companies find balance between HQ and its local teams •  Content Marketing Consulting •  Strategy and Planning Workshop •  Content Marketing Implementation 503-610-8009 pam@didner.com