The Biggest Barriers For Global Content Strategy

I spent near to 2 yrs interviewing content marketing professionals at global businesses about the issues and opportunities they face when aiming to level up single-country or local content marketing attempts to take them worldwide. At the same time, I’ve also been assisting several global brands build their strategies to make this happen. This published research on global content strategy summarizes my results recently, outlining the issues organizations face trying to scale and at exactly the same time, coordinate content initiatives beyond edges. The research also looks at global content strategy best practices across people, processes, and technology. In this website, I’ll cover what my research uncovered to be the principal difficulties facing global content functions.

It’s not that large global businesses lack content strategy. Almost all the businesses we formally interviewed because of this record have a content strategy in place. Instead, the task is implementation; it’s rather a battle for hearts and minds as well for budget and professional buy-in. “Strategy is a bit of paper,” laments one senior executive. Challenges facing existing content strategies are as myriad because they are frustrating. Adoption of these strategies, from professional buy-in to far-flung staff is frequently cited. Strategy exists for some content initiatives, such as social media, but not others, like the company website.

Adoption by business units is another near-universal problem. One large global brand, for example, has differing formal strategies in various global regions; the business ’s challenge is cohesively tying jointly. Conversely, one global enterprise has a top-down global strategy that can be tone deaf as it pertains to regional adoption.

Leaders select global marketing and branding elements with little relation for how images or ideas might translate across cultures and borders. Naming conventions and regional semantics matter. One enterprise’s US headquarters acquired rights to NFL brand assets for a worldwide advertising campaign, oblivious to the actual fact that “football” means something completely different in america than it can in every other country on the planet. When creative property were delivered to foreign offices, marketing personnel were flummoxed, not to mention bereft of content possessions. Proximity impacts a nationwide country or region’s content needs.

  1. Execute your plan
  2. Requirements workflow
  3. Loans used for personal purposes (e.g. wedding or a holiday)
  4. Employer must contribute
  5. Car maintenance
  6. Appoint New Admins
  7. Give one measure taken by Indian Government to introduce liberalization
  8. Attend meetings with and give sales presentations to current and potential clients

“Global” content doesn’t always satisfy what a locality requires, nor is it as relevant as local information, occasions or cultural conditions that are nearer geographically. After some duration ago, I caused a global tech company that didn’t evangelize and didn’t socialize. Communication was not a circulatory system. It went a proven way.

Their creative division built a new DAM, a digital asset management repository for content throughout the global world. One morning, everybody in the business who handled content in any capacity got an email that said, basically, “Henceforth and furthermore this is the process: Put all your content in this thing that people built.” Do you know what happened?

Everyone essentially said, yours “Up! No-one asked me about this. This doesn’t meet my requirements. It’s not what my department needs. The upshot was, of course, that content proceeded to go missing. I around asked. “On my desktop.” “In my email as an connection.” Content everywhere was, so that it may as well have been nowhere.

A content evangelist takes local requirements into consideration and also considers the WIIFM (what’s in it for me?) factor. One of the better ways to evangelize content is showing your partner, the other team, the other section why this is going to work on their behalf. Click To Tweet People want their jobs to be easier.

All these difficulties are just the end of the iceberg. The associated chart illustrates more specific hurdles related to people, processes, and technology. This is a lot more deeply talked about in the study, which addresses the real ways organizations such as Visa also, 3M, Bosch, Save the Children, Cisco, and IBM are dealing with them. Browse the full record here. Are there any challenges you’ve experienced that I overlooked for global content strategy? Let’s keep the discussion moving in the responses.

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