@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

PProduce PPlan PPerfect PPromote

@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