How to setup and manage international content marketing

HOW TO SETUP AND MANAGE INTERNATIONAL CONTENT MARKETING7 STEP FRAMEWORK Marcin Chirowski

Twitter.com/MarcinLondon LinkedIn.com/in/Chirowski

AGENDA

• Problem• Solution: Content Marketing Framework

1. Plan

2. Audience

3. Story

4. Channels

5. Process

6. Conversations

7. Measurement• Results

@MarcinLondon

WHO ARE YOU?

@MarcinLondon

Experienced digital marketer and tech entrepreneur, who moved to London from Poland seven years ago.

97% organic traffic growthFrom 3,6mln to 7,1mln monthly UV in one year

36,8% organic traffic growth/ 17 markets

162% organic traffic growth/ 19 markets

+ 185%

MAZESO, WHAT SHOULD I DO NEXT

@MarcinLondon

COOL DOWN MOMENTCOOL DOWN

@MarcinLondon

CONTENT MARKETING FRAMEWORK

Source link

@MarcinLondon

STEP 1 / PLAN

@MarcinLondon

PLAN / WHAT’S IMPORTANT

@MarcinLondon

Foundation:• Who you are• Where you are• Where you want to be

Ensure:• To plan with business objectives in mind• To do SWOT analysis• Planning is a continuous process • To have a clear vision and roadmaps

Tip: Keep it high level and actionable

STEP 2 / AUDIENCE

@MarcinLondon

AUDIENCE / WHAT’S IMPORTANT

@MarcinLondon

Foundation:• Be clear who you are trying to reach• Create a persona for each target market• Have your persona mapped to a buying cycle

Ensure:• To work closely with local teams to build your persona• To include motivations, needs, goals and struggles

Tip: Create content segmentation grid

@MarcinLondon

PLAN / PRACTICAL EXAMPLES

@MarcinLondon

STEP 3 / STORY

@MarcinLondon

STORY / WHAT’S IMPORTANT

@MarcinLondon

Foundation:• Dig deep into your company history• Try to find stories that customers can relate to• Don’t use stories to sell, use them to create brand loyalty

Ensure:• To develop content with stories in mind• To show unique value proposition of your company• That your story echoes through the content

Tip: Try using employees stories

STEP 4 / CHANNELS

@MarcinLondon

CHANNELS / WHAT’S IMPORTANT

@MarcinLondon

Foundation:• Have a solid plan before you start that step. If you don’t have it, go back to step one• Build a channel plan with clear objectives and metrics

Ensure:• To wrap your editorial calendar around channels as they are all different and require different approach• To review often and track the right metrics

Tip: Follow Webcertain blog to make sure you

are focusing on the right platforms

STEP 5 / PROCESS

@MarcinLondon

PROCESS / WHAT’S IMPORTANT

@MarcinLondon

Foundation:• Create & optimize• Distribute & amplify• Listen• Measure & learn

Ensure:• To establish roles and responsibilities (central and local)• To review your process often and be agile• Clearly communicate your process at local level

Tip: Use PM tools like Trello.com or Basecamp

PROCESS / PRACTICAL EXAMPLES

@MarcinLondon

PROCESS / TOOLS

Usage:• Instant collaboration• Editorial calendar• Progress tracking with checklists & deadlines

STEP 6 / CONVERSATIONS

@MarcinLondon

CONVERSATION / WHAT’S IMPORTANT

@MarcinLondon

Foundation:• Use listening tools• Have a hand full of resources and fact sheets to use when needed (FAQ pages)

Ensure:• To track correct local keywords in you listening tools

Tip: Use tools & local teams know-how

CONVERSATION / TOOLS

@MarcinLondon

www.icerocket.com - This tool offers blog, Twitter and Facebook monitoring in 20 languages

www.buzzsumo.com - listen to trends, what’s hot right now - analyze what content performs best for any topic or competitor

www.sysomos.com - Real-Time Social Media Monitoring. Covering 186 languages. Tracking by country or city; as well as by gender and profession.

Free tools:

MEASUREMENTSTEP 7 / MEASUREMENT

@MarcinLondon

MEASUREMENT / WHAT’S IMPORTANT

@MarcinLondon

Foundation:• Be selective what you measure• Track: What’s working? What isn’t? What do we need to do to make it work next time?

Ensure:• To set internal expectation, results don’t come overnight• To establish systems of monitoring and reporting locally

Tip: Establish “analytics pyramid” - who should get what

MEASUREMENT / PRACTICAL EXAMPLE

@MarcinLondon

Tools:

+ others

We’ve created a wave of over 1339 new articles at international level. Google loves that and increased our strategic search rankings where blogs are most active.

ArticlesBrazil 223Japan 124Global 201Mexico 199

Italy 134Russia 124France 106

Germany 109Korea 119Total: 1,339

RESULTS

@MarcinLondon

Organic search traffic increase by 185% Followed closely by growth in revenue

Let’s connect via:

THANK YOU

@MarcinLondon

LinkedIn.com/in/Chirowski

[email protected]