Starting to build my next post/series of presentations (Newscred’s #ThinkContent London and others, just to mention a few). Topic: how to go global with Content Marketing.
In few words, how to move from a central model to a truly global content marketing model? How to secure consistency across all countries when a global content marketing model is in place? How to create content that works regardless of geographies? And above all, what to consider when a cross-regional content marketing strategy has to be defined?
I am referencing several sources, but my first point of inspiration is of course the amazing book from Pam Didner. And I’ll put a bunch of examples from my CM program in Schneider Electric and from other B2B firms. Finally, I’m talking to global marketers and including thoughts and models.
The Outline so far:
- Building a Global Content Marketing Strategy
- Central vs. Local: the content dilemma
- Internal Communication
- Walk, don’t run – the role of Pilots
- Setting up a Pilot
- Local editorial boards
- Finally, going global
(chapters’ titles are crap, I’ll work on those later)
Question: anything you’d like to see? What are your main challenges when you go global? What you’d like me to cover? As usual, I’ll answer any questions on this blog – or live at one of next events.
My latest post (about B2B Content Marketing) has just been featured on The Content Strategist.
I was asked several times (five?) about this blog, the logo, the meaning and its history. Here is a a short summary. To explain to those readers (and the thousands that will follow) what the real history of this blog is.
I created the blog in 2002 as a “platform” for me and a few friends to write and exchange respective thoughts about our studies, life, and friendship. It was the time of my MBA at the Milan SDA Bocconi school of management. Hence the first name of the blog: “g&f”, which stands for “giusec & friends”.
Few days were enough to understand that those friends would never write a line on my new blog. Nevertheless, the blog name (and the logo) were not replaced and were in place for long long time.
The picture below shows the evolution of the blog logo, which is mostly based on blogging platforms and domains.
The gecko. Well. Frankly, I can no longer remember the reason why I decided to use a gecko instead of a muskox or a platypus or whatever other animal.
In 2004, Maus, a friend and blogger, sent an unexpected gift: a brand new professional logo for g&f (the gecko on the right). This blogger was (is?) a designer working at the national newspaper La Stampa, published in Turin.
Recently the 2004 g&f gecko was removed – and the blog missed a logo/brand until May 2016 when a new logo was created. I used 99designs and I hired about 20 designers. Got +200 logo designs and the current logo was my final choice. Author is Angela Cuellar, an amazing designer. Her job can be found here.
That’s all, folks.
Contest is closed and I have just selected the new logo for the blog. It was hard. Four polls, 207 logos, 5 finalists with 25 awesome designs. One winner. She is amazing and I am glad that she participated to my contest. The new blog logo will be available soon – for now you can preview it here.
Update. New logo is live.
Note. It’s not a flower, not a hand. It’s a gecko paw!
And so the first phase of the contest is now closed. I got 187 logo designs from 25 designers in 5 days! Awesome… Now, the final phase. Still 30 designs from 5 excellent designers are in. Few more days and then the contest will be closed (and the blog will gain a new shining logo).
Last hours before the my blog logo contest ends. Getting +100 logo designs and +20 designers working on the project. This is just fantastic and love the concept behind 99design.
I am running a contest for a new logo for the blog. Using 99design, which is a cool contest-based design site. I am already getting awesome designs and I love the idea behind the contest. I’ve set up my price and whoever wants to participate is super-welcome. Still 2 and half days before the contest will end, then I will go with a short list/winner.