Global Content Marketing, work in progress

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
    • Education
  • 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.


I don’t know a lot about Thailand. Well, actually I know pretty much nothing about Thailand. Zero, nada, and I have never visited the country, sadly. But I was fascinated this morning by all stories on Twitter about the death of the King of Thailand and the reaction of the crowd. Well, fascinated is not the right word, I recognize it. It was a mix of respect, curiosity, fascination for something that I don’t understand (and will never understand). The story became even more interesting to me when I saw this:

Thailand media has gone monochrome after the death of King Bhumibol Adulyadej led to all television stations being ordered to show only black and white footage of the royal for the next month. The move mean ordinary Thais cannot access independent news through their televisions. Newspapers in the South East Asian country are continuing to publish their own material but have also gone black and white.

Not sure how to define this. Is it lack of freedom, as suggested by my very first reaction for something seen with my western eyes? Isn’t just anachronistic? Or is something different? For how long Thais will watch news in black and white? What happens to Twitter, Instagram and other social media?

I don’t have the answers, of course. I just found this being an incredible story and I wonder why European media, too busy these days with Brexit and migrant threats, are not paying enough attention to it. Well, I know the answer, here. We are Europeans, after all. And we are used to pay attention to our own backyard. All the rest is far and exotic. Sometime, monochrome.

The revenge of B2B at Festival of Marketing

It was an awesome day, today, at #FoM16. Room totally packed, people standing at the back of the room, people sitting on the floor. I was overwhelmed with the attention and the involvement of the audience and honestly surprised. I truly hope my session matched people expectations. I love to think that this was one of the many signs of the revenge of B2B Marketing.

PS. If you attended the session and have questions – just feel free to contact me.

About Paris, Miracles and the Life of Pi

Hoping that Parisien Taxi drivers will speak some English one day and their credit card machines will work is like waiting for a miracle.

It just doesn’t work (well, miracles might happen, Paris taxi drivers’ card machines working is just not possible).

But Paris is a magic place, and there is always a reward to your endless patience, there is always something that will balance your miserable taxi experience. This time, my reward was the hotel. Hotel Molitor. Remember Life of Pi? Remember Piscine Molitor Patel? Yes, that one. Exactly that one. Spending two days as a guest in that hotel, with that piscine just outside my room.

There is always something in Paris that balance the taxi experience. Because miracles happen. Getting on board of a taxi equipped with a working card machine with proper wireless connection and the comfort of some understandable english words simply doesn’t work.