This post is an inspiration from a #contentchat held March 20, 2017, with Pam Didner (@PamDidner) and Erika Heald (@SFerika) on Building a Global Content Marketing Team. My focus here will be on pharma and building a global content marketing team.
— Erika Heald (@SFerika) March 20, 2017
question 1: why a global content marketing team for pharma?
- global pharmaceutical companies have already in place a headquarter and/or global, regional and country structure and mindset
- having in place global content marketing makes it easier for alignment of business goals between headquarters and/or global, regions and countries
- often regions or country level have no content marketing team
- often regions or country level lack ownership of content marketing team
- often regions or country level budget is embedded in different groups
- often regions or country level content marketing does not have senior management buy-in
question 2: what are some of the challenges a global content marketing team may face?
- global content marketing team need to be aware of cultural relevancy
- global content marketing teams should be aware of operational challenges for example:
- issues with resources, both headcount, and budget
- people who leave the company
- new hires or agencies coming on board
- internal processes that slow down the process or plan
- global content marketing teams should also be aware of local market regulatory restrictions
- global content marketing teams need to understand and study the networks local audience is using within each country
- global content marketing teams and countries need to reach an agreement on the personas to target
question 3: how do you get started in globalizing your content marketing strategy?
- start with auditing current regional and country specific content, how effective is it?
- develop a content marketing plan and discuss with countries how content will be utilized and distributed, KPIs and feedback back to global content planning
- establish an internal communication process so that everyone is aligned
- agree or reach a consensus on personas to target based on local behaviors and prescribing habits
- study and understand the networks the audience is using within each country
question 4: What are some considerations can increase your chances of success in a global content marketing team?
- establish a clear internal communication strategy that will help to convey the same message across all geographies
- establish local editorial boards in each country or region in order to manage proper planning and distribution:
- local editorial boards should consist of medical, marketing, legal, regulatory, digital marketing, content marketing
- educate your regional and/or country stakeholders:
- global or regional product team meetings could be an occasion to educate everyone on the content marketing
- provide documents with do’s and don’ts
- some of the critical operational challenges you could encounter:
- issues with resources, people who leave, new hires or agencies coming on board,
- internal approval processes that tend to slow down the plan
- increase internal awareness of content marketing through documentation, list all new content created globally and provide continuous visibility on the editorial plan, this will also help for budget and headcount discussions
question 5: what are some considerations to keep in mind when repurposing global content?
- consider creating content centrally and allowing countries to adapt locally
72.1% of consumers spend most or all of their time on websites in their own language
72.4% of consumers said they would be more likely to buy a product with information in their own language
56.2% of consumers said that the ability to obtain information in their own language is more important than price
- consider content topics broad enough to allow for freedom to produce different subtopics or create interesting campaigns
- consider launching pilots and learn from successes and mistakes:
- get feedback from your audience on your content
- identify KPIs to evaluate the pilots: blog (landing page) views, engagement, downloads, conversion rates, leads