Going Global: Mastering a Cross-Regional Content Marketing Strategy

Going Global: Mastering a Cross-Regional Content
Marketing Strategy
Confidential Property of Schneider Electric
#ThinkContent, 22 November, London
Giuseppe Caltabiano, VP Marketing Integration, Schneider Electric

Meet Giuseppe Caltabiano
@giusec, giusec.org
Confidential Property of Schneider Electric |
Vice President, Marketing Integration - Content, Social Media, PR strategy
IT Division, Schneider Electric

Schneider Electric: a global specialist in Energy Management
and Efficiency technology
Balanced geographies – FY 2015 revenues
€26.6 billion
FY 2015 revenues
43%
of FY revenues as
Solutions
5%
of FY revenues
devoted to R&D
43%
of FY revenues in
new economies
Four integrated and synergetic businesses
– FY 2015 revenues
27%
North
America
18%
Rest of
the World
26%
Western
Europe
29%
Asia-
Pacific
45% 21% 20% 14%
IndustryBuildings & Partner Infrastructure IT
Page 4Schneider Electric – Investor Relations
Extract from Full Year 2015 Results presentation

“Global Content Marketing is the process of developing an sharing
relevant, valuable and engaging content with target audience across
countries with the goal of acquiring new customers of increasing
business from existing customers globally”
Pam Didner
Content Marketing Strategist and Author

Three Years of Content Marketing Strategy in a nutshell
Going Global: Mastering a Cross-Regional Content Marketing Strategy
2nd Half 2015: the Year of Change
• We’ve learned
• We’ve documented our strategy
• Our Content Mktg process in place
• Editorial Board started
• SE blog selected as content hub
2016: the Year of Execution
• We’ve understood the change
• We’ve executed at central level
• We’ve launched our first “Big Rock”
• We’ve launched 3 new blogs
• Our model gained traction across SE
• We’ve started Country pilots
programs
2017: the Year of Going Global
• We go Global
• We launch a new content hub
• We improve effectiveness of our
programs
• We implement content dashboards
• We move from execution to a smart
execution
Page 6Confidential Property of Schneider Electric |

Start the Content Marketing Journey
Build the Strategy Pilot Go Global

Define the Case for Change
(and gain management buy-in)

Central vs. Local
• x
Finding the optimal balance between Global and Local

Finding the Optimal Balance Between Central and Local
• The company’s organisational set-up and business model further
define the content model.
• A very centralised organisation will tend to create most of the
content at a central level and cascade to the countries.
• The opposite model is generally in place for decentralised
organisations, or within organisations with strong, localised
country cultures. A central team might help with shared
processes, but the countries will fully own content creation.

Creating content centrally and allowing the countries to fill the
gaps might represent a good solution.
Pam Didner defines it as the “servant leadership” relation

The Local Editorial Board and the Content Ecosystem
• ONE local content Editorial
Board is the place where all
things happen.
• You need to put in place a
“content production ecosystem”
• A good balance between
internal and external content
creator

Buyer Journey and Content Mapping

Content hubs: blogs are at the core of our Content Marketing strategy
• WordPress technology
• Our most successful content hub since 2011
• IT Division Data Center blog count as 20% of overall
traffic and content (22 active int and ext bloggers)
Data Center blog
Certainty in a Connected World blog

But not all Countries have resources/budget to open a blog
Local blog (Spain and LAM)
Local mobile landing page (UK)

Localisation?

Localization?
• It depends
• Customers' type and nature will drive decisions.
• Medium/small sized businesses require local languages
• Content creation leadership might be driven by the maturity of
the content program
• Some statistics
• According to an experiment done by Nieman Journalism Lab,
geo-targeted posts were 6 times more successful than posts
shared globally (Source: Mindjumpers)
• It would take 83 languages to reach 80% of all people in the
world, and over 7,000 languages to reach everyone (source:
Globalisation and Localisation Association)
• 56.2% of consumers say the ability to obtain information in
their own language is more important than price. (source:
GALA)

The “Big Rock” model (by J.Miller)

The Content Marketing “Power Law”
UniquePageViews
Pages
• More content doesn’t get more
results
• Top 10% of your posts are your
“big rocks” content
• The concept of the
“Atomization” of content
• If your content calendar is
holding you to production goals,
you’re doing it wrong.
The top 10% of posts (content) got more
pageviews than the next 90% combined
Our “Big Rock” Content

Download

Big Rock content release plan
Now- Released End of 2016-2017
Planning & Design
IoT Business Report
Colocation Report
Data Center Consolidation
Managed Services
Healthcare Business Continuity

How we communicate our Content Strategy
The CONTENT STRATEGIST
biweekly internal Newsletter
Content page on
Intranet

@AJHuism
ANNUAL LEARNING WEEK
How does Schneider Electric handle this?

The Case for Change
Global and Local balance
Local editorial boards
Local personas, buyer journey
Localisation
Internal Communications
Education, education, education

Content marketing success takes time. Set up a pilot program
as a test, and then, if it’s successful, roll ahead with the series

We reuse same big rocks but with local content and promotion
Blog post (central)
Big Rock
Blog post (India) Blog post (UK)
Big Rock (Spain)

Introducing the Country “Big Rock” guidelines!
Audience
It’s the Ultimate Big Rock
Overview
Turkey Slices and where to
find them
Where to find content
Suggestions on timeline and
sequencing
How to gate content
SEO/SEM keywords

Sample from the Country Guidelines
“A Practical Guide to Data Center Planning & Design”
Overview This guide takes the data center professional through step-by-step
processes for planning and designing data centers. This guide illustrates clear
methodologies on best practices, incorporates at-a-glance calculators and tradeoff
tools, and includes an ample library of verified reference designs to simplify and
shorten the process while improving the quality of the plan.
Audience Definition:
Primary Audience: Data Center Professional
The message of this guide trends toward large
enterprise sized data centers, but is applicable for
all areas of data center planning and design.
Availability:
The big rock and available turkey
slices can be found here:
https://schneider-
electric.box.com/s/r0hls4a25doue12
mtlipedigbhy2f8mj
Turkey slice availability – see
slide 5
Content Owner for Q’s:
Heather Palmer
SEO/SEM Keywords:
Data center planning, data center
design, data center lifecycle
Sprinkl’r Board Link:
https://app.sprinklr.com/ui/v3/content/sam
#board/57b5bb4ce4b005b1147bdcfb

Turkey
Slice
Week 1-3 Week 3-6 Week 6-9 Week 9-12
Global Blog - A
Practical Guide to
Data Center Planning
& Design
eDM
Social Content
Social SnackBytes
PR Byline Pitch
Digital/Social
Promotion Assets
Timeline and Sequencing of “Turkey Slices”
** Remember, Big Rock content is designed to be evergreen and can be used and re-used multiple times.
Deploying all turkey slice content at the same time is not recommended and defeats this strategy. **

Measure ROI of Content Marketing by Objective
Reach Engage RetainConvert
All numbers YoY
Share of Conversation
Organic Search
Un-branded Search
Page views
Engagement
Time on Site
Downloads
Leads
Conversion rate
Marketing Gen Opportunities
Subscriptions
Upsells

How our figures are changing – 11 months later
1st
DC 1st category of SE
blog with 20% of traffic
+15.62%
Blog Page Views
+9.69%
Average Time on Page
3-5%
Conversion Rate
(downloads/pageviews)
+18.57%
Blog Unique Visitors
5
Country pilot programs
All numbers YoY
3
New blog sites in 2017
(APC, Australia, Spain-LAM)
+15%
Twitter Followers
(it was 10% in 2015)
~1000
Downloads in 6 months
with 1 piece of content
51%
Int’l Audience for SE blog
(outside US)

Pilots - Blog performance (page views)
Big Rock launch
Big Rock launch
Content push
NewsLetter + SEM pilot launch
Content push
Content push
4th best performing blog post in the last 3 months
6th best performing blog post in the last 3 months

0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
Big Rock 1 Big Rock 2 Big Rock 3 Big Rock 4 Average White Paper Average eDM Average Advert
Big Rock - Conversion Rate
“Big Rock” content performance (chart)
5.0%
2.9%
4.2%
1.5%
1.0% 0.4-5% 0.2-3%
Industry Average

Big Rock dominance: top 10 performing blog posts from Sept
UK Big Rock pilot
Indian Big Rock
Central Big Rock

Build the Strategy Execute Go Global

Finally, going global
• When pilots are over, when results have been analysed, when country inputs have
been taken into consideration, when education programs have been finalised
• Then we go global
• We closely measure results
• And we’re iterating based on our learnings
• Always keeping in mind the lessons learned from the pilots and maintaining
continuous positive dialogue with all geographies to get the best results.

Conclusions
• There are no hidden secrets in Content Marketing. You just
need to make things happen.
• Global Content Marketing takes time
• Never underestimate the challenges of going global
• The “Content Marketing Power Law” is always valid
• Content Marketing & “Big Rock” content works across
geographies
• Define strategy and process, execute, pilot, go global

Some references
Page 39
@giusec

Going Global: Mastering a Cross-Regional Content Marketing Strategy

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