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In addition to reaching consensus on business goals, it’s vital to agree on buyer personas. The decision of using standardized global personas versus localized personas depends on the industries and the products. A good persona provides insights into your audiences’ attitudes, purchasing behavior, thought process, challenges, desires and aspirations. Topics must be broad enough to give you freedom to produce different sub-topical content or create interesting campaigns that resonate with your target audiences.
Having agreed on business goals, personas and country priorities, the regional and country teams can craft their marketing campaigns. Testimonials “Finally the book that explores all critical aspects of Global Content Marketing! Obligatory Disclaimer: The blog is based on author(s) personal opinions & interpretations & not those of author(s) employer(s), past or current.
For content marketing, the goal is to grow business by creating and sharing educational, entertaining or insightful information with your target audience. A cross-country or cross-regional plan is tougher, but not too hard if you extensively collaborate, closely communicate and make hard compromises between HQ and the regions or local offices. So it’s a good thing that “global” in this case does not mean you have to market to all the countries on the planet. Since your content marketing plan is global, it may make sense to create global personas that apply to all regions.


If your products are homogenous across regions, it may make sense to create global personas.
Through personas, you can extrapolate potential editorial topics and use it as a compass for content planning and creation. Solicit feedback on editorial topics and your content plan from your regional and local teams.
Global marketing efforts require being flexible and adaptable, which does not mean being random or spontaneous. Whether you are a small business of a Fortune 500 company, it is essential to understand the 4P’s developed by Pam Didner.
Content should make it easy for your customers to learn, search for and purchase your products and services. It may sound like a massive undertaking, but it’s manageable if you can take care of five key elements up-front. Conversely, the regions may be planning to grow a brand new market segment or request customization of specific products, even if HQ doesn’t have the bandwidth or resources to support. But global personas may not necessarily be applicable to your industries or your products and services. If your products are highly localized, due to local behaviors and usage models, creating localized personas for different regions and countries make better sense.
Identify three to five broad editorial topics, such as and for example, mobility, security, fitness, health and so on.


Since they know their regions better than you, let them pick and choose the appropriate editorial topics for their audiences.
Read it and take your content strategy to the whole new level." — Ekaterina, Author of “Think Like Zuck” and Co-Author of “The Power of Visual Storytelling” “Many have tried, but few have actually pulled it off. By being helpful and providing values, consumers reward us with their business and loyalty.
In-depth conversation to ensure full alignment on business goals is a must before any planning. The company, usually HQ, needs to determine the regions or countries they would like to nurture and grow strategically.
If there is no agreement on buyer personas between HQ and regions, you won’t be able to move to the phase of content planning. In addition, the marketing campaign and content plans are good resources for driving budget and headcount discussions. Identifying key countries will rally all marketing teams to prioritize content planning efforts.



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