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Content Marketing Disasters From a Global Perspective

I’m putting the final touches on my presentation for Content Marketing World in Sydney next week. I’ve been collecting examples of content that didn’t quite make the cross over from one region to the next. Sometimes it’s an epic fail like this quote from Thomas Edison that got chewed up and spit out in too many translation cycles: Read more

What is the global content opportunity for your business?

Consider this; 99% of the Internet users on earth do not live in the Australia/Oceania region. Because Australia has a high online penetration, it’s easy to forget we’re a comparative drop in the bucket to the rest of the world. Our nearest neighbour, Asia, is the biggest geographic region in the world. If we really are living in the Asian Century, there’s a huge opportunity for Australian businesses to make their content more attractive for a foreign market. Read more

How Mobile is Changing Everything For Marketers

As I prepare for Content Marketing World Sydney 2014, I’ve been reflecting on the wisdom gained at the 2013 event. An edited version of this post first appeared as a print article in The West Australian newspaper last year. The lessons are still incredibly relevant and definitely worth revisiting in light of Google’s recent implementation of the Hummingbird algorithm. I’m really looking forward to hearing Todd Wheatland speak again this year. (Plus he’s based in Sydney now so hopefully  the content marketing community in Australia gets to see a lot more of him.) Read more

A Not So Funny Thing Happened on the Way to Content Translation

I first became aware of the importance of globalised content in 1994. I had the chance to hear Dame Anita Roddick, founder of The Body Shop, speak on the topic of international business at the University of Michigan. I was excited because I had just returned to the USA after working for two years in the UK and was working in the international department of a major software company. My new territory was everywhere except North America and most of Europe; the Nordic countries fell under my patch along with South America, Asia, Australia/New Zealand, Middle East and Africa. I was in the deep end of international business and Roddick seemed to know exactly what she was doing. Read more

Content Shock: Why the Content Marketing Party is Over

Last week Mark Schaefer dropped a bomb with a blog post called Content Shock: Why content marketing is not a sustainable strategy. The marketing community is still reeling from the aftershock. As I write this, the post currently has 246 comments with many content marketing heavyweights weighing in. Most of them are pretty angry but I think Schaefer makes a good point. Read more