In theory, I’d like to get up early and go for a run every morning. In practice, I have a newborn and a toddler and have reached the “deranged zombie” level on my imaginary exhaustion meter. In theory, I’d like to learn French in my car during my commute (I even optimistically purchased an audio course). In practice, it’s boring and I like a little Justin Bieber and Sia sometimes, okay?
When it comes to implementing modern content marketing practices on a global level, many organizations are finding that they – like me – suffer from a discrepancy between theory and practice. There is near-unanimous global support for content marketing best practices – digital-first, high-value, high-quality, audience-centric content that pulls the target audience toward us instead of cluttering their inboxes with product asks and offers. So, if everyone agrees that this is the right path, why are so many global organizations failing to execute when it comes to regional and local execution?
Whereas my personal inability to put theory into practice is largely based on a lack of willpower and questionable taste in music, the barriers to adoption for b-to-b organizations are more logistical (and thus more solvable!). Every organization is different, but here are three foundational recommendations to inform your internal efforts:
Ultimately, getting regional, local and line-of-business marketers to shift efforts from events and emails to high-quality, digital-first content takes more than philosophical agreement, which most organizations have globally at this point. Executive buy-in at every level must be followed by interim modifications to day-to-day responsibilities, incentives and resource allocation to build the foundation for global/local content without completely derailing those marketers’ abilities to support their friendly local sales team in meeting the next revenue target.