Content Marketing World looks at the significance of linguistics in brand strategy

摘要

Content Marketing World is a three-day conference hosted by the Content Marketing Institute. This year, the event took place in Cleveland, Ohio, September 8-11. The tracks at the conference encompassed a host of topics, from content creation to process and workflow, with a number of panels and keynote speakers throughout. The global content marketing track focused on the ways marketers can adapt their message to target the right audience when doing business globally. For marketers, making content culturally relevant, appropriate and accurate is about maintaining a consistent brand image. Why? Because what you say is just as important as what you do. How do brands accomplish this global consistency? Kathleen Pierce, director for content operations with Illumina, shared in her session "How Global Content Marketing Threatens Your Brand" that managing global content comes down to maintaining people, company processes and systems in order to share the resource of marketing. Making all three work together, she argued, will create a clear and uncluttered brand message in every foreign office. "Localization always improves the whole company, because brands are the sum of all touch points," said Pierce.