For AFP 2017, I had a new job that was arguably the most unique, arduous, and stressful of my career.Read More
Jason Miller, Group Manager of the Global Content and Social Media Marketing team at LinkedIn, joins Jeff for the second year in a row from MarketingProfs’ B2B Forum to discuss his move from the United States to London and how his outlook has changed on global marketing.
Jason, a rock star marketer and author of Welcome to the Funnel: Proven Tactics to Turn Your Social and Content Marketing up to 11, and Jeff kick off this show with discussions around hair bands, 80s movies, the British invasion of music, and how all these influences shaped his views on global marketing.
I want you to imagine an episode of VH1’s Behind the Music.
The voiceover comes on with a photo montage of Jason Miller showcasing pictures of him as a photographer, his early years in the music industry, getting his start at Marketo, and working in the San Francisco office at LinkedIn.
“From the outside, Jason had everything. A loving family. A career at the largest B2B social network. A side hustle taking photos of some of his favorite bands. But something was not right. Jason wanted more.”
Cut away to this interview with Jason.
“I felt I had one last shot to do something big.”
That something big for Jason was selling a bunch of stuff and packing the rest for a move to London where he would lead up the Global Content Marketing Team. Talk about a huge change.
Throughout this episode, we dive into some of the ways marketers can stop viewing their content as green field and global at the same time. Every culture, community, company, and person has a context that matters to them and seeing your content through their eyes is what real empathy requires at a global scale.
If you’re a teenager looking for drive awareness for a cause, a dry goods supplier in Haiti, or a Polish bakery in the town square of Tomaszów Mazowiecki seeking to cater local events, you need content that will help you understand your audience and drive amazing results. Jason now has a mission to help these marketers and more understand what content and social media marketing is on a global scale.
One of the most interesting statements Jason made for me took me out of my comfort zone and forced me to think. He stated he is not “creating content for EMEA, and localizing for the States.” What a mindset change from a global perspective. To create the content from an international context to you first, then localize it back to what is familiar will quickly show you how different context is between two countries.
Team Challenge: I would like to challenge you and your marketing team to determine a market you feel you do not serve well and do whatever you need to get yourself in the mindset of a target customer in that space. Maybe do a phone interview asking contextual questions, visit a few locations if possible, and read a little bit of the current culture of whatever that segment is. Then write a piece specifically for them, maybe an 800-word how-to article. Then, create a revision of the content localized for your existing audience. I would love to hear about your experience from this challenge.
We hope this show will help you think outside the box when it comes to an upcoming marketing effort your team has.
If you liked this show and the others, I would encourage you to give us a review and a 5-star rating on iTunes. It helps us in the podcast rankings. Even though it is a huge pain to get to the rating screen in the podcast app, we would very much appreciate your effort.