Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works

CHAPTER ONE

Why Globalize Your Content

“Man—a being in search of meaning.”

—PLATO

Content Marketing is Nothing New

In the United States, Costco offers the Costco Way Cookbook for free to its customers. I personally look forward to getting this every November. Each recipe’s directions are simple to follow, and the recipes are accompanied by picturesque images of the dishes. When I flip through the cookbook, my mouth waters. There is a huge benefit to Costco for giving away this type of content to its customers. Through recipe sharing, Costco hopes to drive the sale of ingredients, which are all readily available in its warehouse stores.

Here is the beauty of the cookbook: when you look through it, you don’t get a sense that Costco is trying to ...