This is a recording of a talk given at the International Search Summit Boston 2019. Some argue that content marketing is the only way to do marketing these days. It's easy to see why: when executed well it can build loyal audiences, create brand ambassadors, drive organic search traffic and lead to earned media coverage. However, doing content marketing on a global scale can quickly turn into an expensive minefield of woefully long turnaround times, cultural missteps and organisational silos. In this session, Leona presents real-life examples of global content marketing campaigns and shares actionable advice on how to plan and execute them to maximise wins and drive ROI globally.