Library:
Paris Champerret
Madrid
London
Paris Montparnasse
Turin
Berlin
This study explores how B2B organizations can effectively balance global brand consistency with local market relevance in content marketing through glocal strategies. Drawing on semi-structured interviews with 10 B2B marketing professionals across diverse industries, the research investigates the strategies, challenges, and best practices for developing and implementing glocal content marketing. The findings emphasize the importance of a hybrid approach, where global guidelines maintain brand consistency, while empowering local teams to adapt content to regional contexts. Case studies from Siemens and L'Oréal illustrate how companies successfully execute localized content strategies within global frameworks, leveraging digital tools and agile workflows to facilitate cross-functional collaboration. The study also highlights the role of data-driven decision-making in optimizing content for lead generation across international markets. Based on the insights, a strategic framework is developed to guide B2B firms in structuring their content marketing strategies for effective glocal execution. The research contributes to both academic literature and practical knowledge on B2B content marketing in global contexts, offering actionable recommendations for marketers seeking to enhance regional engagement and optimize international content efforts. Limitations include the small sample size and cross-sectional design, with suggestions for future research focusing on longitudinal studies and sector-specific analyses.
