Hello, from Portland, Oregon. Welcome to another episode of B2B Marketing & More. My guest is Steve Kearns, Head of Blog and Social Media Marketing for LinkedIn Marketing Solutions. Today's episode is about scaling global business with a centralized content strategy. We had such a great conversation while recording the show, so I decided to break it into two parts. So, if you want to scale your content across regions, stay tuned for Part 2, to hear more of the business nuggets. In this episode: How does LinkedIn make money? How can a brand consolidate several regional marketing blogs to a global marketing solution destination. Why should a business centralize global content? What does the centralized content strategy look like? How to balance global efforts with content specifically tailored for cultural and language differences? What is the right way to do the migration and what are the important steps to make it efficient and successful? How to perform a proper content audit? How to level centralized content strategy with SEO? What is the role of a local content team in regional initiatives? How to use content hub? What content metrics to use and track content performance? Quotes from the episode: "One of the challenges we have, especially at a large company, is that when we migrate from one platform to another, that then throws off the tracking on everything. You essentially lose visibility for a given time." "We tended to give priority to the visual appearance, the user experience of the blog, because at the end of the day if that's a mess, it doesn't matter what we're tracking." ————— You can also join my Facebook community: Build Your Marketing Skills to Get Ahead. When you join, you get a free Starbucks on me. You can go to the Announcement tab and click on the barcode of the gift card.