This article in Brand Quarterly gets right to the heart of content marketing strategy.  It touches on the 'create once, public everywhere' school of thought. 

Whilst the author talks about geographic variations and the problems that arise from this approach, the same applies to a domestic sector content marketing strategy.

Global awareness, does not mean global understanding, and the same across sectors. 

There is always the temptation to push content out as widely as possible, with little thought to the consumer.  Even more so when pressed for time and resource. 

Perhaps the mantra should be 'do less, but do it better', rather than 'create once, publish everywhere'.