Going Global With Content Marketing
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Our Head of Content & Online PR, Freia Muehlenbein, shows why translating content doesn't work and why there will always be an element of localisation required.
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Going Global With Content Marketing
- 1. © Search Laboratory Ltd 2015. All rights reserved. Leeds T: +44 113 212 1211 London T: +44 207 147 9980 Content & Audiences Translate vs. Localise
- 2. Email: Tel: Web: www.searchlaboratory.com Twitter: @searchlabs Contact details Freia Muehlenbein Head of Content & Online PR Originally from Germany MSc International Events Management #SLIDMC
- 4. Going global - your biggest concerns *Search Laboratory Survey 2015 Establishing trust Gaining visibility Competing against local businesses #SLIDMC
- 5. Content marketing Social media Audience engagement Quality links Positive coverage Social shares Improved rankings Referral traffic Brand searches Customer engagement ConversionsBrand visibility Domain trust Global value of content & online PR Visibility Trust Competitiveness Online PR #SLIDMC
- 8. Why content works Timing/peak in Interest Sharable/visual content Kickstart of campaign
- 9. Results Traffic : +1,900% Visibility: + from 7 KWs to 47 KWs Links, coverage, brand visibility etc. #SLIDMC
- 10. Zombie Cabin…. Would you do this in another country? “Is Halloween big?” “Is there a zombie community? “Is The Walking Dead known?” “Is the media likely to cover this? #SLIDMC
- 11. Knowing your market 40% of businesses don’t think that communicating with customers in their native language is important #SLIDMC
- 12. The political, legal and economic situation Is my story appropriate? What is dominating the news agenda? Am I at risk of legal consequences? #SLIDMC
- 13. Cultural differences and attitudes How does the school system work? What is the sense of humour? What is the attitude towards health? #SLIDMC
- 14. Holidays and celebrations Content/PR opportunities Awareness of significant dates #SLIDMC
- 15. Appropriate images and visuals Is my image culturally appropriate? Have I tailored my image to the market? Does the image appeal to the audience? #SLIDMC
- 16. Know latest trends, celebs and popular culture Who are the local celebs? What is being shared on social media? What are the fashion trends? #SLIDMC
- 17. Media communication and relationships How to contact media; how to build relationships How to communicate; do’s & don’ts Pitching story in English?! #SLIDMC
- 18. Appropriate social media platforms What are the biggest platforms? Where is my audience? Do people use it for work? #SLIDMC
- 19. Media landscape and media outlets What makes it into print vs. online news? What are the major news outlets? How do I find the right contact? #SLIDMC
- 21. No differentiation across countries Translation possible BUT – Localised promotion to get coverage Translation #SLIDMC
- 22. Translation Works across Europe/globally Direct translation possible BUT – Localised promotion to get coverage #SLIDMC
- 23. Localisation Tailored to German market – Internet security; privacy laws – Stats, data, references Can be replicated but is perfect for German audience #SLIDMC
- 24. Campaign cycle implications Content creation Promotion & outreach plan Media communication Social media promotion Idea generation Right channel Right influencers Appropriate Right timing Appealing Localised Local media Local influencers Right medium Right language #SLIDMC
- 25. Most campaigns need at least a degree of localisation #SLIDMC
Notes de l'éditeur
- Political & Economic Situation: E-mobilty (electro mobility and natural gas) find out the proportion of electric cars, natural gas cars used by hire car companies. Stories about refugee support are currently dominating the headlines and it is unlikely for a PR related story to make the front page, even online. LAWS (can result in cossts, legal consequences) – China complying with cencorship
- Cultural Differences and Attitudes: Halloween not big in Germany and many other European countries. In UK, fancy dress retailers will work towards Halloween as their biggest sales period. In Germany, this is Karneval. Halloween in Muslim countries; Eid in Muslim countries etc. FR: Beauty client for hair growth capsules which is a weird concept for people in France. They think of it as medicine and go to the pharmacy to get pills, not online. Tolerance/limits in terms of sarcasm – high in UK, lower in other countries. Making fun of politicians
- Holidays & Bank Holidays: ES shut down in AUG, everyone is on holidays and this is well known in Spain FR: GQ were out in August; only interns were in but not many decision makers DE: Christmas & New Year no one is available; Christmas stories need to be sent early. Black Friday & Cyber Monday for content marketing US Japan look at Christmas more like we do at Valentine’s Day – don’t position yourself in same way, it’s not a family holiday
- Images & Visuals: When you have sourced images for a Tweet, make sure they’re appropriate for the different countries. E.g. don’t tweet a picture of your product with a blond-blue eyed girl when you’re promoting your product in China or an Arabic country. Make sure people are appropriately dressed on the image. Don’t use images of people engaging in activities that are not typical for the country. E.g. in France, people want to use natural products and are careful about medicines. Don’t tweet a pic of a person taking a pill and looking happy; pick an image that embodies the way of thinking and resonates with the culture. DE: function over fashion; visuals less important.
- Trends and talking points: Trends come at different times. Fashion trends always late in DE and less experimental. UK is very open and experimental. UK bloggers & media have had enough of Christmas Jumper competitions. In ES, Christmas jumpers are a relatively new trend. Celebrities: Remember that every country has different celebrities. “what do you mean you don’t know XYZ”. When I came to UK, I didn’t know Simon Cowell – because he doesn’t have anything to say in Germany. My friends don’t know Ollie Murs. If you use a celeb in your story, make sure they are actually known in all countries. Only people that have lived/are living in the country can now about these fine differences and trends. You cannot translate these.
- Media Communication: DE: Journalists need to know where your stats are coming from. Won’t give you much time to pitch your stories and they will be clear about this. ES is all about relationships. ES culture is one where close personal relationships are priority which is also the case when working with the media & journalists. Face to face very important in ES & FR whereas DE is more about the content and the background of the data. Don’t speak English, get someone local to contact media. Know how to address people – DE very formal. Communicating with German journo on Twitter – no Du, Sie, Time to call people Know who to pitch to, understand peoples’ previous content
- Social Media Platforms: In ES, Twitter isn’t as popular for PR requests as it is in UK. In DE, journos have either got different accounts or want to be contacted in different way. Keep private and work separate. Privacy laws etc. XING instead of LinkedIN In US and UK Twitter is a means of communciating with journos. VK in Russia
- Media Landscape & Media Outlets: Which story is right and where should I pitch to? What makes it into print and what makes it into Online? DE: Welt, FAZ may not print our stories (too prestige, driven by journalists/editors) whereas online needs quick turnaround. Know the catalyst sites (e.g. for a Tech/Geek story in the UK this would be Cnet, Mashable, Buzzfeed, etc) DON’T assume that everyone speaks English Have a database of media outlets, blogs etc. and understand whether your story will work for them Show different publications