A Guide To International Content Marketing & How To Annoy A French Blogger | Benchmark Search Conference 2015
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The document is a guide on international content marketing, emphasizing the importance of understanding cultural nuances and the content marketing relationship to search. It provides insights on using local language and technology effectively while sharing a humorous anecdote about engaging French bloggers for a marketing campaign. Key recommendations include performing a PEST analysis and focusing on trans-creation rather than simple translation.
A Guide To International Content Marketing & How To Annoy A French Blogger | Benchmark Search Conference 2015
- 1. A Guide To International Content Marketing & How To Annoy A French Blogger BENCHMARK SEARCH CONFERENCE; 30.06.15 Gino De Blasio
- 2. A BIT ABOUT ME • 11 years Marketing Communications Experience • Speech writer and policy advisor at the EU • 9 years in Digital Marketing • Worked across Europe and America • Worked with many different brands over the years…
- 3. WHAT IS CONTENT MARKETING? “Your customers don’t care about you, your products, your services…they care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you.”
- 4. WHAT IS THE CONTENT MARKETING RELATIONSHIP TO SEARCH?
- 5. WHAT IS THE CONTENT MARKETING RELATIONSHIP TO SEARCH?
- 6. WHAT IS THE CONTENT MARKETING RELATIONSHIP TO SEARCH?
- 7. WHAT IS INTERNATIONAL CONTENT MARKETING? It’s content marketing done across countries, economic regions or territories, identifying the right channels, platforms and cultural identities of each nation where content is used to either promote or develop brand identity or help with search.
- 8. HAVE YOU HEARD OF PEST? P E S T
- 9. LANGUAGE You need to capture the nuances of the language to really engage your audience. Colloquialisms, humour and cultural sensitivities.
- 10. LANGUAGE & CULTURE Language is ever evolving and reflects common cultural differences. Embrace where there is change and use it to your content marketing advantage.
- 11. TECHNOLOGY
- 12. TECHNOLOGY IN EUROPE VS THE AMERICAS
- 13. TO SUMMARISE • Perform a PEST analysis • Make considerations for all applicable aspects • Don’t just translate, trans-create; find colloquialisms etc. • Where possible, use local language experts • Understand where user journeys are different • Are you thinking about what devices work best based on user journey? (Consider tech and cultural issues)
- 14. HOW TO ANNOY A FRENCH BLOGGER “Mission: Find 10 Motoring bloggers, popular amongst the 28 – 36 demographic in France & Italy to promote Pirelli’s new tyre, produced with car manufacturer, FIAT. In return, these bloggers will get a day in Turin at the FIAT garage testing the new FIAT Punto Sport”
- 15. HOW TO ANNOY A FRENCH BLOGGER Outcome: Produce several pieces of engaging content, from videos to featured blog posts that specifically drive engagement to the brand and can be shared across social platforms. (It was only Facebook and Twitter at the time…)
- 16. HOW TO ANNOY A FRENCH BLOGGER “Mission: Find 10 Motoring bloggers, popular amongst the 28 – 36 demographic in France & Italy to promote Pirelli’s new tyre, produced with car manufacturer, FIAT. In return, these bloggers will get a day in Turin at the FIAT garage testing the new FIAT Punto Sport” IT TOOK 3DAYS!!!! Or so I thought…
- 17. HOW TO ANNOY A FRENCH BLOGGER I didn’t expect for one French blogger to ask the following question… I want a Ferrari… I need it to test the tyres. I want the Ferrari at my house in two days…
- 18. HOW TO ANNOY A FRENCH BLOGGER YES I PULLED THE SAME FACE THAT YOU ARE PULLING RIGHT NOW…
- 19. HOW TO ANNOY A FRENCH BLOGGER “I’m sorry, I really can’t help. The FIAT group and Pirelli is interested in your participation, but I can’t send across a Ferrari 612 Scaglietti to your house”
- 20. HOW TO ANNOY A FRENCH BLOGGER PLAGUE OF LOCUSTS MY FIRST BORN SHALL BE A “DEVIL CHILD” THE HORSEMEN OF THE APOCALPYSE ARE ON THE WAY… MOSES CAN’T HELP YOU…
- 21. HOW TO ANNOY A FRENCH BLOGGER • We found the “right” blogger • He met the content marketing brief • Was becoming well known for video content – perfect for the market place • Used brilliant language that you could engage with • Was current and topical…
- 22. HOW TO ANNOY A FRENCH BLOGGER • I didn’t consider the blogger culture in France • Videos are personal experiences not manufactured • Never use “participation” in France, you either are or aren’t involved • Would have worked better with different content types