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Learn how to connect with international markets by planning, creating and localizing, and measuring with Brice Bay's presentation from Content Marketing World.
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#CMWorld
How to Connect with International Markets
Brice Baybricejbay
CEO, EnVeritas Group
#CMWorld
Fear vs. Opportunity
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PlanCreate & Localize
MeasureRepeat
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A Global Marketplace (Why) Should I reach out to international markets?
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Goals
Organic traffic?Conversion?E-commerce?Indirect sales?Reputation?Recruitment? Publicity?
What do I most want to achieve?
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Goals
Organic traffic?Conversion?E-commerce?Indirect sales?Reputation?Recruitment? Publicity?
Organic traffic?Conversion?E-commerce?Indirect sales?Reputation?Recruitment? Publicity?
You can’t do it all.
What do I most want to achieve?
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Languages
What languages should I target?
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Channels
WebsitesBlogsMicro-blogsSocial networking sites AppsSMS
VideosImagesInfographicsPresentationsUser review sites Online advertising
Which digital platforms should I use?
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MachinesDo I have the technical resources in place to achieve my goals?
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Machines
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Select
Be selective about the content you localize for other markets.
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Localize• Transcreation – home page, ads, important
marketing and social media communications
• Localization – bread-and-butter copy
• Computer-assisted translation – lists, manuals, T&Cs
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RepurposeRe-use good content in new, interesting ways to increase its spread and your return on investment
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Original ContentContent about local events in the local language will draw local searchers.
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QualityKeep standards up
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IterateMeasure, improve, iterate
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TargetsSet and track KPIs for your stated aims. Organic trafficConversionsDownload countsClick-throughs to specific pages
Followers & fans on social media accounts Mentions in blogsInbound links from reputable, relevant sitesSearch rankings for relevant keywords
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Cost-Benefit AnalysisAdd up costs. Add up savings. Estimate conversions and leads. Do the math.
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Qualitative Benefits
SurveysFeedbackSocial media
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How to Connect with International Markets
PlanCreate & LocalizeMeasureRepeat
#CMWorld
Brice Baybricejbay
CEO, EnVeritas Group