A Guide To International Content Marketing & How To Annoy A French Blogger | Benchmark Search...

A Guide To International Content

Marketing & How To Annoy A French Blogger

BENCHMARK SEARCH CONFERENCE;

30.06.15Gino De Blasio

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…

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.”

WHAT IS THE CONTENT MARKETING

RELATIONSHIP TO SEARCH?

WHAT IS THE CONTENT MARKETING RELATIONSHIP

TO SEARCH?

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.

HAVE YOU HEARD OF PEST?

P E S T

LANGUAGE

You need to capture the nuances of the language to really engage your audience. Colloquialisms, humour and cultural sensitivities.

LANGUAGE & CULTURE

Language is ever evolving and reflects common cultural differences. Embrace where there is change and use it to your content marketing advantage.

TECHNOLOGY

TECHNOLOGY IN EUROPE VS THE AMERICAS

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)

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”


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…)


“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 3 DAYS!!!!

Or so I thought…


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…


YES I PULLED THE SAME FACE THAT YOU ARE PULLING RIGHT NOW…


“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”


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…


• 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…


• 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

QUESTIONS

Twitter: @ginodb

Site: www.click.co.uk

A Guide To International Content Marketing & How To Annoy A French Blogger | Benchmark Search...

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