international content and online pr
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© Search Laboratory Ltd 2015. All rights reserved.Leeds T: +44 113 212 1211London T: +44 207 147 9980
Content & AudiencesTranslate vs. Localise
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Contact details
Freia MuehlenbeinHead of Content & Online PR
Originally from Germany
MSc International Events Management
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Universally-relevant content
Going global - your biggest concerns
*Search Laboratory Survey 2015
Establishing trust Gaining visibility
Competing against local businesses
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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
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The principle
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Why content works
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Why content works Timing/peak in Interest Sharable/visual content Kickstart of campaign
Results
Traffic : +1,900%
Visibility: + from 7 KWs to 47 KWs
Links, coverage, brand visibility etc.
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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?
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Knowing your market
40% of businesses don’t think that communicating with customers in their native language is important
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The political, legal and economic situation
Is my story appropriate?What is dominating the news agenda?Am I at risk of legal consequences?
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Cultural differences and attitudes
How does the school system work?What is the sense of humour? What is the attitude towards health?
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Holidays and celebrations
Content/PR opportunities
Awareness of significant dates
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Appropriate images and visuals
Is my image culturally appropriate?
Have I tailored my image to the market?
Does the image appeal to the audience?
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Know latest trends, celebs and popular culture
Who are the local celebs?
What is being shared on social media?
What are the fashion trends?
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Media communication and relationships
How to contact media; how to build relationships How to communicate; do’s & don’ts Pitching story in English?!
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Appropriate social media platforms
What are the biggest platforms?Where is my audience? Do people use it for work?
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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?
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Localisation vs. translation
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No differentiation across countries
Translation possible BUT– Localised promotion to get coverage
Translation
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Translation Works across Europe/globally
Direct translation possible BUT– Localised promotion to get coverage
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LocalisationTailored to German market– Internet security; privacy laws– Stats, data, references
Can be replicated but is perfect for German audience
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Campaign cycle implications
Content creation
Promotion & outreach
plan
Media communication
Social media promotion
Idea generation
Right channelRight
influencers
AppropriateRight timing
AppealingLocalised
Local mediaLocal
influencers
Right mediumRight language
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Most campaigns need at least a degree of localisation
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