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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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