Rosetta Stone

Globalization Through Localization

I finally saw the famous Rosetta Stone in the British Museum when I made a visit to London this weekend. The stone inscribed a decree in three languages: ancient Egyptian hieroglyph, Demotic (another ancient Egyptian script used in the Nile Delta) and ancient Greek. I was thinking this is an awesome example of content localization. LOL!

The key part of globalizing content is localization and translation. It’s something which is often overlooked by the headquarters marketing team. In addition, localization and translation require budget and resources, if you want to do it right. The reality is that local teams tend to be strapped, with limited resources and budget, and can’t afford to give content the attention required to get it right. It frustrates everyone when content is not properly localized and is therefore wasted.

I talked to Sarah Mitchell , content strategist at Lush Media and a localization expert. She was gracious to share her presentation as a resource for writing this localization blog. In her presentation, she calls attention to key elements to consider for localization:

  • Colors: the color of a wedding dress is not necessarily white in some countries
  • Holidays: Chinese New Year, Jewish New Year, Islamic New Year
  • Sports: Football in the US vs Football in the rest of the world. Say no more!
  • Religion: I don’t think that I need to provide examples for this category.
  • Fiscal Years: In China, one of the biggest shopping days is 11/11 (Single’s Day) which is equivalent to the US Black Friday after Thanksgiving.
  • Superstitions: 4 sounds like “death” in Chinese. In some buildings, you don’t see the 4th
  • Language usages: Ute = Bakkie = Pickup truck. Quid = Buck  = Loonie = Dosh = Money.  Not to mention analyse vs. analyze, theatre vs. theater…  Here is the one I kept hearing in the UK: Loo = WC = toilet
  • Technical and medical terminology usage: Radiation cancer therapy vs. Cobalt 60 treatment
  • Measurement: Seeing 20/20 vs. seeing 6/6, Liters vs. Gallons, KPH vs. MPH

Check out her presentation on some translations that went terribly wrong. Ok, slides 20 and 29 are hilarious, best description of a duck dish…!

Sarah’s presentation reminds us of the areas that we need to take into account for localization. I think the best solution is to work with experts like Sarah!

If Rosetta Stone were written today with creative and visual, they would need to take account of other localization aspects that local teams need to proactively address with the headquarters before content is created:

Creative localization

The headquarters team may decide the overall creative direction for the world-wide campaign. However, not every creative works for each region. Here is Apple’s global creative for iPhone in various countries:

However, because the popular US Old Spice Campaign is so US-specific, that creative approach won’t work for other countries.

Tip: the local team needs to review the headquarters’ creative and provide feedback. Headquarters needs to understand that some creative may not work for the local team.

Messaging localization

The product messaging and value proposition depends on each region’s target audiences. The headquarters can create the messaging framework, but they can’t force it on the local team. A couple of years ago, my team decided to elevate the “Data Security” feature for our upcoming product launch. However, my team in China made it very clear to me that they can’t use “Data Security”, since the Chinese government is very sensitive to the word “Security.” At the end, we agreed to go with “Reliability” as a key message for the Chinese product launch.

Tip: If the products are tailored for local customers, messaging and value proposition will need to done by the local team.

Campaign Theme/Tagline localization

Campaign theme and tagline, in most cases, needs to be localized. Based on my experience of working with the local team, I don’t ask the local team to directly translate the theme or tagline. I make sure they understand the background and essence, then trust that they will customize it using the proper text to bring the core messages to live.

Tip: It’s the headquarters’ job to help the local team understand the campaign theme and tagline selection. The local team needs to make their best effort to stay with the spirit of the theme and tagline selection.

Content localization

The local team should have ownership of what to translate and customize. With limited budget and resources, the local team won’t be able to translate everything. The headquarters team needs to plan its content roadmap in advance to allow the local team to understand what’s coming so they can prioritize.

Tip: Less is more. Prioritize what to localize. Couple that with content you will generate locally. 

Content format localization

Content comes in different formats: PDFs, Tweets, Images, Videos etc. When the content roadmap is presented and shared with the local teams, the local teams need to give some thought to what the campaign will look like and where the content will be syndicated. Understanding the campaign and syndication channels will help you determine the needed formats.

Tip: It’s hard for the local team to do in advance, but it’s important to map out your campaign before content is created. Working with the local teams, I know this is very challenging, since they are in execution mode all the time. However, a general idea on how a campaign will run helps the headquarters team determine the format requirement during the planning stage. 

In summary

Globalization is complicated. How to strike that balance between global and local is really both an art and a science. It requires planning, collaboration, budget and resources. Follow the 80/20 rule and focus on the top 20% of your content. Localization is a key element of a global content strategy. Think global, publish local!

A final note…

Some trivial pursuits for the British Museum: It only stores 8 million objects. The oldest piece is whopping 2 million years old: a stone chopping tool. Approximately 1% is display at any given time. Oh, they did a good job on content marketing by posting relevant content online for 2 million pieces of artifacts. Most importantly, the museum is FREE!

A quick note:

Sarah (@SarahMitchellOz), thank you for sharing your presentation!


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The Journey of Localization and Translation

Image source: Shutterstock

Who leads and who follows will switch back and forth during the journey of localization and translation.


After publishing a blog post: Globalization through Localization, I taught a workshop in Portland on 1/27 where an attendee asked a unique localization and translation question. I thought I’d share the journey of localization and translation with you.


I work at a US-based company that has only sold products domestically. After recently being purchased by a Chinese company, the products will begin to be sold worldwide. Since we have a great deal of content in English, what is your suggestion on selecting content to localize and translate for the new international team? Deciding what to do has been overwhelming.

Note: Although my answer was much shorter during the workshop. I decided to layout a process to guide you if you encounter similar challenge.


Being able to sell your products outside the US is exciting. However, ramping up an international team is a never-ending process. When you are done updating and refreshing content for key countries, new products will need to be launched, new content will need to translated and new technologies in relationship to marketing communications will need to be implemented. It’s a long journey. Look at the bright side, it’s called job security. ☺

Now going back to the core of your question, here is what I’d propose you do:

Step 1: Follow the 80/20 rule

Although enterprises have hundreds or thousands of pieces of content on their websites, in general, only 20% of content is consumed by 80% of audiences. Through your web analytics and working with your webmaster, you can easily identify key content by technologies, by products and by audience segments. Since you are ramping up a new international team, I’d focus on product content first. Out of the 20% content inventory, I’d select the top 30 content pieces based on specific selection criterias such as number of views, sales and marketing team feedback, formats of content etc. You need to start somewhere and the selection process will be both subjective and objective.

Step 2: Divide selected content into sales enablement and marketing communications

Here is something that often gets overlooked: you need to evaluate content from both a sales and a marketing perspectives and create two lists: one for sales enablement, the other for marketing communications. The target audiences are different: one focuses on training the sales team, while the other set of content aims at your target audiences.

One is internal-facing and the other is external-facing. While you are localizing and translating content for your international efforts, you need to take care of both your international sales and marketing teams at the same time. You want to make sure that the sales teams are trained. When they are talking to their customers, there is marketing content to build awareness of the products and drive demand. Marketing content is like the supply team to support soldiers on the front line. That supply needs to stay close to the sales process.

Out of your 30 content items, you need to create two lists: one is for sales enablement, the other list is for marketing communications.

Step 3: Review the list with local teams

Once you have the proposed list, review the two lists with your international teams and let them provide feedback. During this stage, it’s important to understand what their needs are. Sometimes, they just want very simple content to teach them what the products are and how to sell them. Most of time, they don’t even know what they want. In that case, write down the objectives that these content pieces will serve and explain the reasons of choosing these content pieces.

Step 4: Determine priority countries

There ain’t no such thing as a free lunch (TANSTAAFL). If you want to do it right, localization and translation cost money and you can’t translate for 120 countries. It’s important to have a conversation with the senior managers of the new international team to determine the key countries to focus on initially. In general, the usual suspects of key countries are:

localization and translation global content marketing workshop


Select countries based on the projected sales goals, management direction and on-the-ground support.

Step 5: Determine the number of content pieces to translate and localize based on your budget

Even though you have your top 30 content items, two proposed lists and priority countries, you may not have enough budget to do them all. With the budget you have, you may not be able to translate and localize all content for your all priority countries.

You will need to make trade-offs between sales vs. marketing content as well as the number of content pieces to translate and which languages to choose. It will be a hard call, but do the best you can. It’s never easy!

Step 6: Create a rolling schedule

Once you complete the trade-off analysis and finalize the content pieces and languages, work with your translation partner to create a schedule. Share the schedule with the international team. Roll out the content piece one by one when it’s done. If you have a content asset library or content management tool, make sure that the team knows how to use them and how to download content they need.

Step 7: Communication, communication and communication

I discovered that the local teams are usually very busy. Sometimes, you will need to say something at least 3 times for it to stick. Have several communication channels to get your messages out. Use your company’s intranet, e-mail, regular collaboration meetings and other means to get the word out and make sure they get the most out of the resources you tailor for them.

the journey of localization and translation.

Image: Source: Shutterstock

Step 8: Discuss the next steps

This is just a starting point. Discuss with them what their needs are and work on the next phase of your content localization efforts.

Here is my experience with localization and translation…

I ramped up local sales teams, agencies and even channel partners during the past 15 years. Initially, the local teams were just happy to get anything from me. During that stage, I was in the driver seat. After they were ramped up, my role switched and I was not in the driver seat anymore. Some regional teams took ownership and control and told me what they needed. I was very happy to get directions from them, if they conveyed their objective and campaign plans to me in advance. Who leads and who follows will switch back and forth during the journey of localization and translation. The saga continues!

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Create Winning and Scaleable Content for Global Marketing

Image Source: Shutterstock

Steps to Create Winning and Scaleable Content for Global Marketing

It’s challenging to create winning and scaleable content for global marketing. One compelling content piece may work in one region, but may not work in another. To create content that scales requires planning and collaboration between headquarters and regions in an objective setting. It may also require localization, customization and translation of your content.


Start with Your Communication Objectives

First, identify what you want to accomplish with your content. Do you want to communicate your products’ benefits? Do you want to tell a story about a customer triumph, but not mention your product directly? Do you want to create something thought provoking? Communication objectives need to be agreed upon between headquarter and regions. If the HQ and the local teams have different objectives, content may need to be translated, localized or customized down the road.


Identify the Target Audience

You create your content for people to watch or view. Can you envision who the viewers are? What action do you want them to take or what emotion do you want to provoke? In some companies, buyer personas are documented for marketing communications. Content is created to reach and engage with target personas. Since regions may have local personas, you need to determine if the personas for local regions are the same as those corporate targets and if the same content can be used or if it needs to be tailored to a different, local persona.


Determine the Creative Direction

There are many creative directions and different story-telling approaches to convey the same message. Even if you have different communication objectives or slightly different personas, you can still create scaleable content which will work globally.

View an example from ‘P & G Sponsor of Moms Video’:

The communication objective is to say “thank you, mom” and showcase moms’ selfless love and her devotion to their children. Their target audience is everyone who has or had a mom. This video doesn’t really need translation or localization, because it incorporated moms from multiple countries. This is an excellent example of a winning content but is very expensive to produce.

An example of more cost-effective content which is easily scalable across regions is show-and-tell educational content on YouTube: videos showing how to play a song on keyboards.

Playing the Sound of Music Tutorial:

Playing the Sound of Music Tutorial using music software:


The communication objective is to learn how to play the Sound of Music. The target audience is people who are interested in learning the song, regardless the age, demographic, gender, income etc. There is not much story-telling in show-and-tell content, but you can choose to show how to play the same music using various different techniques: by hand or by software. Some of which will resonate better with different users. Again, that’s a creative choice, but can be guided by the content creator’s personal preference, research or your targeted users.


Localize, translate and customize content

Written content such as blogs, white papers, and web copy tend to require translation for local needs. Translation can’t be taken lightly when you create winning and scaleable content for global marketing. Machine translation is the last resort if you have no or a very small budget. If you do use machine translation, your local teams will need to proofread and edit.

Sometimes direct translation is not enough, it may require the same topic to be rewritten or localized. However, the decision is largely determined by team’s budget and local knowledge.


Create Winning and Scaleable Content for Global Marketing

It’s challenging to create winning and scaleable content for global marketing. It requires strategic planning and resources to scale effectively to different regions. Collaboration between headquarters and local teams is essential, as is selecting appropriate storylines, creative approaches, and formats.


Create Winning and Scaleable Content for Global Marketing

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The New Rules of Marketing – Free Slideshow Download

New Rules of Marketing


I had the pleasure of speaking at DigitalNow, a conference for associations which was held at Disney World’s Swan Hotel in Orlando. This is a beautiful resort with nice shops along the Boardwalk, man-made sand beaches and restaurants serving international cuisine. Speaking about “5 trends of marketing and how you can use them to your advantage”, I discussed how marketing has undergone massive changes since the first banner ad and on-line diary (now called a blog) in 1994, the beginning of search engine marketing in 1998, the rise of social media platforms circa 2003 and the initial mobile marketing efforts following the launch of smartphones in 2007.

New devices, search, and various social media platforms also changed our communication styles and content consumption behaviors.  I shared five trends of marketing with the audience.


Sign up to download the slides from my presentation.

Consumers are spoiled

Google’s search and Amazon’s delivery services spoiled our customers and us.  We expect expedient delivery from all industries.  Consumers no longer want “fast, great and cheap.”  They want “fast, great, free and easy.”

Question: What are we doing to spoil our customers?

Ideas to think about:
– Can you provide free, unique and differentiated content?
– In addition to fixed membership pricing, can you offer a-la-cart pricing?
– Some of the associations offer certification programs (members’ core skills), can you also help customers grow adjacent skills?

They are not that into you

Consumers go to certain websites to be entertained, learn something, be challenged, buy something or get help. They don’t think about how much they love your brands. Once their needs and wants are met, they go on with their lives.  They want to know if you can provide value to them.

Question: What are you doing to facilitate your customers needs?

Ideas to think about:

  • Make your information easy to find
  • Your members love to network and connect.  Can you be the matchmaker and connect them locally?
  • Can you increase membership benefits by offering free third party products and services (free Dropbox storage, Evernote for Business free, offer popular paid-apps for your members use)

Good design is good business

Rather than desktops, Smartphones and tablets are becoming the primary devices for your customers.  With desktops, we tend to type our input while we use touch and swipe for smartphones and tablets.  Our usage behaviors are different, therefore, the format, layout and design of content needs to be different.

Question: Who owns “design” and “customer experience” in your company?

Design is about the overall experience you create on-line and off-line. Do you always keep users’ needs in mind when creating external-facing content?

Ideas to think about:

  • Design takes time and effort. Consider the technology requirements, layout of content, copy writing and user-interface.
  • Test, optimize, re-test and re-optimize

Data and Analytics are your BFF

If your data is connected and integrated, an abundance of information will be generated.  You should mine your data to find insights to help you make optimal decisions.

Questions: Is your data connected? Do you have the right talent for data analytics?

Ideas to think about:

  • Consider frequent optimization by AB testing of your websites, e-mail and other digital communications.
  • Personalize your communications and customize your content for lead nurturing.

The New Rules of Marketing: Tell a Good story

I shared clips of Andrew Stanton’s TED Talk, the “Clues to a great story.” Andrew stressed that to tell a story is to find a way to make listeners care and make it worth their time.  If narratives are static, listeners lose interest.

Question: Is the way you approach your customers dynamic?

Ideas to think about:
Look at your past, present and future to tell a story.
Can you have your customers to tell your stories (nor talking-head testimonials)?
What are you doing for your members that you are excited to share with them?

In summary…

These five trends are inter-related.

the new rules of marketing

These five trends can be summarized into the following statement:

the new rules of marketing
the new rules of marketing

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Marketing Innovation – Trends, Predictions, Case Study & More

Marketing Innovation: A Digital Media Explosion


Marketing innovation solves some of the most complex challenges we have ever faced as a society and a global community. Marketing innovation almost takes place daily with the explosion of channels we use to gather, consume and share information we need to stay on top of current and future trends in order to exceed client needs. Below is a collection of articles that includes tips for staying on top of innovation, a case study and how to prepare for marketing in 2020.

5 Ways To Be More Innovative In The Digital Age

Global content marketing innovation

The following guest post is by Shama Kabani, a business strategist for the digital age, and serves as founder & CEO of The Marketing Zen Group (a full service web marketing & digital PR firm). She is also the author of The Zen of Social Media Marketing (3rd edition). Tweet This!

Read More at Forbes

marketing innovation


Five Innovation Trends For CMOs

marketing innovation and digital media

This article is by Lisa Nirell, chief energy officer at EnergizeGrowth, a marketing consultancy; speaker; and author of The Mindful Marketer: How to Stay Present and Profitable in a Data-Driven World. The digital marketing train has left the station. Thankfully, more than 7,000 eager passengers jumped aboard the fast-moving Adobe Digital Summit last […] Tweet This!

Read More at Forbes

marketing innovation, tips, best practices

See How BuzzSumo Uses Their Product as Their Marketing Platform

digital channels examined in marketing innovations

Depending on our job descriptions, our goals and our budgets, we all use a mixture of tools to create, promote or measure content. One tool that I’ve started using is BuzzSumo. I use it to discover content that’s been heavily shared, find influencers for niche topics, receive targeted content alerts based on keywords and to check on specific sites’ content performance. Tweet This!


content marketing innovation

Are you ready for marketing in 2020?

innovation marketing technology and platforms

The explosion of channels we all use to gather, consume and share information is having a dramatic impact on the methods of modern marketers. We largely don’t answer cold calls, respond to unwanted emails, click on banner ads or appreciate disruptive marketing techniques. Tweet This!

Read More at The Guardian

marketing innovation tips and best practices

marketing innovation - Evaluating My E-Mail Effort

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Rakuten Implements New Design for Their Global Extension

Rakuten New Design for Global Extension


The #1 Japanese e-commerce giant, Rakuten, went global this summer by building an international, multi-lingual Rakuten e-commerce site. They also acquired in France, in the US and inked a $50M e-commerce joint venture with Baidu, the leading search engine in China. Rakuten’s presence in Japan is similar to that of Amazon in the US and Alibaba in China. Going global is the right direction to continue to grow its business after dominating its home turf.

It’s very interesting to compare Rakuten’s Japanese site and its global site.

Japanese site:

Rakuten New Design for Global Extension


Global Site:

Rakuten New Design for Global Extension


As you can see, the Japanese site is packed with text, products and flash. Every single space is filled up. The global site is less dense, with more visuals and bigger fonts.

Melinda Flores, director of content strategy at VSA, shared her insights on why the Japanese experience is substantially different than the global site.

  • Character comfort: it’s actually easier to read Japanese characters regardless of font size and type. In addition, there are not many font styles for Japanese characters.
  • Mobile adaption: Japanese are used to reading dense texts on smaller screens. They adapted to mobile e-commerce earlier than any other countries
  • Desire to understand details: Japanese would like to understand product specs, shipping information, return policy and disclaimers. They like to see everything on one page, not split across multiple pages or places.
  • Programming language: While HTML 5, Java, PHP and other languages are popular for web programming in English, most Japanese sites were not written with robust languages.

The design of your website will dictate how your content will be displayed. Text heavy, glitzy images and packed-on sales banner ads are common on Japanese sites, yet Rakuten’s global site focuses on showcasing key product one page at a time.

Rakuten New Design for Global Extension

Rakuten New Design for Global Extension


Rakuten’s Japanese site reminds me of Alibaba’s Chinese sites. Both are packed with banner ads, supplier and product information and colorful and busy product images. It works for their customers. They expect it. When we scale content across regions, it’s important to keep an open-mind, understand cultural nuances and adjust our design and content accordingly.


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Five Key Elements to Create a Global Content Marketing Plan

This article is originally published on The Guardian on 11/14/14.

A strong global content marketing operation requires extensive collaboration, close communications and hard compromises

The ultimate goal of marketing is to grow business. For content marketing, the goal is to grow business by creating and sharing educational, entertaining or insightful information with your target audience. Content should make it easy for your customers to learn, search for and purchase your products and services. By being helpful and providing values, consumers reward us with their business and loyalty.

In general, it’s easy to create a content marketing plan for one country or one region. A cross-country or cross-regional plan is tougher, but not too hard if you extensively collaborate, closely communicate and make hard compromises between HQ and the regions or local offices. It may sound like a massive undertaking, but it’s manageable if you can take care of five key elements up-front.


  1. Align business goals between HQ and regions

It may sound rudimentary, but the headquarters and regions’ goals do not always align. HQs may demand higher sales quotas than the regions are willing to commit to. Conversely, the regions may be planning to grow a brand new market segment or request customization of specific products, even if HQ doesn’t have the bandwidth or resources to support. In-depth conversation to ensure full alignment on business goals is a must before any planning.


  1. Determine country priorities

No company has an unlimited marketing budget. So it’s a good thing that “global” in this case does not mean you have to market to all the countries on the planet. Global simply means to market to targeted regions or countries. The company, usually HQ, needs to determine the regions or countries they would like to nurture and grow strategically. Tackle one or several regions or countries at a time. Identifying key countries will rally all marketing teams to prioritize content planning efforts.


  1. Agree on personas

In addition to reaching consensus on business goals, it’s vital to agree on buyer personas. Since your content marketing plan is global, it may make sense to create global personas that apply to all regions. But global personas may not necessarily be applicable to your industries or your products and services.

The decision of using standardized global personas versus localized personas depends on the industries and the products. If your products are homogenous across regions, it may make sense to create global personas. If your products are highly localized, due to local behaviors and usage models, creating localized personas for different regions and countries make better sense. If there is no agreement on buyer personas between HQ and regions, you won’t be able to move to the phase of content planning.


  1. Create editorial topics and a content roadmap

A good persona provides insights into your audiences’ attitudes, purchasing behavior, thought process, challenges, desires and aspirations. Through personas, you can extrapolate potential editorial topics and use it as a compass for content planning and creation. Identify three to five broad editorial topics, such as and for example, mobility, security, fitness, health and so on.

Topics must be broad enough to give you freedom to produce different sub-topical content or create interesting campaigns that resonate with your target audiences. Solicit feedback on editorial topics and your content plan from your regional and local teams. Since they know their regions better than you, let them pick and choose the appropriate editorial topics for their audiences.


  1. Craft region or country specific marketing campaigns

Having agreed on business goals, personas and country priorities, the regional and country teams can craft their marketing campaigns. Their plans should identify how content will be utilized as part of their campaigns. Their plan can also serve as a feedback loop to the overall global content planning. In addition, the marketing campaign and content plans are good resources for driving budget and headcount discussions.

The holy grail of global content planning is to establish a communication process between the HQ and regional/country teams, with clear roles and responsibilities so that everyone is moving in the same direction and striving to achieve the same business goals. Global marketing efforts require being flexible and adaptable, which does not mean being random or spontaneous. It usually requires extensive collaboration and coordination. As Henry Ford put it: “Coming together is a beginning, staying together is progress and working together is success.”


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Global and Regional Marketing Campaign Examples

Global and Regional Marketing Example Case Studies


Marketing campaigns are best understood by studying the structure others have successfully, as well as unsuccessfully, used to engage with their audience/consumer. Marketing campaign examples described below outline both global and regional marketing strategies.

If you are a smart marketer, you understand that traditional marketing is becoming less and less effective by the minute. Creating and distributing valuable, relevant and consistent content to attract and and sustain a defined audience will lead to profitable customer action for the long term.

These articles share some noteworthy social media and global marketing campaigns as well as the difference between national marketing strategy and regional marketing. I have listed 3 marketing campaign examples as a case study.

National Marketing Strategy vs. Regional Marketing

marketing campaign examples

Your products or services may have broad appeal, but you must choose whether to market nationally or regionally. Even if your products or services can sell nationally, you may be able to market to a region and sell more by focusing your advertising expenditures on that market.

Read More at The Arizona Republic

The 30 Most Brilliant Social Media Campaigns of 2014 (So Far) – The ExactTarget Blog

global marketing campaign examples

In 2014, social media campaigns seem to have hit their stride. With so many channels available for brands, from the obvious Facebook and Twitter to the more niche-serving Pinterest and LinkedIn, we’re seeing brands do some special things.

Read More at Exacttarget

regional marketing campaign examples

10 Businesses We Admire for Brilliant Global Marketing

marketing campaign examples

Just a few weeks ago, we looked at the ins-and-outs of Facebook’s new Global Pages — a platform for brands to easily share region-specific content with international markets. Dankeschön, Facebook. No longer is global reach reserved for deep-pocketed brands, nor is it an incredible hassle for already over-burdened social media and community managers.

Read More at HubSpot Blog

marketing campaign examples



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A Great Example of Repurposing and Repackaging Existing Content

Why You Should Repurpose Existing Content


Generating and curating relevant content for multiple marketing channels on a regular basis can be a big challenge. Making it even harder, any one type of content will not usually work for all marketing channels. For example, a 10-page white paper may be great as gated content for an e-mail campaign or for your website, but may not work well for Facebook or Twitter syndication.

I presented “Repurpose, Reuse, Refresh (RRR) Content” at Content-to-Conversion (C2C) in May. I shared Intel and LinkedIn examples of how to breakdown and consolidate content to create quasi-new content for different channels. Check out the presentation.

Content Marketing Institute is an expert at repurposing and repackaging content for different channels. Its flagship event, Content Marketing World, was a great success this year. Like all other events, they gathered speakers’ presentations and video recorded the sessions. All this content can be used on their websites and other communications channels. They added another element at their sessions: they hired graphic recorders to take visual notes during the sessions.

repurpose existing content on social media

Here is the outcome of visual recording:

repackage and repurpose existing content

how to repurpose existing content

They made these visual representations available after the sessions and displayed them nicely at the entrance of the Exhibit Hall. Attendees loved them and snapped photos and shared on Twitter and other social media channels to create buzz for the event.

CMI used the elements of session videos, visual graphs and presentations to create various content pieces. Enjoy the following examples of reusing content and think about ways you can do something similar:

  • Each visual representation can be used as a snackable tweet or FB udpate to drive traffic to the your site or slideshare session presentations, if they are available for public viewing.
  • Consolidate all the graphs to do a summary presentation. Check out this nice presentation with session highlights, visuals and speaker intro. Check out this presentation with over 12K views.

  • Selective graphs and presentations can be incorporated into a pre-keynote video or an event promotional video.
  • A short blog on event highlights that ends with a sneak peak of next year’s event to promote next year’s ticket sales.

There are many ways to repackage reuse, and repurpose existing content. Before determining how to mix and match various content pieces, it’s important to understand what you want to accomplish, what channels to communicate on, and what the call-to-actions are.

Repurpose existing content with a purpose



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East vs. West: A Tale of Two Videos by Pantene

Although these two videos were created several years ago, I still enjoy watching them from a global content marketing perspective.  These two videos, created by Pantene, convey consistent brand messages and use similar storylines, yet add customized touches for their local markets.

Pantene has a very specific target in mind: young women worldwide.  Instead of directly selling and promoting their products to them, the brand create stories to inspire and encourage women to #shinestrong. They showcase these girls’ triumphs (of course, with their beautiful hair) without mentioning Pantene until the end of the videos.

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