Part 3 – Promotion

Overview

Following last weeks guide to using translators when executing international content marketing campaigns, found here, we continue with part 3, the promotion phase, ensuring traction of your content so it ends up where you need it to be, in front of your customers.

Typical content marketing approach

Most content campaigns can be split into four phases:

  1. Planning – Research, preparation and ideation.
  2. Execution – Creating and publishing content.
  3. Promotion – Promoting a piece of content.
  4. Measurement – This includes everything involved in analysing performance

A better way to view it is as follows:

Social Media

Using social media for content is typically to promote other content (alongside standalone social content). The main aspects to consider for content promotion are:

  • Which channel? Which channels are you on and which are most important for you?
  • Schedule for posting. Planned posting templates save time spent wondering how many posts to prepare, and a schedule for posting frequencies, timings etc. is a must.
  • Social media analytics. Make sure to monitor what works and what doesn’t. This will help you iterate your approach for maximum success.
Translation: considerations & recommendations

The same recommendations apply for your social media posts as for the content itself:

  • Use an in-country social media agency to create the posts from scratch in the new language
    or
  • Hire a translator for these posts so that they are culturally relevant and appropriate to your target persona.
  • Allow your translator the flexibility to move away from your original post if they deem it appropriate. This is about translating the message not the words, and is often referred to as “transcreation” rather than “translation” due to the extra creativity needed
Email Marketing

This is still a major marketing channel and its demise has been greatly exaggerated. Recent studies by Campaign Monitor have shown it is 40 times more effective for customer acquisition than social media.

  • Use a strategy to develop your email list. Sign-ups to content through blog posts and landing pages with opt-in forms are proven effective ways to do this.
  • Email-send schedule. This will select the best days and times to send emails.
  • Plan an email content creation process. This will entail:
    • Copywriting for your email.
    • Designing email templates (if you’re coding your own emails) or entering content into a template for an email platform.
    • Analysing the performance per email
    • Iterate and repeat
Translation: considerations & recommendations
  • As above – use a translator! There is no point going to all that trouble with the content only for your targets to not open the email because it was poorly written or didn’t seem relevant to them, because it was translated from text localised for a different market.
  • Accept that you will need to budget for a translator here and do not assume that because the task may seem small – eg. a 200-word email – that it can be done cheaply or quickly. The quality of the copy in this covering mail will affect your whole campaign. Again, share your personas, glossaries and keywords with the translator if you want the message to stay on-brand.
PR/Outreach

Overlapping SEO and public relations is a proven way of increasing the reach of content. This would typically include:

  • Product education: One of PR’s main functions is to provide the explanations for products and services. Great content is a prime asset for supporting this.
  • Backlinks create links from other relevant websites to yours which in turn provide improved organic ranking, faster indexing, referral traffic, sharing of content.
  • Build and use contacts (and PR platforms like Cision, Business Wire, Newswire, PR Web) to find quality outreach targets and share content
Translation: considerations & recommendations
  • For PR companies, make sure to share content in your persona’s own language and use an expert translator for the job, even if it is only a few words. Build up a bank of relevant mails for use across the campaign and, once again, give them access to your style guides and glossaries.
  • Budget accordingly. Both money and time. Do not fall into the trap of assuming that a 3-word tagline will be quick or easy to translate. If your marketing agency took months and thousands of pounds to create it, your translator needs to have access to at least some of the creative data and resources that went into it, if that tagline is going to be as effective in the new target language
Next time

In the next post we will look at the reporting phase of the campaign but if you cannot wait until then and want to access the guide in its entirety please download it here. Alternatively if you have any questions please don’t hesitate to contact us

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