According to a 2021 Aberdeen study, companies that are at the forefront of content marketing experience eight times the growth on their site than those that invest less in it. Such a strategy involves regularly creating content with texts, images and videos. In order to remain competitive, brands must innovate in their communication with their customers, offering these elements on multiple channels and devices. They must be adapted to several languages and countries.
However, it is necessary to master its management of content production in France before launching internationally. Then you have to succeed in creating effective content, which can be difficult when you don’t master the languages of the target markets.
Spotify and FC Barcelona sign an unprecedented partnership
A real challenge that the International Content Factory can help solve. This production methodology consists of producing a large quantity of content (more than five contents per month) over a determined period, at a regular pace and respecting quality criteria. In this ebookYouLoveWords, reveals its proven methods to help you reach new markets.
We can say that the agency is quite legit when it comes to tackling content marketing. For ten years, she has been managing International Content Factory on behalf of her clients and helping them achieve their goals.
Prepare for internationalization
To properly prepare for its internationalization, it is first of all necessary to determine whether we are aiming for a 100% digital expansion, where all actions will be piloted from France, or traditional, with local relays present in its organization.
The second option requires mapping the different actors who will play a role in the Content Factory by country, and carrying out an audit of its available resources. This requires asking certain questions: Does my company have the budget to embark on this kind of project? How will adding another audience affect my organization’s day-to-day business? Are my products and services ready to be understood and used by people from other countries and speaking another language? These are all elements that will make it possible to more clearly identify the direction of your project and the existing resources.
It is then necessary to analyze the target markets. By downloading the YouLoveWords ebook, you will discover that several factors are to be taken into account such as culture or technological maturity. The Nordic countries, for example, are the most prepared for the future of digital. The content medium should not be neglected either. For some markets video will perform better than long articles or images, and for another market it will be the opposite.
It is also necessary to set clear and achievable business objectives. It can be about gaining credibility, educating your audience or even generating profits. The ebook reveals that in 2021, 80% of content marketers were motivated to create content to improve their brand awareness.
Get to know your markets
To succeed in making a name for yourself in a new market, it is essential to take an interest in the activity and strategies of your competitors. For this, it is necessary to use SEO tools. Data from other companies allows it to adjust its Content Factory action plan, and to collect keyword opportunities for its future content. To discover the tools recommended by YouLoveWords, download this study.
We must also ask ourselves whether the country we want to target will be receptive to our message. To answer this question, it is essential to look at the level of demand and the maturity of its future targets. If the latter is beautiful and well present, it should not however be forgotten that the keywords can be different from one country to another. As the ebook explains, Spanish is spoken in Mexico and Colombia. However, the research methods turn out to be different in the two countries. In Colombia, the word “telework” is written “teletrabajo”. Mexicans tend to use the term “home office”. For this reason, it is a good idea to use SEO tools like Google Trends or SEMRush to better understand search methods by location and the type of content most consumed.
To better understand the mindset of its targets, it is necessary to make personas. As with any marketing strategy, behavioral factors and buying habits must be taken into account. For an International Content Factory, however, it is advisable to draw up standard profiles by country by integrating the languages spoken. By getting this ebook, you will discover an example of a persona on which to rely.
The next steps and other advice from YouLoveWords can be found by downloading this study:
- The bases of an international strategy (production scope, resources and budget);
- Select the right topics and formats (audit of its existing content, local semantic audit, international monitoring, creation of a content guide);
- Structure your dream team;
- Adopt a good methodology (onboarding of your talents, monitoring schedules, tools and applications, doing a RACI);
- Have an efficient workflow;
- The roadmap of things to apply.
This ebook is an essential point of support both for marketing decision-makers from large companies wishing to align their international teams and develop in different markets and for startups wishing to begin their international strategy. Don’t forget to download the white paper !