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How to Connect with 
International Markets 
Brice Bay 
bricejbay 
CEO, EnVeritas Group 
#CMWorld
#CMWorld 
Fear vs. Opportunity
#CMWorld 
Plan 
Create & Localize 
Repeat 
Measure
#CMWorld 
A Global Marketplace 
(Why) Should I reach out to international markets?
#CMWorld 
Goals 
What do I most want to achieve? 
Organic traffic? 
Conversion? 
E-commerce? 
Indirect sales? 
Reputation?...
#CMWorld 
Goals 
What do I most want to achieve? 
Organic traffic? 
Conversion? 
E-commerce? 
Indirect sales? 
Reputation?...
#CMWorld 
Languages 
What languages should I target?
#CMWorld 
Channels 
Which digital platforms should I use? 
Websites 
Blogs 
Micro-blogs 
Social networking sites 
Apps 
SM...
#CMWorld 
Machines 
Do I have the technical resources in place to achieve my 
goals?
#CMWorld 
Machines
#CMWorld
#CMWorld 
Select 
Be selective about the content you 
localize for other markets.
#CMWorld 
Localize 
• Transcreation – home page, ads, important 
marketing and social media communications 
• Localization...
#CMWorld 
Repurpose 
Re-use good content in new, interesting ways to increase its 
spread and your return on investment
#CMWorld 
Original Content 
Content about local events in the local language will draw 
local searchers.
#CMWorld 
Quality 
Keep standards up
#CMWorld 
Iterate 
Measure, improve, iterate
#CMWorld 
Targets 
Set and track KPIs for your stated aims. 
Organic traffic 
Conversions 
Download counts 
Click-throughs...
#CMWorld 
Cost-Benefit Analysis 
Add up costs. Add up savings. Estimate conversions and 
leads. Do the math.
#CMWorld 
Qualitative Benefits 
Surveys 
Feedback 
Social media
#CMWorld 
How to Connect with 
International Markets 
Plan 
Create & Localize 
Measure 
Repeat
Brice Bay 
bricejbay 
CEO, EnVeritas Group 
#CMWorld
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How to Connect with International Markets — CM World

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Learn how to connect with international markets by planning, creating and localizing, and measuring with Brice Bay's presentation from Content Marketing World.

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How to Connect with International Markets — CM World

  1. 1. How to Connect with International Markets Brice Bay bricejbay CEO, EnVeritas Group #CMWorld
  2. 2. #CMWorld Fear vs. Opportunity
  3. 3. #CMWorld Plan Create & Localize Repeat Measure
  4. 4. #CMWorld A Global Marketplace (Why) Should I reach out to international markets?
  5. 5. #CMWorld Goals What do I most want to achieve? Organic traffic? Conversion? E-commerce? Indirect sales? Reputation? Recruitment? Publicity?
  6. 6. #CMWorld Goals What do I most want to achieve? Organic traffic? Conversion? E-commerce? Indirect sales? Reputation? Recruitment? Publicity?
  7. 7. #CMWorld Languages What languages should I target?
  8. 8. #CMWorld Channels Which digital platforms should I use? Websites Blogs Micro-blogs Social networking sites Apps SMS Videos Images Infographics Presentations User review sites Online advertising
  9. 9. #CMWorld Machines Do I have the technical resources in place to achieve my goals?
  10. 10. #CMWorld Machines
  11. 11. #CMWorld
  12. 12. #CMWorld Select Be selective about the content you localize for other markets.
  13. 13. #CMWorld Localize • Transcreation – home page, ads, important marketing and social media communications • Localization – bread-and-butter copy • Computer-assisted translation – lists, manuals, T&Cs
  14. 14. #CMWorld Repurpose Re-use good content in new, interesting ways to increase its spread and your return on investment
  15. 15. #CMWorld Original Content Content about local events in the local language will draw local searchers.
  16. 16. #CMWorld Quality Keep standards up
  17. 17. #CMWorld Iterate Measure, improve, iterate
  18. 18. #CMWorld Targets Set and track KPIs for your stated aims. Organic traffic Conversions Download counts Click-throughs to specific pages Followers & fans on social media accounts Mentions in blogs Inbound links from reputable, relevant sites Search rankings for relevant keywords
  19. 19. #CMWorld Cost-Benefit Analysis Add up costs. Add up savings. Estimate conversions and leads. Do the math.
  20. 20. #CMWorld Qualitative Benefits Surveys Feedback Social media
  21. 21. #CMWorld How to Connect with International Markets Plan Create & Localize Measure Repeat
  22. 22. Brice Bay bricejbay CEO, EnVeritas Group #CMWorld

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