From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by Gino De Blasio, Click Consult, @ginodb - A Guide To International Content Marketing & How To Annoy A French Blogger. #benchmarksearchconf

1. A Guide To International
Content Marketing
& How To Annoy A French Blogger
BENCHMARK SEARCH CONFERENCE; 30.06.15
Gino De Blasio

2. A BIT ABOUT ME
• 11 years Marketing Communications Experience
• Speech writer and policy advisor at the EU
• 9 years in Digital Marketing
• Worked across Europe and America
• Worked with many different brands over the years…

3. WHAT IS CONTENT MARKETING?
“Your customers
don’t care about you,
your products, your
services…they care
about themselves,
their wants and their
needs. Content
marketing is about
creating interesting
information your
customers are
passionate about so
they actually pay
attention to you.”

4. WHAT IS THE CONTENT MARKETING
RELATIONSHIP TO SEARCH?

5. WHAT IS THE CONTENT MARKETING
RELATIONSHIP TO SEARCH?

6. WHAT IS THE CONTENT MARKETING
RELATIONSHIP TO SEARCH?

7. WHAT IS INTERNATIONAL CONTENT MARKETING?
It’s content marketing done across countries, economic regions or
territories, identifying the right channels, platforms and cultural
identities of each nation where content is used to either promote
or develop brand identity or help with search.

8. HAVE YOU HEARD OF PEST?
P E S T

9. LANGUAGE
You need to capture the nuances of the language to really
engage your audience. Colloquialisms, humour and cultural
sensitivities.

10. LANGUAGE & CULTURE
Language is ever evolving and reflects common cultural
differences. Embrace where there is change and use it to your
content marketing advantage.

11. TECHNOLOGY

12. TECHNOLOGY IN EUROPE VS THE AMERICAS

13. TO SUMMARISE
• Perform a PEST analysis
• Make considerations for all applicable aspects
• Don’t just translate, trans-create; find colloquialisms
etc.
• Where possible, use local language experts
• Understand where user journeys are different
• Are you thinking about what devices work best
based on user journey? (Consider tech and cultural
issues)

14. HOW TO ANNOY A FRENCH BLOGGER
“Mission: Find 10 Motoring bloggers, popular amongst the 28 – 36
demographic in France & Italy to promote Pirelli’s new tyre,
produced with car manufacturer, FIAT. In return, these bloggers
will get a day in Turin at the FIAT garage testing the new FIAT
Punto Sport”

15. HOW TO ANNOY A FRENCH BLOGGER
Outcome: Produce several pieces of engaging content, from
videos to featured blog posts that specifically drive engagement
to the brand and can be shared across social platforms. (It was
only Facebook and Twitter at the time…)

16. HOW TO ANNOY A FRENCH BLOGGER
“Mission: Find 10 Motoring bloggers, popular amongst the 28 – 36
demographic in France & Italy to promote Pirelli’s new tyre,
produced with car manufacturer, FIAT. In return, these bloggers
will get a day in Turin at the FIAT garage testing the new FIAT
Punto Sport”
IT TOOK 3DAYS!!!!
Or so I thought…

17. HOW TO ANNOY A FRENCH BLOGGER
I didn’t expect for one French blogger to ask the following
question…
I want a Ferrari… I need it to test the tyres. I want the Ferrari at
my house in two days…

18. HOW TO ANNOY A FRENCH BLOGGER
YES I PULLED THE SAME FACE THAT YOU ARE PULLING RIGHT
NOW…

19. HOW TO ANNOY A FRENCH BLOGGER
“I’m sorry, I really can’t help. The FIAT group and Pirelli is
interested in your participation, but I can’t send across a Ferrari
612 Scaglietti to your house”

20. HOW TO ANNOY A FRENCH BLOGGER
PLAGUE OF LOCUSTS MY FIRST BORN
SHALL BE A “DEVIL
CHILD”
THE HORSEMEN OF
THE APOCALPYSE ARE
ON THE WAY…
MOSES CAN’T HELP
YOU…

21. HOW TO ANNOY A FRENCH BLOGGER
• We found the “right” blogger
• He met the content marketing
brief
• Was becoming well known for
video content – perfect for the
market place
• Used brilliant language that
you could engage with
• Was current and topical…

22. HOW TO ANNOY A FRENCH BLOGGER
• I didn’t consider the blogger
culture in France
• Videos are personal
experiences not
manufactured
• Never use “participation” in
France, you either are or
aren’t involved
• Would have worked better
with different content types

23. QUESTIONS
Twitter: @ginodb
Site: www.click.co.uk