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

1. How to Connect with
International Markets
Brice Bay
bricejbay
CEO, EnVeritas Group
#CMWorld

2. #CMWorld
Fear vs. Opportunity

3. #CMWorld
Plan
Create & Localize
Repeat
Measure

4. #CMWorld
A Global Marketplace
(Why) Should I reach out to international markets?

5. #CMWorld
Goals
What do I most want to achieve?
Organic traffic?
Conversion?
E-commerce?
Indirect sales?
Reputation?
Recruitment?
Publicity?

6. #CMWorld
Goals
What do I most want to achieve?
Organic traffic?
Conversion?
E-commerce?
Indirect sales?
Reputation?
Recruitment?
Publicity?

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Languages
What languages should I target?

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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

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Machines
Do I have the technical resources in place to achieve my
goals?

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Machines

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Select
Be selective about the content you
localize for other markets.

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Localize
• Transcreation – home page, ads, important
marketing and social media communications
• Localization – bread-and-butter copy
• Computer-assisted translation – lists,
manuals, T&Cs

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Repurpose
Re-use good content in new, interesting ways to increase its
spread and your return on investment

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Original Content
Content about local events in the local language will draw
local searchers.

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Quality
Keep standards up

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Iterate
Measure, improve, iterate

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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

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Cost-Benefit Analysis
Add up costs. Add up savings. Estimate conversions and
leads. Do the math.

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Qualitative Benefits
Surveys
Feedback
Social media

21. #CMWorld
How to Connect with
International Markets
Plan
Create & Localize
Measure
Repeat

22. Brice Bay
bricejbay
CEO, EnVeritas Group
#CMWorld