Branded content requires evaluation on a thematic, cultural and linguistic basis to ensure suitability and success

International content marketing and strategy

Although successful brands have always created compelling text, images, video and more, content marketing now exists as a headline component of any marketing initiative. In an attention driven environment, characterised by complex proliferation, consumer awareness must be attracted and retained throughout increasingly diverse multi-channel/multi-device user journeys.

Valuable content

Any other kind of content is a waste of effort. In an international marketing context, value rests within the nature of the content and the way in which it is localised to meet the needs of the local market. Oban’s focus on culturalisation is key to the success of our campaigns. We believe that all branded content requires evaluation on a thematic, cultural and linguistic basis to ensure best in class materials and excellent results

Our content marketing solutions rely on a set of common sense principles:

  • We audit to clarify what content you have, what’s worked (or not), what competitors are doing and where we can match content to your customer’s personas and user journeys better.
  • We conduct a gap analysis to identify topics and themes of potentially successful content not addressed by your current publishing efforts.
  • We plan and detail content activity across channels and markets, using audit and gap analysis (plus insight into your in-house capabilities and available resources) to create performance focused content marketing initiatives with baked in goals and KPIs.
  • We promote content across available channels, using both organic (Outreach / PR) processes and paid media campaigns to ensure that carefully crafted content reaches required audiences and creates impactful results.
  • We create content, in collaboration with in-house teams and roster agencies in an adaptation and localisation role, or as a standalone provider of locally focused marketing assets.

Close collaboration with our LIMEs (Local In-Market Experts) is a vital part of our approach to content marketing. Oban’s LIMEs ensure that all content created is suitable from thematic (will it be relevant?), cultural (will it be appropriate?) and linguistic (will it be understood?) perspectives. Missing one (or all) of these factors can spell disaster for reputable brands, so our approach provides both results and re-assurance across all aspects of international multilingual content marketing.

Results – BBC World Service content promotion

Following the launch of its Thai Facebook page, the BBC World Service challenged Oban International to amplify the reach and engagement for chosen content by targeting a new unique audience for BBC World Service – Thai millennials. We targeted 18-25 year olds in the Thai language through look-alike modelling and extension, engaging with 6.9 million people and achieving 275,000 video views.

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Selected Oban clients


Merlin Entertainments

We have worked with Merlin since 2017 on a range of SEO, Content and UX projects for their attractions, including London Eye and Madame Tussaud's, as well as providing paid media support for the launch of Legoland Japan.


Jo Malone London

We have worked with Jo Malone London since 2015, through their sale to Estee Lauder Group and ever since. We provide ongoing technical SEO services and SEO migration consultancy across 21 markets,  plus SEO training for their broader team.

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BBC World Service

We have worked with the BBC World Service since 2015 and have won several awards for our work, most recently in India. We provide above the line planning and buying across a range of markets in Africa, the Middle East and Asia, including  Egypt, Nigeria, Ethiopia, Kenya, Senegal, India and more.   We run a diverse range of campaigns using multiple formats, from wrapped buses in Nigeria to TV advertising in Egypt and radio advertising in India.

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Global software company Unit 4 partners with Oban. We support them with SEO, including managing the consolidation of their multiple sites to one main domain.


Big Bus Tours

We started working with Big Bus Tours in 2015. We promote tours in over 20 cities to travellers from over 150 countries. We meet ambitious growth targets year after year, delivered within strict cost parameters, providing impressive and sustainable growth. Google have used our work as a worldwide case study. We have won awards including Travolution's prestigious Best paid Media Campaign and  Digital Marketing Campaign of the Year.  Since the pandemic,  we have bounced back to our best ever set of results in 2023, winning an E-commerce Cross-border award. The judges said 'It’s a master class in paid media resilience and adapting to changed circumstances and demonstrates how a three-pronged paid media strategy delivered stunning results, far exceeding the last year before the pandemic. For marketers looking to understand the optimal blend of manual and Smart Bidding, this entry provides key insights – as well as proving the value of a granular campaign structure, bespoke user journeys for different audiences, multi-lingual opportunities, and continually iterating campaigns to deliver sustainable competitive advantage.' 

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We provide Paid Media,  SEO and Content for AXA Global Healthcare working with consumers across 140 markets. We have won several awards for our work including Best Use of Search and Most Effective Marketing Campaign. We have worked with AXA since 2014.

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We worked together on a range of services including technical SEO, content,  UX and Paid Search in the UK, US Germany and Thailand.  'We've worked with Oban for almost 6 years now and we trust and value their opinions across both organic and paid media.'



IFS develops and delivers enterprise software for manufacturing and distribution businesses. Oban have been working with IFS since 2019 to create and deliver their SEO strategy and implementation, which included consolidating 19 sites into one with no loss of organic visibility.



We have been working with Conair for three years providing a mix of Paid Media support and Above the Line activity across European markets for their portfolio of brands which include BaByliss and Cusinart. Navigating a complex retail landscape with multiple resellers, we help drive brand awareness in an increasingly cluttered and competitive market.



YMCA Downslink is Oban's chosen charity, supporting young vulnerable people and preventing homelessness. We provide strategic advice and digital marketing support to help them recruit supporters and achieve their fundraising goals.


First Sentier Investors

First Sentier Investors is a global asset management business. We have worked with FSI for 5 years providing a mix of global SEO strategy, implementation and migration support across markets in Asia and Oceania, delivering continuing sustainable organic traffic and session growth. 

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