Unleash the power of multilingual storytelling

Why Oban for international content marketing?

Your target audience is constantly exposed to generic content that lacks substance and fails to resonate. Differentiate your brand by publishing tailored content designed exclusively for their preferences, effectively capturing their attention and engagement.

Connecting brands to diverse markets

In an international context, the true value of content lies in how effectively it’s localised to meet the needs of each market. Tailoring content to align with local linguistic, cultural, and contextual nuances ensures that your brand message connects with your target audiences. By adapting content to suit the preferences of each market, businesses can establish credibility, build trust, and effectively communicate their brand identity.

Typically, we approach content marketing with the aim of maximising its impact on organic search and other channels. Our process usually involves:

  • Auditing for insight: We start by auditing your existing content, understanding what has worked (or not), assessing competitors’ strategies, and identifying opportunities to align content with your customer personas and user journeys more effectively.
  • Gap analysis for strategic content: Conducting a gap analysis allows us to pinpoint topics and themes that have the potential for successful content but remain unexplored in your current publishing efforts.
  • Strategic planning: Armed with our audit insights and gap analysis findings, we meticulously plan content activity across channels and markets. Throughout, we aim to create content that is focused on specific keywords and customer journeys and matches user intent. We use our understanding of your in-house capabilities and available resources to create performance-focused content.
  • Strategic promotion: We promote content across various channels. We use both organic channels like Outreach and PR, as well as paid media campaigns, to ensure that your carefully crafted content not only reaches the right audiences but also generates impact.
  • Collaborative creation: We collaborate closely with in-house teams and roster agencies, whether in an adaptation and localisation role or as standalone providers of locally focused marketing assets.

International success through local expertise

Central to our content marketing approach is close collaboration with our LIMEs (Local In-Market Experts). LIMEs play a pivotal role in ensuring that all content aligns seamlessly with the cultural and linguistic nuances of each market. Recognising the value of localised content is essential, as diverse cultures consume and make purchasing decisions differently. Even when language remains the same, tailoring content to match the unique intent and expectations of users in each market is crucial for effective engagement.

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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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