International content promotion
Global consumers enjoy an abundance of choice in branded/marketing content, whether presented via search activity, shared via chat and social, or pushed via paid media. This abundance implies that only a very narrow selection of content will be ‘naturally’ viewed in depth, so once the valuable content is identified (see content audit) and planned (see content planning), content promotion – or how to encourage interaction – is the next phase to consider.
Oban’s content promotions campaigns consist of two components: organic (via influencer outreach/digital PR), and paid promotion, primarily using social channels such as Facebook, VKontakte (VK), Linkedin or WeChat.
We begin with attention to agreed goals and KPIs, crafting the best blend of organic to paid activity to meet campaign requirements concerning reach, audience, required engagement priorities etc.
Organic efforts will focus on collaboration with in-market influencers (for example, local fashion and style bloggers) to evolve and promote content via trusted and reputable websites and social accounts. Organic also requires digital PR, where our Local In-Market Experts (LIMEs) work with established media partners to publish content and encourage social sharing across publisher networks.
For paid content amplification activity, we will:
- Review content assets to be amplified and match to user journey stages and optimum platforms/channels.
- Execute amplification activity across best global, and in-market channels/platforms e.g. search, display, Facebook, Twitter, Yahoo Gemini, Outbrain, WeChat etc.
- Optimise the distribution and visibility of your content to agreed campaign goals and tactical KPIs.
Content amplification demands best in class local adaptation, and our Local In Market experts (LIMEs) play vital roles in ensuring that both your content and the messaging used to promote it is 100% suitable for relevant markets and languages. Rigorous optimisation of the content is also crucial, and our teams will work doggedly to meet goals and KPIs. Rest assured that we are experienced in working with many types of content, from articles and e-books to videos and podcasts.