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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.
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.
Complementary content marketing services
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