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Australianising US Content: a guide for AU marketing managers

Australianising US Content: a guide for AU marketing managers

It’s a common challenge. The content team at US headquarters pumps out volumes of great content, and the US or global marketing director doesn’t understand why you want to engage an Australian content agency to create localised content. Can’t you just tweak it? Maybe, you reply cautiously. Some pieces of content can be easily touched up for an Australian audience. Other pieces will have so many issues you don’t know where to begin – or how to explain the problem to someone who might not understand how delightfully different we are Down Under. Aside from the Australian English versus American English issue, there are other factors that come into play, like differences in buyer motivation, cultural attitudes and the suitability of examples used in American content. Here’s a handy guide to help you identify the issues involved, or perhaps to more easily explain the scale of the content localisation problem to US HQ! How are we different? Let us count the ways: Spelling – American English vs Australian English Back in the 18th century, English spelling was somewhat inconsistent. Two influential chaps decided to put an end to that, and each published a dictionary. Unfortunately, they were different. The English began to favour one dictionary, but Americans favored the other, so now we have inconsistency on a global scale. Australia followed the English, as we often do. A few examples: OUR (AU) versus OR (US): Our Aussie humour can be a little colourful. We’re sure American humor can be colorful too, even if we don’t find all of it funny. ISE (AU) versus IZE (US): That wouldn’t stop Australians...
Why Some Digital Marketing Agencies Provide Content that Sucks

Why Some Digital Marketing Agencies Provide Content that Sucks

I can safely say that more than a few digital marketing agencies regularly lose clients over poor quality content. That’s because many people who enquire about our content writing services do so the moment they reach the end of a digital marketing agency contract – when they’ve made a decision not to renew because of a content issue. Often, they’ve encountered the problem early on in the contract, but when their complaints didn’t result in any significant improvement, they stopped complaining and quietly awaited the contract expiry date. To be clear, there are some digital agencies that do an excellent job in this space. But why do many others have such a problem supplying good content? For a few, it’s because they’re short-sighted and not even trying. Many others seem to have the will but not the way – they want to keep clients happy but can’t seem to stem the flow of complaints about content. Where agency attitude and culture are right but the content is falling short of client expectations, I believe it comes down to the not having the right processes and team members in place for properly managing content creation. Agencies that began in traditional marketing and added digital marketing or content marketing services seem to have far less trouble that those that began with a focus on SEO and PPC management. That’s likely to be because traditional marketing agencies are accustomed to the processes necessary to manage creative work, so if they add a content or blog writing service for their clients, they tend to apply similar processes. The challenge for those traditional marketing...
Blog Fail Diagnosis: Are These 3 Knowledge Gaps Limiting Your Traffic?

Blog Fail Diagnosis: Are These 3 Knowledge Gaps Limiting Your Traffic?

You have a business blog and you’re publishing content regularly – just like your marketing or SEO advisor, business coach, website designer or digital marketing guru told you to. Somehow, you formed the impression that doing it would bring in hordes of site visitors, and you concluded that even if a small percentage turned into clients your blog would pay off very nicely. But it hasn’t. The traffic-busy blog you had in mind is feeling more like a dead end.  What’s gone wrong? Unfortunately, the advice to set up a blog isn’t always followed up with a detailed explanation of how to get it right. If you’re going it alone because you don’t yet have the budget to pay a content agency or writing service to take care of the details, what you need to know is that there are a number of important factors that come into play in-between starting a blog and getting results that amount to anything at all. Here are three common mistakes that seem small but have a big impact. Failing to choose topics of interest The entire sales process (particularly for B2B) has been turned on its head in recent years. Your prospective clients are often searching for answers long before they decide to contact a potential supplier. What questions are your prospective clients asking at that stage? You need to identify those questions and look to publish material that satisfies their queries. You can do that by using a keyword tool and thinking about the things I discuss in my recent article: MORE: Google Micro-Moments and Long Tail Keywords You’ll also find a link...
5 Reasons Why You Need a Company Newsletter

5 Reasons Why You Need a Company Newsletter

If your organisation has yet to establish an e-newsletter, then it’s time to jump on the bandwagon! Why? When someone subscribes to your business newsletter, they’re displaying an interest in what you have to offer – which means they’re a prospective client. And in the instance of subscribers who are already clients, a newsletter is a great opportunity to keep your company front of mind for any future business. Staying in contact with these leads means that they may be more likely to contact you when they are ready to buy something you offer, even if it’s not the product or service they originally had in mind. And being familiar with your business name means they may also mention you to other potential customers! Here are five reasons why having a company newsletter is important. 1. To capture leads Getting people to sign up for your newsletter is called ‘capturing leads’. It’s an important process for more than one reason – not only does it increase the size of your lead database and allow you to maintain contact with people who may turn into clients, it gives you valuable information about the type of individuals and businesses who are interested in your products or services. Newsletters and e-books are both common methods of lead capture, and for very good reasons. 2. To nurture leads This is the process of staying in touch and developing some of those leads until they become paying customers. This is done by providing useful information that can help them solve their problems, and creating a demand for your services or products with the content you...

5 LinkedIn Strategies That Work

LinkedIn can be an excellent platform for companies operating in the B2B space, offering opportunities for wide exposure across particular industries, and helping to attract new customers. You might already be using LinkedIn to share content, grow your networks and build your company’s brand as part of an overall content marketing plan, but are you using it effectively? Here are five strategies to get the most out of using LinkedIn. 1.  Start an (attractive) Company page First impressions count. So when developing your Company page on LinkedIn, you need to display your brand, and show some personality. Choose imagery that is eye-catching, and provides a clear idea of what your company is about. You should also dedicate some quality time to writing those first few lines about your company. This is your opportunity to showcase what you’re about, and be engaging enough to encourage people to read more. Treat all the copy on the Company page the same way you would any content for the web, and optimise for search engines. Use keywords throughout the content to help your page pop up across your LinkedIn networks, and to be found by your target audience. If you’re not the best at writing content, seek out a professional content writing service. 2. Create a Showcase page A Showcase page on LinkedIn allows you to extend your company page presence by establishing up to 10 pages about your various products and/or services. You can then adapt your messaging on each page according to the specific audience you wish to attract and build a relationship with. For example, Adobe has multiple Showcase pages to suit their...

B2B Content Strategies by Platform: What Works Best?

While the overall content marketing strategy sets out the ‘big picture’ plan for your marketing activities, including your audience, goals, type of content, brand voice, channels, frequency, and measurement, have you taken the time to consider implementing individual strategies for each content platform you are working with? We have compiled some great B2B content strategies for key platforms, to help you get the most out of your activities and reach your marketing goals. Blogs Develop a content calendar – Mapping out your blog topics weeks or months ahead ensures that you cover off a range of areas of interest and you’re not trying to come up with ideas on blogging day! Sometimes, just coming up with great titles can help spark some blogging inspiration further down the track. The titles can give you focus, and provide something for your team or outsourced content writers to flesh out. Develop evergreen content – Evergreen content refers to any information online that will continue to be relevant and never become outdated. This could include ‘how-to’ tutorials, top tips, product reviews, or videos. Make sure your content is search-friendly, so it can be seen, shared and linked for many months – or even years – to come! LinkedIn Use SlideShare presentations – SlideShare provides you the opportunity to reinforce your expertise and build your reputation as a thought leader by sharing useful information among your LinkedIn followers. You can upload presentations, infographics, documents and videos for free. Use video – By uploading a video, you are able to humanise your brand. You may wish to upload an interview, snippet of you or a colleague speaking at a conference,...