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No comprendo: why content localisation is key to speaking with your global audience.

You’re no doubt familiar with the principle of delivering the right message, to the right people at the right time.

Its sound advice, but what’s missing?

The need to deliver the right message, in the right language.

You must recognise the language barrier:

It’s no secret that to talk to your audience, you need to speak their language. Yet, how much of your content is limited to the English-speakers within your target audience? How many existing and potential clients, across EMEA and beyond, are you missing the chance to talk with, as a result?

But translation isn’t enough:

It’s not just about translating your content. To pack the same punch across different regions, it needs to be localised – it needs to reflect the differences in the way people live and work, including their customs, idioms and cultural references.

Should you use the formal or informal ‘you’ in a language where both forms exist? Will everyone be familiar with recent news headline you mention in your article? Will your foreign audience need some extra background information to understand the subtleties of your case study with a British client?

Accounting for these kinds of differences means that you’re not only speaking their language, you’re retaining the impact in what you say.

Does content localisation work?

IT solutions provider, Barracuda, is a great example of a B2B brand that’s benefitting from far greater engagement with their European audience. Their critical monthly newsletter, originally delivered in English with no content variation, is now localised — distributed in six languages, with unique content for each region. This move has seen unique open rates rise by 39% and unique click-through rates by 75%.

This just goes to show how content localisation can help you fuel conversations with your audience and lay the foundations to nurture valuable relationships.

Key Takeaway:

To best fuel conversations with your audience across different regions, you need to deliver the right message, in the right language.

Click here to find out more about Barracuda’s success with content localisation.

Subscribe to HN reload to keep up to date with our latest content marketing thoughts, ideas and insights to help you fuel the conversations that build your audience relationships.

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The post No Comprendo: why content localisation is key to speaking with your global audience. appeared first on HN Marketing.

Wherever, whenever: why repurposing content is key to engaging your audience anytime, anywhere.

Imagine if your wardrobe could only consist of one outfit; no matter which clothes you chose, they’d often be inappropriate.

The same logic applies to your content; no matter how great a single asset is, it won’t be appropriate in every context. As a result, you’ll often miss the opportunity to engage your audience in the conversation. For example, imagine (but please don’t try) reading a whitepaper on your phone, whilst cycling to work – tricky, right?

So, to maximise the effectiveness of your content, something’s got to change. Either your audience must engineer a situation in which they can consume your content, or you need to repurpose your message so that you’re able to get your message across wherever, whenever.

Many marketers are reaping the benefits of the latter approach.

Repurposing in action:

Leading translation software provider, SDL, supplemented its industry-leading research report with a separate overview of the 5 key themes. This summary received more than twice as many downloads than any other SDL eBook, ever, and allowed SDL to engage in brief, yet full conversations with those pushed for time – an opportunity they would otherwise have missed.

Meanwhile, newspapers, like the Wall Street Journal, now create their editions in podcast form, allowing subscribers, who don’t have time to read the news in the morning, to listen to it on their drive to work, or on the train (for those of us who remember our earphones!) – facilitating a conversation that might otherwise never have happened.

Key takeaway:

If you’re only publishing your message in one form, you’re missing the opportunity to talk to your audience anywhere, anytime. Repurposing that content into a few shapes and sizes means you’re ready and able to have the conversation whenever, wherever.

And consider this; it’s not just digital content that can be repurposed to better fuel conversations. Check out how Xerox repurposed a fruitful keynote speech into a piece of sales collateral that fuelled follow-up discussion with prospects.

And be sure to follow us on LinkedIn to keep updated with our latest content marketing thoughts, ideas and insights to help you fuel conversations, with your audience.

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For the nerds out there, the term B-roll comes from the pre-linear film editing days, when two separate rolls of film were used to create effects such as fades. When linear editing came in, the rolls were replaced with tape decks – but the term ‘B-roll’ stuck and became associated with the footage extraneous to the main interview or subject of the film.

Besides breaking the monotony of watching someone talk, B-roll has two other important advantages in corporate video; both of which will help you use video more effectively to get your B2B marketing message across.

1. B-roll simplifies editing
In the world of corporate video, especially for video case studies, you often have interviewees who aren’t used to being on camera — so you may need multiple takes to capture what you need. Even when that isn’t the case, it’s highly unlikely that the person you’re interviewing will deliver their lines word-perfect every time. They might stutter, give an answer they don’t like, or sneeze.

All of which means: your footage will contain lots of unusable takes among the good ones. Editing these out can make your interviewee look jerky, and that’s where B-roll comes in. Because the interviewee isn’t on screen during a cutaway shot, you can make any edits without affecting the look of the finished video. Besides cutting out poor takes, you can cut out parts of a good take, even words from a single sentence, to keep your video short and snappy.

Get some tips on preparing video interviewees in our free ebook.

2. B-roll adds to the story
Done right, B-roll isn’t just relevant to your story in terms of subject matter, but conveys the character of people and places, or the emotion involved in a scenario being described. When writing, we use the principle: ‘show rather than tell’ (eg, don’t claim to be innovative; give examples that show your innovation). One of the reasons that video is so powerful is that you literally can show things, rather than (or in addition to) telling your audience about them.

For example: take this B2B video we produced for Lightspeed.

It’s about a modern, trendy restaurant. The B-roll footage helps to convey this character – you see cutaway shots of the hustle and bustle of London, the smart interior and lighting, and the sense of sophistication that pervades the place. And of course you get to see Lightspeed’s software in action. The B-roll doesn’t just make the video look nice; it actively supports the B2B marketing job your video is trying to do.

Getting your own B-roll
There are two ways to get B-roll footage:
• You can purchase stock footage from sites such as iStock or Shutterstock.
• You can have your camera crew shoot it.

Both have their advantages:
Shooting your own B-roll footage allows you to include your interviewees in the footage if relevant — to see them in action. And if you’ve already paid for a crew to be on location for the day, there may be no additional cost, or only a small one.

Stock footage, on the other hand, can give you shots that are difficult to get yourself, like a time-lapse or the view from a helicopter. And if your video logistics call for a special trip to film B-roll, stock footage may be cheaper.

Planning for B-roll
Whatever you decide to do, it’s worth making sure that you plan a B-roll shot list before spending any time collecting it.

Consider the people you’re interviewing, and what they’ll be talking about. What might you want for your cutaway shots? Note your ideas down so you can use time (and budget) effectively in capturing (or buying) all the B-roll footage you need. You can always capture (or buy) other things on the day, if inspiration strikes. And besides saving time and money up front, your video editor won’t have to spend hours sifting through useless footage.

See 3 more tips for corporate video shoots here.

The post Liven up video with B-roll footage appeared first on HN Marketing.

What’s the difference?
We’ve heard it said that content and communications are one and the same. But while there might be a considerable overlap, we believe the subtle semantic differences are important — again, we’re a B2B content marketing agency; an obsession with words comes with the territory!

The difference between content and communications is that the word ‘communications’ carries with it the idea of an audience, while ‘content’ doesn’t. ‘Content’ is something you produce; ‘communications’ are something you have with someone else. Once you start thinking of what you’re producing as ‘communications’, then other questions come up:

• Who are you communicating with?
• What do you want to say to them?
• What will they think of what you have to say?

The importance of the B2B audience
That last question is crucial; as marketers (and sales people), we should always be conscious of what our audience thinks of our message and, by extension, us. Even in 2017, it’s easy to find examples of marketing that start not with the audience, but with the company doing the selling. Will an audience respond positively to that? Not likely — you can produce the most beautiful content in the world, but it will just sit in a (virtual) dusty box, unloved and unwanted.

So how do we make sure not just smothering our clients with well-intended yet irrelevant content? Well, one very good way to keep your audience at the heart of your content marketing, is to keep asking yourself, “So what?” When you can no longer ask the question because you’ve answered it fully, you’ve found the holy grail of content marketing — a message your audience actually wants to receive.

Let us know what you think in the comments below and if you’d like some more advice on content that communicates, come and have a chat with us.

The post Content vs. communications, or the importance of the B2B audience appeared first on HN Marketing.

Now we know you all love your jobs — marketing is the best job in the world after all — but that doesn’t mean you want to spend your whole life in the office.

So is there a way to cut corners with your B2B content, without taking a corresponding hit on quality? We think there is and here’s how.

1. Use time-saving tools Because, after all, the quicker you do things, the more likely you are to reacquaint yourself with the outside world. We use most of these tools here at HN and our loved-ones are grateful.

• Hootsuite and Sprinklr are great tools for managing your social campaigns, helping you to store and schedule social content and measure its effectiveness.
• Trello is a very flexible, online, collaborative project-management tool that works well for small teams and short projects (the kind that don’t call for Gantt charts, reporting, or active time-tracking). It also has a free, entry-level option.
• Have you ever jotted down inspiration on a coffee-shop napkin, but struggled to take it to the next stage? Well, now there’s even technology to convert handwritten notes into digital content.

2. Repurpose content Once you’ve produced a great piece of content, don’t settle for using it just once. A good way to squeeze everything you can out of it – and get it seen by a wider audience – is to convert it into a new format. Another way to cut corners is to recirculate content without changing it. Or both. Here, for example, is another chance to read a post we repurposed earlier … about repurposing content.

3. Bring in extra help We would say this, of course, but agencies can be a great way to offload some of your work without decreasing your output. As well as sharing the load, an agency can become like an extension of your marketing team, helping you solve challenges quicker and save you even more time.

What are your favourite time-saving tips? Why not share them in the comments below?

The post B2B copywriting: cut corners, not quality appeared first on HN Marketing.

‘Exit, pursued by a bear’, appearing in Act III scene iii of The Winter’s Tale and heralding the death of Antigonus, is perhaps one of the most famous stage directions ever written — not least because there are none other like it in all of Shakespeare’s collected works.

A lesson from the Bard

But famous and unprecedented as this stage direction is, I can tell you (based on the rigorous test of asking all of my friends) that though many people have heard of it, they often know nothing else about the play it comes from (possibly not even its name).

I don’t pretend to know the mind of someone who’s been dead for 400 years, but I’d hazard a guess that Shakespeare probably wouldn’t be thrilled that one of his plays is best remembered for a stage direction. Which suggests, to me, a lesson about content creation: if you’re going to do something different, make it count.

Redesigning your white paper to be visually stunning (for example) is a great idea – unless it becomes remembered as ‘that paper that looked great’ rather than ‘that paper that was really engaging and made some great points’.

Where there’s a Will (Shakespeare), there’s a way

Innovation in content creation is awesome and absolutely to be encouraged, but how can you be sure it isn’t going to do more harm than good? Here are a couple of options to test any new concept.

1. Prototype it. Get a sample made up and think through the effect of the finished piece. Will it (still) have the result you’re looking for?

2. Ask someone not connected with the project. It’s possible that you’re too close to the content to see the impact your ideas might have – so find someone who isn’t involved and get their opinion.

Perhaps we’re being a little unfair to Shakespeare. Given that he purportedly invented around 1,700 of the words we use today, it’s fair to say that most of his innovations supported his content, rather than distracted from it. With a little thought, yours could do the same.

The post Exit, pursued by a bear: another content marketing lesson from Shakespeare appeared first on HN Marketing.

Problem #1: content focuses on early stages of the buyer’s journey
Picking up customers might not be a problem, but keeping them engaged through their decision-making journey is more challenging.

Solution #1: create nurturing content
Map your content creation to different stages of the journey, and focus on moving the customer from one stage to the next. Then you won’t only be creating content – you’ll be creating a relationship with your customers.

Problem #2: no documented strategy
You might have a strategy, but it’s different depending on whom you ask – and that means not everyone is pulling in the right direction.

Solution #2: document your strategy
It’s not rocket science. Get that strategy written down, get everyone on the same page and join up your approach to content marketing.

Problem #3: stuffy content
“We’re a business and our content needs to reflect that. It’s what our customers will expect. But they just aren’t interested in our content.”

Solution #3: get human
Take the suit and tie off your content and turn it into something they’d want to read in the evening, not just at their desk. That’s partially about making it relevant to them, both professionally and personally, but also about the tone and style you adopt.

Problem #4: your customer already knows what you’re saying
Your customer does nearly 60% of their decision-making without talking to you. They’re smart and they’ve heard it all before.

Solution #4: say something new
Don’t settle for ‘interesting’ or ‘accessible’ content. Do your research and tell the customer something they didn’t know, which forces them to question their buying criteria. Perhaps they always assumed they couldn’t reduce their energy consumption, for example, when in fact you can help them with that?

You can download the full infographic here.

What are your secrets for creating engaging content?

Share your tips for creating content that grabs your audience and doesn’t let go on Twitter, LinkedIn, or in the comments section on our blog.

The post Why is B2B content failing to engage customers? appeared first on HN Marketing.

You know the kind: “Top 250 PR stunts” or “61 social media tips you don’t know about”. Listicles are designed to make the information they contain accessible, but there’s a fine line between achieving that and turning your readers off – sometimes before they’ve even clicked the link.

So how can you keep your listicle on the straight and narrow? We’ve come up with a few ideas to help your listicle avoid being a “missticle” (pardon the pun). To help, we’ve even arranged them in a list…

1: Get the numbers right
The best listicles keep to low numbers. Ten would be an absolute maximum, but five or three would be better. Though numbers like 13 or 9 stand out, they do risk giving people the impression you couldn’t decide which ideas to use so just chucked them all in. Even numbers are fine – as this listicle from hubspot shows.

2: Watch your language
If you have 30 points, are they all “top”, “significant” or “best”? It’s important not to over-hype your article. Your readers will see it a mile off and likely vote with their feet. Take this CMI article , for example – no hype; just a promise to list some useful tools that’s then delivered on.

3: Find the thread
This is the one that can make the difference between a good and a great listicle. Even though you’re writing a list, it’s still important to find an arc that draws your reader in and gives them a reason to read the whole thing. In a list of top social media tools, for example, you might start with tools that focus on curation and finding content and move through to those that are more geared towards analytics and review. Or, as we did in this listicle on barriers to social in business, start with a surface issue and then dig deeper with each successive point.

It does take a careful bit of planning to write engaging listicles – short and accessible as they are, they aren’t necessarily quick things to write. But once you’ve got the format working for you, your content will shine.

You’ve probably come across a variety of listicles. Why not share the best – and the worst – in the comments below, LinkedIn or Twitter?

The post Listicle or Missticle? How to write engaging listicles appeared first on HN Marketing.