How to Create an International Content Strategy with @MontseCano #vcbuzz

Content marketing is the foundation of many marketing strategies out there, including SEO and social media.

But what if your prospects talk more languages, other than English?

Can content marketing target multiple languages, or is it something only big brands can handle?

Let’s discuss!

About @MontseCano

@MontseCano is a bilingual (Spanish/English) international marketer with over 15 years’ experience in growing the digital footprint and contributing to the digital transformation (platforms, data, education) of a range of companies.

Connect to Montserrat Cano on Linkedin!

Questions we discussed

Q1 How did you become a digital marketer? Please share your career story!

My career story is a weird one. I fell into digital project management, which included SEO, by chance when I was looking for something other than teaching.

Q2 Is international content marketing possible for small businesses or just huge brands? How can one save when targeting content for multiple countries and continents?

Content is part of the basics of any marketing strategy. A big budget isn’t totally necessary to create something that resonates and helps the business to grow.

Businesses need to know what they want to achieve and who to target. Once that’s done, reviewing budgets is a must

In fact, the less budget, the more creative teams can be. It needs to be promoted too. A series of blog posts and a creative video can achieve more than very expensive series of headshot videos that no one watches.

If you’re a small business, you need to build trust and areness more than any big-budget firm. Content is one way to do it, and one of the best ways to promote your business without selling

Q3 Do you suggest hosting your international content on different domains or a single site? What are pros and cons?

As a good SEO, I’d say it depends on who you’re trying to target. Language, location, location and language? They all have their pros and cons

Yes, it is. You have to go local when doing international marketing, and hosting is one of those things. Then you can think about creating subdomains, folders, using hreflang, etc

If they serve multiple languages, chances are that they do need some local marketing. I’d say hreflang, subfolders can be useful. If you have a local office in different countries, it makes sense to buy a domain name for each of those locations.

Q4 Are there international content marketing examples or case studies we can learn from?

Monetate started small back in 2011. They invested in content creation internally and their traffic grew, as they were addressing potential customers’ pain points

In those cases ccTLD plus language targeting might be a good idea

Q5 What are your favorite content marketing tools?

GSC, GA! Aside from those, I use tools like Hotjar understand behaviour on a single page and Similar Web. SemRush is good for competitor analysis. Other tools or platforms, Pexels or Pixabay for pictures.

Answer The Public is a great tool to discover what users are searching and create content.

@Ahrefs is one of my favorite tools, really handy for that very reason I find