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Scaling International Content Marketing (Barcelona)

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Lead Time

3 Days

Delivery Format

3 day Training Course

Scaling International Content Marketing (Barcelona)

Scaling International Content Marketing (Barcelona)

Content - Best Practice & Training


Per Delegate


Scaling International Content is a comprehensive 3 day training programme, digging into the topic of content marketing and providing tips and tactics for developing and sharing quality, relevant content on a global scale. Combining teaching, interactive sessions and practical activities, the course will give delegates the knowledge and skills to effectively implement a content strategy and campaign across multiple markets and languages.

There is no getting away from the fact that content is important, and that creating and sharing unique, quality content is essential for online marketing success. However, achieving this in one language is hard enough, so how can you scale a content strategy to cover multiple languages and regions efficiently and effectively?

This course will answer that question by sharing tips, tactics and techniques for generating and distributing great content on a global scale and will provide delegates with actionable insights and practical advice for implementing an international content strategy.

The course combines teaching, group activities and interactive sessions and is run by international web marketing specialists Webcertain. It is a 3 day course run by the International Marketing School, with courses taking place in Barcelona.

  • When you are involved in international online marketing projects
  • When you want to improve your international content strategy
  • When you are want to increase your international presence online

The course is run over 3 day and each day combines teaching, interactive sessions and activities to ensure you receive practical, actionable and comprehensive training. There is maximum limit of 12 delegates per course and there are numerous opportunities for networking with tutors and fellow delegates.

Day 1 – Global Search Marketing Foundations

  • Search engine rivalries - global vs. local search engines (search engine headlines)
  • Global opportunities for search marketers - the instant stat pack
  • Language families and their implications for international search marketers
  • Keyword research vs. keyword translation
  • Global seasonality management
  • Measuring cultural differences
  • Strategic campaign planning tools

Day 2 – Content

  • The history, evolution and definition of content marketing
  • Summary of content marketing strategy and processes and scaling internationally
  • Case study of how a brand maximises their content
  • What makes content attractive?
  • Measuring the success of content marketing - the metrics
  • Does SEO = content marketing? How are they different?
  • Copywriting, translation and "transcreation", managing the successful globalisation of marketing content
  • Defining all forms of content from text and images to video and functionality
  • International content factors - cultural content considerations and how to research them

Day 3 – Distribution and Channels

  • Evolving an effective global content marketing strategy - key techniques
  • Identifying key distribution influencers
  • Leveraging international content marketing in the mobile world
  • Shareability - what defines viral content and makes it fly?
  • Using social pages to generate content traction
  • Psychographics, Facebook amplification and targeting
  • Evolving the content marketing strategy for our businesses
  • The powerful role of YouTube in international content marketing - why it matters so much?
  • Multilingual social - keeping costs under control

Webcertain Training is the division of Webcertain Group that delivers international digital marketing training. Training courses cover a wide range of topics including international SEO, PPC, content marketing and social media. Webcertain Training is the official training partner of the Russian search engine Yandex. Training is also available via our e-learning platform, allowing users to learn remotely, from anywhere in the world. Benefits Of Working With Webcertain

  • Specialises in international multilingual projects
  • No minimum contract period
  • No minimum order value
  • Quick turnround proposals
  • Transparency and online portal management
  • International specialist since 1997

Xerox Corporation

“ Webcertain's local search engine practices and methods in each territory provide valuable insight into how certain cultures work and what works best in those markets. ”

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