International Marketing Doesn’t Necessarily Need International Content

Expanding into another market can make the marketing plan sound much bigger than it needs to be.

New country. New campaign. New photography. New content.

Sometimes that is necessary.

Quite often, it isn’t the first thing we’d test.

Strong product photography, useful case studies, good project imagery and clear brand content can travel surprisingly well. The targeting, media, language and landing experience may change while much of the source material stays the same.

That makes international testing a lot less intimidating.

You can find out whether there is an audience before commissioning an entire second marketing department’s worth of content for it.