A Christmas Story: Content marketing for ecommerce success in a multicultural world

Multicultural content marketing is the most effective way for brands to engage local audiences in the international market. This is especially true for retailers expanding their operations to countries where English isn’t the main language spoken.

This new white paper, a joint project between NewsReach and EnVeritas Group, looks at how brands can drive increased sales in non-English markets in retail’s busiest period and the rest of the year.

Multicultural content marketing white paper cover

Speaking about the power of multicultural content marketing, Head of European Content at NewsReach Frank Hartkopf said: “The time of one-size-fits-all marketing is over. Brands need to take advantage of the power of multicultural content marketing in order to break into new markets and improve their global reputation and credibility.”

Eric Ingrand, EnVeritas Group Vice President of Content Marketing EMEA, added: “Publishing content in multiple languages for a variety of markets requires digital agility. But it is an incredibly powerful way of reaching out to new audiences. Large or small, companies with an international reach need multicultural content marketing to succeed in the digital age.”

Highlights from the white paper include:

*  An interview with Expedia brand Hotels.com’s marketing managers Michael Korkia and Malte Bunjes. They explain how adapting their content to provide users an authentic local experience pays off when it comes to conversion.
*  An insight piece by Robert Rose from the Content Marketing Institute analysing how Coca-Cola uses content to connect with its global audience not just during the festive season but throughout the year.
*  Commentary from Essential Retail editor Ben Sillitoe about how UK retailers such as Marks & Spencer are breaking into European and emerging markets.
*  Contributions from people all over the world to show how retailers and locals approach Christmas in countries such as Finland, China, Russia and South Africa.

Karen Webber, Head of Marketing Communications at NewsReach parent company Axonn Media, commented: “We wanted to produce a white paper that conveys our shared passion for multicultural content marketing through superb opinion pieces, strong case studies and really useful, practical tips for retailers.”

“The next few months are of crucial importance to these brands, and we hope our white paper can help them drive increased sales through multicultural content marketing.”

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