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How to run a global
campaign, earning
links internationally
Hana Montgomery
SHOUT BRAVO
@miss_hanab
Speakerdeck.com/hanamonty
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Campaigns gone viral – and landed in
many countries at once
@miss_hanab @shoutbravoUK #brightonseo
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Which is nice, but was that the
objective?
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Let’s focus on when we want to target
certain countries to benefit from
securing links in specific markets
@miss_hanab @shoutbravoUK #brightonseo
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Typically, you may see these
situations when it comes to
international outreach
@miss_hanab @shoutbravoUK #brightonseo
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1
Your campaign goes viral as it
touches on international topics or is
relevant to other countries
@miss_hanab @shoutbravoUK #brightonseo
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@miss_hanab @shoutbravoUK #brightonseo
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Pros & Cons …
@miss_hanab @shoutbravoUK #brightonseo
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@miss_hanab @shoutbravoUK #brightonseo
Pros Cons
Yes, your campaign can
go viral
Hit or miss situation
Your targets can be hit in
one go and clients are
very happy
Not sustainable - not
every idea is the BIG
idea
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2
You outreach your English version to
relevant international press
@miss_hanab @shoutbravoUK #brightonseo
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2
Pros & Cons …
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@miss_hanab @shoutbravoUK #brightonseo
Pros Cons
Not translating Contacting journalists
that may not speak
English
No extra budget outside
of hours spent on
outreach
Content may be rejected
as is not aimed at the
international press
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3
You translate your English campaign
(when targeting non-English
speaking countries) and outreach
@miss_hanab @shoutbravoUK #brightonseo
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3
Pros & Cons …
@miss_hanab @shoutbravoUK #brightonseo
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3
@miss_hanab @shoutbravoUK #brightonseo
Pros Cons
Targeting press in their
language means better
chances for success
Campaigns may not be
relevant to them (as they
are not aimed at them to
start with)
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Or, you can take your campaign,
adapt it to the international
markets you are targeting, translate
and outreach
@miss_hanab @shoutbravoUK #brightonseo
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@miss_hanab @shoutbravoUK #brightonseo
Pros Cons
International outreach
strategy means even
better results
More time to be invested
Content is targeted at
the international market
More budget to be spent
on international outreach
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Here are a few things you should do
before launching your international
outreach
@miss_hanab @shoutbravoUK #brightonseo
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Study the markets you are targeting!
@miss_hanab @shoutbravoUK #brightonseo
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Understand the country
@miss_hanab @shoutbravoUK #brightonseo
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Time zone
@miss_hanab @shoutbravoUK #brightonseo
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Culture
@miss_hanab @shoutbravoUK #brightonseo
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Consider the ‘smallest’ things…
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…Greetings in email
@miss_hanab @shoutbravoUK #brightonseo
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Prepare dedicated on-site copy/press
release for the country/countries you
are targeting
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Including designs
@miss_hanab @shoutbravoUK #brightonseo
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Translate your follow up emails, your
link chase emails and your ‘Thank
you emails’
@miss_hanab @shoutbravoUK #brightonseo
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Be prepared to have conversations
with international press…
@miss_hanab @shoutbravoUK #brightonseo
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You are talking about their home, be
nice!
@miss_hanab @shoutbravoUK #brightonseo
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Some people take so much pride in
their local community
@miss_hanab @shoutbravoUK #brightonseo
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@miss_hanab @shoutbravoUK #brightonseo
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Work on your media list
@miss_hanab @shoutbravoUK #brightonseo
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A few tips on finding international
contacts
@miss_hanab @shoutbravoUK #brightonseo
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1
(Obvious) Start with Google
@miss_hanab @shoutbravoUK #brightonseo
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2
Databases (find the one that works
for you)
@miss_hanab @shoutbravoUK #brightonseo
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3
Search for relevant keywords in the
language, for example ‘summer
holidays’
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4
Search “Site:*.fr”
@miss_hanab @shoutbravoUK #brightonseo
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Social media
@miss_hanab @shoutbravoUK #brightonseo
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Here are a few examples of countries
and what they like/don’t like
@miss_hanab @shoutbravoUK #brightonseo
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Italy
Facts, and statistics!
Data-led campaigns do better.
Lifestyle stories don’t work as well.
They may be seen as being
advertorial.
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Italy
Useful information that can benefit
the readers
Economic
Community
Political
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Italy
The biggest publications / media
groups are:
Corriere della sera
La Repubblica
Il Messaggero
La Stampa
Il sole 24 ore
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Germany
It takes significantly longer than in
the UK to publish.
Journalists plan out a content
calendar months in advance.
They often come back to use a
release later when it fits into their
editorial calendar.
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Germany
Topical relevance - The topics that
tend to dominate Germany are, for
example:
Sustainability
Education
Health
Technology
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Germany
Data-led and research backed
campaigns.
This can be through surveys,
academic research, official reports,
statistics or expert
commentary/insights
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France
Stories provided with data, statistics
and interviews are favoured by
journalists.
They are viewed as more credible.
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France
Ensure relevance to area outreaching
(e.g. big North & South divide)
Topics:
Current political
Big sense of community
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US
There are 6 time zones in the US:
Alaska time, Central time, Eastern
time, Hawaii-Aleutian time,
Mountain time, Pacific time.
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US Time zones map
https://www.time-zones-map.com/
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US
Ensure campaign info is relevant
Different states / different cities
Data from each state could be
broken down even further to
create multiple angles for the cities
within them - if data is relevant!
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US
Each state has its own set of
cultural values & interests
What is relevant to one may not
be relevant to another
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Using ‘seasonal content’
Be Aware !!!
@miss_hanab @shoutbravoUK #brightonseo
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Source; Reddit
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Check the news – we don’t get all the
news in the UK unless it’s ‘world
news’
@miss_hanab @shoutbravoUK #brightonseo
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Sustainability topics in Germany
@miss_hanab @shoutbravoUK #brightonseo
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Over tourism topics in Italy
@miss_hanab @shoutbravoUK #brightonseo
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What is going on globally that can affect
your campaign?
@miss_hanab @shoutbravoUK #brightonseo
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Elections
across
the world
https://www.visualcapitalist.com/2024
-global-elections-by-country/
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To ensure your international
campaign is successful, you need to
treat it the same way as you would
treat your UK campaign
@miss_hanab @shoutbravoUK #brightonseo
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It’s should not be a ‘version’ of UK
content
@miss_hanab @shoutbravoUK #brightonseo
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It should be dedicated content
specifically created or adapted to the
country you are targeting
@miss_hanab @shoutbravoUK #brightonseo
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That’s from ideation
@miss_hanab @shoutbravoUK #brightonseo
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To execution
@miss_hanab @shoutbravoUK #brightonseo
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You can use your English campaign to
target other countries if it is relevant
@miss_hanab @shoutbravoUK #brightonseo
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You can use your English campaign to
target other countries if it is relevant
@miss_hanab @shoutbravoUK #brightonseo
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Not just because the country is
mentioned
@miss_hanab @shoutbravoUK #brightonseo
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Most Importantly - as with every
activity, carry out research!
@miss_hanab @shoutbravoUK #brightonseo
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Thank you
@miss_hanab @shoutbravoUK #brightonseo