To develop your business internationally, it is essential to know and understand the rules of the target countries, particularly in Thailand WhatsApp Number List communication. Content is at the center of any good strategy, but web writing is not the same in France as it is abroad. Thibault Lougnon, CEO of TextMaster , discusses this new issue of the internationalization of content.

The internationalization of content as seen by Thibault LougnonContent is the key to an effective Inbound Marketing strategy . To communicate well on the internet, it is necessary to offer its targets high added value content and to optimize its texts for referencing. We are talking about web writing .

The Internet opens up borders. Today, it is very easy to offer its products and services internationally. At first glance … Indeed, to succeed in your development abroad, you have to go through the translation box, the optimized translation! And that is not easy.

Do you have a good command of English? Spanish? Very good, but it is not enough to write web content optimized for the target country. It is important to know the market, the consumers and their way of browsing the web. The internationalization of content is a crucial issue today and will be even more so in the years to come.

TextMaster is an editorial marketplace, like Fotolia, bringing together editors and clients in need of web content or optimized translation. Thibault Lougnon, CEO of TextMaster, agreed to answer these few questions aimed at better understanding this new issue of the internationalization of content.

A New Challenge For Web Writing

Hello Thibault and thank you for joining us on Content today occupies a central place in marketing and communication. What do you think are the main requirements for effective content marketing?
Hello Ludovic, and thank you for welcoming me to your blog. There are many of them, I outline some of them below:

Moderate the presence of its brand in its content: the content must suggest the brand, which must know how to remain discreet. The too conspicuous branded content has a rather repulsive effect. So, if you run a blog or have invested in an infographic, know how to highlight the value of your content rather than your brand , which must appear in a second step for a reader who will have been favorably impressed and who will want to know more about you. In the context of a blog, for example, we recommend 80% of “disinterested” content, which brings real value to the reader, versus 20% of content with commercial connotations.


Select your communication media according to your type of clientele: doing a viral video campaign on Facebook in B2B is rarely of interest. Therefore, in B2B, favor blogs and networks Twitter, Linkedin, Slideshare, etc. with adapted content such as infographics, white papers, studies, etc. B2B is much more surgical in its approach than B2C which essentially affects the masses. However, a few players have tried their hand at viral B2B video with success, so anything is possible but it is eminently more difficult.

Do not harass your leads: beware of over-marketing your sales approach! Many marketing managers no longer download white papers, knowing that they are harassed by salespeople afterwards …

You Should Know About It

Getting out of line: we see too many white papers and infographics of no interest to the reader who simply aim, with an enticing title, to generate leads. For me, this is the guarantee to shoot myself in the foot with a catastrophic effect in terms of credibility on his prospect. Really invest in quality content with added value that puts you forward and will earn the respect of your interlocutor. Be inventive about the theme of your content, bring novelty, and think about what your readers want to read, rather than what you want them to read.In my opinion, a good marketing strategy must fulfill several objectives: press visibility, lead generation and virality. 80% of its success lies in its design: choice of theme and dissemination tools, selection of audience relays (bloggers, press), participation of your prospects in your content (questionnaire for example), intelligent nursing of qualified prospects, etc.

Companies are gradually becoming aware of the impact of optimized content for the web on their natural referencing and, by extension, on their business development. They therefore try their hand at writing content. What do you think are the mistakes to avoid?

It is indeed very interesting to see brands invest (finally) in SEO content, a domain hitherto reserved for web insiders, in particular affiliates and specialized content sites that rely on economic models of sales of leads or advertising. . The latter thus quickly preempted a good part of the natural traffic of historical players who are now seeking to catch up with a fairly high barrier to entry to overcome. We had already known this phenomenon with price comparison sites which had made life hard for e-commerce players a few years ago. The main mistakes to avoid are for me the following.

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