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HOW TO: Engage international prospects with multilingual content marketing

Local insight is paramount to a successful multicultural content strategy, says Frank Hartkopf, head of European content at international content marketing agency NewsReach.

Imagine you went on a business trip to Shanghai, visiting a prospect about a potentially massive bulk order. You would probably not take any chances and make sure to use a local interpreter for your presentation and seek advice on Chinese business culture prior to your trip. This will prevent you from insulting your business partner without noticing, as even the way you present your business card and the way you receive another person’s must convey respect. You would think long and hard about how to make a positive impression on your potential buyers in order to ensure you didn’t put them off.