Content is powerful. It enables you to influence potential clients and partners around the world. At Ember, as a result of demand from our clients, we’re repurposing content for international audiences more often than ever. We’ve had projects which were intended to be repurposed from the outset, and projects which were only adapted retrospectively. The comparison is clear: If you plan it from the beginning, it’s much easier and more cost effective to repurpose content.
The best example to mention is our experience with Regis Media, a division of Ember Television which provides for the content needs of financial advisers. Regis Media has been an international operation from the outset, because our area of expertise, evidence-based investing, is more talked about in the US and Australia than it is here in the UK. As a result, most of our Regis Media clients are overseas. When we talk about repurposing content, you might not know where to start, so here are some things from our experience which are important to consider:
We always ask our clients who is going to be watching their videos and what they want to achieve. This is the first thing you should think about when producing content, and it never changes. With Regis Media, we always knew we were going to offer the Six Steps to Successful Investing series to financial advisers worldwide as a pre-produced series.
The UK version of the Six Steps to Successful Investing...
As a result, it’s been easier for us to make the alterations necessary for foreign clients. Another series, Evidence-Based Investing Insights, was originally a custom project for Independence Advisors in Pennsylvania. They’ve decided to license the videos for use by other firms, which is great, but a video planned for one client is more difficult to adapt for other clients.
...repurposed for German audiences.
Businesses that operate internationally must appreciate that what is popular, funny, or even remotely acceptable in one place won’t necessarily be so in another. This can apply to marketing techniques as well as products. Have you ever watched a foreign advert and thought you were missing out on the joke? All Nippon Airways apparently wanted to show Japan becoming ‘more active and essential in the world’. Instead, their ad was derided as ‘clumsily racist’.
The advert was labelled "clumsy racism".
Mistakes like this are few and far between, but what is more likely is that the core topic or message of your content just may not be a big deal in some places. This can be affected by cultural as well as legislative differences. The lesson here is, make sure you’ve done your research before you start.
If content is going to be adapted for an audience of a different nationality, then the script can’t be centred on one country. Be careful with:
Of course, there are pitfalls with all content, but if you’re aiming for audiences in several countries, it becomes more complicated. That’s not to say you shouldn’t do it, just take your time, think it through, and if you have any doubts about the quality, it’s better to outsource your content production. If you can plan a piece of content from the start as one which will be repurposed, you will save yourself time and money by thinking through the various considerations.