]]> http://www.lindsellmarketing.com/index.php/we-think/vlog-content-is-king/feed 0 http://www.lindsellmarketing.com/index.php/we-think/monthly-marketing-story/lost-in-translation http://www.lindsellmarketing.com/index.php/we-think/monthly-marketing-story/lost-in-translation#comments Tue, 20 Apr 2010 14:55:20 +0000 Matthew Howell http://www.lindsellmarketing.com/?p=494  

I booked a well-deserved holiday this month and conducted all of my destination research online. How antiquated the thought of browsing through dog-eared brochures in a High St. travel agency now feels. Online I was able to search on price and location, view videos of possible accommodation, read reviews from other travellers – everything but dip a toe in the pool.

However, one common niggle kept distracting me like a persistent Mediterranean mosquito. Too many websites offered inadequate translations.

The language choice would be given – click the union jack for an English version. But once clicked, the resulting text read as if written by a Spanish waiter who’d learned English from touring stag parties. And that was just the French websites!

I have no doubt that many UK holiday companies are just as poor in this respect as their European counterparts. In fact, I wonder how many even offer a translation? And yet, in a world made smaller by faster, cheaper travel, what price this fudging of the language issue? How much lost business results?

Badly written English certainly made me feel less confident about spending my money with the holiday operators in question. I imagine foreign tourists feel the same about the English equivalents. At a time when every business is fighting tooth and nail for market share, surely it’s not too much trouble to find a native-language speaker to check and double-check text?

Once again, it all comes down to content. You might have the finest product known to man. But if the words you use to describe it are poor, your sales will undoubtedly suffer.

Now, where did I put those Speedos…

Your story needs to be well written, with clear messages and talking the reader’s language.  It needs to be crafted to appeal to vertical media – those industries which you want to actively reach and sell to.  And finally it needs to be handled by an experienced team of media professionals who understand the importance of real journalist relationships and hand placing each story.

Lindsell Marketing’s content rich approach to Press Relations delivers all these things and more. Through the development of market research that is branded to your organisation, we create research reports and white papers that are of interest to your target market and the media. The result is a PR programme that supports commercial efforts and positions your organisation as a thought leader.

What is the Lindsell difference?

• We understand the marketplace you operate in and the industries that you want to sell to
• We have an experienced team of media professionals
• We develop thought leadership materials branded to you
• We understand the developing nature of online media and the right balance between offline and online coverage for your organisation
• You can trust us to take it off your hands.

What does content rich Press Relations include?

• Targeted coverage in vertical, trade, national, broadcast media
• Optimised coverage for the web
• Hand placement of stories
• Centralised press relations delivered throughout EMEA in the local language
• All the content for successful media relations including: press releases, case studies, white papers, research reports, award entries.
• Thought leadership materials that can be repurposed across all marketing channels for campaign and lead generation activity.

At Lindsell Marketing, we know that the proof is in the eating.  If you’re hungry to find out how we do this, read a selection of our case studies.

Lindsell Marketing’s content rich approach to Digital Communications means that we can deliver interesting digital communications that are tailored to the many online channels out there. We create blogs, e-bulletins, video scripts and presentations which are thought provoking and contain consistent and relevant messages across all online channels.

The result is that your company stands out in a crowded online marketplace whilst making the most out of each digital communication channel with hard hitting, relavant messages for your target audience.

What is the Lindsell difference?

• We understand the different online channels and can develop strategies and messages to fit the digital communication
• We understand the marketplace you operate in and the industries that you want to sell to
• We have an experienced team of copywriters
• We develop thought leadership materials branded to you that can be adapted for all digital communications
• You can trust us to take it off your hands.

What does content rich Digital Communications include?

• Fresh content in a digestible format for your website, blogs, e-newsletters, videos, and social media outlets
• Recommendations on frequencies, messaging and media
• Up-to-date content through third party news sourcing and editing
• Content tailoring for each digital channel.

At Lindsell Marketing, we know that the proof is in the eating.  If you’re hungry to find out how we do this, read a selection of our case studies.

Lindsell Marketing offers its content rich Marketing Campaigns service to enable a joined up approach to lead generation.  An effective campaign will have: strong messaging written in the customer’s language, accurate data and intelligent data analysis for effective targeting, design that impacts and is relevant to the content, quality execution platforms to deliver the campaigns, and finally, campaign analysis to identify how the campaign performed and the lessons learnt.

Lindsell Marketing can deliver all this and more, helping organisations to enrich their marketing campaigns and generate real leads.

What is the Lindsell difference?

• We immerse ourselves in your organisation and understand the markets your prospects and customers operate in
• We create campaigns that speak the customer’s language
• We can build and deliver an integrated lead generation machine that
• We can drive web traffic through the development of content rich newsletters, mail shots with white paper access, to name a few.
• We ensure that messaging is integrated and consistent across all communication channels with the customer (web, PR, email, newsletters)
• You can trust us to take it off your hands.

What does content rich Marketing Campaigns include?

• Building effective marketing databases
• Market profiling
• Generate original content to suit tactical campaign themes
• Matching right content with the right customer profile
• Campaign creative and execution
• Campaign analysis to gauge ROI and feed back successes and lessons learnt.

At Lindsell Marketing, we know that the proof is in the eating.  If you’re hungry to find out how we do this, read a selection of our case studies.