In the previous instalment of this series we covered how you can formulate a thought leadership campaign with international impact. Now comes the next challenge: ensuring your campaign gets seen. Here’s how to unlock visibility and value across borders. 1. Activate your network (in good time)… If you have access to an international agency network, affiliates, or local teams, give them your core assets with plenty of notice. They can help tailor messaging to local audiences, identify relevant media outlets, and unlock opportunities you wouldn’t have spotted from HQ. As part of this, think about whether there is scope to invite key local spokespeople to add insights in the run up to the launch. It will enrich the content and engage them for amplification purposes: senior executives are much more likely to amplify a campaign to their network if they are quoted in the whitepaper, or in the local press release, or both. 2. …But keep control. Local partners may know their market best, but you still need to make sure that locally-produced assets are consistent with the global brand, tone and any other constraints. Great that an overseas office wants to publish a blog about the campaign and its relevance to their region. Not ideal if (for example) they want to include a major client of another office in the discussion, without forewarning. 3. Think multi-format, multi-channel Set resource aside for content tailored to international markets. Translations are an obvious priority here, but format should also be a key consideration, as not every market consumes content in the same way. Anecdotal evidence shows that short-form video content could be more popular in the US for B2B campaigns than in markets like the UK, for example. Your local partners might steer you towards infographics or podcasts. Repurposing your campaign into multiple formats, and distributing them across the right mix of owned, earned, and paid channels, will help you meet your audience where they are. 4. Timing is key When it comes to planning the details of your campaign launch, make sure your international teams are 100% happy with timings. If you are coordinating across several time zones, there needs to be understanding across the board about what is going out where, and when, to avoid confusion on the day. This is particularly important where media embargoes are involved: journalists will not appreciate seeing media coverage from earlier time zones in their inbox at 9am GMT, if a universal embargo lift of 2pm GMT / 9am ET has been agreed. 5. Build in feedback loops When operating on a global stage it’s more important than ever to have rigorous feedback loops set up so that you can keep track of what local audiences are interested in and harvest insights accordingly. Set up mechanisms to track what’s landing, and where. Are certain themes gaining traction in one region more than others? Are local teams seeing engagement from key clients? Use this insight to refine your messaging, inform future content, and demonstrate value to stakeholders. 6. Keep an eye on your key metrics Coordinating an international campaign involves lots of moving parts and it can be easy to forget that “Getting the campaign out to the entire world” is not a viable goal. As with anything, there must be prioritization. Before, during and after the launch, make sure that your key metrics for the campaign – whether media coverage in certain outlets, website visits, or new business enquiries – aren’t forgotten in the middle of discussions about translations and localized press releases. This is where success will be measured, not in whether a particular post has gone viral in a low-priority country. For more on Infinite’s integrated campaigns offering, see our services page here. For more on how Infinite’s works with our international network of affiliate partners, see here.