This is a recording of a talk given at the International Search Summit Barcelona 2021. Consuming content from multiple sources has become so natural nowadays, that we no longer even notice how our attention jumps from one channel to another. This merry dance across various platforms gets even more complex when performed on an international scale, as specific aspects may differ significantly in each region – from which platforms customers use, to which formats they prefer to consume content in. In this talk, Zanna Spink from Webcertain shares her learnings and insights from working with B2B brands operating globally. She looks at how to leverage “big rock” content for multichannel campaigns run across different regions and how to use a range of tactics and platforms to drive more sales from global markets.
