Tags
baby sites, babycenter, babyspace, caredirect, content marketing, creative content, motherhood, mothers, products
«Since the Johnson & Johnson-owned site claims to reach 40 million moms across 14 countries, BabyCenter’s editorial and tech teams craft unique content to target each of its markets.”
In our company we have gone through this discussion since we started with our own baby site babyspace.gr in Greece back in 2010 and we have gone international when we launched babyspacarabia.com 2 years later. It’s a great challenge to make your content valuable to mothers and adjustable to the local needs of each country.
Shaping the editorial strategy for local markets requires firsthand knowledge from someone in touch with the zeitgeist of the place at hand, noted Linda Murray, svp, global editor in chief. “It’s important to have someone in the country and a native speaker who understands the mindset of the market and the very practical differences of health systems, legal systems, culture and tradition,” she said.
The author, Lauren Johnson presents some nice examples of how Baby Center manages content in different countries around the globe and this is a great example to think of while researching.
Brazil
- There’s a booming beauty industry in Brazil; hair and makeup content resonates with this audience more than other countries.
China
- Baby naming in China is a big deal; parents believe it’s an important factor in determining their child’s future. Luckily, BabyCenter’s got a tool for that.
United States
- The U.S. is one of the few countries in the world that doesn’t have a national maternity leave program, so BabyCenter tailors content on maternity leave and childcare issues.
Initial article: http://www.adweek.com/news-gallery/technology/how-johnson-johnsons-babycenter-thinks-local-going-global-163605