Multilingual Content Repurposing: Do It Like ASOS!

ASOS is doing a great job at repurposing its content into different languages from print to mobile and digital. Let’s take a look at how the fashion powerhouse links its editorial strategy to its product offering in France, Germany and Great Britain. Get some inspiration and craft your own multilingual content repurposing strategy. 

Repurposing a piece of content is either changing its format or its target audience. It can also involve doing both at the same time. Deep dive into content repurposing with this HubSpot post. This Econsultancy content repurposing chart shows all the different forms and different channels at your disposal.

Case Study: ASOS Magazine

Print Magazine

ASOS Magazine June 2014 - Solange Knowles coverASOS sends its print magazine to a random selection of customers who’ve placed orders within the past six months. My last purchase dated back from 2 to 3 months when I received my copy of their June 2014 issue.

It’s a great way to introduce the publication to the largest audience possible. It keeps readers on their feet and tells them where else they can get their fix (online magazine and mobile app). It’s also a clever way to engage again with existing customers outside of the newsletter. It keeps customers away from the brand’s Facebook page which can be off-putting at such an early stage of the buyer’s journey. The ASOS Facebook page is laden with comments about order queries, unresponsive Customer Service team and lost order complaints.

Although I didn’t fancy the featured garments and accessories, I really appreciated the absence of links in the publication. The magazine includes interviews, products, lookbooks, etc. Its purpose is to get the attention of the customer back, pick the interest of the reader, showcase new products and inspire customers with the latest fashion trends.

Obviously ASOS can afford sending out its magazine for free to its large customer base. Your brand probably can’t but don’t let that put you off. Learn from ASOS and use elements of their strategy to serve your own purpose. You might not have enough budget to publish a magazine or build an app but you can bring your ideas to life in so many other ways (blog posts, videos, tips, etc.)

Digital Magazine

I was curious to see whether there was a French version of the ASOS Magazine. It turns out they only publish it in English. However the fashion retailer does something much more clever: ASOS repurposes its magazine content online in French and German. Customers can access the digital magazine on the retailer’s local websites.

ASOS Online Magazine in French.
ASOS Online Magazine in German.
ASOS Online Magazine in English.

The online magazine catches customers at a different stage of the buying journey. Links are a great call-to-action: you like it, you buy it! Customers are one click away from their new pair of shoes or trousers. If readers fancy an item they can purchase it using the direct link provided below each visual. Links direct to local product pages either in French, English or German depending on which local site the customer is. The digital magazine keeps the editorial feel of the print version. Articles are translated into to the target language.

Mobile Magazine 

The ASOS Magazine is also available on mobile devices with dedicated apps. This free app is available to British, French, German and American mobile users and features localised content.

If you go back to the definition of content repurposing at the beginning of this post, HubSpot explained it consists in changing your content’s format or target audience. Here ASOS does both. They’ve created and optimised the same content across different channels (print, mobile, desktop). The content is localised to target different audiences (British, German or French online shoppers).

Fashion brands that are part of a larger international company should make the most of the content produced by their parent company or HQ. It will save you time and money as well as ensure you’re in line with brand guidelines and tone of voice.

Posted in Content Marketing.

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