The Art of Global Content with Shaheen Samavati

Marketing across borders goes far beyond simple translation - it requires genuine cultural understanding and strategic adaptation. In this eye-opening conversation with Shaheen Samavati, co-founder and CEO of Vera Content, we explore the intricate world of multilingual marketing and why so many brands struggle to get it right.Shaheen reveals how her Madrid-based agency manages content for international brands across 17+ markets by combining local expertise with cohesive brand strategy. Rather than relying on direct translations, they employ freelancers physically located in target markets who understand regional nuances and cultural contexts. This approach solves two common client challenges: consolidating fragmented international marketing operations or efficiently scaling content for new market entry.The conversation takes a fascinating turn when we discuss how AI is transforming multilingual content creation. Shaheen shares her pragmatic approach to balancing AI efficiency with irreplaceable human expertise. "We've been working on how to leverage AI without relying on it too much," she explains, highlighting the importance of preserving cultural authenticity.Most memorably, Shaheen vulnerably recounts a costly marketing mistake - failing to record a webinar featuring a major industry influencer after securing 1,000 registrations. This candid story offers valuable lessons about preparation, contingency planning, and recovering from marketing mishaps. We also explore the varying state of influencer marketing across global markets, with Instagram emerging as the dominant platform for such collaborations.Whether you're responsible for international marketing campaigns or simply curious about cross-cultural content strategies, this episode offers practical insights for creating marketing that truly resonates across borders. Connect with Shaheen on LinkedIn or visit veracontent.com to learn more about effective multilingual content strategies.Send us Fan MailStruggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show.Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show:TikTok, YouTube