The Content Mix interviewed me as part of their ongoing drive to connect with content marketers in Europe. We discussed my role as EMEA Marketing Content Specialist at NETGEAR. Originally appeared here and Republish below:
Carlota Pico had the pleasure of interviewing Adetunji Paul, EMEA marketing content specialist at NETGEAR: a multinational IT networking supplier that provides products like WiFi routers and range extenders to consumers and businesses. Adetunji manages their content strategy in several European countries. He explained how he’s handling recent changes in customers’ needs and buying habits, and provided some valuable recommendations.
Watch the full conversation in our YouTube video above, and listen to our podcast and read our recap below.
Note: The views expressed in this interview represent Adetunji’s personal perspective, and are not the views of NETGEAR as a company.
Key takeaways
- Due to the recent rise of e-commerce, NETGEAR is shifting the focus of their marketing efforts to target remote businesses and people working from home, by promoting products that can make their lives easier.
- Working in different markets across Europe makes it essential to consider how people in each country have a unique understanding of WiFi, its uses and purposes.
- NETGEAR uses Amazon to drive sales through regionally focused Brand Stores, each of which contains landing pages for different messages and aspects of the business.
- The company uses insights from customer reports to identify macro-level issues and then address them through marketing and product copy.
- If you hire linguists to provide customer support in different languages, it’s best to find native speakers who are also experts in the technical issues they’re addressing.
Rapid-fire recs
What’s an app or tool that you can’t work without?
First, Display Purposes, which is a hashtag generator and search engine that allows you to see the top-used hashtags, to maximize the reach of your messages. Second, Agenda, which is a brilliant tool that I use for note-taking, project management—everything. It’s sequenced via timeline, so you can tie notes into your calendar.
A marketing influencer who you follow?
Zoe Scaman, the founder of Bodacious. She understands the relationship between business, content and strategy in a way that not many people do. And because she’s based in the UK, she also provides a European perspective, in addition to her expertise and experience.
A valuable resource, event or group?
Cannes Lions, which is a yearly event that presents awards in advertising, marketing and content. They also run academies and have interviews, one-on-ones, a lot of good resources and cutting-edge ideas from CMOs, CSOs and other people in our industry. This year they’re putting out a lot of previously unreleased content online.
Connect with Adetunji and Carlota on LinkedIn.
This post was edited by Melissa Haun, a freelance content creator based in Lisbon
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