{"id":24777,"date":"2026-05-08T13:10:00","date_gmt":"2026-05-08T11:10:00","guid":{"rendered":"https:\/\/mediaforta.com\/blog\/?p=24777"},"modified":"2026-05-08T13:19:07","modified_gmt":"2026-05-08T11:19:07","slug":"scale-contentmarketing-international","status":"publish","type":"post","link":"https:\/\/mediaforta.com\/blog\/en\/content-strategy\/scale-contentmarketing-international\/","title":{"rendered":"Scaling content marketing internationally: what really works (with Jonathan Wuurman)"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Scaling content marketing across multiple countries isn&#8217;t as straightforward as it may seem. What works in Belgium won&#8217;t automatically work in France. What resonates in the Netherlands might fall flat in Germany. And yet, companies expect consistency, quality and impact across all markets. Marketing expert Jonathan Wuurman explains how to organise content marketing at an international level and why so many organisations get it wrong.<\/p>\n\n\n\n<iframe data-testid=\"embed-iframe\" style=\"border-radius:12px\" src=\"https:\/\/open.spotify.com\/embed\/episode\/1qBBxDpTzlrTWf6RkTL5WU?utm_source=generator&#038;t=0\" width=\"100%\" height=\"152\" frameBorder=\"0\" allowfullscreen=\"\" allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\"><\/iframe>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-international-content-marketing-is-so-complex\">Why international content marketing is so complex<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">International growth brings with it structural challenges. Not only in terms of language, but also in terms of culture, market context, team maturity and local priorities.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What is often underestimated is that content marketing becomes exponentially more complex once you operate across multiple markets. Many companies simply try to replicate their existing approach and then quickly run into challenges.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-problem-fragmentation-between-markets\">The problem: fragmentation between markets<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Without a clear structure, fragmentation is never far off. Local teams operate autonomously, content is created ad hoc and there is little alignment between countries.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The result: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>inconsistent messaging<\/li>\n\n\n\n<li>duplicate efforts<\/li>\n\n\n\n<li>loss of impact<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">International content marketing rarely fails due to a lack of effort, but rather due to a lack of coherence.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-global-versus-local-where-does-it-go-wrong\">Global versus local: where does it go wrong?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the biggest challenges lies in balancing central with local. If you manage too centrally, you achieve consistency but lack local relevance. If you organise too locally, you align well with the market but lose a coherent brand identity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The ideal way of working sits somewhere in between. Strong organisations build a model in which: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>strategy is defined centrally<\/li>\n\n\n\n<li>execution is adapted locally<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-consistency-versus-relevance-a-constant-tension\">Consistency versus relevance: a constant tension<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">At its core, international content marketing revolves around one question: how do you remain consistent without becoming generic? This calls for more than guidelines.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What is needed instead: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>a clear positioning<\/li>\n\n\n\n<li>strong content frameworks<\/li>\n\n\n\n<li>a shared vision of what you want to communicate<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Consistency doesn&#8217;t come from control, but from clarity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-distribution-is-even-more-important-at-an-international-scale\">Why distribution is even more important at an international scale<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Creating content has become scalable. With the advance of AI and increasingly international teams, production is rarely the issue. The real challenge lies in: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>distribution per market<\/li>\n\n\n\n<li>channel choices<\/li>\n\n\n\n<li>local activation<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">What works on LinkedIn in Belgium will not necessarily work in another market. An international content strategy without a distribution strategy is bound to fail.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-strong-international-marketing-teams-do-differently\">What strong international marketing teams do differently<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The difference isn&#8217;t in the tools or budgets, but in the approach adopted. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Strong teams: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>work from a clear, central strategy<\/li>\n\n\n\n<li>define clear roles between global and local<\/li>\n\n\n\n<li>build systems instead of isolated campaigns<\/li>\n\n\n\n<li>invest as much in distribution as in creation<\/li>\n\n\n\n<li>think long term<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">In other words, these teams treat content marketing as a scalable system.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do you want to listen to the full episode and discover how strong international marketing teams approach this? &#x1f449; <a href=\"https:\/\/open.spotify.com\/episode\/1qBBxDpTzlrTWf6RkTL5WU?si=5802fa24c2b64e09\">Listen here <\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prefer video? Watch the episode here:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Scaling content marketing across markets: what actually works with Jonathan Wuurman\" width=\"680\" height=\"383\" src=\"https:\/\/www.youtube.com\/embed\/gqz_XehP4Hg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Scaling content marketing across multiple countries isn&#8217;t as straightforward as it may seem. What works in Belgium won&#8217;t automatically work in France. What resonates in the Netherlands might fall flat in Germany. And yet, companies expect consistency, quality and impact across all markets. Marketing expert Jonathan Wuurman explains how to organise content marketing at an &#8230; <\/p>\n","protected":false},"author":10,"featured_media":24338,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5097,1],"tags":[],"class_list":["post-24777","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-strategy","category-geen-categorie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Podcast: How to internationally scale content marketing<\/title>\n<meta name=\"description\" content=\"Scaling content across markets is harder than it looks. Jonathan Wuurman explains why most companies get it wrong and how to actually make it work.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mediaforta.com\/blog\/en\/content-strategy\/scale-contentmarketing-international\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Scaling content marketing internationally: what really works (with Jonathan Wuurman)\" \/>\n<meta property=\"og:description\" content=\"Scaling content across markets is harder than it looks. Jonathan Wuurman explains why most companies get it wrong and how to actually make it work.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mediaforta.com\/blog\/en\/content-strategy\/scale-contentmarketing-international\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediaforta Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediaforta\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-08T11:10:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-08T11:19:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mediaforta.com\/blog\/wp-content\/uploads\/2026\/04\/Jonathan-Wuurman-Content-Talks.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Tom Peeters\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tom Peeters\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/scale-contentmarketing-international\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/scale-contentmarketing-international\\\/\"},\"author\":[],\"headline\":\"Scaling content marketing internationally: what really works (with Jonathan Wuurman)\",\"datePublished\":\"2026-05-08T11:10:00+00:00\",\"dateModified\":\"2026-05-08T11:19:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/scale-contentmarketing-international\\\/\"},\"wordCount\":500,\"publisher\":{\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/scale-contentmarketing-international\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Jonathan-Wuurman-Content-Talks.png\",\"articleSection\":[\"Content Strategy\",\"Geen categorie\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/scale-contentmarketing-international\\\/\",\"url\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/scale-contentmarketing-international\\\/\",\"name\":\"Podcast: How to internationally scale content marketing\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/scale-contentmarketing-international\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/en\\\/content-strategy\\\/scale-contentmarketing-international\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mediaforta.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Jonathan-Wuurman-Content-Talks.png\",\"datePublished\":\"2026-05-08T11:10:00+00:00\",\"dateModified\":\"2026-05-08T11:19:07+00:00\",\"description\":\"Scaling content across markets is harder than it looks. 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