From global to local: Sendcloud’s content strategy
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- Content output up 4x: Scaled production from 10 to 40 localised pieces per month across multiple markets.
- Market-specific localisation: Delivered culturally relevant content for key regions like Spain and France.
- Engagement-boosting video content: Introduced new video formats, earning strong feedback and engagement.
Sendcloud provides innovative shipping solutions for e-commerce businesses, simplifying workflows and enabling seamless customer experiences across multiple European markets.
- Localisation
- Re-writing
- Professional services
- Editing
- Design
For many e-commerce businesses, managing shipping logistics can feel overwhelming.
Enter Sendcloud, Europe’s leading shipping software provider, which has transformed logistics into a simple process since its inception. As Sendcloud expanded its operations across seven European markets, the need for high-quality, localised content grew rapidly.
As anyone who has given it a try can tell you, scaling content production to meet the needs of diverse audiences while maintaining your brand consistency can be a serious undertaking.
"We faced an uphill battle," shared Marina Fernández, Lead Content Marketing at Sendcloud.
Every market had unique demands, and producing content in-house simply wasn’t sustainable anymore.
Due to an increasing workload and the team’s growth plans, they faced challenges producing more content while maintaining quality, and it became pretty clear that they couldn’t manage everything internally. The demand for high-quality content across multiple markets and the time-intensive nature of creation made it challenging to meet deadlines and achieve results.
Feeling the need for more execution power, Sendcloud partnered with Contentoo to streamline their content workflows, expand their team’s capabilities, and ensure they could scale content marketing efforts efficiently without compromising quality.
Sendcloud needed a content partner to scale content production across multiple markets with high-quality, localised content, support new formats such as video, and align with Sendcloud’s global strategy while catering to local market nuances.
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We were looking for a partner who could truly act as an extension of our team—someone who could fill gaps, adapt to different formats, and align with both our global and local strategies.
Before partnering with Contentoo, Sendcloud’s small internal content team managed content creation in-house. However, the workload became unsustainable.
They needed to create high-quality content in English and localised versions for each market, which was time-consuming and difficult to manage internally.
On top of that, the internal team created blog posts, managed campaigns and created other content formats, which added to the complexity and volume of work, leading to difficulty in maintaining the quality of work.
As the company expanded into markets like Spain, France, and Germany, it became clear they needed a helping hand. They needed external support to manage content production across multiple markets effectively.
"We couldn’t possibly scale at the pace we needed to with the resources we had," Marina noted.
Each market presented unique challenges. From translating technical content for German retailers to creating culturally relevant pieces for Spanish businesses, Sendcloud needed a solution beyond basic translation.
"Localisation is so much more than just translating words, it’s about adapting content to resonate with the audience’s culture, tone, and expectations."
Contentoo provided Sendcloud with access to a network of specialised freelancers who brought deep market insights and expertise to the table.
Contentoo as an extension of the Sendcloud team
The partnership with Contentoo enabled Sendcloud to scale content production effectively, meeting the demands of their growing markets. Contentoo’s freelancers became an integral part of the Sendcloud team.
"Our freelancers feel like colleagues. They understand our tone of voice, our goals, and the unique needs of each market. This kind of partnership is invaluable."
The addition of video content to Sendcloud’s strategy was a clear success.
"We recently produced videos with Contentoo, and the response was incredible. They performed exceptionally well on LinkedIn, and the team was thrilled with the results. It’s exciting to see how we can push boundaries together."
Making content creation smoother (with agile workflows)
To manage its growing content needs, Sendcloud adopted a biweekly sprint approach. This agile workflow allowed the team to align priorities, set clear objectives, and streamline production.
"At the start of each sprint, we sit down to map out all the content we need for the next two weeks. We review our campaigns, align with stakeholders, and create detailed briefs for the freelancers. By the end of the sprint, everything is ready to go live."
The sprints also ensured efficient collaboration with Contentoo’s freelancers.
"The detailed briefs we provide make a huge difference. They outline our goals, target audience, tone of voice, and key messages, ensuring that the freelancers can deliver exactly what we need."
Delivering high-quality content whatever the format
Contentoo’s support has gone beyond localisation. Sendcloud has been able to explore and implement new content formats to engage audiences effectively.
"We’re moving into a more strategic phase. Contentoo helps us fill gaps and experiment with formats like videos and webinars, which we wouldn’t have been able to do on our own."
By integrating freelancers into their workflows, Sendcloud has also maintained the high standards of quality their audiences expect.
"We know we can rely on Contentoo’s freelancers. They’ve worked with us for years and feel like part of the team. This consistency is key to maintaining our brand voice."
The results
The partnership with Contentoo has delivered impressive results:
- Scalable content production: Sendcloud increased its capacity to produce high-quality content across seven markets without expanding its internal team.
- Improved efficiency: The agile sprint approach streamlined workflows, reducing turnaround times.
- Expanded capabilities: With Contentoo’s support, Sendcloud successfully integrated video into its strategy, boosting engagement.
Going forward
As Sendcloud grows, its partnership with Contentoo remains integral to its success. The team plan will focus on repurposing content into diverse formats, such as whitepapers, webinars, and infographics, to maximise reach and engagement.
By leveraging Contentoo’s expertise, Sendcloud has transformed its content production into a scalable, efficient, and impactful operation. As they continue their journey of growth, one thing is clear: with the right partnership, anything is possible.
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