Special Delivery: TNT Loads Up With Lots Of Local Content

Denise Kuschewski, head of digital content at the delivery and logistics giant, sends the message of changing to solutions-based mindset in 37 languages to 220 countries.

Denise Kuschewski joined Netherlands-based TNT more than a year ago with a remit to build out the delivery and logistics company’s content team and create engaging content. This has been no small task: TNT has 220 websites, 37 languages, and 110 locales.

In conversation with CMO.com at the recent Adobe Summit EMEA, Kuschewski explained the shift from an inside-out to solutions-based content mindset, and the implementation of new workflows and processes.

Much of that work has been around adapting content to its multiple markets. “Translation is not the same as localisation,” she said. “A lot of companies fail to realise that in order for content to really be relevant to a local market, it needs to be approved by somebody in that local market.”

Further to localisation at scale, Kuschewski said TNT was supporting ROI by focusing on content reuse from the beginning. “We’re adding metadata to our atomic pieces of content, which we call content snacks, so it helps us to think about how we can reuse them in different ways.”