by Juliet Stott, Founder/director, Bright Star Content Marketing Agency

We’re looking forward to ESPC in Dublin next week, and we know conversations will quickly turn to a familiar theme: expansion. How can I break into Europe? How do I take my product to the US?

And there’s a simple truth behind both questions:

What resonates with a buyer in Copenhagen won’t necessarily persuade someone in Chicago.
A positioning line that feels right in London can sound hesitant in Los Angeles.
And the proof points that land in Tallinn might not carry the same weight in Texas.

Your product might not need to change (unless regulation demands it), but your expectations of your audience absolutely do.

That’s why tailoring your content for each region isn’t a translation exercise — it’s your first real test of showing you understand the world your buyers operate in.

So, ahead of ESPC, here’s a practical, grounded look at how to adjust your content depending on which direction you’re heading.

Heading east: If you’re expanding from North America into Europe

Europe is not one monolithic market, it’s a patchwork of languages, expectations, regulatory frameworks, and cultural nuance. What’s considered confident in the US can come across as overbearing or unsubstantiated here.

So, here’s how you can adapt.

1. Start by proving you can be trusted

Buyers across Europe look for substance first, they want to see proof before they invest their time.

Get this right by:

• Putting measurable outcomes in the first two sentences of any visual asset.
• Making certifications, compliance references, and how you meet data protection rules extremely visible.
• Publishing case studies from recognisable industries or partners to show you’re relevant to the region.

And the data backs this up. McKinsey’s B2B Pulse shows that top-performing companies win by making it easy for buyers to self-educate and trust what they find.

2. Make your content feel native, not translated

Across Europe, people expect content that feels like it was written for them, not repurposed from another market. In fact, according to a CSA Report, 76% prefer to buy in their own language. But localisation is more than translation. It’s about sounding like you understand how business actually works in their region.

Localise smartly by:

• Swapping US references (IRS, HIPAA) for regional equivalents (HMRC, GDPR).
• Adjusting tone: direct is fine; hyper-assertive often isn’t.
• Replacing US-centric case studies with stories that reflect European industries or problem spaces such as data protection and regulation.
• Creating a short internal localisation guide for your content and sales teams to stay consistent.

3. Build reputation through the networks that matter

In many European markets, reputation grows through networks, communities, and partnerships. Big campaigns matter less than being seen as a trustworthy contributor inside the Microsoft ecosystem.

To build this presence:

• Participate in user groups and Partner community events — even the small ones like CollabDays.
• Co-create content, such as webinars, with local partners to earn trust and show relevance.
• Publish early European success stories, no matter how small, to demonstrate traction.

Heading west: If you’re expanding from Europe into the US or Canada

1. Say what you do — boldly and plainly

US and Canadian decision-makers have little patience for vague value propositions — they expect you to get to the point, quickly and confidently.

Strengthen your story by:

• Leading with the crispest possible articulation of your value. Think “Cut onboarding time by 40%” instead of “We streamline user onboarding processes.”
• Making your differentiators explicit — not implied.
• Moving your strongest proof points to the top of every page, deck, or listing.
• Replacing hedging phrases (“We aim to…”) with decisive language (“We help you achieve…”).

2. Get to the point faster than you think you need to

North American pitches often run three to five minutes, not thirty. That expectation should shape your content too.

Tighten your materials by:

• Using outcome-first headlines.
• Rewriting case studies into a result → challenge → outcome structure.
• Producing short explainer videos (30–45 seconds) for LinkedIn and your Marketplace listing.
• Breaking long paragraphs into scannable, two-to-three sentence blocks.

3. Treat your digital presence as your first meeting

Your digital presence makes the first impression in North America, long before your team ever steps into the room. Investors, partners, and prospective customers will examine your website, LinkedIn, press mentions, and Marketplace listing long before they meet you.

According to Matt Ivanch, Senior Trade & Investment Officer at the British Consulate in New York, credibility travels faster than you do.

“It’s rare for a UK or European company to come into the US and be successful if they haven’t already been successful in their home market,” he said. “Globally recognisable clients, even a proof of concept, help demonstrate readiness.”

And that credibility begins with how you present yourself online. Before chasing visibility in a new market, make sure your website, LinkedIn, and case studies tell a consistent, confident story, especially if they feature clients North American audiences will recognise.

Lay solid foundations by:

• Adding a dedicated US-facing landing page tailored to local terminology and expectations.
• Adapting at least two case studies to feature familiar industries or buyer challenges.
• Ensuring your LinkedIn, website, and Marketplace listing all tell the same story.
• Removing any overly cautious language that could be misread as uncertainty.

Different Markets, Same Principle

European and North American audiences aren’t won over by the same things: Europeans lean toward relevance, substance, and cultural nuance. North Americans prefer clarity, conviction, and momentum.

Yet one thing crosses every border, people trust the story that feels true. And your content is telling that story long before you arrive — online, in community channels, and in the conversations happening around ESPC.

Make sure it represents you at your best.

Going to be at ESPC? Come say hello.

If you’re planning on expansion into Europe or North America, come and find us at ESPC. We’ll be the ones in bright purple T-shirts, talking about all things content. Or if you prefer something more organised, you can book a meeting with us.