Brand globalization is not particularly new, but it is still largely a relevant concern to marketers in almost any industry.
When deciding to go global, you are required to do so in a way that helps you reach all your customers – not only people that speak your mother tongue language. You should create a multi-channel customer experience in a global scale, so that customers around the globe can engage with your brand throughout their buying journey.
And content is necessary for you to reach this goal.
“Content is King”— including content in multiple languages as well
Firstly, your content should be based on a core messaging approach.
One of the top challenges of today’s marketers is to create engaging content. To manage a multi-channel customer experience is an ever-changing process. Moreover, the more markets and languages you expand, the higher complexities you experience. Globalizing the customer experience gives rise to new challenges around balancing local relevance of content and global consistency.
Many studies and research have shown that online content must be relevant to the local market and must be impactful, something that brands ignore too often. To meet this need, the rise of “glocal” (global and local) campaign preparation and localization has become a must in marketing communication for brands.
It is not an easy thing to do. According to a survey by the Content Marketing Institute, 54% of B2B and 50% of B2C marketers find it challenging to produce engaging content. In addition, only 38% of B2B and 37% of B2C marketers think their company is effective at global content marketing.
So where should you start? You should start with your target audience.
Using the right content to reach your audience
Consumer expectations have dramatically increased with time, although you realize it or not. Consumers expect personalized experience, globally. Therefore, marketers must ensure a balance between core global brand objectives and content creation/adaptation so that it is relevant to consumers.
Personalizing content shows customers you care about them—a first step to gaining their loyalty. This process is often seen as complex and time-consuming. But it does not need to be.
Go global, think local
When it comes to expanding your brand, it is not as scary as you might think. After you determine your audience, think about strategy. Strategy development for multi-channel content globalization is critical to brand activity.
Successful strategy development includes creating global-ready content while thinking about how you can tailor it to local markets. What is global-ready content? It is content that is culturally neutral, so it translates with ease.
To start your plan, conduct market research and learn about individual market requirements. You must understand what interests your audience in each market.
One way to do this is to incorporate social media into your research. Social listening and in-market organic research can heavily influence local content popularity. This information will allow you to build a global-ready program and avoid any stumbling blocks later in the globalization process.
Once you’ve done your research, you can begin content creation.
5 top tips for creating global-ready content:
- Ensure your writing is simple and avoids cultural references. A White Christmas may work in the UK, but it’s alien to Australians.
- Use culturally neutral, flexible design elements to accommodate different character sets and text orientations. German, for example, will expand your text by up to 30%. And Arabic will reverse your design orientation.
- Make sure the technologies you plan to use are compatible with regional capabilities, like available bandwidth and end-user devices.
- Be sure your social content and channels are appropriate for local markets. It’s not just Facebook and Twitter you need to consider—Weibo is the most popular social site in China, for example.
- Understand the legal implications of marketing to and doing business in each locale.
These tips will help improve global content quality, providing a better experience for your customers. Being “global ready” also cuts translation costs and timelines, so your business operations benefit too.
By following these steps, you’ll have a culturally neutral, global-ready brand plan, which means only good things for your business and your customers.