4 Things to Consider When Creating Content for International Markets
By: Shreoshe Ghosh
August 30, 2022
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B2B and B2C markets use the content as a powerful tool to establish their online presence. There are many ways to deliver your brand message across your customer base. To name a few, you can use blogs, infographics, whitepapers, and videos to inform your audience. In fact, as per a recent study by Hubspot, marketers who prioritize blogging efforts are 13x more likely to see positive ROI.
However, it takes more than you know to reach a global audience. If your business is expanding globally, you should be well-versed with the content creation strategies that can strike a chord with the international audience. Here’s how to to go on with it.
What is International Content Marketing?
When it comes to reaching out to a global audience, there is no one-size-fits-all policy in content marketing. This is because of the variation in terminology, requirements, and means of consuming the information online. It is impossible to apply all the same content across all regions and expect good engagement.
So, how can you ensure that people around the world receive your content well? Consider these four essential things.
Know Your Audience and Their Locality
The first thing that you need to do when you are creating content for international markets is to consider their local holidays, events, frequently used terminologies, and things that can instantly attract the audience of the country in general.
Overlooking these minor elements can make a massive difference to your overall marketing strategy. If you make your content more regionally adept, there is a high chance that people will receive it with much enthusiasm.
Understand Cultural Differences and Restrictions
Your responsibility as a global brand doesn’t end with churning regionally apt content. You also have to do your research and see whether it is complying with the culture, values, behavior, and beliefs of the people in that particular region in general.
Instead of focusing solely on the language and terminologies, give enough consideration to the local perspective. You also need to give heed to cultural sensitivity. Don’t write something that hurts the religious or social sentiments of the people residing in a particular region.
Loop in Local Influencers
Influencers are now a vital part of the core marketing strategy for many brands. When you collaborate with influencers from your target region to market your brand, you are making it easier for people to relate to it. Also, collaborating with influencers doesn’t guarantee 100% engagement, so you need to be careful as to whom to loop in for it. Instead of experimenting, it is better to play safe with influencers who are well known in a particular domain.
Targeting local customers of any particular region requires a unique approach that resonates well with them, influencer marketing is going to make it a lot easier to make that instant connection happen.
Target Consumers With Paid Social Media Campaigns
If you want to reach out to a global audience quickly and effectively, organic engagement might not be a safe bet. Social media is, unfortunately, not very favorable in reaching out to a broad audience unless you choose to use their paid ad campaign tool. Paid marketing is ideal for segregating consumers based on region, age, and gender. You can also have complete control over the budget you wish to spend per campaign.
Having said that, paid marketing pays off since you can allocate a specific budget to target audiences from different demographics and optimize the content for your campaign according to the preference of the audience.
So, take your time out to study every demographics and understand their specific requirements before you start creating content for international markets. Get your basics right to create a more significant impact on people through content marketing.