As digital marketing becomes the driving force behind global company growth, strong content strategies and skilled translation are taking their place as the backbone of successful international expansion. When combined, these skills can create an infallible brand reputation and a presence worthy of global recognition.
Creating a Voice
The first step to building an international presence is to create a voice for your brand using a planned content strategy. When embracing your target audience in your company’s country of origin, marketers usually find a natural place to start when sparking conversation using culturally relevant content. However, when emulating this technique in new markets it is important to ensure all content and discussion is culturally relevant to the new market.
In order to develop an overall content strategy that can be extrapolated across countries, firms often require separate plans to be crafted for each market. Not only does this ensure that each audience is only presented with targeted content, but it also prevents potential customers from being addressed using confusing unfamiliar language.
Less is More
When companies are focused on a marketing campaign based in just one country it can be easy to become consumed by a desire to create relevant content, which can lead to a fluctuation in article quality. When immersed in a large pool of acceptable content this can be no more than undesirable, but when companies begin to spread themselves thin across multiple nations this drop in quality can become far more obvious, and potentially far more damaging.
By reducing the total amount of content being produced, businesses are more likely to ensure the quality of their content from country to country. This is particularly vital in new markets, where a business’ reputation can hang on a single social media post during an initial foray into a new culture.
Don’t Rock the Boat
Some larger or already-established brands will enter new markets with the same confidence they ooze throughout their portfolio of localised marketing campaigns. This can be successful in countries where a company is already recognised or where businesses are able to invest significant finance in their new market. However, smaller businesses are advised to tread carefully while they establish themselves in order to prevent any unnecessary negative public opinion.
Thoroughly researching a new country ahead of expansion will help companies ensure they are in a position to embrace their new market, while taking into account cultural differences. Quickly building a reputation as a consistent and reliable brand will also encourage more interest, which will in turn nurture growth in a thus far unknown market.
Building Content Confidence
Once a brand is established in a new country it becomes easier to gain a reputation as an industry authority. This increase in confidence and recognition is an ideal opportunity to grow and begin making bolder statements to your growing fan base.
The use of relevant holidays and events can be leveraged in order to inspire relevant content, while the introduction of an email list will allow your brand direct access to its target audience. Using your now recognisable tone of voice to connect your business’ various national personas into an international brand is the final step in creating an infallible global presence that easily translates from country to country.
For advice and expert human translation services for your international content marketing contact Bubbles today.
