As global consumers become ever more peer-influenced and less advertising driven – content marketing has boomed.
But how can you ensure your content has the right international resonance?
Businesses are investing considerable amounts of their marketing budget to plan and create content for marketing campaigns – so how can you multiply your ROI by adapting and translating rather than recreating?
Detailed Planning Drives Returns
According to the content marketing institute only 48% of marketers have a defined content plan.
It may sound obvious, but having a documented content plan really helps with the translation process. This doesn’t just mean an editorial calendar – by categorizing your content, writing a purpose for the article or technical guide, giving insight to the intended audience and their takeaway really helps professional translators understand the context of their work. This then gives you a much better chance of success.
This is where experienced translation agencies can really add value – by offering trans-creation and localization services and not just straight word-for-word translation.
To target global markets effectively you may need to create content that is targeted towards that country or region. But before you start:
- Perform keyword research into what local markets are searching for in their own language
- Can you reuse existing content or do you need a completely new content plan?
- Use market research translation services to get a 360° view of the consumer before you dive into content creation
Think Beyond the Article
Is there a better way to communicate the message than just the written word?
How about transcribing a product video – or providing subtitles for your original video? Is this a better solution than costly dubbing or re-shooting in a local region?
Also think about how your content is consumed…
According to mobiThinking around 30% of all mobile internet users are based in China and India.
Creating mobile friendly content which is shorter and less image dependent, with the help of language translators and specifically those with experience in chinese translation services for example can allow you to target these markets in a way that they will respond to and allow your clients to grow their brand here and make sales.
Use the International Press to Fuel Content Plans
As a way of creating anticipation or simply getting the news out about a significant event then a press release is still one of the best ways to penetrate a market where you have little brand awareness.
Using the international press can also be a great research tool to find out what’s going on in a particular location or keeping an eye on a competitors movements!
It can also help fuel your international content plan – identifying trends that could help position you as a thought leader in your industry in the local region.
Start Getting Social
It sounds simple but having social media accounts dedicated to a locality and curating for, creating and sharing content to that audience is a fantastic way to engage with an international prospect base. It’s also great for listening to the conversation overseas and understanding what engages within each cultural nuance.
At Bubbles we have experience of translating content marketing to reach the widest audience possible across the globe. Did you know that 44% of internet users come from Asia? But most of these users cannot be attracted and then converted into customers by the provision of English content alone.
Using a professional translation service with substantial experience and industry knowhow will allow you or your agencies’ clients to create content that will appeal to localized markets abroad.