Companies that operate internationally need to create a global content marketing strategy. When this is the case, there are five key areas to consider:

1. The audience

All companies need to have a profile of the people visiting their website – their audience. This is more complicated if a company operates in more than one country. The typical user of a brand in Europe may differ from one in China.

2. Localised web sites

Though English is perhaps the most widely used language in the internet, not all a company’s customers will speak it. This means that non-English localised web content needs to be created.

Many sites have gateways, with all users visiting a home page and then they navigate to sections localised for their country. A separate environment will have different content and images tailored for the particular culture.

3. The content creation process

Many companies have content created at one location while others have content created at different country locations. Content can be created in-house, but often it is better outsourced to expert content creating companies.

Global content needs to be checked by local people familiar with the various local markets. Local personnel can make sure that content fits with the local preferences and culture.

4. Translating

To maximise content for non-English speaking locations, content is translated. It is obviously easier and less expensive to translate the same content into the various languages. A better process is known as ‘transcreation’, where content is rewritten for a local audience by writers with expertise in each language and culture.

5. Branding

Many companies use the same branding for all markets, but this is not always the best approach. For example, if creating content for India or South America, it is advisable to use local ethnic people in images.

Global content marketing is a challenging, but rewarding process.

Darren Jamieson