taking your content global: how to create an international content marketing strategy
TRANSCRIPT
Taking Your Content GlobalHow to Create an International Content Marketing
Strategy
How to Create an International Content Marketing StrategyWith the global accessibility afforded by today’s
technology, it is easier than ever to expand a
brand’s presence beyond local borders. Reaching
an international audience can help you build a
potential customer base and open up new
opportunities for growth. There’s no need to be
intimidated, the easiest way to start your global
expansion is by using a tool you already have –
content! Developing an international content
marketing strategy is easy, doesn’t have to be
overly expensive, and can be the first step in
growing your business into a globally-recognized
brand.
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Taking Your Content Global: How to Create an
International Content Marketing Strategy
Do Your Research
Don’t put the cart before the horse, and do plenty of research on the places you’d like to
expand your presence. You’ll want to understand local consumers in-depth, including their
purchasing habits, your potential revenue, competitors, and even what kinds of payment
methods you can accept, in addition to any currency conversions. The more you know about
each location, the better you’ll be able to focus on which markets you should prioritize with
initial attempts. Try and select three areas to give your attention to when starting out.
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Go with What You Know
Start small when planning a strategy, and use your existing local or national content as a
base. What worked and didn’t work when growing your customer base, and which platforms
best suited the kinds of content that relate to your business? You’ve already successfully
managed to nurture leads and gain customers in your local market, so use your proven
strategy for international content as well.
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Tailor Existing Content
Once you know what content your potential customers want and understand which
marketing techniques have worked for you in the past, it’s time to adapt existing content –
such as web copy – to the specific locations you are targeting. Use your background
research and data to locally personalize content, which can increase conversions by up to
30%. Translate and repurpose blog posts and other well-performing evergreen content to
local-friendly language, remembering to account for social and cultural differences.
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Hire Boots On The Ground
Hiring a local marketer (or someone with local knowledge) can be the easiest way to make
sure you optimize content for each particular region. Plus, someone local will be able to
provide potential leads, and will be your company’s physical presence in the area, in addition
to helping with any language barriers or translation needs.
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Build Your Community
Someone familiar with the area will also be able to help build your brand’s local community.
For example, setting up special social media accounts that are specific to that area means
that users can access both your general brand content and region-specific content (in their
language or style), which will help personalize the experience even more.
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