5 key steps of global digital content localization
What makes companies go global? It is not a rocket science that reaching new markets leads to new perspectives. That is why, businesses are trying to outperform their competitors at scale and win the international market. Due to the Internet, it has become quite possible. If you are smart enough to take advantage of digital content marketing and innovative solutions, you can reach any local market in the world. We have already discussed the overall recommendations to streamline global marketing strategy. Today let us talk about content as its core component. Does it need to undergo any adaptation?
Definitely. It is here where the localization sets in motion. Naman Nepal, entrepreneur and Internet Marketer at Blogger Monk, considers localization to be an indispensable part of any global marketing plans. This process is not only about mere translation aimed at getting exact linguistic equivalent. It must include cohesive actions of all stakeholders: marketers, translators, designers, brand and sales managers. Let’s clarify what can make your localization project successful.
1. Take advantage of digital marketing
Ben Harper, Co-founder at Datify, mentions that simply creating content is not enough anymore. You need to make it work. Digital marketing is the optimal way here. If you promote your content via the Internet, it becomes accessible throughout the world. You are able to reach anyone and anywhere. Distributing content online may take various forms: posts, blogs, webinars, videos, graphics, product reviews and reports. It gives your brand more scope and improves its deliverability.
2. Align localization and marketing teams
You should integrate the workflow of localization and marketing departments. The mutual efforts of both teams can yield greater results than the sum of them applied separately. When local teams are in information silos and do not understand the global marketing roadmap, they just cannot create actionable content. Global teams, in their turn, are blindfolded without regional support. Salvatore Giammarresi, Head of Globalization at PayPal, stresses that these teams must align their initiatives to reach the corporate objectives and outperform on the global scale.
3. Make global content with localization in mind
It sounds pretty controversial, but try to think globally and act locally. Make your global content meaningful and easy to deal with. Let your language as well as graphical, audio and video materials be neutral and transparent. Bruno Herrmann, Digital Globalization and Localization Director at Nielsen, warns us that it is not about oversimplifying the localization process. The global content must be plain and responsive enough to such an extent that it can be easily tailored and adapted. It smoothes the overall localization cycle and helps you avoid many pitfalls from the very beginning. For instance, there is no need to deploy separate marketing campaigns – thus, your company can save a great sum of money.
4. Employ the latest digital tools and solutions
Ann Smarty, Community and Brand Manager at Internet Marketing Ninjas, notices that you need a solid digital toolkit, which can keep your content well organized. There is a lot of cutting-edge technologies today, such as CRM/CLM systems, that enable your digital marketing content to reach any audience in the most effective way. You need new solutions to build brands with maximum coverage and to create personalized experience at scale. Driving global campaigns requires deep understanding of various metrics and analytics to measure ROI and market performance.
5. Embrace the multinational social media
Never underestimate the importance of social media channels for your content marketing strategy. Natalie Veis Williams, Global Digital Marketing Manager at Globalization Partners Int., finds out that the need for social media leveraging is intensified as companies go global. Providing localized content via national communication channels helps cover wider audiences. English is not the only one language in the world spoken, so make sure your content is adapted to meet local customer needs. People will realize your brand value much clearer and come up with positive feedback.
Still confused with nuances of content localization cycle and digital automation tools? Email us and get more energy into your global marketing campaign.