Hyper-local content targeted to regional markets is the basic tenant of a content localization strategy. It can be as simple as adapting what sort of marketing and advertising you do to reinterpreting an app or entire website to match the preferences and expectations of a local market, typically internationally.
A content localization strategy adjusts the content based on language, culture, and regulation, building on planning and research to ensure a brand gets it right. Here is an in-depth look into different aspects of content localization and what a content location strategy will look like.
There are several reasons why content localization strategy is important, but let’s boil it down to three simple ones.
- Improve your local SEO. You can equip your website with compatible keywords in the proper language, tone, and terminology to reach your target clientele.
- Local customers will put more trust in you. If you try to engage with local culture and translate your website to match, that personalized marketing is appreciated and won’t go unnoticed.
- Increase clicks and revenues. If for no other reason, content localization is shown to increase traffic and conversions significantly. This maximizes your success and provides a competitive edge over brands that aren’t doing the same.
Here is a beginner’s guide to creating a content localization strategy:
Target Markets for Content Localization
If you don’t know what countries and regions you want to market to, looking at your analytics is an easy way to find out what makes the most sense. You can see where you get clicks through Google Analytics and built-in social media analytics tools.
By using localization services, you can see who’s spending time interacting with your brand, what purchases they’re making, and how they’re behaving. From there, you can dig into more macro-level research about the specific markets you’re interested in.
Content Localization and Extensive Research
After you decide what regions and countries you want to target with your content, the next step is to do market research into their language, culture, and regulations. Furthermore, determine what needs, preferences, and buying behaviours your target audience exhibits.
Every country operates differently, not just in the culture and regulations but in language. English-speaking UK is dissimilar to English-speaking America. The language goes by the same name, but the terminology is different.
Images, Colors & Symbols for Content Localization
The meaning of colour is not the same in every culture. Images and symbols can carry different meanings as well. Look at your content from top to bottom. This is not just about language translation. It’s a thorough look into content intent and how an audience will likely interpret it. Involving locals in your market research may help identify alternate meanings, language inaccuracies, and potentially problematic references.
Style Guide for Content Localization
The simplest mistake can ruin an international customer’s marketing campaign or brand experience. Set up a localization style guide with clear instructions on language, tone, colours, images, and design recommendations. Anyone working on a content localization strategy should have a style guide like this to reference for content creation and editing. It’s so very important. Where you get this data and information will come from the quality of the market research you previously did.
Content Localization in Ads & Marketing
After thoroughly researching the regions and countries you want to reach, look at your marketing channels. Your audience may have preferred social networks, websites, and accepted places for you to advertise. They also may be offline, such as radio, television, and newspapers. Where you reach them is also important in content localization. A simple place to start is to look into local influencers who can provide key exposure and help you navigate the local market.
Video Localization Services Increase ROI
Of text, image, and video, it’s a video that has the most engagement by far. Hyper-local video localization services can create brand awareness and introduce a product, service, or company to the local market. You may wish to hire a localization expert to get video content localization right. Be sure to test your videos. Some brands use subtitles, dubbing, and voice-over artists to get their videos right. Keeping all this in mind when scripting your video.
Start Small, Scale Up & Evaluate with Analytics
A smart content localization strategy takes some serious investment. You can start small and gradually scale up over time. Identify a few new locales at a time, develop style guides for each, redevelop your most popular content, and evaluate from there.
Your analytics will also tell you whether a strategy is working or not. Look at site traffic for specific pages or languages. See how international keywords and pages are ranking. See CTR by region. These are all things that will tell you if you’re on the right track.
