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Creation of digital content for different markets: strategy and good practices

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Creation of digital content for different markets: strategy and good practices

Thinking of internationalizing your business? Among the many aspects that this entails, the creation of digital content for each country is one of vital importance.But before translating the national website, you have to take into account certain aspects and create a well-defined strategy. In this article I want to tell you what you should keep in mind, as far as content is concerned, when you launch your business in other markets. Let us begin!list_altIndex of how to get a uk mobile phone number content creation strategy for international markets
How to translate content for a multi-language strategy
Good practices in creating digital content for international markets
Practical example: Starbucks and Lush
Digital content creation strategy for international markets
When we are preparing the digital content strategy for different markets we must take into account different aspects. Thus, before starting to translate the website or blog, we must have a clear and well-defined strategy.In some cases it may make sense to replicate the same strategy as the national one, especially if the markets are similar or have features in common (such as, for example, the Spanish market with the Italian).

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However, we must never forget that each country and each culture is a world, and that a certain level of adaptation will be necessary: we must be clear about who we are addressing and what the characteristics of the market are .[Free guide] The role of content in the inbound marketing funnelKey things to consider before starting
It will not be enough to create content in several languages, but we must consider certain essential aspects. Take note!Technical issues
There are some technical aspects that are essential for the digital content creation Betting Email List in different markets to be successful. Although it is best to have technical advice, I can tell you that aspects such as the domain , the subdomain or the subfolders must be reviewed, updated and adapted.Search engines
Another relevant point to take into account is the study of the search engines in which we want to position the content . Maybe for a digital content creation strategy in Spain, Europe, the United States, etc. Let’s be clear that Google is the leading search engine, but there are some countries where it is not. In cases like China, whose most used search engine is Baidu, or Russia, where Yandex is king, it would not make sense to base a strategy focused on Google.Country research
A country is much more than a language. Translating the page is not enough and it is interesting to do research to get a deep knowledge of the culture and the market: it is for this reason that what you must do is locate the content. You can count on specialized profiles, such as translators, so that they can carry out a suitable localization.
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How to translate content for a multi-language strategy
Once we have covered the country’s research and all the more technical aspects of the strategy, it is time to define more precisely the digital content creation strategy for the new market . Here are the main aspects that you should take into account.1. Have valuable content
Having valuable content is essential, both for strategies in foreign and domestic markets. If you have some ideas and want to validate them, a good tool to find out if they are trending in the target country and in the different geographic areas or specific regions is Google Trends. This tool will allow to delve into certain topics and design a strategy to obtain better positioning.2. Choose the different types of content
What type of content are you going to create? It is clear that the strategy will be based on articles and posts on the blog or in the news section of your page, but there are some markets that are more avant-garde or perhaps we could even say more “digital”: their audience prefers other types of content visual, so in these cases it makes sense to focus the strategy towards videos, infographics, images, etc.3. Search for keywords adapted to the market
Each market may have different search trends or competition for keyword positioning, so you have to carry out a keyword search adapted to each country. Creating content adapted to a certain market means adapting keywords as well.4. Organize publications
It is important to maintain an organization in the publications, mainly in terms of seasonality. There are periods, for example, holidays, in which the responses of the public may vary from one country to another. Even if we have a website in the same language but we receive traffic from several countries, it could be key to detect a drop in traffic for this reason from a specific country, although now Google is preferring to geolocate.Using Google Keyword Planner we can see the seasonality of the keywords in each country and take this factor into account, since the holiday periods or seasonality can vary and thus affect the results of projects in other countries.5. Rethink the KPIs
There are certain essential KPIs in a content strategy, and they are just as important regardless of the country we are in. However, we must take into account the peculiarities of the country and adapt when necessary.6. Another type of strategy
Another type of strategy in the creation of digital content in different countries is the fact of mixing content created specifically for the country with translated content. Of course, without losing focus to the keyword, specifically sought to adapt that content.New Call-to-action
Good practices in creating digital content for international markets
LocateIt is not enough to translate the content, you have to localize it . If you already have a content base in one language, launching a multi-language content strategy is not only worth making a translation, but it is also necessary to localize it to ensure that it fits at the business level in the target country.Localizing the content is a more complicated task than translating, since it implies taking the content further, not only at the level of text and context, but also in the fact that everything has to be adapted, especially if the country is very different: design , images, UX, etc. For example, if we have a website in Spain and we want to open a market in China or Japan, it would be strictly necessary to carry out localization.Localization has a business component, and when the internationalization of a company is taken into account (and with it the creation of digital content for different markets), it is important to have a global vision that does not neglect all these points.Don’t use machine translation
Although you can technically implement Google’s automatic translator, it is not a good practice to publish translated content directly from Google Translate. Although it can serve as a basis, it is not a text ready for publication and we would need to post it, as well as professionalize that content. Not forgetting the SEO optimization mentioned when searching for keywords.

Machine translation is becoming more and more sophisticated (tools like DeepL give better and better results), but we cannot say yet that it can replace a human being if we want to publish quality content. Professional translations must be done, and the verbatim translations returned to us by machine translation tools are not yet of an acceptable quality.Practical example: Starbucks and Lush
To better understand the concept of location as a pillar of a strategy to enter a new market, we can see a couple of examples.The first is the case of the near-global coffee giant, Starbucks . We have visited the Starbucks home page from different countries in the same day and we have found:Different texts: not all countries have the same sections.
The product offer of the home is different depending on the country.
In case the offer is the same, the colors and the appearance of the page are different, as in the case of the United Kingdom and Spain, which I show you below:Starbucks UKStarbucks UKIn Hong Kong, the product is similr but different, fully adapted to the market.Starbucks Hong Kong

The second case is about Lush . This cruelty free cosmetic brand with a vegetarian-vegan approach makes an interesting use of CTAs on its home pages: it has a different CTA in each language, as I show you below:

 

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