Previously, ‘Content’ used to be a forgotten character in the background while the products and services often shone in the spotlight. But in today’s world, good content is as important as the product/service itself. Content acts as a lead magnet for getting new customers, it creates brand awareness and also helps to build a strong relationship with your audience due to which they prefer your brand over the others. And in times when businesses are growing on a global scale, entering new markets, and catering to a diverse audience, ‘Content’ becomes even more crucial.
However, the same content that you used in your native place cannot be utilized in the new market. While entering a new market, you have to pay attention to the preferences and culture of the new customers and adapt accordingly.
So, how can you make sure that your content is prepared for when you step into a new market?
Content localization is the key to grabbing the attention of customers in the new market. It is a process where you adapt every aspect of your content to make it relevant to the local audience. Not only does it create strong brand awareness, but it also ensures that you succeed in your newly chosen market.
When and where is content localization needed?
First impressions are highly important and when you are reaching out to a new audience, it is your content through which you make the first impression. Thus, a content localization strategy is something that should be implemented right from the beginning.
However, your localization strategy should align well with your growth plan. The first step is to conduct in-depth market research. This will give you an estimate of the regions where your products/services are likely to get a good response. The next step is to decide which distribution channels you will be using and accordingly, which content needs to be localized.
Unlike translation, which is just about the language; Localization includes each and every aspect of the content, be it visual, audio, video, or written text; and is carried out across multiple platforms including websites, marketing campaigns as well as social media. A good example of this is the difference in layout and imagery of Nescafe’s websites. The website for the USA contains a static logo accompanied by a short paragraph. On the other hand, the website for Japan has multiple images and descriptions rather than being focused on simplicity.
Once you have the statistics, you will get a clear idea of which elements need to undergo localization so that your content is suitable for each step of the client lifecycle as well as your business.
There are different types of content you can localize. It can be the marketing collateral that you use to communicate with your audience. Many businesses even take efforts to localize generic content like blog posts or articles. Furthermore, content localization is also needed when it comes to User Interface or technical content like demos and user guides. Thus, it is very crucial to thoroughly plan your localization strategy in accordance with your business needs.
Content localization is crucial for organizations to enter new markets given the expanding size in which they operate. It facilitates the development of a relationship with your audience, which in turn promotes higher conversion rates and levels of brand loyalty.