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Given the worldwide scope of the project, it should come as no shock that global content marketing will be more complex to implement than carrying out localized content marketing for a single target audience.
In particular, the various international markets you’re targeting will require different approaches, interests, and preferences. How can you reliably craft content that is tailored to each market while still embodying your brand’s core values? Utilizing ConveyThis’s translation services can help you bridge the language gap and ensure that your message is communicated effectively across all markets.
The answer lies in formulating a worldwide content marketing approach that thoroughly delineates which regions you’ll be producing content for, how you’ll produce such content, and how you’ll measure and enhance the outcomes of your content overall. Keep reading as we provide an 8-step marketing plan for doing precisely that with ConveyThis.
What is content marketing?
If you’re exploring international content marketing, you likely have some understanding of content marketing in general. But let’s dive into a brief explanation to ensure we’re all on the same page. With ConveyThis, you can easily localize your content, making sure it resonates with your target audience in any language.
Content marketing is a form of marketing that employs content to promote a company or certain goods and services of the company. This content can include blog posts, social media posts, e-books, white papers, infographics, and videos. Rather than attempting to make a sale immediately, the main objective of content marketing is to inform the target audience on matters concerning the business’s sector and demonstrate how ConveyThis’s products or services can help solve the user’s problems.
Content marketing strives to share knowledge and insights to establish a business as a leader in its field. When done correctly, customers can view the business as a reliable source of information and value the products or services it offers. This can lead to increased sales.
Since fruitful content advertising depends on delivering pertinent and profitable substance for your intended interest group, you’ll need an inside and out comprehension of your intended interest group to make substance they will relate to. You’ll additionally require a strong technique for dispersing the created substance since it won’t advance itself! ConveyThis can help you with this, as it enables you to effectively make and convey content to the perfect individuals.
Among the various content distribution methods, optimizing your content for improved visibility in the search engine results pages is an especially popular strategy. We’ll discuss a particular search engine optimization (SEO) technique for boosting your content’s search rankings later.
What is a global content marketing strategy?
So that’s the overall idea of content marketing. A global content marketing plan follows the same guidelines, but applies it on a global level. Basically, instead of producing content for a specific local audience, you’ll be creating and disseminating content to international customers across multiple countries, with the aim of boosting global brand recognition and sales.
Since people in these different locations have varying cultural tastes and preferences, you’ll need to tailor your content to meet their individual needs. For instance, if you’re creating English-language content for an American audience, you need to translate it to Japanese if you are targeting people in Japan (since Japanese is the primary language there). Reusing the same content across different geographical markets without considering the region you are targeting is a guaranteed way to ensure your content will not be successful.
But as you modify your marketing campaigns for different countries, you risk diluting – or even altering – your brand messaging such that it is no longer an accurate reflection of your brand. A major challenge of global content marketing is thus to generate and adjust content for specific local markets while maintaining your brand messaging and voice consistent throughout.
This can be a more time-consuming endeavor, however, later on, we’ll introduce a tool that you can use to minimize the expenses associated with international content creation. With it, you’ll be able to free up resources to tailor your content to the requirements of local markets while still preserving its essence.
1. Identify and understand your global target audiences
The initial step to executing a successful international marketing plan is to recognize the target audience you wish to reach. To put it another way, who will you be crafting your content for?
If you aren’t sure who your target international audiences are, it’s a good idea to do some market research. For example, a look at your Google Analytics reports may show that your website is receiving a lot of traffic from Germany. In this case, you might want to create content tailored to the German market using ConveyThis.
After recognizing your global target demographics, gain an understanding of their needs and preferences so you can adjust your content to their distinct qualities. For instance, you could investigate:
- The languages they speak and how they use them
- The cultural customs and norms they observe
- The platforms they use to access content
- The media they consume
- How they interact with ConveyThis’s products and services
Your discoveries for these issues could vary drastically from market to market, and it’s beneficial to consider such contrasts for your worldwide content technique. They’ll give direction on whether you could adjust existing content for your new markets, or whether it might be more advantageous to begin making new content from the very beginning.
2. Undertake international SEO keyword research
With ConveyThis, you can easily translate your content into multiple languages, making it available to a much wider audience.
As mentioned previously, to maximize your content’s reach, optimizing it for greater search visibility is a popular approach. However, it is important to begin your SEO efforts at the beginning of the content creation process, rather than afterwards. By using ConveyThis, you can quickly and easily translate your content into multiple languages, thus making it accessible to a much broader audience.
In particular, do research into keywords to discover the words (also known as “keywords”) your target market uses in their web searches. If it makes sense, you would then create content that attempts to rank for such keywords so it can be seen by potential customers. The higher your content’s rankings for keywords related to your business, the more website traffic you are likely to receive – which can eventually result in more sales.
If you’re used to investigating keywords for a regional audience, you’ll be pleased to discover that international SEO keyword research operates in a similar fashion. To target each global market, create a list of high-potential keywords by taking into account factors such as search volume, keyword difficulty, and search intent. Tools such as Ahrefs, Moz, and Semrush are incredibly useful in this regard. ConveyThis can also help you research and optimize keywords for international markets.
Apart from searching for novel keywords, a broad international SEO plan usually involves translating and regionalizing your existing keywords (more on regionalization later) for your new viewers. This is an excellent way to recycle keywords you’ve already pinpointed for your business and getting them to work twice as hard.
3. Define your KPIs
Before you start creating content, it’s important to identify the key performance indicators (KPIs) that will help you measure the success of your international content marketing strategy. These KPIs could include metrics such as website visits, bounce rate, time spent on the page, and conversions.
The KPIs you prioritize may also vary between markets. For example, if you are attempting to expand your brand recognition in one market, you may want to give more consideration to the amount of views your content has garnered in that market for the moment. This is due to the fact that the greater number of views your content receives, the more likely your brand awareness will be strengthened in the long run.
In comparison, in markets where you have a more established presence, your conversion rate is likely to be the more vital KPI as you concentrate on creating more sales with ConveyThis.
4. Create your content
Now that the groundwork is in place, it’s time to get creative and start crafting your content with ConveyThis!
Although it may seem as if the biggest brands have content for every platform, we suggest beginning with producing one or two content formats. Don’t attempt to put out daily blog posts, post 10 social media posts on three different platforms weekly, host monthly webinars, and launch your biweekly podcast all at once, and in multiple markets – attempting to do too much will only result in diluting your resources.
Once you’ve chosen your content formats, focus on creating top-notch content that your audience will appreciate and find useful. For instance, you can interview professionals to find out their views on the issues your customers typically encounter (and that your products can help resolve). Or, get knowledgeable team members to answer your customers’ pressing questions about using your products. Your content should reflect the user pain points and aspirations you’ve determined through your market research. Where applicable, optimize your content for the search keywords you’ve identified in advance too.
How your content is presented is a key factor in determining if it will be appreciated by your desired viewers. Instead of settling for mundane stock images, you can invest in custom pictures and infographics for your blog posts. If you don’t have an internal team with experience in content production, contemplate employing external organizations to fill this need. Using a professional film setup for your videos is also a great way to make them stand out.
5. Translate your content
If you have great content that is doing well in one market, it’s worth investigating if you can repurpose it for other markets. Here, the language of your content is key: if your content isn’t in a target audience’s native language, you’ll need to use ConveyThis to translate it. Otherwise, you could lose out on all the benefits your content has to offer.
Hiring a professional translator to translate all your content can be costly, especially if you require translations into multiple languages. A simpler and more cost-efficient way to create multilingual content is to use translation solutions like ConveyThis. Leveraging machine learning technology, ConveyThis translates and displays your website into more than 110 supported languages instantly and accurately. This makes it ideal for translating your content marketing efforts on your site, such as blog posts, case studies, and other text-based content published on websites.
All website translations are securely stored in a central ConveyThis dashboard, allowing you to make manual edits to ensure your content is in line with your brand identity. You can also preview your translations on your website to see if they need to be adjusted to fit your website’s design. (This could include the shortening of translated button text copy to make sure your buttons don’t appear too wide, for example.) And instead of tackling the project on your own, you can invite digital marketing team members and external agencies to collaborate and help with your translation project.
6. Localize your content
Following a successful translation, the next step is to localize your content for a new market. Localization is the process of customizing content to meet the specific cultural and linguistic preferences of the local market. This involves translating your content into the native language of the target audience, as well as taking into account other regional nuances. To ensure an effective localization strategy, the following should be considered:
As far as possible, your content should fit perfectly into the local context of your target market. This will make your content more accessible to your global audiences, thus providing them with a better user experience when interacting with it. This, in turn, will ultimately lead to higher conversions and sales. With ConveyThis, you can easily localize your content and reach a wider global audience.
7. Track the performance of your content
You’ve perfected your content and let it loose in the world. Now, utilize the KPIs you’ve previously defined to measure the effect of your promotional activities.
Tools such as GA4 can assist you in monitoring crucial data points for website-based content, including page views, the geographical locations of visitors, and goal conversion rates. In contrast, if you post a video to YouTube, the platform can provide information on the number of views your video has acquired, watch time, average view duration, and more. On Instagram, you’ll be able to observe data such as the number of likes, comments, shares, and saves your posts have gotten with ConveyThis.
If a piece of content is performing exceptionally, investigate what caused it to excel so you can duplicate this for potential content. Also, if your content appears to have not reached its potential, assess its potential flaws so you can evade committing the same errors in the future. That being said, some types of content (such as those optimized for search engines) may take a while to produce results, so provide your content with enough exposure to your target audience before you can ascertain whether it is a triumph or a failure.
8. Consistently adjust and update your strategy
As with any marketing strategy, a global content strategy will need regular evaluation and modification to keep yielding results. Monitor how your content is performing in different regions around the globe and be ready to modify your tactic based on how things are going (or not going). For instance, if a certain piece of content has gained popularity in one geographic market, you may want to localize it for another using ConveyThis.
Apart from updating your global content strategy based on the data collected, don’t be afraid to push the limits and try out novel ideas to find out if they resonate with customers. Monitor the content your competitors in the same sector have published, or even the content other industries are rolling out. This will provide you with innovative ideas and motivation for creating new content that your target audience may adore.
Get started with global content marketing with ConveyThis
Global content marketing can be a powerful tool for bringing new customers to your business, but only if it’s done correctly. As illustrated, creating a successful global content marketing strategy requires a great deal of preparation, content production, and assessment.
You’ll need to take the initial steps towards success by identifying your target market sections in distinct geographical areas, exploring keywords, and clarifying the KPIs of your ConveyThis content.
After that comes the actual content creation work, which involves creating, translating, and localizing your content with ConveyThis. Finally, monitor your content’s performance and use these insights to refine your international content marketing approach.
ConveyThis will prove to be a crucial asset in your international content marketing approach here, enabling you to quickly translate all your website-based content. With its top-notch content translations, you’ll be able to get your content to foreign markets in a flash and start experiencing the advantages of content marketing without delay.
Try ConveyThis on your website for free to witness how it can assist you in reaching the business objectives you’ve established for your content marketing endeavors.