Content marketing is more than just a buzzword. But what exactly is content marketing? A great resource that we recommend at E-ging is Content Marketing InstituteTM founded by Joe Puluzzi. On his site, he defines content marketing as “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
It is important to develop and disseminate valuable content, and also to define who you are trying to reach. All of these things take time and effort, and you’ll want to be rewarded for these efforts with customer engagement and increased profit. With this as your goal, it is important not to overlook the global market. The Internet and its metaphorical web bring people together from different languages and cultures. Are you reaching these people? This is the first tip – start thinking about your target market and ask yourself “Who am I missing?” The second tip is to ask yourself “What can I do so that I am not missing these people?”
Now that you pretty much have the who, what, and why, let’s focus on the how. The third tip is to translate your content using human translation. To make sure your content connects, you need translators who are not only fluent in the language, but also know the cultural nuances so that the appropriate humor, colloquial language, symbols, colors, and expressions are used. They are also better aware of any cultural sensitivities in a particular locale. Not only that, but a linguist is a native speaker so they live in that target market. They are aware of holidays, sporting events, customs, religious observances, etc. They can consult with you and help put together a content calendar centered on the right events. After all, not everyone in the world watches the Super Bowl!
The fourth tip involves some advanced planning. If you are thinking with a global mindset, why not use this mindset when creating your content? This is a very proactive strategy. By developing your content strategy with globalization in mind, you will be ready to move into new markets with minimal localization time and costs. This may sound daunting, but good news… E-ging can help! Through GlobalScript™, a full-service global content strategy consultancy, we can help develop your content so that it is translation-friendly and has one voice – your brand’s voice, no matter how many authors you have working on your marketing.
