Creating Winning Global Content Marketing Strategy

The average person in today’s world consumes about 100,000 words of content daily and spends at least 2 hours on social media platforms. Getting people’s attention via different channels, especially on social media, has never been more important as it is the new currency. A robust global content marketing strategy is essential for businesses aiming to thrive in today’s digital ecosystem. This approach not only enables businesses to go from obscurity to visibility but also drives international engagement and revenue growth by positioning the brand to resonate with diverse audiences worldwide.

Any business looking to appeal to a diverse global audience must strive to create tailored country-specific content. Each country has its unique needs, preferences, and beliefs, and would only respond to brands that create content that speaks directly to them. It means that there is no one-size-fits-all in content marketing. This is where content strategy comes into play.

Global content strategy is a plan, or a guiding roadmap used to create, publish, and manage content that resonates with a target audience in any country or locality. It is all about putting the local audience into consideration when crafting content.

No matter the industry a brand falls into, creating a content marketing strategy that aligns with the business goals on either a quarterly or annual basis is important for its success in the global market.

Creating an Effective Global Content Marketing Strategy

Global content strategy is a detailed process that requires time and keen concentration. Developing a well-defined marketing plan can be challenging and is mostly considered an unnecessary task. However, breaking a seemingly difficult task into manageable and comprehensive stages is an effective way to build a good global content strategy.

The main objective of developing a content strategy is to attract a target audience and drive business goals. Here are practical steps to creating engaging content that appeals to a global audience.

1. Identify the objectives and set SMART goals: It is necessary to identify specific, measurable, actionable, resourceful, and time-bound (SMART) goals. This step outlines what a brand wants to achieve with its content strategy, and who it wants to reach with its content. It takes into consideration questions such as “What is your aim of creating a content strategy?” and “Why do you need to develop a content marketing plan?”
2. Research to understand audience persona: Gathering information about the audience is an integral part of content strategy, this helps a brand understand who they are creating content for. This process involves conducting research, interviews, surveys, and analyzing social media engagements to have a better understanding of accurate customer personas including demographics, preferences, interests, and pain points. A brand will definitely have more than one type of customer, and a successful global content strategy must understand and resonate with its target audience.
3. Choose content types and marketing channels: Different platforms work for different audiences. It is important to research the demography of the target audience and their preferred channels for information. This would help to tailor content accordingly for wider reach. Take a careful look at the end goal of the content strategy and choose the right content for each goal. For instance, if the goal is brand awareness, podcasts are a better content choice than blog posts but are wrong when the goal is increased traffic and conversions. The best way to make a content choice is to factor in both elements of audience research and marketing goals.
4. Find topic ideas and prioritize topics with the highest potential: Timely topics and ideas will always generate traffic. Let the goal of the content strategy always guide content topics. If the focus is blog posts, choosing topics with high search volume will increase organic traffic to the site.
5. Create a content calendar: A content calendar is an important document that aids the planning, management, and execution of a content strategy. It details the roles and responsibilities of team members, as well as future content such as the title, content type, due date, and production status. A well-detailed content calendar keeps team members on track and brings consistency to content publications. Tools like Asana, Trello, and Google Sheets are useful for crafting a workable content calendar.
6. Publish and manage content: Global content that is relevant always addresses audience pain points, interests, and challenges. Content targeted at a specific locale must be localized and translated to achieve the objectives of the content strategy. Platforms used by brands such as websites, blogs, and social media pages are avenues for content publications. It is important to note that content can’t stand alone. It also goes hand in hand with email marketing and other media channels. Content can be managed using content management systems (CMS).
7. Monitor content performance: A good content strategy doesn’t end with publishing content. Use of Key Performance Index (KPIs) such as leads generation, SEO ranking, conversions, traffic, and engagement to measure the success of content, and review them at intervals for effectiveness. Keeping track of how the content resonates with your audience is necessary in order to know what’s working and what’s not working. This is the content audit and analysis section of a content strategy. The aim of reviewing content performance is to identify gaps and opportunities. Tools such as Google Analytics and other platform analytics are helpful in monitoring and looking out for patterns that tell which content performed best and gained traction. Insights gathered from content audits can be used to make informed decisions and brainstorm future content plans.

Content Localization Strategies for Global Brands

In our digitally evolving world, a good content strategy can be a brand’s competitive advantage. The idea of a brand’s content strategy is to serve as a journey map from where a brand is to where it wants to be.

Localization of content is the most effective content strategy for any global brand seeking to strengthen brand recognition in new markets and drive more sales across borders.

When entering a new market, it is paramount for businesses to adapt their content to the language and cultural preferences of their target audience in order to build trust and loyalty.

Content localization is beyond translating content. It is adapting content to resonate with the interests, values, beliefs, and behavior of the people while preserving the intended tone and cultural context.

Some content localization strategies include:

1. Understand the target audience and their locality. Know the ins and outs of the countries such as their local events and holidays, linguistic preferences, and terminology. Creating content that resonates globally involves an in-depth understanding of audience preference.
2. Translate content into the primary language of the target audience, either with translation tools or the services of professional translators. The goal is to create a translation that resonates with the target audience while ensuring accuracy in translated content. Review and proofread translated content to ensure it aligns with the brand voice and it is culturally appropriate.
3. Cultural sensitivity is important. So, rather than focusing on translation alone, identify and understand cultural differences and restrictions.
4. Feature local influencers and relatable figures. To customers, if influencers love it, then they’ll want it too. Local influencers help brands win the trust of their target audience, leading to brand loyalty and customer retention.

Content Distribution Channels and Promotion Strategies

A fully-fledged content marketing strategy puts content distribution and promotion into consideration. The content type determines the platform for distribution and the most effective promotion approach.

For instance, a travel agency’s audience will most likely prefer videos to be able to see interesting spots in their choice countries, so customers will frequently engage videos uploaded on media platforms like YouTube, Instagram, and TikTok.

The choice of promotion channels is mostly dependent on both the content strategy goals and audience preferences.

Here are some ideal content promotion strategies.

1. Email marketing is used for notifying subscribers about the latest content and drawing their attention to upcoming events on the brand’s website or media pages.
2. Social media is used mainly to share content and drive engagement. It is one of the most effective tools for content distribution and promotion because it provides an opportunity to share, engage, and connect with a large number of people in any country quickly and easily.
3. Paid publishing employs advertisement services to boost content visibility on various media platforms.
4. Local influencer marketing is a way of partnering with famous and successful bloggers and media personalities to drive brand awareness and loyalty because content promotion is best started at the local level.
5. Content syndication is a strategy whereby contents are shared on third-party sites such as Medium.
6. Search Engine Optimization (SEO) is a strategy used to optimize content to rank high on search engines. Long-tail keywords are usually less competitive but have a high SEO ranking chance.

Conclusion

Without a guiding global content strategy, content marketing efforts can feel overly complex and overwhelming for brands seeking recognition in the global marketplace. Businesses today are investing heavily in content marketing because its possibilities are endless. A well-structured content strategy is necessary for successful brand penetration into new markets.

Reference:

• The time we spend on social media — DataReportal – Global Digital Insights