As organizations grow, the need to expand beyond domestic markets grows as well. But what do you need to do to implement a successful global content strategy? In a recent webinar hosted by Smartling and Target Marketing, Joe Pulizzi, Founder and CEO of Content Marketing Institute, and Judd Marcello, VP of Marketing at Smartling, offered advice to brands that want to be global-ready. The pair provided insight on developing multilingual content strategies that drive engagement and improve global acquisition rates. Below are three key takeaways from the webinar.
1. Have a documented content marketing strategy and follow it
One of the hallmarks of an effective content marketer, according to Pulizzi, is having a documented content marketing strategy. Citing research conducted by the Content Marketing Institute, Pulizzi noted that 54% of ‘effective marketers’ had a documented content marketing strategy, while just 11% of ‘ineffective marketers’ did. But documenting a content marketing strategy does your brand no good if you choose not to follow it. Pulizzi noted that 64% of effective content marketers closely follow their strategy, while only 16% of ineffective content marketers do.
2. Offer customers native brand experiences
Marcello stated that to create messages that resonate in any language, all cultures, and every market brands need to deliver native brand experiences. At the heart of every native brand experience must be the consumer or buyer’s interests – it is the experience they have with your brand that matters most. If you don’t cater to local interests, you are almost certain to miss opportunities and lose business, as 75% of respondents to a survey said they preferred to make online purchases in their native language.
3. Automate translation and localization
According to Marcello, using a translation management system can eliminate 90% of the manual processes associated with translation and localization. Automating these process will free up resources to focus on more strategic initiatives, ensure global brand consistency, and help organizations become global-ready. It also allows for faster time-to-market, gives you better control over your global content, can scale as your business grows, and improves the efficiency of your organization. Offering the native brand experiences your customers are asking for is simply easier with the right technology.
Access the webinar recording, Global-Ready: Multilingual content strategies that improve global acquisition rates, to discover more insights from Joe and Judd. In addition to the takeaways discussed above, the pair present research and case studies on how brands can achieve a more dominant global position by demonstrating a better approach to distributing content globally.