In recent years, the internet has significantly torn down virtual international walls. There is a connection between almost all areas of the world that never existed before the internet. This borderless, digital world has created quite the opportunity for businesses to go global. However, the internet is a vast expanse with millions of company websites all clamoring for the same thing: customer attention. So how do you catch the attention of your target market out of the billions of users on the internet? Content. Relevant content--from pamphlets to manuals--attracts the attention of your target market.
Difference Between Local and Global Content
While the internet has broken down virtual international walls, there are still distinct language and culture differences. Culturally relevant content varies from country to country, market to market. For example, content you would use to attract German customers is not going to be very effective in a Japanese market. The challenge of marketing your content on the internet is that you have to maintain a globally recognized brand while adjusting your content to fit local markets.
Local content is content that is tailored to a certain market. It includes color schemes, images, slogans and more that are attractive for the specific market. A successful localization of your content will maintain your brand but also will speak to your audience on a more personalized level. The content will be translated into their language and made attractive as it infused with cultural messages.
Global content is uniform content that can be used in any market. This content maintains the purpose and brand of your business. Global content is the backbone of local content, as the local content is an interpretation of global content to individual markets. Global content can be the sole kind of content produced, but it will not cater to the target market, thus alienating some markets.
How to Choose Content for Your Business
So what kind of content should your business create to attract your target markets? Consider the following:
Global content is generally less expensive to create than localized content. It is very generic and should be understood by everyone.
Because of the bland nature of the global content, some markets might be disillusioned with it. If a market doesn’t feel connected to the content, they won’t feel connected to the business. Consequently, this can lead to a loss of sales.
Localized content is ideal for a business who is trying to market to very specific markets. While their content will maintain a global aspect, it will be attractive to specific customers because of its customization.
Local content can be more expensive to create because of the additional time that it takes to mold global content into local content.
In a global world, businesses need to optimize their content to connect them with their customers. Whether that content stays global or is transformed into local, it is the roadmap that leads customers to businesses. Determining the right kind of content for your business will improve your global recognition and will boost your international sales.