With the global accessibility afforded by today’s technology, it is easier than ever to expand a brand’s presence beyond local borders. Reaching an international audience can help you build a potential customer base and open up new opportunities for growth. There’s no need to be intimidated, the easiest way to start your global expansion is by using a tool you already have – content! Developing an international content marketing strategy is easy, doesn’t have to be overly expensive, and can be the first step in growing your business into a globally-recognized brand.
How to Develop an Effective International Content Marketing Strategy
Do Your Research
Don’t put the cart before the horse, and do plenty of research on the places you’d like to expand your presence. You’ll want to understand local consumers in-depth, including their purchasing habits, your potential revenue, competitors, and even what kinds of payment methods you can accept, in addition to any currency conversions. The more you know about each location, the better you’ll be able to focus on which markets you should prioritize with initial attempts. Try and select three areas to give your attention to when starting out.
Go with What You Know
Start small when planning a strategy, and use your existing local or national content as a base. What worked and didn’t work when growing your customer base, and which platforms best suited the kinds of content that relate to your business? You’ve already successfully managed to nurture leads and gain customers in your local market, so use your proven strategy for international content as well.
Tailor Existing Content
Once you know what content your potential customers want and understand which marketing techniques have worked for you in the past, it’s time to adapt existing content – such as web copy – to the specific locations you are targeting. Use your background research and data to locally personalize content, which can increase conversions by up to 30%. Translate and repurpose blog posts and other well-performing evergreen content to local-friendly language, remembering to account for social and cultural differences.
Hire Boots On The Ground
Hiring a local marketer (or someone with local knowledge) can be the easiest way to make sure you optimize content for each particular region. Plus, someone local will be able to provide potential leads, and will be your company’s physical presence in the area, in addition to helping with any language barriers or translation needs.
Build Your Community
Someone familiar with the area will also be able to help build your brand’s local community. For example, setting up special social media accounts that are specific to that area means that users can access both your general brand content and region-specific content (in their language or style), which will help personalize the experience even more.