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Steps to Create Winning and Scaleable Content for Global Marketing
It’s challenging to create winning and scaleable content for global marketing. One compelling content piece may work in one region, but may not work in another. To create content that scales requires planning and collaboration between headquarters and regions in an objective setting. It may also require localization, customization and translation of your content.
Start with Your Communication Objectives
First, identify what you want to accomplish with your content. Do you want to communicate your products’ benefits? Do you want to tell a story about a customer triumph, but not mention your product directly? Do you want to create something thought provoking? Communication objectives need to be agreed upon between headquarter and regions. If the HQ and the local teams have different objectives, content may need to be translated, localized or customized down the road.
Identify the Target Audience
You create your content for people to watch or view. Can you envision who the viewers are? What action do you want them to take or what emotion do you want to provoke? In some companies, buyer personas are documented for marketing communications. Content is created to reach and engage with target personas. Since regions may have local personas, you need to determine if the personas for local regions are the same as those corporate targets and if the same content can be used or if it needs to be tailored to a different, local persona.
Determine the Creative Direction
There are many creative directions and different story-telling approaches to convey the same message. Even if you have different communication objectives or slightly different personas, you can still create scaleable content which will work globally. View an example from ‘P & G Sponsor of Moms Video’: The communication objective is to say “thank you, mom” and showcase moms’ selfless love and her devotion to their children. Their target audience is everyone who has or had a mom. This video doesn’t really need translation or localization, because it incorporated moms from multiple countries. This is an excellent example of a winning content but is very expensive to produce. An example of more cost-effective content which is easily scalable across regions is show-and-tell educational content on YouTube: videos showing how to play a song on keyboards. Playing the Sound of Music Tutorial: https://www.youtube.com/watch?v=hF2RBRZeXK4 Playing the Sound of Music Tutorial using music software: The communication objective is to learn how to play the Sound of Music. The target audience is people who are interested in learning the song, regardless the age, demographic, gender, income etc. There is not much story-telling in show-and-tell content, but you can choose to show how to play the same music using various different techniques: by hand or by software. Some of which will resonate better with different users. Again, that’s a creative choice, but can be guided by the content creator’s personal preference, research or your targeted users.
Localize, translate and customize content
Written content such as blogs, white papers, and web copy tend to require translation for local needs. Translation can’t be taken lightly when you create winning and scaleable content for global marketing. Machine translation is the last resort if you have no or a very small budget. If you do use machine translation, your local teams will need to proofread and edit. Sometimes direct translation is not enough, it may require the same topic to be rewritten or localized. However, the decision is largely determined by team’s budget and local knowledge.
Create Winning and Scaleable Content for Global Marketing
It’s challenging to create winning and scaleable content for global marketing. It requires strategic planning and resources to scale effectively to different regions. Collaboration between headquarters and local teams is essential, as is selecting appropriate storylines, creative approaches, and formats.