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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.

 


Create Winning and Scaleable Content for Global Marketing

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Author

Pam Didner

Posted on

December 21, 2015

Category
Global Marketing Blog, Localization
  • [email protected]

    I enjoyed your article up until the point where you said, “It’s OK to start with machine translation but ultimately local teams will need to proofread and edit.” As a professional translator who specializes in marketing and international content, I could not disagree more. Machine translation is never appropriate for this type of work! In order to convey the message to a foreign-language audience, a keen understanding of the target culture is required. In many cases, copy and imagery need to be adapted in order to create a meaningful connection. You mentioned the importance of localization, but really, machine translation should play no part in this process. If it does, it will be a complete waste of time, because I guarantee you that the result will have to be completely revised anyway.

    • Marion- I actually agree with you 100%! For all the content I have worked with when I was in the corporate world, I used professional services every time. However, I also know that not a lot of companies can afford professional translation services. Due to budget limitation, they may need to start with machine translation first… I went back and revised the blog post and added the comment about budget. Thank you for your feedback!