How do we standardize content if localization and personalization drive better engagement? – Juliet
This is something that we struggle to find a balance in scaling content across region. There is no right or wrong answer per se, so let me address that in these ways:
- Products and personas,
- budget and resources,
- common editorial,
- and common creative.
Juliet, in a perfect world we want to personalize and localize content as much as we can. However, we are all limited by budget and resources. It’s better to create a set of standardize content. Let the local team pick and choose which one to use, also, allow the local team to create their own content for local usage.
It’s a matter of finding a balance between standardization and localization. Be sure you are testing and measuring the impact of your content approach so you can learn what is working for your audience.