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Standardizing content

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:

  1. Products and personas,
  2. budget and resources,
  3. common editorial,
  4. 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.