Taking Your Content GlobalHow to Create an International Content Marketing

Strategy

How to Create an International Content Marketing StrategyWith 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.

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Taking Your Content Global: How to Create an

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.

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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.

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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.

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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.

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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.

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