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3 Reasons to Support Content in Local Language in Your Global Marketing Strategy

3 Reasons to Support Content in Local Language in Your Global Marketing Strategy

We all know the importance of developing content in localized languages. In this post we try to present you with 3 more data points to make a better case to develop content in localized language for your global marketing strategy.

1. Use of Content

If you ask European audience such as German or French, given an option, they would prefer content in their native languages even though the English content is more in quantity and offers more in-depth information.
There is a fundamental difference in the way an American and a German prospect read the content related to purchasing a product or a service. Americans pay attention to the authors and their personal experience with the given product or service. On the other hand, the German audience tend to trust the medium and expect several diagrams, facts, and data to form their opinion.
One might say that response is better, however, is it essential to build ROI in the given region?

Lack of localized content can considerably affect your all-round engagement and your capacity to create the prospect list and ultimately convert them

2. Nurturing

The final piece of jigsaw is the concept and grasping of how localized content can assist you with the process of nurturing. Several marketers raise a doubt about whether they can nurture prospects in English if they’re using the localized content to bring them in the sales pipeline. The answer is not so straightforward. However, re-engagement rate in marketing campaigns in countries such as France have shown considerable growth when using localized content versus using content in English for English-speaking markets.

 3. Localization vs Translation?

There is a high chance that when you translate your content into local languages, you might miss out on the key points of emphasis. For instance, ‘Swiftly fuel your pipeline’ cannot be directly translated into other languages. The literal translation of the phrase in German or French is more related to consumption of oil and gas than it is to marketing. There are some issues using Google translate as well.
Translation can be useful to keep the message consistent, however, localization is a must in order to appropriately adapt your message. The development of localized content must also suitably take on provincial idioms or slang of the native language. Also, the content must also have its own local variety to get the best possible response.

Often it is difficult to explain developing several versions of content for multiple regions; however, it is really worth the effort when creating a prospect shortlist and targeting them for your regional business operations. Hopefully, the above points will help you build a strong case for producing localized content for your global marketing strategy.

About The Author

Bob Samuels

Principal & Founder @ TechConnectr Bob creates ‘double-mitzvah’ win-wins in B2B lead generation by utilizing analytics and strategic relationships. He has a strong background in finance, marketing optimization, and sales enablement. Before founding TechConnectr, Bob co-founded Los Gatos-based NetLine Corporation, a leading digital B2B marketing solution provider, where he oversaw the execution of hundreds of performance marketing programs from a wide range of clients, including Dell, Salesforce, Marketo, Microsoft, and IBM. At QuinStreet and Ziff Davis/Salesify, Bob was responsible for creating and nurturing strategic relationships with a variety of best-in-class data and marketing solution providers. He utilizes his Big-Four accounting and Fortune-500 business acumen to create success for all parties.

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