
Attracting a global audience is a dream for many businesses and organizations. Whether you’re trying to expand your reach or increase your customer base, it’s important to understand what makes your content speak to a diverse and multicultural audience.
But, breaking into new markets isn’t always easy. There are specific cultural differences that you’ll need to understand and adapt your content to. International markets aren’t one size fits all.
In this article, we explore 4 powerful strategies for making your content appealing to international audiences and taking your brand to the next level. From multilingual content to incorporating multimedia elements, we’ll take a look at the key elements that will give you a winning global marketing strategy. !
So, let’s dive in.
This is an obvious one, but it’s often overlooked in international marketing. If you want your content to reach a wider audience, it needs to be accessible in their native language. According to a study by Common Sense Advisory, 72.1% of internet users prefer to access websites in their own language. This proves that translating your content into multiple languages immensely benefits your business.
Picture it this way: If your target audience is not familiar with the language you used in the content, they’ll struggle to understand it, leading to confusion or a lack of engagement. This can result in a loss of potential customers and a decrease in the overall impact of your content.
For instance, imagine a company wants to reach customers in Spain, but its website is only available in English. Not only will your pages not appear in search engines within your target country, but Spanish website visitors won’t understand the products and services you’re selling even if they do land on your site.
In short, translating content into multiple languages is essential for effectively targeting international audiences and ensuring your content is well-received.
This can be achieved through the use of translation and localization services. Translating your website is a great place to start as this is one of the first touchpoints your potential new customers will likely come across, particularly if you’re an ecommerce site.
Another way to ensure your content appeals to international audiences is by adapting the content for the local culture, language, and context of your new audience.
Localization involves including cultural references and appropriate slang in the translated content so that readers from the target region can relate to it better.
Here are some key points to consider when adapting your content to different cultures and contexts:
Using multimedia elements in your content such as videos, images, and audio play an important role in engaging international audiences.
These elements allow them to connect on an emotional level rather than just relying on the written text, which may not elicit the same meaning due to cultural differences and language barriers across countries.
A great example of this concept in practice is the Nike ‘Never Too Far Down’ campaign which featured top athletes, such as LeBron James and Cristiano Ronaldo, as well as visually stunning graphics and music, to create a powerful and memorable message.
In addition to multimedia assets being visually attractive, they can also enable companies like Nike to reach wider demographics in different markets whose primary language isn’t English speakers or who prefer visuals over textual information when consuming digital media – making their campaigns more effective at communicating messages globally as in comparison to traditional marketing tactics alone.
Furthermore, multimedia and visuals significantly increase the chances of content being read, shared, and followed. Visuals such as images and videos, infographics, graphs, and charts can help break up text and convey information more quickly and effectively. Audio, animation, and interactive elements also increase user engagement and make the content more memorable. For instance, incorporating a free animation tool can be an effective way to enhance the visual appeal of your content without incurring additional costs.
Social media is where you’ll likely be promoting many of your multimedia assets, so consider what new assets you’ll need to create to benefit from the new opportunities your growing international audiences will bring you.
Bearing that in mind, consider the following when creating new visuals::
Optimizing your content for search engines is important because it helps improve your visibility and discoverability online. Statistics show that search engines drive more than 93% of web traffic. Search engines like Google use algorithms to rank websites and their pages based on relevance, quality, and user experience.
When it comes to international audiences, optimizing your content for search engines is especially important because they may be using different keywords or phrases to search for the same content in their own language. And if the keywords are not optimized, the content may not appear in search results, which can negatively impact its visibility and engagement.
So, here’s how you can optimize your content for search engines:
By optimizing your content for search engines, you can ensure that your content reaches a larger, more diverse international audience base.
Making your content appealing to international audiences requires a multifaceted approach. Translating content into multiple languages, adapting it to local culture and context, using visuals and multimedia, and optimizing it for search engines are all important steps in creating content that will connect with a diverse global audience.
By taking these steps, you can ensure that your content is accessible, relevant, and engaging to the target audience, regardless of their language or cultural background. This way, you can reach a wider audience and effectively communicate your message globally.
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