In a globalised world, making your content go the extra mile (literally) can be invaluable. Expanding your content so that it crosses beyond borders is a great way to gain extra exposure, and to grow your business into new markets and locations. However, it comes with its own set of challenges.

When going intercontinental with your content you will face language barriers, and perhaps more importantly, cultural differences that need to be considered. The international audience will inevitably have a different profile, meaning you must adapt your strategies to target your customer base more effectively. 

To help you out, we’ve put together five of our top tips: 

  • Know your audience

This should always be at the forefront of any content marketing strategy. But when you’re ready to take it international, it’s vital you get to know your audience all over again, to account for the cultural differences, the localised nuances, and the market’s needs. 

  • Translate the message, not the words

When it comes to intercontinental content it can be tempting to simply translate the original version into the different languages needed, and call it a day. But this will make for a very poor strategy. You should aim to translate the message, at its very core, rather than the words themselves. Adapt the content so that it always conveys the same thing, while saying it in different ways.

  • Repurpose and adapt

Having to adapt your content to each location doesn’t mean starting from scratch every time. Save yourself some time and budget by learning to efficiently repurpose the original content, making tweaks and changes while making the most of the pre-made bulk of it!

  • Localise your SEO approach

SEO goes hand in hand with content, and you must localise the approach so that it optimises the use of content across the border. Spending some time finding the right keywords for each region, for example, will ensure the content is reaching the right audience. 

  • Utilise local insider knowledge

Researching the audience is great, but do you know what’s even better? Talking to the audience directly. Getting a local specialist on board with the content marketing strategy for each place will massively boost the efficiency of your approach. Insider knowledge can make all the difference!

It’s important to remember that going international often takes a lot of trial and error. Planning and researching can help set you up for success, as well as being conscious about how the marketing message comes across within different social and cultural contexts. And although it’s challenging, the benefits can be huge!

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