Localized content is tailored to the culture and interests of your intended audience. In the world of eCommerce, most businesses do not need to limit offering their products or services only to customers in their region. You can reach out to other consumers who seek a product like yours.
Sometimes creating localized content opens doors to a new market. The content not only speaks these consumer’s language, it addresses their interests, pain points and cultural context. It goes beyond simply translating the words. Even the photographs or other images would fit seamlessly into the new audience’s local culture.
Benefits of Localized Content
Wherever you base your business, if you cater only to a domestic market you limit your opportunities. For example, according to World Internet User Statistics, just 7.6% of potential online consumers live in North America.
By creating localized content you also create a seamless experience and have a better chance of building consumer loyalty.
To build your brand, you will need to invest in significant amounts of content for each market you wish to tap into. For example, marketers who use buyer’s personas may have three ideal customer personas. If they are localizing content for three locations and languages, the need for quality content grows exponentially.
Remember also to create content for every journey of the buyer’s journey. This includes discovery, research or education, purchase and post-purchase. Tailoring content to the various interests helps build lasting, sustainable business.
When to Localize Content
When breaking into a new market where there appears to be a significant population of potential customers it can be important to create localized content. This is especially important if the area is culturally very different. Sometimes a brand might unknowingly offend potential customers by accidentally crossing cultural or religious taboos.
Finally, vigorous market research is especially important before investing in localized content.
Is there a market? Does the product comply with local regulations? Do you need to make changes to fit the target market preferences?
When commissioning localized content, be sure to choose creators who are not only fluent in the target language but also know the culture well and the geography. This results in more sales and more satisfied customers.