Do you localise content for different audiences around the world? Here is why you should..

January 16, 2023
min read

Firstly - i'd like to address the elephant in the room. I'm going to run with 'localisation' as opposed to 'localization' in this post. Linkedin doesn't allow for audience personalisation (or personalization 😂) based on who is reading. Ironic given the topic in question! Sorry US readers.

Marketing is all about reaching the right audience at the right time with the right message. When it comes to international marketing, one of the most important strategies for success is localising your content for different countries. Whilst this may seem elementary to some, its surprising how often content is distributed around the world without this consideration.

As an example: here in Australia, its common to hear disgruntled feedback when content is played with US or UK overtones, keeping in mind these are our two closest allies. I can't imagine what it's like in countries that aren't particularly fond of each other.

In this blog post, we'll explore some of the key reasons why marketers should localise content for different countries.

  1. Language barriers: One of the most obvious reasons for localising content is the language barrier. If your content is not translated and localised for a specific country, it will not be easily understood by your target audience. This can lead to confusion and ultimately, loss of potential customers.
  2. Cultural differences: Another important reason for localising content is cultural differences. Each country has its own unique cultural norms, values and customs. By failing to take these into consideration, your marketing efforts may be viewed as insensitive or even offensive. Localising your content for different countries will ensure that it resonates with the local culture and connects with your target audience.
  3. Communication: Different accents can have various implications on communication, perceptions, discrimination, cultural identity, and language learning which can range from negative to positive. It's important to consider how any accents used in content will be received by an intended audience.
  4. SEO: Localising content for different countries can also help you to improve your SEO efforts. By creating content in the local language, you can target specific keywords and phrases that are relevant to the local market. This will help to increase your visibility in search engine results and drive more traffic to your web properties.
  5. Legal compliance: Localising content is also important for legal compliance. Different countries have different laws and regulations regarding advertising and marketing. By localising your content, you can ensure that it complies with local regulations and avoid any potential legal issues.
  6. Creating a personal connection: Localising content can also help you to create a personal connection with your target audience. By using the local language, you can show that you understand and respect the culture and customs of the country you are targeting. This can help to build trust and loyalty with your audience, leading to increased engagement and conversions.

It's without question, localising content for different countries is an essential strategy for successful international marketing. It allows you to overcome language barriers, respect cultural differences, improve SEO, comply with legal regulations and create a personal connection with your target audience. By taking the time to localise your content, you can connect with your audience on a deeper level and achieve greater success in your marketing efforts.

In our experience, the key challenge to localising content effectively is finding the right people on the ground to adapt content from within the markets you are targeting. If you are interested in hearing how Playe clients have solved this challenge thanks to our vetted global community of content creators, please get in touch!

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