Expert: Why brands need localized content

Having website content translated to the local level has been shown to create a more engaged audience. That is because while most Americans speak English, Americans in the Midwest don't use all of the same expressions and explanations as those in the Northeast or Southwest. The same can be said for people all over the world.

by Kristina Knight

That is why one expert believes brands trying to reach a global audience should go for localization in a new way.

"Creating "localized experiences" means putting consumers' local needs and wants at the center of every message. Today, marketers can customize experiences for customers based on their location; for example, ad technology can deliver the right Gap ad at the right moment to a consumer's mobile device as they're walking by the Gap," said Scott Yancey, CEO, Cloudwords. "However, when reaching global audiences, a localized experience must also include localized content to ensure your messaging is not only in the consumer's native language (translated), but also takes into account cultural references, local jargon, and images that are relatable to them. For companies looking to grow their business, you are ignoring 75% of your potential audience by publishing in English only."

More importantly, advises Yancey, localized content greatly enhances the consumer experience and makes the person feel as though that company or brand is an invested partner in their community and region. Taking the extra effort to localize really pays off; research by Common Sense Advisory shows 3 out of 4 consumers say they would be more likely to buy a product with information in their own language.

How can brands ensure they're providing the right localized content and experiences?

"Marketing to audiences globally will require different tactics and messages depending on which regions you're targeting. What languages do they speak? What are their cultural priorities? In which format do they prefer to receive marketing messages, and on which device? Keep in mind that it takes 14 languages to reach 80% of the online population. Marketing in more languages can translate into increased revenue and market share," said Yancey.

More from Scott and Cloudwords next week, including how brands can use content to reach global consumers.

Image via Shutterstock

Tags: branded content, Cloudwords, content marketing, content tips

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