Select Page

Globalization: How Does It Work for Your Content Marketing Strategy?


JULY 2017

In the modern world, content marketing is the king of the field of sales. In an environment where the bulk of advertising happens through media exposure – either online, on television, the radio or through other outlets – there is no more important component of selling product or services than a company’s content marketing strategy. This system of planning, creating and publishing content geared toward a brand’s target audience is the top way that businesses see new customers and sales.

From advertising on social media platforms and interactive webcasts to visual content and promotional blogs, these valued resources work from different angles to make contact with different parts of the target audience. Whether a potential customer is an avid music listener, television watcher, internet user or consumer of nearly any other type of modern media, he or she will encounter a branded product or service.

Businesses in today’s marketplace need solid strategies for content marketing as having a plan in place for the long-term creates a predictable, pattern of exposure, and allows strategists to plan for the resulting contacts and sales made. Having a plan in place for marketing beyond simply creating content is vital. Only by understanding how you’re reaching out can you make projections about how consumers will potentially reach back.

The Role of Globalization in Creating Content Marketing Strategies

Modern marketing strategists have more to consider than ever before when brainstorming the content to be shared with their potential consumer base. The world is increasingly global, which is to say that international trade and the sharing of culture between different peoples and nations are happening at a higher rate today than ever before. Each year, more companies elect to make contacts or reach out to suppliers in other nations, and potential consumer bases have diversified as a result.

How does this affect the production of media content for advertisement to these new potential consumers? What changes have to be made to accommodate them within the content marketing strategy? The answers have much to do with understanding the people being brought into the target audience. Some factors a strategist may need to consider when altering their advertising plan to include new groups might include:

  1. Cultural Differences

Some commercials that European or American consumers may find humorous would be considered offensive to members of some other cultures. Likewise, some of the details that might make an ad appealing to Indian or African consumers might be lost on Canadian or South Americans. Understanding these differences is a major key to creating interesting and appropriate content for each new group your company is looking to broadcast to.

  1. Language Barriers & Differences

Although a large percentage of the world’s population now speaks English as either a native or foreign language, there are still many parts of the world where the language is not spoken fluently (if at all.) Furthermore, studies find that the majority of consumers are more likely to be persuaded into action by an advertisement if it is presented to them in their own language. A smaller but still majority percentage even say that they are willing to pay more for an item or service if information is supplied to them in their own language before or during. Beyond being culturally relevant, it is important to take the intricacies of language into account when working new angles into your international advertising strategies.

  1. Distribution

When you are making an effort to bring content to new audiences, you have to know where those audiences are located. More than simply knowing where a population resides geographically, strategists must have a firm understanding of what types of media are enjoyed by the target demographic in an area, and what kinds of imagery will be culturally relevant, interesting and appealing to these people. What a German teenager would find worthy of paying for might not interest a young man or woman from Brazil because of cultural, climate and geographic differences. This should all be taken into consideration when creating content for these new audiences.

Thinking Outside the Box for International Success

Of course, there is more to creating an effective global content marketing strategy than just knowing who your audience is and what they might like to see. Planners must also think about how their overall presence will have to change to reach new audiences. One example is the tendency to market to large, media-savvy audiences. Experts in the field of SEO suggest today’s companies looking to go global change their approach and target smaller audiences beyond those in their own country. By marketing to groups in smaller, less populated search markets, it is easier to get noticed and get your brand name in front of potential consumers.

There are also ways to simulate and enhance a company’s current international presence during growth, in order to build consumer trust. Integrating assets such as live, streaming audio and video – available during times that are considered prime in other nations – allows businesses to reach out directly to many potential customers and make them feel valued, while also creating the perception that their brand is already a part of life in that area. Social incentive is a large part of content marketing; making consumers feel like people around them already know about and trust a brand makes them more likely to investigate and eventually invest in it themselves.

Ultimately, one of the best things that a brand can do for its international marketing approach is to make sure that simplicity is a primary focus. When international consumers are searching for products like the ones these brands are selling, it’s important for them to be able to search for the terms easily, navigate websites without complication, and understand the information being presented to them, even in the face of language barriers. With all of the planning that goes into global advertisement, none of it amounts to much if consumers can’t understand what’s being advertised!

The modern market is one that will only continue to diversify and globalize as more people make international contacts every day. For the brands of the present and future, international marketing strategies aren’t simply a good idea, they will become the backbone of effective advertisement and product placement. Today’s businesses will do well to invest time and resources in these plans now, to continue seeing benefits as the world gets figuratively smaller and demand for products to meet its needs just keeps on growing.


Want to learn more how to leverage your online content for better results? Our newest eBook has the answers. Learn how to become a content superhero with just a few smart tricks from this imaginative collection of content marketing tips. Order one content piece today and get the eBook for free.

Annie Ianko

Chief Content Officer

Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

Want new articles before they get published?