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The Basic Guide to Content Localization

Content Localization, If there’s one word you might hear bandied about all over the internet when it comes to marketing, it’s localization. Localization is one of the most important marketing techniques when it comes to any business. It’s what marketing specialists utilize when they come up with their campaigns.

But what is localization exactly? That’s what we’re here today to explain.

What does localization mean?

Localization is the adaptation of content to a particular market. What it basically does is help you redirect the content to what appeals to your target audience.  It’s usually when a company or business wants to branch out from their current market into a new one. That can come in many different forms, whether it’s adhering to particular local words and phrases, measurement systems, economic statuses, cultural pop references, or locations and hot local spots. In the end, it all depends on what it is you’re trying to sell.

Based on the country or continent you’re going for, that can require a little or a lot of redirection, and even with the context of localization, that can be done in various different ways. For a good example of utilizing localization, head here.

Different types of localization:

As you’re altering your company or brand’s content to suit the new market, there are three approaches you can take:

Translation.

This is basically when you take the same campaign from your local market and translate it into the language of your target market. There is slight to no change in the content itself, just linguistics.

Localization.

This is when you more or less use your original approach to a campaign, but put some effort into using cultural and local references, in order to appeal to the target audience. There’s often a debate on whether translation or localization is to be used depending on the case.

Transcreation.

This is the most in-depth approach as it requires you to further study the market you’re going into. You then get to use a lot of creativity to create a campaign that’s exclusive to the area you’re targeting.

Why do you need localized content?

There are many reasons why localization is not only a good movie, it’s essential when trying to expand your business. Here are some of the top ones:

1. You get more interactions from customers in a new market.

Getting more attention from customers means your brand will spread, and you never know how well it might do in a new market, it might even fare better than the original market.

2. You get to be sensitive to the culture you’re expanding to.

There are so many customs, religions, and overall cultural taboos and rules that you should respect, and by making use of localization, you’ll be able to avoid offending the locals without meaning to.

3. You get a chance to rebrand your business and gain a new audience.

Sometimes your business can be stuck within its current market, and it might be hard to find a way to update it, with localization, you’ll be able to rebrand to focus on a new market.

4. You improve your business’ SEO.

When people from all over the world start using your brand, your business will boom on social media and improve in terms of search engine optimization.

5. You get to cater better to the market you’re focusing on.

Localization will help you look at the market’s needs and demands, and find the best way to introduce your brand in a way that can not only fit but spread too.

How do you optimize localized content?

Now that we know why we should localize content, it’s time to talk about how to do it and then promote it.

1. Be sensitive to the culture.

Like we said before, localization helps you avoid making disastrous errors when it comes to offending the local culture. So be sensitive to what they support or are against, and see what will work and what won’t.

2. Partner up with local businesses.

Since they’re already part of the business scene in the country, there’s no reason not to let them help you get the hang of things, and maybe create new and unique products or campaigns that suit you both.

3. Spread the word.

Help the locals find your business by advertising it on whatever means are most popular in the country. While TV commercials, billboard and radio ads are still relevant and popular in most places, social media is its own powerful force.

4. Localize landing pages.

Creating landing pages specific to the country you’re targeting is also essential. With localized landing pages, customers will be able to see that you’ve put the effort into embracing their market as well as paid attention to what it needs. It will help you in creating brand loyalty in the long run.

5. Hire local content creators.

The best way to approach new customers in a new market is to recruit people who know the market pretty well. They will know the right approach and what to say to get the sales rolling. Whenever possible, hire local content creators.

6. Localize blog content.

More often than not, people find themselves drawn to reading blog posts. It’s not only a habit out of curiosity, but it also serves as a good means to get answers and learn new things. As such, a lot of brands have a blog that’s expansive with its material, ranging on very different things. But it wouldn’t help if none of those things are actually relevant to the locals. That’s why there should be a page or section that focuses on the new market you’re working in and its demands.

Conclusion:

Content Localization is an essential part of joining a new market and branching out. It can make or break your business as it spreads internally or globally, and as such, you need to be very careful of what you create and how you promote your brand. Find the best strategy, hire the best experts in the field, and go on promoting the Content Localization.

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