Today every major company has its global presence, but working and achieving a global scale does come with a specific set of challenges. One of the major dilemmas in today’s era is whether to standardize the content or adapt it as per the different market trends.
Standardization emphasizes brand consistency, while adaptation recognizes that every regions and market have a different audience.
Let’s find the answer to some of the critical questions.
How will we design our content infrastructure? & How does our architecture enable our strategy?
For this, we have decided to use a multi-space strategy. The cornerstone of this architecture is a global space that contains all content across all regions, Which means each region has its own section filled with content from the Global team.
Architecture has some vital advantages too. Because each market has its own section, content creators in those markets only need access to that one section. They don’t have to worry about accessing or modifying content they don’t own. They access what they need and make the necessary changes they want in their local space. It gives regions full autonomy without any governance complexity, ensures scalability, and reduces front-end complexity.
Below are a few strategies to supercharge your content!
You can make the most of your content with the Right medium.
Content comes in different formats depending on your industry and category. You will find specific media and specific voices best fit. While some generic and accessible formats, like social media posts or humble blogs, are typically appropriate for any industry, other formats have specific audiences. For example, local brands that rely on visual appeals, like fashion or travel, should focus more on visual content and social media like Instagram and Pinterest.
And with video especially, Short Shareable Videos are increasingly gaining popularity and stand an excellent opportunity for showcasing your business content. But, Make sure your media and content choices are relevant and serve your intended audience.
Your content must be Accessible.
Content Accessibility is the most influential ranking factor of all the segments, especially for companies that usually rely on visibility in mobile search results. The rise of mobile internet and the fact that many consumers are now connected everywhere has changed consumer habits so much that brands must prioritize the mobile experience when presenting their content.
I know this may sound simple, but remember that algorithms and search engines can only find what you permit on the web.
Implement on Local Landing Pages
As per Google’s 2010 recommendations, Businesses with multiple service areas, and locations should have separate web pages. However, to improve engagement rates and increase visibility in local search results Content must be localized for regional audiences. For example, a hotel might want to target local attractions and activities. Don’t forget to share on social media to connect with the locals.
Segmentation of your audience
In the clothing business, one size does not fit all and is not a good approach for digital marketing too. Companies are unlikely to produce impressive results. Considering that relevancy is a vital ranking factor in local and traditional search results, brands need to segment their audiences and publish personalized content for each group, especially about direct mail and social media marketing.
It is the perfect opportunity to leverage your channels to get the pulse of your audience and engage with them through polls, Q&A, live video streams, etc.
Make your content aligned with the community’s needs.
A strong social media presence comes with many benefits. Social media enables even brands to build and maintain meaningful relationships with audiences and gain valuable insights into their needs and wants. It also plays a vital role in any content strategy, as social network platforms are great for sharing and amplifying your content.
It is where your brand will gain followers and friends for life. You need to handle problems carefully when they arise, as everyone is watching. The way you take care of your social community will resonate and make or break your online reputation even further.
Always Welcome Feedback.
When you search Google for any local businesses, you’ll find that the top organic search results tend to have better and more reviews. Google gives us Local Rankings based on customer ratings and reviews, which are vital ranking signals. This realization means local brands need to encourage customers to leave feedback.
But, Remember that once your customers have provided this information, the pressure is Greater than ever to continue providing the best services or products to ensure overwhelmingly positive reviews.
We need to develop and implement a hybrid kind of strategy that combines standardised and localised content strategy.
We strongly believe that creating global content and simply translating is not enough. Every region has a specific market audience, and we need to understand the local nuances and cultural differences, as they are focal points.
“We at Apex Solutions Limited try to solve these challenges and help customers achieve their success goals. We help you build a content strategy that will work globally and locally”.