Brands are creating a vast amount of content, in more recent times this is a lot closer to journalism than a simple advert. There is a real trend for high quality content marketing for leading organizations.
This is a real opportunity for brands to be global in nature and to produce far reaching successful content marketing.
As
an example Red Bull has been doing this type of content for some time
now. (One could argue that they are mainly a content and events company
around their drink product!)
A
lot of premium brands now want to get into publishing — think about
premium clothing brands, car manufacturers and many others who now
produce their own in house magazines and on-going bespoke pieces of
content.
A
trend can shift industries: we see start ups who provide content,
stories and compelling articles for big and small clients and also
agencies who must really sharpen their focus and skills in a world where
there is so much more content readily available. The ability to reach a
global audience is becoming so much more important for brands wishing
to reach and connect with a wider audience.
The big questions are what content is relevant, how do you produce it and how do you get it out there?
A
point to consider is that your company is not simply providing a
product; but that it can help to shape the sector you are in. Having an
internal or external team that can help with content creation is a
requirement for any large brand and it is important to remember that it
is a skill to make sure that the content appeals to your specific target
markets. Areas such as global sensitivities, diverse cultures and of
course multiple languages are all very important elements to getting it
right. When growing a brand and producing content marketing you need to
make sure your marketing team is ready to take on these challenges.
Working with external partners if often the key to achieving accurate
and considered pieces that work with your specific audiences and end
goals in mind.
The Content marketing institute (the CMI mission is to advance the practice of content marketing) defines content marketing as: ‘a
strategic marketing approach focused on creating and distributing
valuable, relevant, and consistent content to attract and retain a
clearly-defined audience — and, ultimately, to drive profitable customer
action.’ The CMI goes on to say that ‘Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy.’
How
you can greatly increase the success of your content changing or
enhancing consumer behavior is to include localization and the very best
translation practice strategies. Translation is the art of transforming
your written content into multiple target languages. Localization is
much more. Truly localized content is adapted so as to fully incorporate
cultural nuance.
Organizations
thrive on their ability to successfully monetize their products and
services. Communicating value and informing potential customers are
vital steps on the road to global commercial success. Ensuring that your
marketing campaigns are effectively localized and accurately reflect
your company’s message and values is a key success factor in this
process.
Leveraging
a culturally sensitive, linguistically skilled and international
market-savvy linguistic team with an eye to the global market is
imperative. We work closely with many of the world leading brands to get
the true meaning of their brand for their company and help to mold that
message for new international markets. For every new language, every
new territory, we often need to re-craft and re-write the message while
maintaining our client’s brand’s values and sentiment.
Simply put, we are all media companies now. The good news is that you
can create strong global content for your brand in a cost-effective way.
You don’t have to be experts in media content creation — you just have
to know where to find it.
