Global Content Strategy for Successful Business Internationalisation

Adapt to survive. This is possibly the phrase that best describes the speedy process that companies underwent with the rise of the internet. As a result, business internationalization became a necessity, demanding a product design that is both functional and adaptable to diverse audiences.

Translation and localisation are crucial components of this process, bridging the gap between businesses and their global customers through effective communication and cultural relevance.

However, adapt to survive does not exactly describe the situation in recent years. Once we naturalised this process, we are no longer adapting for survival; now, we adapt to grow.

Focusing on a Strategy for Business Expansion

Cross-border finance has become the logical outcome of millions of businesses breaking down the walls of local economics. This networking responds to an ever-expanding demand and a strong need to prevail against a growing number of competitors.

Although there are many reasons behind business internationalisation, the most common are the following:

• Reduce costs by outsourcing foreign staff, whether for language services, workforce, or experienced professionals in your industry.
• Gain business stability related to each region’s economies.
• Expand your customer base and branch out your business options.

Whatever the reason you’re reading this blog, we know that you’ll need a global content strategy. Below we review the elements you need to consider to make your content shine like a diamond.

Business Internationalisation: Content Checklist 

First, let us clarify something. When it comes to setting up your market expansion strategy, there is no such thing as a magic formula. There are guidelines, best practices, and core elements. 

So, while we may not have a button for you to click and snap it all like a charm, we do have the best tips for you to sit down and plan your global content strategy with sharp ideas—and without dying in the process. 

Just a heads-up: You will need a professional translation company as a partner who understands your business needs and objectives, to shape each stage of your strategy in the right way.

Planning and Researching

First things first. Proper planning is critical to the success of any venture. For business internationalisation, your roadmap must pay attention even to the smallest detail.

Some relevant aspects are the following:

• Ensure that teams from different countries participate in aligning objectives.
• Define governance and editorial calendar: Will you centralise content creation and publishing, or will each region have its own editorial agenda?
• Define KPIs, desired language services, and priorities.
• Research on audience interests and possible loopholes of competitors.

#OptimationalTip: Your content should offer a value proposition. So, get your prospects interested by giving them something helpful in return. No one wants to read blogs that look like 90s advertising flyers.

Mapping Out and Implementing

Now that you have an overall idea of the foundations of your global content strategy, it’s time to look at the final details for an efficient implementation. In this step, there are three crucial elements to consider:

• Brand Guidelines: If several people speak on behalf of your brand, they need to follow a clear style guide on voice, tone, and language. You may allow some flexibility but clarify the terms to ensure uniformity and consistency throughout business internationalisation.
• Buyer persona: Your content doesn’t need to appeal to everyone. Just that it reaches people who have certain demographic and behavioural attributes, which make them your potential customers. Define their profile: Age, gender, household income, location, cultural influence, fears, etc. The more detailed, the better you can tailor your market expansion strategy.
• Customer Journey: Define and anticipate the possible path your customers will take. The journey map depicts the story arc as they move through the buying process and interact with your content—and your brand. In the strategy for business expansion, this step is not necessarily linear: The prospect may jump from one stage to another, depending on certain factors.

#OptimationalTip: While pursuing business internationalisation, you need to consider new buyer personas, as well as their customer journeys. Also, remember that localisation is key when mapping and implementing.

Analyse and Optimise

Numbers don’t lie. Hence, what you do not measure, doesn’t exist. Once your content strategy is in place, you need to monitor its performance. This will allow you to improve, refine your texts, and plan your future calendar.

Implement an SEO content strategy to optimise all your content pieces, maximising your marketing budget and preventing wasted resources on content that may not be right for your business.

One more tip: Make monitoring a short-, medium- and long-term activity. The content that gives good results today may fall into oblivion in a year due to the influence of passing trends. However, you don’t always need to start from scratch: Perhaps you can bring some pieces back to life by making some adjustments.

Pst! Find out more about tracking and metrics.

#OptimationalTip: Your SEO strategy should be multilingual. This is the only way you can measure the results later on, according to each market. Make sure the professional translation company you work with has the necessary SEO expertise to help you.

Bottom Line: Business Internationalisation to Evolve

Now you can go one step ahead of your competition and think of a strategy that not only meets the present needs but is future-ready. Plan your global content so that adaptation is not just about growing: It’s about evolving.

Whether you are in the early stages of your planning or looking to reshape it, we know we can help: Contact us today.