{"id":3571,"date":"2024-10-19T10:34:00","date_gmt":"2024-10-19T08:34:00","guid":{"rendered":"https:\/\/phrase.com\/?p=3571"},"modified":"2024-11-07T18:06:05","modified_gmt":"2024-11-07T17:06:05","slug":"global-content-strategy","status":"publish","type":"post","link":"https:\/\/phrase.com\/blog\/posts\/global-content-strategy\/","title":{"rendered":"Global Content Strategy: Making Global Content Work in Local Markets"},"content":{"rendered":"\n<div id=\"acf\/text-block_dfd9c659552a74bbeeff433c9068e647\" class=\"pxblock pxblock--text spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<p><span style=\"font-weight: 400;\">In an ever-evolving global market, <\/span><a href=\"https:\/\/csa-research.com\/Featured-Content\/For-Global-Enterprises\/Global-Growth\/CRWB-Series\/CRWB-B2C#10Facts\"><span style=\"font-weight: 400;\">65% of consumers<\/span><\/a><span style=\"font-weight: 400;\"> prefer content in their own language. To connect effectively with as many as possible, growing businesses leverage global content marketing. Through customized content for the cultures and languages of audiences in diverse target markets, they\u2019re able to expand their reach, drive engagement, and boost revenue across borders.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Building a comprehensive global content strategy is a detailed process that requires time and careful evaluation. However, by breaking it down into manageable stages from the start, you can effectively create, manage, and distribute multilingual content that truly resonates with local audiences. This guide will help you build your own strategy step by step.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Overview<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/phrase.com\/blog\/posts\/global-content-strategy\/#what-is-global-content-marketing\" title=\"What is global content marketing?\">What is global content marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/phrase.com\/blog\/posts\/global-content-strategy\/#devising-a-global-content-strategy-in-5-key-steps\" title=\"Devising a global content strategy in 5 key steps\">Devising a global content strategy in 5 key steps<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/phrase.com\/blog\/posts\/global-content-strategy\/#defining-clear-global-content-marketing-goals\" title=\"Defining clear global content marketing goals\">Defining clear global content marketing goals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/phrase.com\/blog\/posts\/global-content-strategy\/#conducting-market-research-and-competitor-analysis\" title=\"Conducting market research and competitor analysis\">Conducting market research and competitor analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/phrase.com\/blog\/posts\/global-content-strategy\/#mapping-out-your-global-content\" title=\"Mapping out your global content\">Mapping out your global content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/phrase.com\/blog\/posts\/global-content-strategy\/#creating-publishing-and-distributing-global-content\" title=\"Creating, publishing, and distributing global content\">Creating, publishing, and distributing global content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/phrase.com\/blog\/posts\/global-content-strategy\/#measuring-effectiveness-and-optimizing-your-global-content-strategy\" title=\"Measuring effectiveness and optimizing your global content strategy\">Measuring effectiveness and optimizing your global content strategy<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/phrase.com\/blog\/posts\/global-content-strategy\/#a-powerful-global-content-strategy-calls-for-strong-technology\" title=\"A powerful global content strategy calls for strong technology\">A powerful global content strategy calls for strong technology<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"what-is-global-content-marketing\"><\/span><span style=\"font-weight: 400;\">What is global content marketing?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b>Global content marketing is the strategic approach of creating, managing, and distributing relevant and valuable content to a worldwide audience. <\/b><span style=\"font-weight: 400;\">It aims to attract, engage, and retain customers across different cultures and languages, ultimately driving international business growth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">More specifically, the core goal of global content marketing is to establish a strong global brand presence while acknowledging and adapting to the unique preferences and needs of people in diverse target markets. This involves crafting content that transcends language barriers, cultural differences, and local sensitivities to effectively resonate with audiences in each market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By leveraging various channels and platforms, such as social media, websites, blogs, and multimedia content, global content marketing enables businesses to foster meaningful connections with consumers on a global scale, driving brand awareness, loyalty, and business growth.<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_d4eea10ec0846909416a17839ffb10d4\" class=\"pxblock pxblock--blog-cta bg--grey image--orientation-square\">\n\t<div class=\"block-container\">\n\t\t\t\t<div class=\"content\">\n\t\t\t<p class=\"h6\" style=\"text-align: left;\">The difference between global and multilingual content marketing<\/p>\n<p class=\"small\" style=\"text-align: left;\">Global content marketing aims to create content that can be used across various markets and languages with as minimal modification as possible. In contrast, <a href=\"https:\/\/phrase.com\/blog\/posts\/multilingual-content-marketing-strategy\/\">multilingual content marketing<\/a> is focused on tailoring content to specific language-speaking segments within different markets.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_46198965f52161091d4427ce4bcdc8f2\" class=\"pxblock pxblock--text spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-[38rem] xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex items-start overflow-x-auto whitespace-pre-wrap break-words flex-col gap-4\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<h2><span class=\"ez-toc-section\" id=\"devising-a-global-content-strategy-in-5-key-steps\"><\/span><span style=\"font-weight: 400;\">Devising a global content strategy in 5 key steps<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As more businesses than ever connect with international audiences, a well-crafted global content strategy becomes an essential source of competitive advantage and success in each target market.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s walk through the 5 essential stages of an effective global content marketing strategy: From strategic planning and market research to implementation and measuring performance\u2014each step plays a crucial role in ensuring your content resonates with audiences worldwide and drives business growth.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"defining-clear-global-content-marketing-goals\"><\/span><span style=\"font-weight: 400;\">Defining clear global content marketing goals<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Before you start developing your global content strategy, it\u2019s crucial to establish clear goals that align with your business roadmap. This will shape the direction of your strategy. Be it increasing brand visibility, improving customer engagement, or boosting conversion rates from leads to customers\u2014by clearly defining what you aim to achieve, you can effectively plan and execute your content marketing initiatives.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Consultation<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">The most important step at the beginning is consulting with the people who will implement your global content strategy. Be it marketing managers, designers, copywriters, content creators, or translators, you need to understand their goals and how they work. Additionally, they need to understand how the global content strategy will benefit them. Your teams will feel much more motivated to follow your strategy if they\u2019re involved in its creation and goal setting.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Governance<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Consulting with stakeholders will also help you decide how best to govern your global content. Will it be created, published, and maintained centrally in a <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/content-management-system\/\"><span style=\"font-weight: 400;\">content management system<\/span><\/a><span style=\"font-weight: 400;\"> (CMS), or will you have a decentralized model with different business units or even local teams in each target market taking care of their own content? Another option would be to employ a hybrid model combining both approaches, but it all depends on your goals and possibilities.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Goal setting<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Once you\u2019re ready to start documenting your global content strategy, it&#8217;s crucial to keep a clear distinction between goals, key performance indicators (KPIs), and metrics to ensure effective planning and measurement of your strategy&#8217;s success:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Goals set the direction for your overall global content strategy.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">KPIs act as measurable indicators of progress towards achieving those goals.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Metrics offer insights at a granular level to facilitate the assessment of content performance.<\/span><\/li>\n<\/ul>\n<table style=\"border-collapse: collapse; width: 100%;\">\n<thead>\n<tr>\n<td style=\"width: 60%;\" colspan=\"3\">Common goals, KPIs, and metrics in global content marketing<\/td>\n<\/tr>\n<\/thead>\n<tbody>\n<tr style=\"background-color: #f4f4f4;\">\n<td style=\"width: 20%;\"><strong>Goal (high-level)<\/strong><\/td>\n<td style=\"width: 20%;\"><strong>KPI (measurable)<\/strong><\/td>\n<td style=\"width: 20%;\"><strong>Metrics (specific)<\/strong><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 20%;\">Establish industry authority in the DACH region.<\/td>\n<td style=\"width: 20%;\">Increase website traffic by 20% in Germany, Austria, and Switzerland.<\/td>\n<td style=\"width: 20%;\">Total page views, unique visitors, referral sources, bounce rate<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 20%;\">Foster brand loyalty in the US market.<\/td>\n<td style=\"width: 20%;\">Boost engagement in social media channels in the US by 15%.<\/td>\n<td style=\"width: 20%;\">Time spent on page, social media interactions (likes, shares, comments), click-through rate (CTR) on social posts<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 20%;\">Expand the customer base in Japan.<\/td>\n<td style=\"width: 20%;\">Achieve a 10% conversion rate on Japanese landing pages.<\/td>\n<td style=\"width: 20%;\">Conversion rate per landing page, total form submissions, download numbers for gated content<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><span style=\"font-weight: 400;\">These tailored KPIs and metrics reflect specific markets, ensuring that your global content strategy aligns with regional objectives and audience preferences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regularly tracking and analyzing these indicators will provide valuable insights to optimize content performance and achieve successful outcomes in each target market.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"conducting-market-research-and-competitor-analysis\"><\/span><span style=\"font-weight: 400;\">Conducting market research and competitor analysis<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">At this stage, begin delving deep into your target markets and the activities of your competitors in those regions to gather the necessary insights for informing your global content strategy.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Audience needs and wants<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Put your audience at the forefront of your market research efforts. Create detailed buyer personas for each target market to highlight their unique preferences, interests, and pain points. For example, fashion brands expanding overseas need a strong understanding of fashion trends, style preferences, and purchasing behaviors of customers in each target market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, consider how your audience consumes content\u2014whether they prefer video, written articles, or social media posts\u2014and align your content goals to address their specific needs. This can help you deliver content that resonates with your audience, fostering stronger connections and loyalty.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Content inventory and audit<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Conducting a thorough content inventory and audit of your own assets is equally important. Compile a comprehensive list of existing pieces across all languages and platforms. For example, an ecommerce company looking to expand globally should review its product descriptions, blog posts, and email marketing campaigns in each target market and evaluate the relevance, accuracy, and performance of each content item.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This audit process will help you understand your content&#8217;s strengths and weaknesses, identify high-performing content to repurposed for international markets, and recognize any content gaps that need to be addressed. By leveraging your existing content effectively, you can optimize your global content strategy and ensure a cohesive brand message across diverse markets.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Competitors and gaps<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">To gain a competitive edge, it\u2019s best to analyze your competitors\u2019 content. Identify gaps in your competitors&#8217; content offerings compared to your own and leverage these insights to develop content that fills those voids, ultimately positioning your brand as a valuable resource in each target market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, a travel agency aiming to increase organic website traffic through <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/international-seo\/\"><span style=\"font-weight: 400;\">international SEO<\/span><\/a><span style=\"font-weight: 400;\"> should analyze how competitors optimize their content for specific keywords in each target language or country. This analysis will provide valuable insights to refine your own content approach, optimize for local search intent, and enhance organic traffic growth across diverse international markets.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"mapping-out-your-global-content\"><\/span><span style=\"font-weight: 400;\">Mapping out your global content<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">By now, you will have a solid understanding of your existing content landscape. This includes greater clarity on your target audience and their wants and needs. You will also know the types of content you need to create. From here, you can start honing your strategy and working out how to impliment it.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">User journeys<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">User journeys show how your target audience will interact with your content. Identify the different paths users may take, from initial discovery to conversion. Understand their preferences, pain points, and expectations at each stage to tailor your content effectively.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Content mapping<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Next, you can take user journeys a step further by mapping out your content. Consider what types and formats of content you\u2019d like to provide for readers at each point of the journey and where you will publish it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you work on your content map, make sure each piece advances your content goals. Know what job each piece of content needs to do\u2014and think about which content pieces will be localized. Planning this before the actual creation simplifies the process by optimizing your content for localization.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Content planning<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Finally, you\u2019ll need to create a comprehensive plan for executing your global content strategy. Outline timelines, assign responsibilities, and set milestones. You can use a content strategy document to refine and update with your team\u2019s progress, ensuring everyone involved is aligned with the strategy&#8217;s objectives.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"creating-publishing-and-distributing-global-content\"><\/span><span style=\"font-weight: 400;\">Creating, publishing, and distributing global content<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve started your global content strategy, you can start breaking it down it manageable steps for the team that will be implementing it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Clearly defining workflows and processes will reduce the likelihood of errors and delays, ensuring smooth delivery of content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can begin with a process for idea generation, collation, and evaluation, and then move on to content creation, translation, localization, editing, proofreading, publishing, and distribution.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Content creation<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Content creation is the stage where content writers, copywriters, or local marketing specialists transform content briefs into high-quality, engaging content formats. This can be a costly endeavor, so prioritizing content assets for each target market based on their return on investment is advisable. While some content formats can be created from scratch, others may be translated using machine translation (MT) tools or fully localized with the help of professional linguists.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Translation and localization<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">When developing your global content strategy, think about how you will adapt content to meet the cultural, linguistic, and other requirements of each target market. This process is known as <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/\"><span style=\"font-weight: 400;\">content localization<\/span><\/a><span style=\"font-weight: 400;\"> and goes far beyond translation. By having it ingrained in your strategy from day one, you can ensure the highest possible relevance and quality of your content across various languages.<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_50489235ca6a9e8608d5c2d2665eedd9\" class=\"pxblock pxblock--blog-cta bg--grey image--orientation-square\">\n\t<div class=\"block-container\">\n\t\t\t\t<div class=\"content\">\n\t\t\t<p class=\"small\" style=\"text-align: left;\"><strong>Tip:<\/strong> If you optimize blog posts for search engines, you need to ensure that you know the right keywords in each target language or country. In the UK, for example, \u201cchips\u201d refers to thick fried potato pieces, while in the US, \u201cchips\u201d are thin fried potato slices (potato chips)\u2014so using the appropriate variants will adapt your content accurately.<\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_1b1aaa6a676422d746416b76390190d4\" class=\"pxblock pxblock--text spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<p><span style=\"font-weight: 400;\">To optimize localization costs, you can rely on MT to quickly translate less critical content, but for important or sensitive material that requires accuracy and creativity, human translation is still your best bet. Let&#8217;s take a look at 3 key content types and find the best translation method for each of them.<\/span><\/p>\n<h5><span style=\"font-weight: 400;\">Raw machine translation<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">Suitable for low-impact, low-visibility, and unambiguous content:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Internal documentation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Website footers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Social media posts (for sentiment analysis)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Repetitive technical content (not requiring 100% accuracy)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">User-generated content like product reviews<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Chat or email support messages<\/span><\/li>\n<\/ul>\n<h5><span style=\"font-weight: 400;\">Post-edited machine translation<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">For more sensitive content, but not critical enough for full human translation:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Product titles<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Product descriptions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Knowledge bases<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Frequently asked questions (FAQs)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Back-end SEO meta information (alt texts and captions)<\/span><\/li>\n<\/ul>\n<h5><span style=\"font-weight: 400;\">Human translation\/transcreation<\/span><\/h5>\n<p><span style=\"font-weight: 400;\">For high-traffic, durable assets requiring <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/\"><span style=\"font-weight: 400;\">transcreation<\/span><\/a><span style=\"font-weight: 400;\"> and sensitive or confidential content:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Homepages or landing pages,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Blog posts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer-facing newsletters<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Press releases<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Paid advertising<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">SEO content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Legal or contractual documentation<\/span><\/li>\n<\/ul>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_bb1beb8870d379cdfcbf44c7de5a38af\" class=\"pxblock pxblock--blog-cta bg--outline image--orientation-square\">\n\t<div class=\"block-container\">\n\t\t\t\t<div class=\"content\">\n\t\t\t<p class=\"subhead\" style=\"text-align: center;\">On-demand webinar<\/p>\n<p class=\"h5\" style=\"text-align: center;\">How marketers can effectively leverage machine translation<\/p>\n<p class=\"small\" style=\"text-align: center;\">Learn from our expert panel how to keep up with the ever-growing demand for translated content and to scale to new markets without compromising your brand.<\/p>\n<p style=\"text-align: center;\"><a class=\"btn btn--primary\" href=\"https:\/\/phrase.com\/resources\/webinars\/machine-translation-marketers\/\">Watch webinar<\/a><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_eb0c1dc99cf198ae55d787e75342dac1\" class=\"pxblock pxblock--text spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<h4><span style=\"font-weight: 400;\">Global brand guidelines<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Establish comprehensive brand guidelines that provide content creators and translators with clear direction on maintaining <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/global-brand-consistency\/\"><span style=\"font-weight: 400;\">global brand consistency<\/span><\/a><span style=\"font-weight: 400;\">. Cover aspects such as voice and tone, imagery style, animation guidelines, iconography, etc. Ensuring alignment with your brand&#8217;s identity and goals across all content helps reinforce the brand&#8217;s presence and enhances recognition and trust across markets.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Distribution channels<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Clearly outline which content formats are best suited for which channels and platforms for distribution in different target markets. This is a key aspect of <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/\"><span style=\"font-weight: 400;\">marketing localization<\/span><\/a><span style=\"font-weight: 400;\"> and will ensure that your content is optimized for each channel&#8217;s unique characteristics and audience preferences, maximizing its reach and impact.<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_f85d25ea91626e4c24f55e827c7efd7c\" class=\"pxblock pxblock--blog-cta bg--grey image--orientation-square\">\n\t<div class=\"block-container\">\n\t\t\t\t<div class=\"content\">\n\t\t\t<p class=\"small\" style=\"text-align: left;\"><b>Tip:<\/b><span style=\"font-weight: 400;\"> In the US market, for example, you can reach a broad audience by sharing visually engaging content such as infographics and videos on channels like Facebook, Instagram, and Twitter. In contrast, in the Chinese market, you can focus on more long-form articles, which align with audience preferences, on platforms like WeChat and Weibo.<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_506972f00a678df67c6f25ab23286710\" class=\"pxblock pxblock--text spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<h3><span class=\"ez-toc-section\" id=\"measuring-effectiveness-and-optimizing-your-global-content-strategy\"><\/span><span style=\"font-weight: 400;\">Measuring effectiveness and optimizing your global content strategy<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You will want to constantly evolve and improve your content. That\u2019s why it\u2019s vital to work out how you will measure and optimize its performance\u2014and then include that in your strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To ensure you measure the right things for the right reasons, always be guided by your content goals. This will help you set the most relevant and useful KPIs while keeping you focused on achieving your goals.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Empower data-driven decision-making<\/b><span style=\"font-weight: 400;\"> by setting up conversion goals and track relevant metrics, such as pageviews, time on page, bounce rate, and conversion rates using Google Analytics to for data-driven decisions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Track engagement metrics<\/b><span style=\"font-weight: 400;\">, including likes, shares, comments, and click-through rates using social media analytics tools, such as Hootsuite, and monitor audience sentiment and interactions to tailor your content strategy based on insights.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Implement A\/B testing<\/b><span style=\"font-weight: 400;\"> for key elements of your content, such as headlines, CTAs, and visuals, by leveraging the A\/B testing capability of your CMS, to continuously test variations and identify the most effective elements for content refinement.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Share market and language-specific data<\/b><span style=\"font-weight: 400;\"> with all teams involved. While content teams should have access to localization data, localization teams need to understand key marketing data. Shared insights can help inform content adaptation for each target market.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Collect customer feedback <\/b><span style=\"font-weight: 400;\">through feedback forms on your website or by conducting surveys to gain qualitative insights into the effectiveness of your content and quickly address any issues to enhance the content experience.<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"a-powerful-global-content-strategy-calls-for-strong-technology\"><\/span><span style=\"font-weight: 400;\">A powerful global content strategy calls for strong technology<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Providing global content for a strong customer experience across markets is a bold endeavor, but one that can be made easier with a clear strategy and robust technology. By connecting your CMS and preferred marketing automation tools with a cloud-based translation management system (TMS), you can seamlessly integrate localization into your global content strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">More specifically, you need a translation management system that will:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Centralize your content localization efforts to increase productivity, quality, and revenue.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Foster real-time collaboration on a single platform to ensure a seamless, accurate, and on-time translation and localization workflow for both in-house and external stakeholders.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Allow you to submit content for translation in familiar file formats that you\u2019ve been using in your global content marketing endeavors: IDML, PSD, SVG, HTML, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offer out-of-the-box integrations with your content management system (e.g., a <\/span><a href=\"https:\/\/phrase.com\/integrations\/wordpress-translation-plugin\/\"><span style=\"font-weight: 400;\">WordPress translation plugin<\/span><\/a><span style=\"font-weight: 400;\"> for your multilingual WordPress site) or marketing automation tools such as HubSpot and Adobe Experience Manager\u2014or lets you build a custom integration via an API.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Combine well-established translation technology such as translation memory and term bases with AI-powered machine translation capabilities.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Provide a holistic approach to data security and encryption through an information security management system.<\/span><\/li>\n<\/ul>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_6411e3a19cf73\" class=\"pxblock pxblock--blog-cta bg--green image--orientation-landscape\">\n\t<div class=\"block-container\">\n\t\t\t\t\t<div class=\"image image--align-middle\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1260\" height=\"1159\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/09\/TMS_Hero-e1678895852531.png\" class=\"attachment-original size-original\" alt=\"Phrase TMS | Phrase\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/09\/TMS_Hero-e1678895852531.png 1260w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/09\/TMS_Hero-e1678895852531-300x276.png 300w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/09\/TMS_Hero-e1678895852531-1024x942.png 1024w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/09\/TMS_Hero-e1678895852531-768x706.png 768w\" sizes=\"(max-width: 1260px) 100vw, 1260px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p class=\"subhead\">Phrase TMS<\/p>\n<p class=\"secondary h6\">The enterprise-ready translation management system<\/p>\n<p class=\"small\">Work with the leading TMS to automate translation workflows with cost control and quality checks.<\/p>\n<p><a class=\"btn btn--outline\" href=\"https:\/\/phrase.com\/platform\/tms\/\">Explore Phrase TMS<\/a><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>A global content strategy is essential when using content to connect with audiences worldwide. Learn more about how to build it effectively.<\/p>\n","protected":false},"author":50,"featured_media":60692,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":true,"_modified_date":"","_searchwp_excluded":"","footnotes":""},"categories":[37],"class_list":["post-3571","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-global-business"],"acf":[],"_links":{"self":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/3571"}],"collection":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/users\/50"}],"replies":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/comments?post=3571"}],"version-history":[{"count":114,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/3571\/revisions"}],"predecessor-version":[{"id":94539,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/3571\/revisions\/94539"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media\/60692"}],"wp:attachment":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media?parent=3571"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/categories?post=3571"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}