Content localization is something that isn’t often mentioned in marketing and search engine optimization circles. This concept is more valuable for large brands that work on international markets and have a wide audience. So, if you’re a small mom-and-pop shop that relies on the local market, the content localization process will have little to no value for your business.
Still, we always recommend our readers learn about concepts such as this. In the end, if you ever decide to take your business to the next level, you’ll need localized content to gap cultural differences and share company messages. The method is especially vital for digital marketing agencies that want to onboard large international clients.
In this article, we’ll talk about this strategy, why it’s important for your brand, and how to execute it. Read on!
What is content localization?
Content localization is a process of adapting articles, social media posts, and other forms of relevant content for international audiences. For example, while Americans use the word “apartment,” Brits use “flat.” Of course, British readers will understand the meaning of “apartment,” but they’ll get annoyed that the web post isn’t localized for their market.
Many people think that localization is the same as the translation process. While partially true, this doesn’t tell the whole story. Basically, translation is a large part of localizing content, a process that also includes modifying your texts to better fit a local audience.
We’ve just used the example of how it looks to localize content for the UK as opposed to the US. Aside from translation and using regional expressions, the process can also refer to your use of links, measurements, brand and product references, and so on. Using feet as a measure might be ok in the US, but it’s a bit no-no in Europe.
Benefits of a good content localization strategy
Obviously, a successful content localization strategy will help you connect with a target audience. It helps you share company messages with foreign users, thus increasing engagement and conversion. In fact, 52% of users claim that accessing information in their native language is more important than the product or service price.
Here are 6 main reasons to modify your marketing materials for a target market:
Now, let’s do a short explanation for each one of them!
Brand content
Brand content represents the basis of any website. This category includes pages such as Homepage, Mission, Vision, About Us, Why Us, and similar sections that usually appear in the Website Navigation bar.
Generally speaking, some of these pages don’t require that much modification. Brands don’t like changing too much of their Mission and Vision messaging, so they often go with plain translation. Furthermore, if they use a certain marketing strategy on their Homepage, there’s a good chance they’ll use the same strategy for other markets.
Marketing content
Marketing content refers to all these pages and posts that help organizations promote their business. The best examples of marketing content are blog posts and product pages, but this can also refer to other materials, such as downloadables.
Marketing materials are usually most susceptible to changes. Depending on local preferences, companies might focus on different products and, thus, significantly change their main landing pages. Furthermore, they might also have to implement other changes pertaining to payment options, shipping, and currencies.
Contact information
Although the contact information page doesn’t take much time to localize, you usually need a complete overhaul. Besides changing the textual information, you’ll also need to attach a different Google Map. Contact page localization can increase in complexity if you have numerous stores in the country.
System content
System content, or back-end content, refers to all the technical data and numbers that are specific to a country. This includes phone extensions and numbers, measurement units, timezones, and so much more.
You might even argue that this is the most important category to localize after brand content. In the end, not having the right phone or email extensions can be extremely confusing and make it hard for local consumers to trust your brand.
Legal content
Legal content is also very touchy, and you should probably hire a local legal expert to modify it. Terms of Use, Disclaimers, and Impressed are the best examples of legal content.
In many cases, your current content might not work in another country due to different legal frames and phrasing. So, while you might try to localize it, there’s a good chance you’ll have to create new pages from scratch.
Technical content
This category refers to User Guides, Manuals, product documentation, FAQs, and similar pages. Once again, this is a specific category that might require expert support.
The main issue with improper technical content localization is that it can get you in legal trouble. For example, giving out improper product documentation and description can cause people to return your products. In the case of extreme misuse, it might even lead to massive lawsuits.
Social media content
Social media content is often time-sensitive. Your post might relate to policy changes, company events, or something of that kind. You might also post about things that are relevant at that specific moment. Because of that, companies usually don’t invest that much money in SMM localization.
Still, there are a few cases when you might consider doing so. The best example of social media content localization is videos. For example, you might add subtitles on the bottom featuring the local language, which would help foreigners consume these posts.