An international Content Marketing plan allows companies to position themselves as relevant in a foreign market, with a relatively low level of investment and a high margin of durability, since it focuses on generating results in the medium / long term. Juan Andrés Corrales May 18, 20 | 12 min read Every day, even in the most adverse contexts, hundreds of startups, Nigeria Phone Number List small ventures and, also, projects backed by significant investments emerge around the world. Many of them have a common dream and goal: corporate internationalization . In today’s globalized world, in which the Internet, social networks and digital platforms connect us all even though we are thousands of kilometers away, penetrating foreign markets is a necessity and a truly coherent and possible goal , especially when International Content Marketing is used. And that’s what we came for! In this material we want to show you an overview of the good practices of a content strategy oriented to a new market and different criteria that must be taken into account to develop it successfully. Do you find it interesting? Then follow us! What peculiarities does international Content Marketing have? The Content Marketing is a methodology close to the public, which is generating qualified leads and engagement as two of its main priorities.

To really be the pillar of an international marketing plan , it is necessary to understand that to connect with the new market it is necessary to bear in mind its particularities and essential aspects, such as: Cultural characteristics The culture in Marketing International is not a minor issue, addressing all those ideas, perceptions, traditions and customs that characterize people of a particular region or country. Therefore, if this factor and its differentials with respect to other markets are not understood, it is impossible to establish a link with the target audience, represented by the Buyer Persona . One of the best practices to understand and value the cultural characteristics of the target market is to have local professionals and talents . For example, to successfully break onto the Hispanic scene, Rock Content included dozens of native Spanish-speaking content creators in its material production streams, who were guided by experts (also Spanish-speaking) from its team in Mexico, the country you chose to begin your internationalization. At the same time, these freelancers and professionals are supported by hundreds of Content Marketing specialists from Rock Content in Brazil, the nation of origin of the company.

Economic realities Purchasing power, currency value, income levels, among other factors, are some of those that you must evaluate and distinguish from an economic point of view to deploy an international Content Marketing strategy. Taking this factor into account is essential to develop a Buyer Persona profile adjusted to reality , which allows the production and dissemination of content that provides results. If your company has a diversified portfolio of products, for example, some of them may be evaluated as too expensive in one country and reasonable in another. Thus, the value proposition provided by the content related to this product will have to change, since the generation of demand for its acquisition will face different purchase objections. User behavior on the Internet Each market has particularities in terms of user behavior in the digital universe, whether in search engines or on social networks .

For example, because Facebook is the popular network in the world, you cannot simply assume that it is the ideal one to share your content and invite to read it, since it may not be as used in your target market as you think. In fact, in nations such as China and Russia, which prioritize local networks, it does not have such a high level of popularity. Also, in some European nations Twitter is more used than Facebook, something that does not happen in Latin America. Regarding user behavior, it is also important that you detect the terms that people use to search the main engines , which will allow you to develop a good SEO strategy . It is up to us at Rock Content, for example, to produce content optimized for keywords that Colombian users would search for much less than Mexicans, and vice versa. In order for you to see it better, I share some screenshots that we took from SEM Rush, on the search volume of the keywords “home office” and “telecommuting” in Colombia and Mexico.

The term «telecommuting» has 9,900 monthly searches in Colombia: In contrast, only 1,900 Mexican users search for it monthly: When we look at the keyword «home office», which represents the same theme and concept, in Mexico it has almost 15 thousand monthly searches: In Colombia, however, the term “home office” is only typed into Google 1,600 times in a month: Analyzing these numbers, we can intuit that if we were to produce content about Home Office for the Mexican public, it would be convenient to use the keyword “home office”, while if our ideal client is in Colombia, the most effective term would be “telecommuting.” Do you notice how specific the production of strategic content can be for different countries? Specifications in website settings It is also necessary to make configurations that allow segmenting the blog and website to the geographic location of the target audience of the internationalization plan. Among other things, this helps sites and posts have greater visibility in the search results lists made in the target country. A fundamental resource to guarantee that the contents are transmitted to the users of the international market is the Hreflang tag , which identifies the versions of a website in different languages.

5 mistakes to avoid in international Content Marketing If you made it this far, you already have an idea of ​​how International Content Marketing works, but there is still a lot to learn! One of the key points to the success of the strategy is to ensure that you do not make the following mistakes:1. Superficial and literal translations As you already know, valuing people’s culture is key in international Content Marketing, and this includes taking into account idiomatic expressions and, in general, the way of speaking. Making literal translations of content does not guarantee that they will be understood by the target audience and connect with it. It is important to adapt the phrases, expressions and style to the language and culture of the new market, as dictated by good translation practices in Digital Marketing . These principles should also be applied when launching products abroad, as superficial and literal translations can lead to funny and even obscene names. Some classic examples of this are certain models of Asian car manufacturers marketed in Latin America, such as Mitsubishi Pajero, Nissan Moco and Kia Borrego.

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