International content marketing: speaking to a global audience

International content marketing is essential for any company that has a global audience. Know who you are targeting in international markets and create quality content that connects with your audience, delivering a positive brand image and message.

Words have become key and companies with striking messages are the ones that stand out. Be careful what you write in other languages if you are in the process of internationalization! International content marketing is key to your expansion into other countries and markets.

What is content marketing and how it can help your globalisation?

What we are discussing most people already know. So, tell us, what can we do to stand out? Content marketing isn’t just about generating content. It’s generating content that is interesting, that brings value to users and makes them love your brand.

Leave your ego aside! This doesn’t mean that we never talk about how good our company is, but we do it when needed. Just won a prize? Tell us how you won it!


Don’t focus your global content strategy on your brand, but on the interests of those who may become your clients. If you want to engage in content marketing, remember to:

How to define your buyer persona

Consider what you want to achieve with the content you generate. Try to link your audiences’ interests with those of your company.

Say you own a furniture company. Therefore, giving decorating tips on your blog would be a great strategy.

Once the objectives have been established, have a clear idea on how to develop them. The profile of your readers should be of particular interest to you here. Analyse your buyer persona and address them accordingly.

Your content and style cannot be the same for multiple audiences.

If what you sell is luxury furniture, you won’t communicate the same message as if you were selling furniture for small spaces. Likewise, if clients have a modern and simple style compared to a classic and elaborate style, for example. You must take this into account in your texts.

Analyse which keywords to use and generate SEO-friendly content

Content marketing allows us to enter the imagination of our potential clients. For this, besides asking what they want to read, ask yourself how you will find this content.


SEO Translation Ontranslation

Keyword searches are fundamental to any global content strategy. They are the first step in getting your texts positioned in search engines.

How would our younger customers who want to make room in their shared room or apartment search? Ask yourself these kinds of questions.

Once you have the right keywords, you’ll need to rely on someone who knows how to write good content that meets search engine requirements (usually Google).

Trust those who know how to articles in order to achieve better positioning: those that put the keyword in the H1s, use semantic fields or link external and internal related quality content.


What is content amplification?

Once we’ve published our post, we cannot wait for clients to access it through SEO only. International content marketing must be linked to an international social networking strategy. Through social media we can ensure that what we write reaches more people, so try to share your content on social media using your own style.

Choose which social networks will have the greatest impact on the specific content of your buyer persona and your company.

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Let’s be honest, Instagram may not be your first choice if you’re targeting people in their 50s with significant purchasing power.

Combine growth hacking strategies with content marketing and the results will speak for themselves!


Don’t just look after content marketing in the local market

All these strategies can be applied to foreign markets thanks to content marketing translation. Good wording isn’t exclusive to where you are, although it can be made more complicated by not mastering the language elsewhere.

Looking after content marketing in English, French or any other language you are targeting is a strategy you must carry out as if it were your local market.

Trust experts who know your international audience and help you define it

Enlisting the services of a professional translation agency can help you stand out in international markets. Native translators would consider all of these aspects but also the diversity of different markets. To define your objectives and buyer persona in other countries, it will be useful to go for linguistic and cultural advice.

Language consultants will be able to communicate your international content with the tone, values etc. that prevail in your texts in your native language. However, they always remember to adopt content localization techniques ensuring they appear naturally in the target culture.

Develop a discourse for you audience in your international content marketing

In many cases, communication styles change within the culture we are targeting. Don’t fall into the trap of just simplifying your international content marketing strategy.

Rely on people who know what can and cannot be said in different markets. They don’t just know the language, but also the context of each country, and they translate into another language accordingly. Make sure that on top of having your content translated, translate your content to a different global audience.

For example, the formal use of language in Mexico can lead to a lack of seriousness, while in Spain it fits with being professional and maintaining a certain distance.

So, rely on experts who know how to communicate with your clients in each country and use transcreation when necessary. Use a creative translation that translates your message more than your words, with which your readers will be engrossed. Communication differences in other countries can change everything.


Look after content marketing in all cultures

An international content marketing strategy that communicates your company’s values and style will set you apart from your competitors. Establish a strategy that considers the previous points, relies on positioning and is combined with your social networking strategy.

Remember that international e-commerce sales are growing year by year. Expert marketing translation agencies are formed to work with the best professional translators. We push the boundaries by analysing international contexts.

Don’t get stuck with everyone else! Go a few steps further in your international content marketing!

About the author

Oscar Nogueras

Es el CEO de Ontranslation y dedica algunos ratos libres a escribir en este blog para compartir sus conocimientos sobre internacionalización, cross-border ecommerce y Traducción SEO. No es para menos, ya que entre su formación cuenta con una licenciatura en filología inglesa, un máster en tradumática, un posgrado en elearning y un MBA. En definitiva, una declaración de intenciones donde la cultura y los idiomas se sirven mezclados, no agitados.

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