A process of adapting and adjusting your content assets as per the local culture and language of customers in the target market is called content localization.

Content localization is a go-to strategy for national and international brands. We will discuss more in the following section.

We know to connect with the global audience, it is critical to establish an emotional bond with them. It is only possible when brands communicate with them in their native language and offer a personalized experience working around local needs, wants, and expectations. It is achieved through content localization.

What is content localization?

Content localization involves adapting your content to the local culture and customs of your target market. The process extends beyond simple content translation, which is also significant, but is only one aspect of the entire regimen.

Along with language translation, content localization includes a significant cultural element. The content is tailored to suit the local audience in a systematic manner. To put it specifically, content localization adapts content to any locally accepted cultural norm that guides people’s behavior and interactions. This includes styles, currency, images, symbols, date and time formats, and many more.

Why is content localization so crucial?

Brands strive to establish an emotional connection with their target audience. They try to foster a feeling of trust and belonging, which extends beyond selling a product to a prospect. As a result, brands are trying to forge a connection by meeting their audience on their home ground, in their native language. They are also creating content that resonates with them personally.

Studies have proved that content localization plays a significant role in business results. They show that:

• 40% of consumers never buy from foreign websites.
• 65% of consumers prefer products promoted in their native language.
• 73% want product reviews in their language.

These findings clearly demonstrate that if someone is not using content localization, he is missing out on connecting with a huge number of global audiences.

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When does one need content localization?

Well, the answer is as simple as that – the moment you launch your product internationally, you are ready for content localization too. While brands enter international markets with non-localization tactics, they fail to connect with their target audience. The result is – they miss out on potential opportunities. Not only do they fail to reach their target audience, but their business reputation suffers as well.

As a second priority, localization cannot be sidelined and considered a second priority. If such localization follows a few months after the brand is launched, remember that the damage has already been done and is irreparable. Thus, it is advisable to have a proactive plan about it and initiate a plan from the beginning.

Content localization is not a one-time event. Once you enter a foreign market, it is critical to keep up with the changing trends and needs of consumers by regularly monitoring content.

How would content localization benefit your brand?

So far, we have discussed what content localization is, why it is critical, and when to initiate such a campaign. Let us now see how content localization benefits your brand.

A comprehensive content localization strategy helps your company quickly get traction in local markets. When a brand is able to speak its audience’s language and acknowledge its culture, it is reaffirming in the minds of its target audience, “We know you, we respect you, we care for you, and we want to make you comfortable doing business with us.”

Here are the main benefits of content localization:

• Increased engagement and traffic: Simply driving traffic to the website is one thing, and making people fall in love with the website is another. Adapting to content localization will bring people to your website and also keep them coming back.
• Higher credibility and conversions: An effective content localization strategy ensures your website looks credible to the target audience and they feel confident buying from you.
• Enhanced SEO rankings: When you target the right local keywords, adapt to local content consumption trends, and make your content shine in the appropriate language, your website ranks higher in international SEO.
• Greater customer loyalty: Content localization will make your customers feel valued because consumers interact with your brand in their native language. As a result, they remain loyal to a brand and continue doing business.

Wrapping Up

We do not say that it is a wrap. In fact, your journey to content localization starts here. As you know what it is and why you should create a content localization strategy, it is time to initiate the process now.

Research more, and find out where and how content localization works for you. Take help from seasoned marketers so that your brand does well everywhere.

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