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How to use localized content to expand your brand into new markets

The first half of Q1 has come to pass. By now, you should have a robust marketing plan with ideas for content that will carry you through most, if not all of the year. It’s now time to turn ideas into actions; concepts into content, and objectives into deliverables.

New market expansion is a common annual goal for many brands. New markets equal new opportunities and new customers, which adds up to new revenue and, hopefully, new profits. But expansion requires resources to help you scale. When it comes to digital marketing, that means the right content to connect your brand with a new city, region or country.

The right content is the most relevant content

Content fulfills three core needs for any brand.

  1. Establishes the brand identity

  2. Enables conversations about products or services

  3. Addresses the needs of the audience with interesting or relevant insight

The third point is the most important of them all. Relevance is key when it comes to engaging with a new audience. You need to speak their language to show that your brand represents the same tone and values that matter to them.

People’s tastes, values, and interests are heavily influenced by where they live and how they’re raised. Culture has an enormous effect on how people respond to content. Therefore, when you expand into a new market, your content needs to connect to the culture within that specific area.

That’s why localized content helps your brand globally scale. Localized content inserts your brand into civic cultures and conversations. People who see the content, consciously or subconsciously, connect your brand to the values that matter in their niche communities.

This tactic goes a long way towards building trust and credibility with people who could become new loyal customers.

The most relevant content is localized content

Again, bring all ideas for content back to relevance. Is what your team produces relevant to the audiences you’re targeting and, if not, how can you change that?

This is a challenge facing many brands today. Global expansion into new markets is part of any good growth strategy. But what if your brand has no physical presence in that particular market? How do you make your content resonate with people living in that region?

People respond to what’s familiar to them. When content includes landmarks, buildings, or environments instinctively recognizable as part of the community, people are more likely to engage with that content. That’s why brands in financial services work hard to create lifestyle-oriented content that connects the brand to specific communities.

Localized content is very effective at increasing brand awareness, boosting brand recall, and improving audience engagement.

Local content creators can help you scale

Now that you know what you should include within your content, you need the resources to actually create it.

This is another big obstacle for many brands.

If you don’t have a physical presence on the ground in the community, how can you produce the content that will motivate people to engage with your brand? There are angles, colors, tones, and settings in each community that only someone who knows the lay of the land will naturally fit into your content.

Now, you could arrange for a few members of your team to travel to that community, stake out the region for a period of time, and then produce the content. But that’s a very timely and expensive process to create content that may only be used for one campaign.

There are millions of people who work as independent contractors. According to Forbes, up to 30% of the U.S. and EU-15 workforce are independent workers. There are many others in countries across Asia, Africa, Australia, and South America.

A sizeable number of these workers are effective content creators who can contribute to your brand’s content library. Thanks to technology, you can seamlessly connect to these contributors and start ramping up content production.

The freelance creative economy is alive and strong

McKinsey report on the global freelance economy.png

A growing number of brands are connecting with freelance contributors to create content at scale. The gig economy, as it’s commonly known, is powered by technology to connect your brand to any roster of contributors, regardless of where they’re located.

If you have any concerns about partnering with independent workers, be mindful of the fact that more people choose the freelancer life rather than feel that they’re forced into it. Many people enjoy working for themselves and actively seek out new opportunities to expand their skills or earn additional income.

But the best skill in their arsenal is that they know the communities where they live. They know how to create content that will give your brand a leg up in the region. You can share the guidelines to your unique brand visual identity, and then let them translate those guidelines into creative assets that will help expand your business.

New market expansion is always an opportunity for your brand to gain new business. You just need the right plan and the right tactics to make that expansion a successful venture. Localized content is the most effective way to form connections with people living in those new markets. Connections lead to interest in your products, which eventually translate into new revenue.
 

Are you looking for more agile and effective ways to expand your brand into new markets? Download our eBook on “How technology tears down digital borders so you can scale content creation” to gain a better understanding of what you can accomplish using a combination of technology, creativity, and the right connections to help you scale.