How can you design content for effective localization strategies?

Más que una definición de objetivos y de audiencia, también deben tomarse en consideración aspectos culturales e históricos. Localizar no consiste exclusivamente en traducir contenidos a otra lengua, sino a otra visión particular del mundo. Sin una investigación previa, la comunicación puede caer en aspectos sensibles y ocasionar severos problemas, como ha ocurrido en el caso de Starbucks cuando pidió perdón por haber utilizado vasos de origen nacional en Argentina.

Apart from being clear on objectives and KPIs, the other aspect would be analysing the content/messaging from other players and in general the local cultural nuances at play. How these are imbibed by the Target Audience.

In a recent project targeting the tech industry, the goal was to increase brand awareness and thought leadership among professionals in the field. Understanding the audience's needs, preferences, and expectations was key. Through surveys, interviews, and analytics, I gained insights into their preferred content formats, such as technical articles, webinars, and interactive infographics. This helped tailor the content delivery method to match how they consumed information, ensuring relevance and resonance. Considering cultural and linguistic nuances is crucial when catering to diverse markets. In a global campaign spanning multiple regions, I conducted thorough research into each market's cultural norms and language preferences.

If your content is going to be adapted to other languages, don't make the original version too tight and crowded. Leave plenty of white space (but not too much). And make sure the imagery is "modular" in the sense that it can be moved around the page without the meaning or context being lost. Because some of those other languages might be written in the opposite orientation (right to left instead of left to right). Or it might take up more or less space on the page.

Be ‘culture tuned & platform wise’, so to speak, when developing any content strategy. Especially, when it is a multi region or multi lingual deployment. Hooks for messaging, tonality (use of humour for e.g.) and type of language used (formal vs colloquial), settings and slice of life depictions, family and relationship dynamics etc, there are plethora of factors to be seen when developing effective messaging.

Yes. The KISS principle tends to work. Simplicity is the hallmark of effective messaging. Also, making sure content is continually optimised and updated by keywords - platform - device - language - trends etc.

Defining goals and understanding the audience are fundamental steps before diving into content creation. It's essential to establish a clear purpose for the content and identify the specific audience it aims to engage. For instance, in a recent project targeting the tech industry, the goal was to increase brand awareness and thought leadership among professionals in the field. Understanding the audience's needs, preferences, and expectations was key. Through surveys, interviews, and analytics, I gained insights into their preferred content formats, such as technical articles, webinars, and interactive infographics. This helped tailor the content delivery method to match how they consumed information, ensuring relevance and resonance.