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What's the best way to create a global content strategy that supports market development?

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If you want to grow your business internationally, you need a global content strategy that supports market development. This means creating and distributing content that attracts, engages, and converts your target audiences in different regions and cultures. But how do you design and implement such a strategy without losing consistency, quality, or efficiency? Here are some tips to help you get started.

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Colm O Searcoid

Content Marketing Manager @ LeadDesk
Matti Vaininen

Head of Marketing (CMO) at LeadDesk | Driving Revenue Growth and Brand Success

1 Assess your current situation

Before you create a global content strategy, you need to understand your current content performance, gaps, and opportunities in each market. You can use a content audit to evaluate your existing content assets, channels, and metrics. You can also use a content inventory to catalog and categorize your content by type, format, language, topic, and purpose. This will help you identify what content you can reuse, repurpose, or localize for different markets, and what content you need to create from scratch.

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Matti Vaininen

Head of Marketing (CMO) at LeadDesk | Driving Revenue Growth and Brand Success
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In order to ensure our company's success across multiple markets, it is essential to treat each market individually. Our business objectives, strategy, and maturity in each market should be taken into consideration when determining the content strategy for each market. Based on these criteria, we can focus on the most effective content for each market.

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2 Define your goals and objectives

Next, you need to define your goals and objectives for your global content strategy. What are you trying to achieve with your content in each market? How will you measure your success? How will you align your content with your business and marketing goals? You can use the SMART framework to set specific, measurable, achievable, relevant, and time-bound goals and objectives for your content. You can also use the OKR framework to set objectives and key results that link your content outcomes to your strategic priorities.

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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A good global content strategy provides clarity in the goals but flexibility in the tactics (like what social media channels you rely on, perhaps). Local people need to be able to adapt your far off ideas to their needs.

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3 Understand your audience and competition

Another key step in creating a global content strategy is to understand your audience and competition in each market. You need to research and segment your target audience by their demographics, psychographics, behaviors, needs, preferences, and pain points. You also need to analyze your competitors by their content types, formats, topics, tone, style, quality, and performance. This will help you create buyer personas and customer journeys that inform your content creation and distribution. It will also help you identify your unique value proposition and content differentiation.

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4 Develop your content framework

Once you have a thorough understanding of your situation, goals, audience, and competition, you can develop your content framework. This blueprint is crucial for guiding content creation and distribution across different markets. Your content framework should include a vision and mission for why you create content and what value you provide to your audience. It should also specify the themes and topics that relate to your audience's needs and interests, as well as the types and formats of content you create and how you deliver your message. Additionally, it should define your tone and style for communicating with your audience, as well as the governance and standards for managing and maintaining content quality, consistency, and compliance.

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Colm O Searcoid

Content Marketing Manager @ LeadDesk
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When you’re working with multiply languages, it’s important to be rigidly flexible in your tone of voice guidance — some ways of talking are good in some markets but require localisation in others. This means that you should provide light overall guidance about your company’s tone of voice, but encourage the experts in the local area to adapt this to that location and audience needs and expectations.

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5 Execute your content plan

Executing your content plan is the final step in creating a global content strategy. This involves producing, publishing, promoting and measuring your content in each market. To do this effectively, you need to consider aspects such as content localization, distribution, optimization and analytics. It's important to remember that creating a successful global content strategy is an ongoing process. You must constantly monitor, evaluate and update your strategy based on market insights, audience feedback and business goals. By following these tips, you can create a global content strategy that helps you reach and engage potential customers around the world.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What's the best way to create a global content strategy that supports market development?

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3

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1 Assess your current situation

2 Define your goals and objectives

3 Understand your audience and competition

4 Develop your content framework

5 Execute your content plan

6 Here’s what else to consider

Content Marketing

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What's the best way to create a global content strategy that supports market development?

1

2

3

4

5

6

1 Assess your current situation

2 Define your goals and objectives

3 Understand your audience and competition

4 Develop your content framework

5 Execute your content plan

6 Here’s what else to consider

Content Marketing

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