How do we standardize content if localization and personalization drive better engagement? – Juliet
This is something that we struggle to find a balance in scaling content across region. There is no right or wrong answer per se, so let me address that in these ways:
- Products and personas,
- budget and resources,
- common editorial,
- and common creative.
Juliet, in a perfect world we want to personalize and localize content as much as we can. However, we are all limited by budget and resources. It’s better to create a set of standardize content. Let the local team pick and choose which one to use, also, allow the local team to create their own content for local usage.
It’s a matter of finding a balance between standardization and localization. Be sure you are testing and measuring the impact of your content approach so you can learn what is working for your audience.
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To expand your knowledge about content creation for global brands, check out other podcast episodes, blog posts, and video.
Scale Your Global Business With a Centralized Content Strategy (A LinkedIn Case Study)
How to Prepare for Editorial Success with Salesforce’s Director of Content Strategy
Content Marketing Strategy for Startups
How to Create Scalable Global Content Marketing Strategy: A Guide for B2B Marketers (+ Templates)
The Ultimate Content Marketing Guide