As we produce more and more content to reach all our intended content consumers, the value of our mass production is still measured by reach. Your content is as good as the number of individuals that consume it — one open, one click, one view, one page at one time.
The end goal is to make sure we have a lot of individuals that collectively measure up to a higher quantity value. In marketing, we call this mass marketing or mass communications. One consumer does not make for a global content market strategy. It takes hundreds, thousands and if you are lucky – millions!
The fastest way to get more like consumers is to increase the global reach through language. With billions of words being produced in nanoseconds, how will you create the greatest value of your content simply thinking about every individual consumer? In the shortest of terms, knowing in detail the consumer is critical when determining your content approach and it is how you will ultimately measure success. You then apply the single attributes to the broadest market in one or more selected languages to go global.
Where do you start? As you think about your reach and global content consumer, you have to be able to define the attributes of the consumer to know where they individually and collectively reside. It helps in producing the “mass” and expanding your geographic boundaries for consumption.
The first step to define your global content marketing strategy begins with detailing your target audience, that global individual consumer. It is a simple exercise, you can remember as 4W’s and how.
Who – Who is my audience and how can I define them demographically?
Where – Where are they located?
Why – Why will they be interested in my content (using socio-graphic and psycho-graphic assumptive data)?
When – When do I need to publish the content to make sure I get the most views?
How – How will they consume my content and in what format?
Knowing the answers to each of these questions can then be applied toward your content development strategy. Where you define the greatest mass should determine your opportunity to produce the most views. Once your consumer is defined, you can determine the actual required resources, input sourcing and expertise requirements and output schedules for delivering the content.
The same 4W’s and how questions can be utilized to map your strategy to the content type production. Content types are important in maximizing your production strategy. This is where you will get to costs and timelines. You need to know the media formats, authoring requirements, frequency of updates and languages for delivery. Selecting multiple languages may help you exponentially increase the value of each word produced, as well as increase the number of views – as long as it supports your overall target market strategy.
If you are producing new content, you can simply use the 4 W’s and how to ensure you have your global target defined. If you are going back into your content archives to determine if there is extended value in your content in multiple languages, a good first step is to conduct a content source analysis. In localization and translation, this step is important in creating glossaries and term guides for time-saving translation memories and machine translation applications. It is a way to get content to market faster in new geographies and languages and increase your individual global content consumer count.
Mass marketing requires an individualistic viewpoint, then applied broadly. Marketing to each global content consumer empowers you to maximize the values of the masses and gives you the greatest return on your content investment. One word, one view at a time and then measured across the globe.
Join Welocalize at Content Marketing World 2014 to discuss your global content marketing strategy. We are sponsoring and exhibiting at this year’s conference in Cleveland, September 8-11. Drop us a line if you plan to attend! firstname.lastname@example.org
Jamie Glass, Senior Director, Global Marketing at Welocalize