Five Best Online Media Channels for Global Content Marketing

ThinkstockPhotos-525125885Embracing the Internet is essential for global brands to drive their multilingual content marketing strategies. The Internet acts as a driving force for successful global marketing campaigns. It is the most viable way to get brand attributes and content seen and heard around the world in a cost-efficient manner.

There are a number of online media channels that can be used to effectively push out digital marketing content to reach your target audience. Here are the five best online media channels for global content marketing:

Social Media
Some B2B brands were hesitant at first to utilize social media in the beginning.  According to Social Media Examiner, by 2012 83% of marketers said social media was important for their business and today the number has grown to nearly 90%. In 2015, Brandwatch reported that 76% of B2B brands own at least one social media account and Earnest Agency noted 85% of B2B buyers believe that companies should present content via social media.

Social media platforms like Facebook and Twitter have ‘view translation’ buttons where content is machine translated in seconds. At Localization World in Berlin this year, Iris Orriss from Facebook talked about how Facebook is driving to connect the world, “There are 1 billion people in non-English on Facebook today”. Facebook is currently available in 84 languages, with 33 released in 2014 and 48 currently in translation. Iris noted in her LocWorld presentation that in order to reach 80% of the Internet, your content must be in at least 92 languages.

With the advantages of social media come disadvantages. Global marketers must consider how to present your brand on social media and pay attention to what others are saying about the company. If Tweets are incoherent, LinkedIn posts are irrelevant or badly written, it reflects badly on your global brand and how you do business. Make sure you have a clear global social media strategy and are ready to put in the effort that it requires. Know what social media to translate and what to leave in the source language. A localization provider like Welocalize can help develop a strategy to deal with social media – even if you simply want to understand what is being said about your company and products, in any language.

Online Events
According to the Regalix State of B2B Content Marketing 2015 report, 82% of B2B marketers use events (web-based or in person) to distribute content. An event, such as webinar, is one of the easiest media channels to have a global conversation; however, it is one of the most difficult media channels to manage with multilingual content requirements. It requires localization expertise, multimedia knowledge and technology to translate webinars. It is important that if you want your events to have a worldwide audience, you have materials that all your target consumers can understand.  As well, make sure that your language strategies will accurately portray your brand as culturally inclusive and aware to the needs of your target market.

The website is the main media channel being leveraged by B2B marketers to distribute content, according to Regalix. The website should be your brand’s hub of content. Every piece of content and every media channel you use should represent your global brand. Your website is your digital essence. It is often the most important online media channel, so time and effort must be painstakingly applied to ensure it is localized properly. As with your social media presence, if your website is not accurate and current (in every language you market in), it will not reflect well on your brand.

The web continues to be where global commerce happens for many multinational organizations.  Brands continue to find ways to interact and transact online, for both B2C and B2B.  With the growing presence of retail going to etail, e-commerce and localization go hand-in-hand in creating true value in a global marketplace. Global marketers must take time to understand the dynamics of how content influences transactions and ensuring that a customer experience is truly representative of your brand. An experienced language services provider that works with e-commerce and brand websites can guide marketers with best practices.

Your website is the online media channel that you have the most control over. If you want your brand to truly be global, then the globe must be able to understand and navigate your website. Making sure your website is localized for businesses from several different locales is often crucial for international success. Welocalize localizes a number of global marketing web and e-commerce sites. To find out more, view Dell case study and Videojet case study

Email is a media channel where content is consumed online. It offers flexibility and control for global marketing. Despite the rumors of email marketing being dead, it appears to be the most effective online media channel when it comes to return on investment (ROI). The 2015 Email Marketing Industry Census reveals that a quarter of the respondents to this survey rated email marketing as ‘excellent’ in terms of ROI.

For a global reach, email as an online media channel is entirely dependent on your brand’s desire to enter new geographies and markets. The mailing list must be as geographically diverse as possible if you’re hoping to reach the four corners of the earth and the contents of the email must be localized and tested into the languages of your target markets to make an impact.

Mobile Apps
In today’s technology-obsessed society, our mobile phones are increasingly becoming our life displayed on tiny a handset. Mobile apps are one of the better media channels for global reach. By 2018, over half of mobile phone users will be using smartphones, according to eMarketer. Localizing mobile content requires software localization and testing experts for challenges such as formatting and coding for the best user experience possible. Work with a language services provider that has expertise in mobile applications and device testing to ensure you can fully take advantage of the interconnected world. It’s the Internet of Things (IoT).

To have success in the five most common online media channels, time, effort, and investment must be applied to maximize your return on content investments. Welocalize assists global brands with localizing all types of media channels and content.

Louise, Marketing Communications Specialist at Welocalize

References and resource links to the trends mentioned in this post:

  1. Social Media Marketing Industry 2012 Report
  2. Brandwatch B2B Social Media Report
  3. Earnest’s Vital Statistics for B2B Marketers Infographic
  4. State of B2B Content Marketing 2015 Research Report
  5. Regalix’s State of B2B Content Marketing 2015 Research Report
  6. Email Marketing Industry Census 2015