One of the biggest trials faced by content marketers today is implementing an outcome-driven global strategy, destined for varying social groups, geographies and demographic segments that speak multiple languages. For digital marketing content, this doesn’t simply mean linguistically translating words. It’s more than just words. It requires “culturally adapting” content to reach the target audience that drives behaviors, like purchasing!
A significant growth area for content marketers to influence buyers and the customer experience has been the rise in user generated content (UGC) that is published digitally. This type of network generated content gives many organizations the chance to promote brands and share product knowledge on a global scale, reaping significant rewards in terms of brand awareness and increased equity across the expansive digitally connected world.
Embracing the impact of UGC demonstrates transparency in your content marketing. It shows you value the opinion of your customers and have the utmost confidence in your product offering. UGC is more trusted than other media. For certain purchases, consumers will trust the views of other consumers rather than content shown in an advertising campaign.
This Welocalize guide looks at the rise in network generated content and how content marketers can leverage the power of multilingual UGC to stimulate global reach.