In the past, when businesses competed for consumers locally, learning about customers was as easy as walking out of the office and observing. Today, however, consumers are shopping around the world by simply using their computer. Businesses today rival competitors from around the world, but are also able to target customers from a growing number of markets. How can a business be sure that its content reaches the global audience and still stands out among competitors? How can you effectively and inexpensively translate your content and know that your intended message reaches potential customers? Ten steps will help you optimize content for your key stakeholders around the globe.
1. Determine your corporate style
Every company has a style – a brand or image – it wants to project to its customers. Consider this: Is your company fun and flashy, young and hip, or established and professional? Who’s your audience? Where are they? Focus on your market and shape your brand to suit these demographics, including language preferences. Decide the tone you’ll use and the words that describe the company. Keep your company voice unique to distinguish you from your competitors. Record your choices in a style guide or a company repository, where content authors can easily find the established rules. That way, no matter who is authoring content, your corporate identity will be accurately represented.
2. Write for a global audience
About 22 percent of the world’s population speaks English as a primary language, but not all 22 percent speak the same way, since words and ...
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