06.07.2022

5 tips for making content that resonates across different markets

Fact: The average person is exposed to over 5,000 brand messages every single day. 

Another fact: They’re probably only aware of around 86 of those messages. And just 12 of them will make any sort of lasting impression. 

With so much noise to compete with, for your brand to stand out at all, you have to do everything you can to make sure your target audience a) notices you at all and b) actually remembers you. Doing that in one market is hard enough; doing it across multiple markets is a different ball game entirely. 

So how do we get there? 

In a general sense, it’s about good storytelling and better strategy. But let’s be honest – that’s quite vague. 

We’ve spent a lot of time creating content for our clients that needs to engage people all around the world. And with a new US expansion on the horizon, we’re not stopping anytime soon. 

So, to help you and your business crack content creation across different markets, we’ve put together some practical tips we’ve picked up along the way. 

Get stuck in here: 

1. Do on-the-ground research and content gathering 

When creating content across different markets, it can be tempting to write one thing and then repurpose it, the result being that the same piece is used across multiple countries.

The problem is that different customers face different challenges around the world. Your audience in the Middle East probably doesn’t want the same things as your audience in France or Germany.

As marketers, we know that behind every piece of content we create is a brand voice, a marketing strategy, personas and an understanding of the market and the challenges customers are facing. Regardless of how explicit or formal that research is, marketing is useless without it.

The danger with the ‘repurpose’ model of global marketing is that you end up creating content for one region that’s informed by the needs, context and demands of another. 

So, our advice is simple. Start by working out what your target market wants from you and create your content plan around those needs – just as you would in your home region. This is going to involve a lot of research, preferably done by a native speaker, but interviewing customers and sales teams on the ground in that region is also a great way to get ahead. 

2. Use native writers 

Say you’re a brand based in the UK looking to reach customers in France. 

Sure, you could write your content in English and translate it using a hired service or French speaker within your company. However, it’s extremely likely that you’d be selling yourself short. 

Translation, though great for small amounts of copy or quick-fire tasks, is never going to compete with having content written by somebody who speaks the target language natively. 

A native speaker will be able to pick up on nuances that others may not, whether it’s a certain phrase or metaphor not translating well in your target country, outdated/odd vocabulary or otherwise.

3. Do regional-specific competitor analysis

The key to engaging a specific market is to find out exactly what works in that market and why. To do this, we’d recommend a spot of regionally-specific competitor analysis. 

We recently worked with a client who discovered first-hand how valuable this could be. They wanted to create content across different markets in the UK, but didn’t think their existing brand voice was resonating. After some competitor analysis, they discovered that, in fact, each country they targeted had a different preferred competitor whose brand voice best resonated in that region. 

By identifying that our audiences across EMEA each wanted something else entirely, we were able to cater to that and adapt our brand voice organically in each region – giving the content a much better chance of succeeding.  

4. Monitor your results and stay adaptive

Learning exactly what works in a new market is challenging, there’s no getting around it. 

So, it’s important to constantly review what’s working and what’s not. By keeping on top of how much engagement your content is getting in its target market, how people are responding and which topics are proving most popular, you can better get to grips with where to focus your efforts. 

It’s also helpful to compare your analytics from region to region to see what sticks. We often find that customers in some countries require more education than others; some might be ready to hit buy right away and others are knowledgeable but reluctant. 

By comparing stats like bounce rate, click-through rate and time on page, you’ll gain a better idea of what works across each region and can use that insight to better tailor your future content.

If, for instance, customers are engaging with bottom-of-funnel content better in market A than in market B, it’s a sure sign market B is a bit more reluctant and could do with some nurturing and education. 

Create reports, analyse your results, and most importantly, be ready to change things up if you find that something isn’t working. 

5. Don’t be afraid to ask for help 

Sometimes, the easiest way to guarantee you’re getting something right is to bring in the experts. 

(That’s us.) 

At Branch Road, we work with a whole range of people well versed in creating quality content that’s organically relevant across markets all around the world. What’s more, we have an extended network of global employees and on-the-ground writers to make your content really sing.


So, if you’re interested in working with us, drop us a message to get started.

Ellen Barr

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