Coca-Cola, McDonald’s: Global Brand Content Strategy

online marketing map As more of the world gets on-line, the electric potential audience for your subject grows. More brands are reaching out to customers around the world through websites, social media, blogs, and videos. The rapid growth in internet use in Asia, the Middle East and Latin America is opening up unprecedented opportunities for content marketers .
For ball-shaped brands, multilingual websites are becoming a necessity. A late survey found that 58 percentage of Fortune 500 companies have multilingual websites, and 70 percentage of America ’ s biggest companies have some localized contentedness. If a party already has a presence in a foreign grocery store, content marketing is an obvious following step. But communicating effectively across national and linguistic borders can create unique challenges .
here are a few steps you can use to create content that won ’ deoxythymidine monophosphate get lost in translation.

Identify your core message

Your core trade name messages should stay the same worldwide, but may be adapted to fit other cultures. Every party has its own manner, mark image, or tone of voice it wants to sell to its customers. Whether it ’ s young and edgy, or classical and traditional, this should stay consistent .
Coca-Cola recently announced its ambitious new message commercialize scheme. While its key values and message — to “ refresh ” and “ produce moments of optimism and happiness ” — remains the lapp on a global scale, the kernel of its subject will vary among cultures .
McDonald ’ randomness is another effective example of a company that successfully adapts its message, angstrom good as its menu, to different cultures. The same motto, “ I ’ thousand lovin ’ it, ” is used globally, but on the swiss site, it ’ sulfur paired with an effigy of a womanhood restful, alone, listening to music through headphones. On the more colorful amerind site, the same motto is associated with a family enjoying an field day to the supermarket .
mcdonalds swiss
mcdonalds india
Switzerland, like many western countries, is seen as having a more individualistic culture, making this image a good equip. swiss users tend to prefer more minimalist websites with hushed colors and fewer images or interactional elements. In contrast, family is highly important in India, and websites tend to be more colored and synergistic .

Getting the language right

When writing for a ball-shaped hearing, it ’ randomness crucial to use clear linguistic process and an easily sympathize style. Removing colloquialisms and slang from your english capacity and keeping your message simple will help ensure that your message doesn ’ thyroxine grow lost and can be easily translated into other languages .
contented market in foreign languages can be the key to reaching a much larger audience. Figures from Internet World Stats show that English is quickly losing its stead as the dominant on-line lyric, with growth in Arabic, Chinese, and Russian far outstripping it. English nowadays entirely accounts for around a quarter of vane users, with Chinese close behind .
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While it ’ mho true that English is widely spoken as a second linguistic process across the world, inquiry by the Common Sense Advisory found that people overwhelmingly prefer to browse the web in their mother tongue. According to its report card, Can ’ triiodothyronine Read, Won ’ thyroxine Buy, 85 percentage of respondents were loath to make significant purchases without information in their beginning speech .
A few tips:

  • It’s best to use native-speaking translators who are ideally based in the target country for website translations.
  • If possible, find translators with experience of the subject matter and marketing translations, to ensure the style is right.
  • Don’t forget about differences among dialects — there are significant differences between French Canadian and the language spoken in France.
  • The best option is to create separate websites for each country. This also allows you to secure a top-level domain name (for example for each market, boosting search engine rankings.

A cost-efficient way to test the waters is to translate the main pages of your web site for a new marketplace. If there ’ s enough interest, it ’ mho worth translating the hale locate.

Simplify content management

There ’ s no doubt multilingual capacity market can be a time-consuming process. Choosing the right content management system can reduce the form. There are a count of systems available, such as Drupal, WordPress and Joomla that make it easier to manage content in multiple languages. For model, Joomla supports 65 languages .
other tools, such as translation memories, terminology databases, and bodied glossaries help to ensure consistency across all content .
translation memories record all former translations across a detail speech combination. They can be used to identify phrases or sentences that have already been translated, saving time for the translator and ensuring consistency. Terminology databases and glossaries specify the chastise equivalent of certain english terms, so these are constantly used in the target lyric. These tools help make certain your international selling stays in tune with your key brand image and message .
To save time and costs, reuse as a lot contentedness as possible. While Google ( and early search engines ) penalize duplicate capacity in the same terminology, they don ’ metric ton recognize duplication in translation. This means you can directly translate your english content with a few changes to tweak it for your aim grocery store and increase your research visibility at the lapp meter .

Localize, localize, localize

localization of function is the serve of making the content relevant to a aim culture, dispatch with correct spell and the use of local and cultural references. It can involve everything from communication style to design preferences. For example, many asian cultures tend to prefer more synergistic, colorful websites, so television, pop fly text, and a number of different entrance points are normally used in those cultures. In contrast, scandinavian and Northern European customers prefer more minimalist, text-heavy designs .
ideally, localization of function of content should be an built-in function of the creation process. McDonald ’ s involves its international teams at an early stage of product growth, ensuring it can adapt their most effective selling strategies to each individual culture where its campaigns are rolled out. Its in-country translation and localization teams ensure that the content strikes the right note in each country .
Of run, not all content marketers will have the resources for full-time market teams based in each state. An alternative is hiring native-speaking translators or localization of function experts, as required, to ensure the content is tailored for the prey consultation .

Integrate social media and other content marketing

converge media strategies — those that integrate content marketing with social media and paid ad — can be key to engaging consumers, and many brands are successfully adopting this for their oversea market efforts .
It ’ sulfur authoritative to bear in heed that democratic sociable networks vary among countries ; for exemplar, Qzone, Renren and Tencent Weibo are social media leaders in China — where Facebook and Twitter are even banned .
F.C. Barcelona recently worked with the taiwanese internet company Tencent to develop its set web site, in response to the soccer baseball club ’ s millions of fans residing in China. It initially tested the water by launching chinese social media accounts. When this was a big success, it branched out with a consecrated web site. With the club ’ second approval, Tencent is creating branded applications and games for the site that are specifically aimed at the local marketplace. F.C. Barcelona is besides working with other organizations, including a partnership with the Catalan tourist circuit board to promote the area, which includes working together on an on-line contest to promote Catalonia in China. With the football club ’ s patronize, the rival website received 6 million hits in a month .
Vogue Paris recently launched an English-language version, aiming to bring the latest french fashion to American and british audiences. It supported its launch with a dedicated social media crusade and translated mobile apps for international fashionistas who are concern in the Paris fashion scene .
contentedness marketing across cultures needs a carefully defined strategy, doggedness, and enough of creativity. For tied the biggest ball-shaped brands, it can be a catchy balance to get right. But as the web becomes more divers and multilingual, it can be the best room to reach a much wider audience.

Want more content market inspiration ? Download our ultimate eBook with 100 message market examples .

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Category : Tech

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