Expanding into international markets is an exciting opportunity, but it comes with challenges, especially when it comes to content creation.Simply translating Using develop regional your website into another language isn’t enough to reach new regions (especially if you’re using translation software, as results can vary!).
So, how do you balance the need to create content quickly while ensuring it’s relevant to your regional audiences?
We’ll share the content model we deploy when expanding japan whatsapp number data into new regions, with examples from our recent expansion into France.
Why translating content is not enough? Using develop regional
When entering a new market , it’s a good idea to first embark on a content strategy. This helps warm up the market and learn more about the target audience in the new regional area.But you have to find the right balance between volume and quality.Indeed, by focusing on volume you will quickly have an SEO referencing engine, a bank of produced content and a value-added blog.However, taking exactly what you have on your existing site and translating it into a new language won’t necessarily give you the results you want.Just because this why does a photographer need a website? content worked in one European region doesn’t mean it will work in another. Plus, translations are often a bit… clunky (especially if you’re using AI).Each country and language has its own terminology and ways of phrasing things, which will not be represented without the help of someone who speaks the language in question.
Amy Collins , Demand Gen Content Manager at Cognism, explains:
For example, launching a tech product in France with UK-focused campaigns focusing solely on price discounts may miss the target audience. French audiences value reliability, trust, and privacy.
Charlotte de Beaumont , SEO & Content Manager at Cognism, shares another example highlighting the difference between the UK and France:
The maturity of the company and the product in the market is also important to consider.
When we launched Cognism a few years ago, it was more important to focus on educating our target audience with longer, more in-depth content than translating highly specialized blogs about advanced product features that were already written in English.
It is necessary to know how to adapt the contact lists content to local needs, perspectives and working methods.
Charlotte explains Cognism’s GTM marketing strategy for launching in France:
The difference between localization and translation
We’re talking about “localized” content, not “translated” content. But what’s the difference?
Charlotte explains:
“Localization is not just about translating a text.”
“It’s about adjusting the tone, imagery, terms, examples, and sometimes even the speakers cited to align with cultural norms.”
“For example, we realized that the term ‘go-to-market’ doesn’t have quite the same meaning in France as it does in the UK or the US. We have to pay attention to the context to know whether we should keep the original term or modify it.”
“The idea is to understand the local audience and adapt the content accordingly. Cultural relevance is as important as the content itself.”