globalised world

How to write top-notch content for global markets

If global expansion is on the horizon for your product or service, or you already market your product internationally, here are some of my tips on writing for a global audience.

1. Keep your writing clear and concise

This doesn’t mean stripping your content of all personality, and not having a brand voice, but making sure your sentences and vocabulary are clear and understandable by your audience, will ensure that a broader audience will be able to gain value from it. In an international market, you may have non-native speakers of your language reading your content, so it needs to be easy to read. And, if you have your content translated, this will ensure a better quality outcome if the original content is well-written and unambiguous.

2. Don’t use too many obscure idioms or cultural references

Obviously, it’s important that your text resonates with a local audience, but one thing to bear in mind when researching and writing your content is, is there an equivalent reference point in other markets or cultures? If your writing contains an obscure idiom or references to, for example, local legislation or government or industry schemes, consider how this could be translated for another audience and have the same impact. If there is no equivalent or it would be too lengthy to explain, it may be better to leave it out or include a generic reference instead. In other words, keep the local colour, but don’t paint the town red (see what I did there?!).

3. Get help from locals and industry experts

If you’re lucky enough to work with colleagues based in the target market, and with the appropriate language skills, it is definitely advisable to collaborate with them when creating your content. It is especially important to find someone who knows both the product or service AND the target market well.

If you don’t have the expertise in-house, or they can’t spare the time, this is when working with a professional translator is a good option. Not only will they be native to the market you’re addressing, and therefore understand your audience’s environment and motivations, but you should also look for a specialist in the industry in which you operate. The deeper the understanding they have of your product or service, the better the output.

If you need to outsource your international content creation, a professional translator will be able to fully grasp the subject matter, and find the most effective way of expressing this in the language of your target market, so that it has the desired impact on your audience.

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