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4 Effective Practices for Managing your Global Website or App Content

13/07/2019

Todays global citizen speaks multiple languages, is always on the move, and is constantly informed. As a result global businesses now face big challenges in understanding this citizen, organizing and creating localized content.

Having delivered many global CMS solutions over the past 5 years we have come to identity five major practices that we recommend to almost all of our clients in dealing with managing global website content.

1. The Seasonal Push
Know what seasonal events are happening in each of your target markets and when. Having a content push-pull plan to the calendar for each target country is a must. Having content constantly ready before each season should be a weekly to-do. What this does is help your entire team filter through content to be published in advance for each market. It also ensures that your content marketing strategy is prepared in advance for any new trends that may come up, your competitors may not be ready.

2. Localized Keyword Research
Understanding how people in each market are looking for products and services your business offers and being able to pass on the understanding to your content strategy team is more important than ever. Consider reviewing local specific data like locally popular items, local competitors offerings, local purchase behaviors. These keywords are the answer to solving your target markets needs and fine tuning your value proposition in your content. Having a global keyword research sheet of each markets keywords will uncover patterns that your content marketing team can use in creation and adaptation of content.

3. Localized Content
There are two ways to start creating localized content. Translating the main website content into different target market languages. Starting from scratch by only offering particular services that solve each market needs. Localized content should contain localized keywords to be more effective. Not to forget adapt different languages, currencies, payment methods, images – not just automatic Google translations. As most people are visual we recommend having a good photo curation budget prepared. Different photos for different markets.

4. Content Management System
Known as a CMS, websites nowadays are content creator friendly. Its important to use the right CMS. Apart from being user friendly, the CMS should be able to handle localized content to each target market. A CMS that allows for content to be prepared ahead of time but not officially published. A CMS that integrates well with web analytics such as Google Analytics. A CMS that is light and fast to operate in countries with slow internet. A CMS that is self-hosted on the company server – not a third party CMS like Foursquare or cheap $5 per month DIY. A CMS that is open-source, can be customized and has a huge community of developers to grow it. We normally recommend WordPress or Directus for mobile apps.

Summary

Standardizing content research, localization, planning, training, and equipping the global content management team with the right CMS are key effective practices to better engaging with your global citizen. As the saying goes, on the web content is king, hence your business performance in international markets is highly dependent on your content management practices.