How localizing your content can help you reach new audiences


localizing your content

As a content creator, you’ll know the key to monetization is making your content relevant and appealing to the widest possible audience. One highly-effective way to do that is by localizing your blog to other markets or languages, so you can reuse the same content to drive additional traffic. In this article, we’ll talk about what localization involves, how it can help you, and which markets and audiences are right for you.

What is localization, and why is it important?

Localization involves translating your blog or other content in a culturally-appropriate way for new audiences. Unlike regular translation, it takes into account colloquialisms or other local phrases, and interprets them with the same meaning in the target language. It’s important because although English is still the most popular online language, it still only accounts for one in four users. In other words, if you’re only publishing in English, you’re failing to reach 75% of the world’s online population.

Getting started

Before you begin localizing, check to see where in the world your existing content is getting noticed, and which languages those markets use. You can easily do this in Google Analytics, by searching for users by their browser language.

What is localization, and why is it important?

Even after finding new countries to target, you’ll still need to be selective about which ones you localize for. For example, it’s probably not necessary in Holland where 87% of people speak English. But in Poland, 95% of people prefer online content in their native language.

Use these top tips to help your localization process go as smoothly as possible.

Avoid auto-translators

Online translators are fine for everyday use, but the translations they provide probably won’t make perfect sense to a native speaker. Your content may end up sounding a little clunky or, worse still, inappropriate.

Ask a local

Commissioning a qualified local to undertake your localization will ensure your translations are not only accurate, but also culturally correct and accessible to the people you’re hoping to engage.

Use a Universal Language Selector (ULS)

This gives users an easy and flexible way to configure their language preferences when browsing your blog. It also lets them read content in scripts for which fonts aren’t available locally, or even customize the language used in your website’s menus.

Follow international SEO best practices

Because your website will soon be displaying content for different languages and locations, make sure you follow these SEO best practices. For example, using hreflang tags to make sure Google knows which version of your site to serve.

Take it slow

Resist the urge to try and localise all your content for every market at once. Instead, prioritise your biggest potential audiences and your most popular content, and go from there. Using AdSense can also help lighten the load, as it automatically serves ads in the language of your users.

Next steps

Localization can be a great way to repurpose your content and connect with new audiences, for comparatively little time and effort. Remember though, not following best practice guidelines and creating sub-standard content could soon damage your brand, and consumers are unlikely to give you a second chance.

Whether you need advice on localization testing and implementation, or tips for expanding into new territories, why not head over to the Market Finder website. You’ll find all the guides and resources you need to get started, and help your new project go smoothly.