Content Localisation: A Guide to Marketing Localisation With Examples

Localisation is not a new trend; it has existed for centuries.

What started with book translations designed to make literature more accessible to different readers from different cultures has now evolved into a key aspect of international marketing.

With the rise of global media and especially the internet, we have seen a significant increase in the demand for localised content as a means to reach a more diverse audience outside just one cultural bubble. And that’s exactly what Rhapsody, a digital marketing agency, has been doing for over 10 years.

Content localisation allows businesses to adapt their marketing efforts to new demographics and achieve greater international success. Let's explore the topic and clarify what exactly localisation is in the context of content marketing.

56.2% of consumers said that the ability to obtain information in their own language is more important than price. (Harvard Business Review)

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What is Content Localisation?

Content localisation is the process of adapting content (whether digital or not) for a new audience  with a different cultural background who may not understand the content in its original form. 

The disparities between cultures can be vast and can range from differences in vocabulary (such as those between British English and American English) to a different sense of humour. It is therefore crucial to carefully consider how to best tailor content so that it is understandable to the target audience.

By creating content that is relevant and engaging to each group, companies can improve the results of their international marketing campaigns and build stronger connections with customers from different backgrounds.

Content Localisation vs. Translation

There is a distinct difference between translation and localisation. Localisation goes a step further than translation: a text is not only translated but also adapted to correctly convey specific cultural nuances, such as idioms, humour, and references in a way that will be understood by another culture. Content localisation is the process of adapting content to suit the cultural preferences and expectations of a specific target audience.

Audiences unfamiliar with the history, traditions, or popular culture of the country where the original content was created may struggle to understand the context. That is why it is crucial to not only translate but also localise content before launching it in a new region.

Why is Proper Content Localisation Important in Marketing?

Simply using the same content across different regions is not an effective way to win over new audiences. This can lead to misunderstandings and lack of engagement from the target audience; in a worst-case scenario, if a brand displays a lack of cultural sensitivity it could unintentionally offend potential customers. This can damage a brand's reputation and be hard to recover from.

72.4% of consumers said they would be more likely to buy a product with information in their own language. (Harvard Business Review)

Knowing the basic cultural and linguistic nuances of the target market can help ensure that the content resonates with the audience deeper than on a surface level. Localisation can elevate an average ad campaign by giving the audience a personalised, relatable experience. This is why big-name companies invest heavily in localisation and often have campaigns, websites, and products specifically tailored to different regions around the world.

Brands that understand the importance of cultural sensitivity decide to change their product names to avoid offending potential customers.

For instance, certain car brands have changed the names of their models in Spanish-speaking regions – such as the Mitsubishi Pajero, which became the Montero – because the original names had negative, even vulgar connotations in the local language. This says a lot about the need to adapt to new markets and their culture.

Different Types of Content Localisation

Marketing content localisation goes beyond simply translating the main message of the campaign into another language. Different types of content call for different forms of localisation and not all content can be localised in the same way. Take the example of images and photos: these may need to be created from scratch for a new audience to ensure cultural relevance. The same symbol might have a different meaning in different countries and what is considered appropriate in one culture may not be in another, hence the need for creating new visual content for new audiences.

Video content that relies heavily on spoken language may just need a voiceover or subtitles in the new language. However, more work is sometimes required. If the video uses a wordplay or a joke that is specific to the original language, it may need to be completely re-scripted to maintain its humour and effectiveness.

A website, like a landing page or a product promotion, requires more than new text in the target language. It needs a redesign, including of the technicalities like SEO optimisation and user experience, to ensure it resonates with the new audience and its preferences. Being aware of these differences and making sure they are accounted for is crucial to avoid misunderstandings and loss of credibility.

This is why we recommend localising your content with a full stack marketing agency like Rhapsody. We not only understand language but also the cultural nuances necessary to create a successful campaign that converts.

Why Go Local? The Benefits of Content Localisation

Although avoiding misunderstandings and cultural sensitivities is essential, content localisation offers many other advantages as well. Let's take a more detailed look to better understand why going local can benefit your marketing campaign.

🧲 Increased Brand Awareness and Market Share

While nearly half of the content online is in English, only about a quarter of internet users understand English at a proficient level. By localising content, businesses can tap into new markets and gain a competitive edge by connecting with audiences in their language and offering them products and services in a way that resonates with their cultural preferences.

A well-thought-out localisation strategy can help increase brand awareness by giving the target audience relevant and relatable content as well as improving search engine visibility in different regions. This widens the reach of the marketing campaign and can ultimately lead to an increase in market share. After all, the more people see a campaign, the more likely it is to capture someone's attention.

72.1% of consumers spend most or all of their time on websites in their own language. (Harvard Business Review)

🚀 Enhanced Customer Engagement and Trust

With more and more people choosing to use the internet in their native language, localising content is becoming increasingly important for businesses looking to build a real, long-lasting relationship with their customers. Of course, there are many different ways in which you can establish trust, but localised marketing content can help you achieve this goal by showing your customers that you understand and respect their language and culture.

By tailoring the campaign to a specific market, a brand has a chance to prove its commitment to the audience and most people trust brands that show they put genuine effort into connecting with their target audience.

56% of customers said they feel more loyal to brands who “get them” and show a deep understanding of their priorities and preferences. (Adobe Experience)

🏆 Improved Conversion Rates and ROI

According to Harvard Business Review, most people are more willing to purchase a product if the seller's website is in their native language. The same principle applies to marketing content – people prefer to buy from brands that make an effort to cater to their needs. As these elements play such a big role in driving sales, brands that do not localise their content lose out on potential customers and revenue.

Nine out of 10 internet users said that, when given a choice of languages, they always visited a website in their own language. (Harvard Business Review)

The return on investment of localisation efforts can be significant, since it allows brands to tap into new markets and increase revenue streams. It has to be done with careful research, though, so it is advisable to thoroughly understand the cultural nuances and preferences of the target audience to effectively connect with them and get the most out of the initial localisation investment.

Beyond Translation: Best Practices for Effective Content Localisation

Eager to learn some of the best practices of content localisation? We have gathered some expert knowledge for you to read, so you can familiarise yourself with the key ideas behind successful content localisation strategies.

Maintaining Brand Consistency Across Languages

As previously mentioned, localisation is not simply the case of translating content into a new language. It’s also about making sure the message you want to convey resonates with the local audience. This can pose a serious question: how do you adjust your marketing efforts to different cultural settings while still keeping your brand identity consistent? If you want to advertise your product or service in multiple, different cultures, how do you make sure you engage and interest each audience equally?

At Rhapsody, we use content localisation management systems (CLMS) that help localisation teams maintain consistency across different language versions and ensure that your brand voice and messaging do not get lost in translation.

These systems support the work of content localising specialists by providing a centralised platform to store, manage, and edit content in multiple languages by multiple people at the same time. It largely increases the efficiency of the localisation process and some CLMSs offer features like quality control and AI-powered translation assistant bots. Content localisation software is especially useful for those working on projects that require translation into multiple languages.

Leveraging Technology for Streamlined Localisation

While technological advancements have brought many brilliant solutions to the fields of translation and localisation, they have also raised some valid concerns.

Machine translation can be efficient for translating large amounts of text quickly, but it lacks the ability to capture the nuances and cultural context that are essential for high-quality localised content. Using computer-assisted translation tools streamlines the work but should not be relied on exclusively.

CAT tools are the most effective when used in conjunction with human translators, who can provide the much-needed cultural understanding and have a solid grasp of the context.

Artificial intelligence, even if it is an advanced content localisation tool, is not able to fully comprehend the spectrum of human emotions and linguistic nuances. Therefore, it is worth investing in human localisation specialists who make use of the available technologies instead of solely depending on automated tools.

Developing a Comprehensive Localisation Strategy

Developing a successful marketing content localisation strategy is not something that should be taken lightly or rushed. If you’re aiming for international success, we will help you plan the details of your localisation strategy first. Going all in without a clear plan will likely lead to inconsistencies and errors that might cost your company more time and money in the long run.

Consider your resources: First and foremost, assessing your budget is crucial when developing a comprehensive localisation strategy. Without a financial plan in place it will be difficult to determine the scope of your marketing localisation efforts, the people that you need to hire, and the tools that you will need to invest in. Your budget also plays a significant role in determining how effective your strategy can be. You do not need to spend a fortune to achieve success in this field if you choose a partner with proven localisation experience like Rhapsody.

We research your target: Knowing which country you want to expand into is not enough. We perform thorough local market research and gain a better understanding of the language, as well as consumer behaviour, cultural norms, regional competitors, local laws regarding advertising, and much more.

We test your campaign: Of course, it is crucial to test your campaign before launching it in full. We measure your results and compare them to your initial goals and objectives.

We’ll fine-tune your campaign using the data gathered during the test and the feedback from the first people who interacted with it. Constructive criticism will allow us to make necessary adjustments to ensure everything is in line with your target audience's culture and preferences, even if it means going back to the beginning.

Case Studies: Real-World Examples of Successful Content Localisation

Do you want to see the positive effects of good content localisation strategies? Let’s take a closer look at how we approached the challenge of adapting content for new markets for some of our clients in the past.

Campaign Localisation for Amazon

Problem: One of the world's largest retail business and tech giant, Amazon, wanted its recruitment marketing and apprentice programmes to reach a wider audience. It required a solution that was engaging and informative, as well as easily accessible to people from different backgrounds who might potentially be interested in joining their teams.

Solution: Rhapsody developed brand guidelines for Amazon's apprenticeship programme, including for brochures, flyers, and other assets, making sure all marketing materials were culturally sensitive and inclusive. Additionally, Rhapsody translated the content into eight languages and provided the tech company with a framework for more consistent international marketing efforts.

Rhapsody delivered:

• Inclusive marketing assets
• High-quality, culturally sensitive translation
• Universally appealing, consistent graphics

Results: Thanks to multilingual content localisation, Amazon was able to expand its marketing for the recruitment and apprentice programme into eight new markets without being hindered by language barriers or cultural misunderstandings.

👉 See this content localisation example here

Content Localisation for Huawei

Problem: Huawei needed content for its new mobile phone release, as well as a strategy for better social media reach. The campaign required an innovative approach and a deep understanding of its target audience's preferences to better present the product's selling points. The objective was to facilitate communication with potential customers and create an online buzz that would generate anticipation for the brand's new releases.

Solution: While the launch promotion put a strong focus on the phone's unique features and capabilities through visual content showcasing its design, the other goal was to make sure the messaging was consistent and understandable across various channels and markets. For the social media campaign, Rhapsody created content in seven different languages and three formats so that the brand's message would reach a wider audience.

Rhapsody delivered:

• 100k+ views on Instagram posts
• 1.5 million brand followers reached
• Over 15,000 likes received

Results: Our visually pleasing and engaging content helped increase brand awareness, while the different language options and formats broadened its reach. The campaign generated an increase in user engagement, with the use of multiple language contributing to the overall success.

👉 See this content localisation example here

Campaign Localisation for the Holocaust Memorial Day Trust

Problem: The HMDT, National Holocaust Centre and Museum (NHCM), and the Jewish Museum of Greece commissioned Rhapsody to create an international digital platform that would communicate four untold Holocaust testimonies, as well as never-before-seen and archival materials. The project was especially complex due to the sensitive nature of the subject and the need to ensure the stories were told in a way that was not only engaging but also respectful and accurate.

Solution: Taking great care with details, we designed a website that allows the user to navigate through the materials easily and explore the artifacts at their own pace. To offer an immersive, educational experience, Rhapsody created 3D models of individual items that site visitors can interact with. Readability and cultural relevance were taken into consideration when working on details such as the fonts.

Rhapsody delivered:

• A seamless website
• Interactive 360° images
• Culturally relevant media

Results: The website and all the assets we created for it proved to be a success: it was well received by the stakeholders, including Holocaust survivors, who appreciated the consideration given to the project. The website has attracted over 50,000 visitors and still continues to engage users from across the globe. In the first month after its launch, almost 6,000 unique users explored the interactive features.

👉 See this content localisation example here

Content Localisation for Semrush: #ShapeYourStory

Problem: The popular SaaS platform Semrush was looking to increase the number of registrations for its subscriber plan. To do so, we needed to raise awareness of the brand and the benefits of the subscription plan. We had to ensure more people visited Semrush's website and felt intrigued enough to engage with the company: our goal was to convert those visitors into paying users. Since the brand is international, we needed to make sure the campaign resonated with more than just one demographic and performed well in different markets.

Solution: Rhapsody decided to create a 360° digital marketing campaign based on storytelling and relevant content that would appeal to a wide range of audiences. We created a full set of global campaign assets, including a landing page, a mini-game, a creative content solution, and more – all in five languages and relevant to different audiences – to make the campaign more accessible and engaging.

Results: The promotional video amassed 2.6 million views, leading to a significant increase in organic and paid social media traffic. Semrush praised the campaign for its outstanding performance and the exposure it provided in different regions. The multilingual aspect of the campaign proved particularly successful, attracting a diverse range of audiences from around the world.

With fewer language barriers than in traditional monolingual campaigns, our #ShapeYourStory campaign was able to drive engagement at a rate higher than usual.

👉 See this content localisation example here

Let Us Help Your Content Thrive

Navigating the complexities of content localisation can be challenging, especially without the right resources and expertise. At Rhapsody, we offer comprehensive content localisation services tailored to your specific needs. Our team of skilled professionals understands the nuances of different cultures, languages, and markets, ensuring your content resonates authentically with your target audience.

Contact us today for a consultation and discover how Rhapsody can elevate your content localisation strategy and propel your business to new heights.

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