Creating high-quality, engaging content is critical to the success of any business, but it’s not enough to simply churn out material and hope for the best. One of the biggest challenges businesses face when creating content is making sure it resonates with their target audience. This can be particularly tricky when trying to reach a global audience. In this blog post, we’ll discuss four questions to ask when your content doesn’t convert globally and provide some tips for addressing the issues.
Question 1: Have you considered cultural differences?
One of the most common reasons why content doesn’t resonate with a global audience is that it fails to take into account cultural differences. What might be acceptable or popular in one country may be completely off-putting or even offensive in another. For example, humor that is popular in the United States may not be well-received in Japan, where a more reserved sense of humor is the norm. Similarly, colors that are associated with certain emotions or symbols in one culture may have a completely different connotation in another.
To address this issue, it’s important to research and understand the cultural norms and preferences of the audience you’re trying to reach. Consider hiring a local expert or partnering with a company that has experience in your target market to help ensure your content is culturally sensitive and appropriate.
Question 2: Are you using the right language?
Another common issue that can prevent content from converting globally is language. If your content is not presented in the language that your target audience speaks, it’s unlikely to resonate with them. Even if your audience can understand English, for example, they may not be as comfortable consuming content in that language. This can be particularly important if you’re trying to reach non-English-speaking markets.
To address this issue, consider translating your content into the languages that your target audience speaks. This can be done in-house, or you can work with a professional translation service to ensure accuracy and cultural appropriateness.
Question 3: Are you using the right platform?
In addition to language and cultural differences, it’s important to consider the platform you’re using to distribute your content. While some social media platforms may be popular in certain countries, they may not be the best choice for reaching your target audience. For example, Facebook is popular in many countries, but it may not be the best choice for reaching a younger audience in China, where platforms like WeChat and Douyin are more popular.
To address this issue, it’s important to research the most popular platforms in the regions where you want to reach your target audience. By choosing the right platform, you can increase the visibility and effectiveness of your content.
Question 4: Are you providing value to your audience?
Finally, it’s important to consider whether your content is providing value to your audience. Even if you’ve addressed the issues of language, cultural differences, and platform, your content may still fail to convert if it’s not providing something of value to your target audience. This can be anything from informative articles to entertaining videos or helpful tutorials.
To address this issue, it’s important to research the interests and pain points of your target audience and create content that addresses those needs. This can involve creating buyer personas and conducting surveys or focus groups to gain a better understanding of what your audience is looking for.
In conclusion, creating content that resonates with a global audience can be challenging, but by asking these four questions, you can identify and address the issues that may be preventing your content from converting. By taking the time to understand cultural differences, language preferences, platform usage, and the needs of your target audience, you can create content that is engaging, informative, and effective in driving conversions.
Rahul Tripathi is a seasoned Digital Marketing Expert from India with over 14 years of industry experience. He holds a Bachelor of Commerce from Gujarat University and a Postgraduate Diploma in Digital Marketing from GTU.
Rahul specializes in driving business growth through data-driven strategies that generate high-quality leads, boost sales, and maximize ROI. With a deep understanding of SEO, performance marketing, and brand positioning, he is passionate about helping businesses enhance their online visibility and build a lasting digital presence.
