There are many challenges with managing content on global websites, so anything you can do to increase collaboration and reduce the workload for other teams will be appreciated.
A variety of elements contribute to effective content on your market-specific websites, with much of the focus being on the quality of the translation and localization. Still, those are not the only factors for success.
While the quality of localization is important, other factors also impact the quality – ranging from content consistency to cultural sensitivity – each impacting customer engagement.
Beyond being a great way to manage content ideation and creation flow, globally focused-content calendars can benefit your organization in other ways.
3 Reasons You Need A Global Content Calendar
Reason 1 – Presenting Relevant Content
In terms of customer engagement, showing relevant content to the audience is one of the most important factors in engaging content.
Needless to say, not many people are interested in purchasing items that are not in season, so for example, promoting short sleeves and shorts during the winter in the Southern Hemisphere is never a good idea.
Reason 2 – Local Business Objectives
We also need to consider the business objectives to accommodate each local site’s marketing and promotional needs.
I often hear from local teams that their localized website doesn’t work for them. Yes, it is written in the local language, but the content is not designed or adjusted to the local market or does not align with their sales or marketing goals.
Reason 3 – Product Launches And Availability
Another key consideration for your content calendar is to account for market cross-over, where a new product is only launched in one market, but trade press may promote it, creating demand in other markets.