If your company is like many, you have different people in charge of different marketing streams. A team for social media, one for print ads, one for online ads, and another couple for content creation. Or maybe you're at a smaller company where everyone is expected to contribute to blogs and Tweet out pithy statements. Whichever boat you're in, when pitching to international markets, you need to unite your teams and present a unified, localized front.
When companies split up their marketing streams, they can often keep on message for their domestic market where they have a well-defined target audience. But for companies looking to sell abroad or to niche communities within their domestic market, the messaging gets more difficult.
Transcreation is a buzz word used in the localization industry. Essentially, it means that content created in one language needs to be almost re-written for a different language and culture. The essence of the content remains the same, but rather than doing a one-to-one literal translation, the meaning within the content is rendered more faithfully and more meaningfully into the target language.
Companies with marketing stream silos often rely on one-off translations (or worse, poorly rendered machine translations) and don't give enough thought into how their messages are being received in the new language/culture. If your company markets to other cultures and or in other languages, be sure to have one person in charge of all messaging to that market, and consider enlisting a localization agency that can provide the relevant industry expertise. Voice-overs for podcasts or YouTube videos, scrutiny of video footage to ensure it resonates, localization of white papers to incorporate in-country terms, sales sheets that are redesigned to emphasize product attributes that are important to the local market are all aspects of how international marketing needs to step back and take a wider view of how to adapt the corporate messaging.
Localization, if properly done, requires a holistic view of your entire marketing engine, and often a bottom-up redesign of your messaging to ensure you are reaching the market in a way that reflects your company's mission and that optimizes the aspects of your products and services that the local market most values.