Creating local content for global audiences
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This document discusses how creating local content can help connect with global audiences. It recommends using local content to win consumers' "zero moment of truth" when researching purchases online. The document outlines strategies for localization like competitive analysis, keyword research, and local interviews to target local audiences. It also discusses topics like translation versus localization, multilingual search engine optimization, creating style guides for consistency, and keeping local content fresh.
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Creating local content for global audiences
- 1. CREATING LOCAL CONTENT TO CONNECT WITH GLOBAL AUDIENCES
- 2. PUBLISHING CIRCA 1450 www.enveritasgroup.com
- 3. PUBLISHING CIRCA 2012 www.enveritasgroup.com
- 4. Consumers are Driving Local Conversations www.enveritasgroup.com
- 5. OLD MARKETING MODEL www.enveritasgroup.com
- 6. NEW MARKETING MODEL Zero Moment of Truth www.enveritasgroup.com
- 7. Use Local Content to Win Your ZERO MOMENT OF TRUTH www.enveritasgroup.com
- 9. 1. Drive Organic Traffic 2. Grow Conversions 3. Establish Content Consistency www.enveritasgroup.com
- 10. Translation vs. Localization Siri sound like buttocks in Japanese www.enveritasgroup.com
- 11. Multilingual Search Engine Optimization Top Search Engines in China: 1. Baidu 75.9% 2. Google 18.9% 3. Sogou 2.4% www.enveritasgroup.com
- 12. Strategy for Localization Opportunities What markets does Sofitel lack visibility? What markets represent greatest growth potential? www.enveritasgroup.com
- 13. Strategy to Target Local Audiences 1. Competitive Analysis 2. Keyword Research 3. Local Resources 4. Local Interviews 5. Website Analysis 6. Branding Materials www.enveritasgroup.com
- 14. Create Style Guide for Consistency Style Guide Examples Style Guide Examples www.enveritasgroup.com
- 15. Keyword Research • Location • Amenities • Conference Facilities • Restaurants • Property Unique Selling Position www.enveritasgroup.com
- 16. Keyword Localization • Search Engines • Local Vocabulary • Cultural Nuances www.enveritasgroup.com
- 17. Multilingual Meta Data Creation MSEO Tools: • Google Adwords • SEOmoz • Wordtracker • Keyword Discovery www.enveritasgroup.com
- 18. Content Integration Client Collaboration And Involvement is Key www.enveritasgroup.com
- 19. Keeping Local Content Fresh • Competitive Analysis • Keyword Research • New Openings • Renovations • Special Offers www.enveritasgroup.com
- 20. Common Errors and Pitfalls • Never Forget Editing • No Magic SEO • Never Translate, LOCALLIZE • MSEO by Local Speakers • Measurement • Niches www.enveritasgroup.com
- 21. 60% Decision Made Online www.enveritasgroup.com