Você está expandindo sua estratégia de conteúdo globalmente. Como você escolhe em quais mercados focar primeiro?

Begin by researching which markets have a high demand for your content. Look at factors such as market size, growth trends, and audience engagement in these regions. Conducting market research shows that countries like India and Brazil have large, growing audiences for our industry’s content.

Perform market research and analysis: 1. Market has to be segmented: Market segmentation involves the identification of distinct groups within each market. Here many factors have to be taken into account, such as demographics, psychographics, and behavioural patterns. 2. Competitor Analysis: We need to assess our competitors’ strengths and weaknesses in each market. By doing so you can identify the gaps and opportunities. 3. Customer insights: You have to search out valuable insights about the needs, preferences, and pain points of your target audience in every market. 4. Market Size and Growth Potential: You must assess the market size and growth potential of each market to prioritise the ones with the most promising opportunities.

Understanding cultural differences goes beyond just avoiding faux pas. It's about genuinely embracing and celebrating local cultures in your content. For instance, a global food brand might create region-specific recipe content that incorporates local ingredients and cooking methods, showing respect and appreciation for culinary traditions while still promoting their products.

A word of caution: Mere translations pasted over a foreign video can fall flat even if the translation is flawless. In certain homogeneous markets, even the speaker (or models etc) in the video need to reflect the majority ethnicity. For some markets, a foreign face is a great selling feature; for others, it is a turn-off.

When adapting to local digital ecosystems, it's crucial to understand not just which platforms are popular, but how they're used differently across cultures. For example, while short-form video content might be popular globally, the style, pacing, and themes that resonate can vary significantly between markets. A brand might need to adjust their video strategy - perhaps using more text overlays in markets where silent video viewing is common, or adapting to longer-form content in regions where in-depth storytelling is preferred.

Exploring digital platforms and distribution channels: Social Media: Utilise popular social media platforms to effectively promote your content and actively connect with the local audience. Customise your strategy to align with the preferences of the user base on each platform. Content Aggregators: Collaborate with local content aggregators and streaming services to broaden your reach and enhance accessibility. Search Engines: Maximise the visibility and discoverability of your content by optimising it for local search engines.

Analyze the level of competition in potential markets. A market with less competition might offer better opportunities for your content to stand out. Example: “We find that there is a high demand for content in Southeast Asia with relatively low competition compared to established markets in North America and Europe.”

Assessment of Competitive Landscape: Local Competitors: We have to analyse who your local competitors are, their market share, and their strategies. Please understand their strengths and weaknesses to identify gaps and opportunities. Market Saturation: We need to determine how saturated the market is with similar content. Highly saturated markets might be more challenging to enter, while less saturated markets might offer more opportunities. Differentiation Opportunities: We sincerely have to identify areas where your content can stand out. This could be through unique themes, higher quality, better localization, or innovative formats.

When expanding your content strategy globally, consider the role of influencer partnerships and collaborations. Different markets often have their own unique set of influential voices and content creators. Identifying and partnering with local influencers who align with your brand values can provide authentic connections to new audiences. For example, a fitness brand expanding into a new market might collaborate with popular local athletes or wellness bloggers to create content that resonates with the target audience while maintaining the brand's core message.