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In a past blog I mentioned my client Jeff and how to localize content marketing. Jeff is using digital marketing tools to break into the Asian market with his Gig small business. He asked me, “Warren, why aren’t my Facebook ads converting well in Asia?” After showing his ads to me I could see the problem on a moment. Make your customers know your when you localize content marketing Jeff’s ads focused on cultures that favor individualistic behavior. Jeff is from The USA and his ads focused more on “I” and “your” which are individualistic culture preferences. If Jeff wants to break into the Asian markets, he will be more successful focusing on “we” and “our”. Apply these tools when you localize content marketing Your Personal Coach Doc Warren LINGER, Comparing Individual and Collective Localize You see, Jeff was creating ad content that aligned with his own cultural value preferences. He was focusing on what his customers would benefit and not how his customers’ gro...

After my post yesterday I got a message from my client Ella. She wanted to know what is the difference when localize and when I transcreate content marketing. Localization is adapting your content for your target culture. Transcreation is having someone in the target culture transcreate for you. This way you won’t come across out of context and look like a sleazy car salesman in the eyes of the other culture. How to win customers when you transcreate content marketing Often when I business will send branded content marketing to offices in target cultures. The offices in the target cultures then transcreate the content to fit the context and the local culture value preferences. Transcreations can include translating language, changing references and comparisons, and changing product names. The focus is to make sure the target culture will accept the updated material. At that point Ella said she would like to do some trans-creation but thought it would be too difficult an...