How to: Localise your content without losing your voice

Dan Brotzel, content director at Sticky Content, explains how brands can localise their content without losing their voice

In today’s world of geo-targeting and always-on marketing, customers are increasingly demanding locally relevant, personalised content. It’s key to creating genuine and meaningful connections with audiences, and essential to preventing blunders caused by misunderstanding cultural nuances. 

Just as McDonald’s tailors its menus to reflect the local tastes of its consumers around the world, you too should be thinking about how to give your content and messaging a local flavour. If you are a global brand, you can’t just create a one-size-fits-all strategy and reuse the same copy in every territory. Localisation needs to be a key part of your thinking.