Are you thinking about taking your brand into new territories? Looking to expand the venture and increase the revenue? Content marketing is a great tool in conquering new markets – here’s why.

If you decide that sales to current customers and markets have been maximized, market expansion is an attractive strategy. But this comes with major challenges, when the objective is quick uptake and your brand doesn’t have a lot of exposure or familiarity with the target audience.

You need to find a way to sell your products to your best advantage, taking in the differences of culture, business practices and language. How to do that?

When it has been set what territories you want to expand into, consider what role content marketing can play in this strategic move. Content marketing is an essential part of growth and market expansion, because you get to know your new potential customers.

It can make you ’own’ the new field, make your brand an authority on the new market where nobody knew your name before. Here’s why – and how it works.

How content marketing will speed up your expansion

Digital communication allows for feedback. It means you can identify and understand your customers’ attitude and get to know their needs and demographic better.

With digital marketing there is enormous opportunity for companies to reach consumers that were once unreachable because of differences in geography and language.

By sharing unique content you can build a new community of customers who are loyal to your brand which they now have chosen to follow. You give them a reason to invest time in the newcomer brand.

By implementing the following tactics, you can use content marketing as a tool in growth strategies and market expansion.

When in Rome, understand the local context

Local knowledge is needed to adapt your strategy to the local market. Local expertise also makes it possible to create engaging stories to captivate the target audience and build confidence in the brand.

When in Rome …?

Understand the cultural differences of other countries and regions. It is key to value the local point of view. Take into consideration cultural differences. Seemingly minor mistakes might alienate your audience.

Pay attention and take ear to details such as colors, holidays, religious references, fiscal years, and even superstitions — missteps will signal you are an outsider.

Do your market research

Successful content marketing begins with knowing how to find your target audience. Don’t start creating content before knowing who your audience is.

First do some market research to assess the following:

  • Local gaps in the market
  • The interest in your product/service
  • Current population trends of the targeted customers
  • What have local competitors done in the target area?
  • Has potential competitors tried to enter this market before? What obstacles did they face? How did they approach the new market? What can you do differently?

Create buyer personas based on the new area/market. Buyer personas are extremely effective tools to help a business define a new target audience.

They are a representation of your ideal customer and growth segment. So identify the type of person you can help most with your content and the types of information you will provide through that content.

Make your brand speak the same language

72.1% of consumers spend most or all of their time on websites in their own language
. 72.4% of consumers said they would be more likely to buy a product with information in their own language. Also, less than six percent of the world’s population speaks English well enough to manage and conduct business.

Translating content is expensive, so you want to ensure that the content you choose for the process provides the optimal return on investment. Make sure you
 have native speakers in your team or network.

Does your team have the needed lingual capabilities to enter a new market? Working with content marketing in different countries requires cultural as well as linguistic competence.

A Common Sense Advisory study shows that languages affect consumers’ buying behaviors to a large extent. Therefore:

  • Measure and monitor your content to see what works best with the local readership
  • Have separate websites and landing pages for the different markets
  • Engage local experts to review everything before publishing

6 steps to get going with your content marketing

Beginning content creation before your expansion is crucial, because when an unfamiliar but interested customer hears about your brand, they will head online to seek further information.

So when you absolutely, positively understand the new market your expanding into:

  1. Find out what the objective of your marketing initiatives is
  2. Determine the best form of content
  3. Create a pattern of frequency
  4. Tailor the style to your audience on the new market
  5. Focus on keywords your audience searches for online
  6. Make sure your audience knows what to do once they have consumed your content

Read more:

Here’s the next big thing in marketing

”Traditional PR doesn’t work in social media”

Why content marketing may be your best decision in 2017

Do you want us to find your stories for you? We offer content marketing as your blog, newsletter or social media editors – read more about these services here.

It’s Monday morning. Imagine you’re in the office, discussing with your colleagues how you could improve the company’s marketing. How does one reach people nowadays? How does one catch the attention of potential new clients? Why is nobody reading your posts?

storytelling content marketing with a twist
Your message needs a twist.

Last week you launched a Facebook campaign, but it didn’t really take off. Your competitors also seem to be spending more on AdWords to climb the Google ranking ladder, leaving you further down the list of search results. How to compete?

The answer is: The communication with your potential clients needs to be more frequent and more spot on. You need to increase your touchpoints – the number of situations where you reach and interfere with potential clients. And you need to make sure that every time you reach them, you stand out. That you’re different from the rest.

So what can you communicate? What could you possibly be talking about in all these posts, articles and e-mails? You have the message, the products and the services, but you can’t go on nagging about that several times a week. That’s considered too commercial, or even spam, which your audience will reject.

What’s happening in your business?

What you need is to figure out what to tell your customers when you’re not allowed to talk about your business itself, or even your offer. You need to find stories that share your expertise as a brand – enough stories to produce new posts, emails or newsletters frequently.

Is there really that much happening in my business? you might ask.

Yes, there is!

People tend not to see it because they’re right in the middle of it. Or they see things that they think are stories, but that their customers won’t find interesting or accessible – stories that, in the end, don’t manage to cut through the noise.

Time for a private detective?

Imagine instead that your company hired a private detective, or a journalist, to investigate your company in search of storytelling material. Someone who could look at your business from an outside perspective and say:

– Hey, what you’re doing right here is fascinating and unique.

Or:

– That thing isn’t worth communicating at all. It’s irrelevant.

Or:

– That’s way too complicated to understand for someone who’s not one of you.

Imagine that this private detective got back to you with a list for 2-3 fascinating short stories that could be told and posted every week. Stories that are unique and interesting for someone who has never heard of your business or doesn’t have any previous knowledge about your field. Stories told in a way that they make your business appear as the go-to brand/website/page for more stories like these.

A credible source of information, inspiration and – eventually – products and services.

This private detective would be an expert in finding good ideas and patterns in things, in creating stories and dramaturgy, but also understanding your message and business goals, to find this for you.

Continuously creating and posting stories not only strengthens your brand and draws people’s attention when executed professionally. It also repeatedly encourages digital word-of-mouth – dedicated people sharing your stories – and most of all it’s creating constant touchpoints and opportunities for potential new clients.

Are you constantly creating new stories and touchpoints?

The reason you clicked this headline is because

  1. You were intrigued and curious to find the answer
  2. You normally like our posts and thought this one might be good as well
  3. You were annoyed but couldn’t help clicking it, because – why not?

No matter why, it shows that this post appeared in your news feed. The reason it did is because someone shared it. This person might be one of us, one of our followers, or a freind of a friend of a follower …

Or, you found it through googling the topic, and Google thought it was one of the best suggested answers to your question, since other visitors and readers thought so.

Imagine this would be the case for all of your stories, every week, every month. There is so much value in these touchpoints, because over time the content created through published stories also ranks your page better every day.

It all starts with an intriguing headline…


Read more:

Here’s the next big thing in marketing

”Traditional PR doesn’t work in social media”

Why content marketing may be your best decision in 2017

Do you want us to find your stories for you? We offer content marketing as your blog, newsletter or social media editors – read more about these services here.