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How “Glocal” Content Marketing Helps International Brands Stay Local

How "Glocal" Content Marketing Helps International Brands Stay Local

How do today’s major global brands develop a digital presence and compete organically in local markets around the world?

It’s called glocal.

No, it’s not a typo – glocal is a sophisticated combination of global and local influences driven by modern localization technology and strategic international marketing implementation.

Using localization technology, global brands can also be relevant and attractive at the local level. It’s the modern secret to building the global resilience of a global brand.

When done right, the globalization process harnesses the power of content localization and SEO. This strategy ensures that brands are easy to find and well ranked in local SERPS. Check!

FYI trend: International brands earn local trust

That [local loyalty] the trend is not new.

Since its inception, major international brands have sought to compete in a broad global market to increase their sales potential.

According to The Harvard Business Review, the early ’80s saw a boom in companies creating products through economies of scale and then marketing them internationally. Although the idea made business sense, customers were not won over by these generic, global products. While many consumers viewed international brands as synonymous with quality, local brands remained in higher demand.


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Going Glocal Scales Global

This problem led to what many marketers call a “glocal” strategy. The strategy means that products are created globally, but adapted to each unique market.

Glocal marketing strategies create a bridge between a global business and local culture.

For example, while McDonald’s can be identified by its fast food structure, the ubiquitous “Golden Arches” and other international brand symbols, recipes are tailored to suit the tastes of each specific market. McDonalds’ menus around the world reflect these regional preferences.

But going glocal today means digging even deeper.

Glocal PR taps media, announcements and branding

According to the creative agency Fabrik Brands, a glocal strategy is not as simple as specifying specific product features. It means paying attention to such different elements as

Voice tone. Social media strategies. Trademark and colors. Company narrative. Word choice – and so much more.


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Authentic dissemination of local audiences

The e-commerce channel is made for glocal strategies. When you are online, it does not matter where you are – just that you communicate well with your audience and you deliver a meaningful product to every local consumer.

To achieve this, smart e-commerce companies localize all aspects of their interaction with their customers – from content and SEO) to item descriptions, invoicing and customer service.

This mountain of content creates challenges for businesses; specifically, translating requires time and expert resources. Working with language professionals can quickly push many companies beyond their budget limits.

Localization technology plus machine learning, data analysis that automates analytical model building, can enable companies to scale efficiently internationally.

Machine translation to the rescue

Localization technologies are platforms where the source text is entered and translated almost instantly into the desired languages.

These placement platforms are highly sophisticated, with many language providers supporting as many as 50 different languages ​​while also controlling, tracking and editing work in real time.

As cross-border online sales increase worldwide, location technologies have become even more advanced with modern capabilities powered by both machine translations.

These service offerings far exceed just inserting text into Google.

A huge amount of text is translated using machine learning techniques to improve accuracy and tone and produce high quality content quickly and efficiently.

Human language specialists then review materials for further quality control.

The ability to efficiently locate content at an affordable price removes a massive entry barrier for businesses and expands the international scene for customer attention.

Glocal Fine-tune SEO for local visibility

So an e-commerce company can build a localized website and compete anywhere.

But how can e-commerce companies be discovered in new markets?

Using the correct product search terms and listing information can be crucial to increasing a brand’s popularity in a given region and language.

However, localization technologies can pose two significant barriers to implementing a successful SEO strategy. When translating materials, they may not always provide the exact keyword needed to achieve strong SEO.


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Another roadblock: not all keywords are created equal – and not all keywords are translated.

So while “faded ripped faded boyfriend jeans” may be a perfect keyword for jeans if you are in the US, a site looking to receive SEO love from France for the same product may choose a varied title for the same product listing.

To address this, SEO research is required, which is implemented per. Region. An e-commerce business location provider will use machine learning and location technologies to translate large-scale product listings.

They will then rely on human know-how to fine-tune the materials and insert relevant keywords into titles and lists that are popularly searched in any given “glocal” region to ensure local search.

“Humanizing your message, your voice and your visuals to meet the local culture where they are will proactively help set up an international brand for PR success,” said digital PR expert Sarah Evans. “Strategic marketing of global content with a focus on earned media and local SEO bridges the gap between global and local for a choking path to new markets.”


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Inspiration: Glocal strategies in action


An end-to-end location service provider with a global presence supports over 120 languages ​​and top international brands worldwide.

BLEND works with an international Chinese e-commerce vendor to help them recreate millions of product titles, descriptions and product reviews in eight languages ​​and reach millions of global users worldwide.

Using an accurate machine translation and international SEO monitoring strategy, the Chinese e-commerce company leverages results from the local market search engine.

Language specialists take fast and accurate machine translations and fine-tune them to include popular keywords for each local market, while also ensuring specific and targeted messages to the local consumer.

This strategy won them top billing as one of the most successful e-commerce markets in the world.


An iconic example of a glocalization strategy that catapults a business to success.

The strategy of the international reservation platform is to leave user-generated content – both home descriptions and reviews – in the author’s original language, which is then machine translated at the reader’s request.


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Their internally created content is located per. Region in which they operate, using location technology and their team of location experts to ensure top ranking of search engines for popular searched terms in these regions.

Vincero ure

This is a UK luxury watch brand that saw a 31% YOY increase in cross-border sales within four months of working with location technology.

They achieved this success after custom targeting with their messages to increase the visibility of international search and individualized global market appeal. Not only did their products become more visible in international search rankings, but global sales increased sharply and the global level of customer satisfaction improved.


An online platform that allows users to easily create beautiful graphics is localized to 104 languages ​​in an impressive performance that combines design and language.

Canva professionals and LSPs locate over 40,000 words a month and their template content, adding hundreds of thousands of words to this number.

“Neuroadaptive machine translation has been critical to our success in being able to achieve a high-quality, high-volume localized template library in a short amount of time,” said Rachel Carruthers, Canvas Head of Localization and Internationalization.


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She explains that language professionals also review Canvas’ marketing content for best results.

According to Carruthers, getting the business product translated and visible in as many languages ​​as possible is part of Canva’s business ethics.

Brands from any global can compete anywhere

Taking advantage of international sales is no slam dunk in today’s global economy.

Utilizing localization technology is imperative for any international e-commerce brand that wants scaling and is a critical factor in a company’s success factor for localization.

Think globally; Acting locally has a whole new SEO and content meaning.

Go glocal – and do not get lost in the translation.

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