A Guide to Writing Content for an International Audience

Admin: John Doe | Date:07-01-2020

When a business expands, it has to deal with several things in terms of the marketing strategies; content and language is one of them. Writing content for the international audience when going global has a lot of challenges. There are many points that brands often miss when writing content for global audiences.

In this short guide, we will help sales and marketing personnel, and website masters ensure that they don’t make any mistakes with their multilingual translations and business editing services and distribute content worldwide effectively.

Content planning and preparation

The original content is directed to the regional audience where the company is originated. A direct translation only works for instruction manuals. Content needs to be made exclusive to different target markets, from locations to headline titles, and from really relevant ads to expressions, measurements, and currencies.

Avoid using cultural references in your content. Often they do not make any sense in translation, and translators have to look for alternatives. Your content plans should follow only the simple language structures and be engaging for the multi-cultural audience at the same time.

Fuse a standard writing style

Avoid long sentences; short, clear sentences are always readable for most people. Use good vocabulary as it will improve SEO rankings and appear more natural to search engine algorithms. Short and clear sentences also turn more easily into clear translations. Remember, briefness is your ally.

Manage graphics with care

Often, illustrations and graphics contain text which may or may not require translation. Classify them separately, so DTP operators or Project Managers don’t have to double-check each one of them. This will speed the professional business editing and localisation process.

Ideally, you should keep the text inside graphics to a minimum. A lot of text will require you to generate a new layered source file and the restoration of the translated text as a separate layer, which means more hours of labour and more desktop publishing work.

Ignore terminology at your own risk

If the content is king, then terminology is queen. Well-managed terminology of your business will also ensure the speedy delivery of each of your translation project and reduce the time editors, and proofreaders take to validate the final copies before release.

Use editable files

This will help save time when it comes to exporting and importing content materials. Always keep original, editable files and use them. To do this, you can also create a content database or brand repository.

Do not micromanage everything

Going back to content preparation after edits could tie you into an endless loop. Don’t go over the edited files again and again. Just have the changes made from your professional editing service in a few stages or batches and avoid working with multiple versions of a document.


The strategy to manage marketing content for a vast international audience should be well thought out and on point. Every challenge at each step should be analysed individually. To make the global content marketing process more seamless, work with a professional business translation company to ensure the accuracy of your content.

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