Create and localise content like a pro: 5 key tips

Entering new markets requires content that speaks the local language, both literally and culturally. But how do you create content that doesn't just translate but truly feels local?

Let’s face it: expanding into new regions is difficult. You may be grappling with limited in-house resources, adapting to cultural nuances, or the sheer complexity of managing it all. 

If you're looking to tackle these challenges head-on and create impactful, culturally relevant content, you're in the right place.

In this article, we'll share five tips for creating and localising content marketing that resonates with your target audience. Let's dive in.

Our tips for creating and localising content efficiently

With two-thirds of B2B buyers saying that they’re willing to spend more on localised products, it's clear that localisation can grow your customer base and increase your revenue.

Here are our pro tips and best practices for localising your content:
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Tip 1: Use a content creation platform to collaborate with local experts 

Struggling with a massive content localisation project or expanding into multiple markets simultaneously? A content creation platform could be your solution.

Content creation platforms connect you with localisation experts who understand your industry and your target market. Instead of a long, drawn-out hiring process, you’ll gain immediate access to a network of qualified professionals.

This means you can get started on your content faster and expand into new markets quicker. 

Additionally, managing a global content localisation project can get messy, fast. These centralised platforms allow you to manage all your projects in one place, eliminating the reliance on scattered email communication and complicated spreadsheets. Content creation platforms simplify this whole process by providing a place where you can keep everything organised, track progress, and set deadlines. 

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Tips to get started: 

• Compare platforms: Start with our curated list comparing the best 11 content creation platforms of 2025. This will give you a solid overview of the options available and help you find the one that best fits your needs.
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• Define your localisation requirements: What languages do you need? What type of content are you working with? What's your budget and timeline? Having a clear picture of your needs will help you choose the right platform and experts.
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• Request a demo or trial: This is the best way to see the platform in action, test its features, and get a feel for its user interface. 

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Tip 2: Audit and prioritise your existing content

Before diving headfirst into creating new localised content, it's wise to evaluate what you already have. Not all content is created equal, and some will resonate better with different audiences than others.

Start by running a content audit and identifying your top-performing pieces. These can include high-traffic blog articles, high-conversion landing pages, and your homepage.

For example, a SaaS company might choose to translate technical documentation and case studies, while an e-commerce brand would prioritise product pages and FAQs. 

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Tips to get started:

• Create a content inventory: Use a spreadsheet to list all your content, including URLs, formats, and topics. Remove any outdated or redundant materials.
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• Identify high-performing content: Use analytics tools to review metrics like page views, engagement, and conversion rate for each piece of content. 
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• Prioritise content based on impact: Rank content based on potential ROI and alignment with your global marketing objectives (e.g. lead generation, brand awareness, or sales)
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• Create a localisation roadmap: Develop a clear plan outlining which content will be localised first based on your priorities.

Read also: How to perform a content audit the right way

Tip 3: Repurpose content for different markets

Don't reinvent the wheel for every market. Your existing, high-performing content is a goldmine. Just make sure to adapt it strategically. This means taking core concepts and messages and re-imagining them for new audiences.

Think beyond simple translation and consider cultural nuances, regional trends, and content formats.

For example, a detailed 'how-to' article on software integration, which was successful in Germany, could be transformed into a series of short, animated explainer videos for the French market.

Or if you've already invested in video content, such as product demos, you can localise it with subtitles or voice-overs rather than reshooting the entire video.

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Tips to get started:

• Learn about market preferences: Research the preferred content formats and channels in each of your target markets. For example, consider the popularity of more visual formats in certain markets or the need for formal reports in others.
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• Adapt content and prioritise key messages: Make sure the core message of your content remains consistent across all repurposed content while adjusting supporting details to reflect local customs, consumer preferences, or popular culture within the target markets.

Read also: The expert guide to repurposing content
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Tip 4: Make your content SEO-friendly for each market

Effective localisation requires understanding the specific search behaviors and keyword nuances within each target market. That's why it's essential to research relevant keywords in the local language, consider regional variations, and understand the intent behind common search queries.

For instance, imagine you're a travel company offering affordable flights to customers in the UK and Germany. In Germany, you might be targeting the keyword "Billige Flüge nach Spanien” (cheap flights to Spain), while in the UK, users might search for "budget flights to Spain".

Understanding these subtle differences and tailoring your content to align with these local search patterns can improve your visibility and organic reach.

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Tips to get started:

• Conduct in-depth keyword research: Use Google's Keyword Planner to get ideas for keywords and learn how people search in your target market.
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• Optimise meta descriptions, title tags, and image alt text in the target language, and make sure your website's structure and URL architecture support localised content.

Read also: How to use Google Analytics 4 for SEO: optimising for success

Tip 5: Test and refine your localised content 

‍Don't just launch and forget! Localisation isn't a one-and-done deal. Even with meticulous translation and cultural adaptation, nuances can slip through.

A marketing slogan that resonates perfectly in English might fall flat or, worse, be unintentionally offensive in another language. That's why it's important to monitor analytics, A/B test different versions, and gather feedback from native speakers. 

What's more, regularly reviewing localisation kpis and performance metrics, such as engagement rates, bounce rates, and customer feedback, will help you identify areas for improvement. 

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Tips to get started: 

• Implement A/B testing: Create variations of your localised content (text, images, videos) and test them with your target audiences to see which performs best. For example, you could test two different translations of a product description to see which drives more sales.
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• Conduct user testing with native speakers: Have native speakers review your localised content for accuracy, cultural appropriateness, and overall effectiveness. This could be as simple as asking friends or using online services that connect you with testers in specific regions.
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• Monitor analytics and feedback: Track key metrics like website traffic, bounce rates, social media engagement, and customer reviews in each target market. Pay close attention to comments and feedback related to language and cultural relevance. 

Bonus tip: Create and localise content at scale with Contentoo 

Want to expand your global content strategy? Contentoo takes the headache out of localisation by connecting you with a network of vetted, local experts.

Imagine having a team of translators and localisation specialists, each with a deep understanding of your industry and target market, all accessible through one simple platform — no more juggling multiple freelancers or agencies. 

Contentoo provides a centralised platform where you can manage projects, track progress, and ensure deadlines are met, all while maintaining consistent quality across every market.

Every piece of content is rigorously checked by experts to ensure it aligns with your brand and resonates authentically with your local audience. Interested? You can read more about our translation and localisation services here. 

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Key takeaways: How to create and localise your content like a pro

Localisation is a non-negotiable when it comes to targeting new markets. The numbers don't lie: 65% of people prefer content in their own language, and 40% won't buy in a language that's not their own. 

But remember, localisation is more than just translating content word-for-word. It's about finding unique ways to make content relevant based on culture and context. 

To recap, here’s how to create localised content that will help you achieve your goals:

• Use a content creation platform to simplify the localisation process and tap into a market of local experts
• Audit and prioritise your existing content to find opportunities for quick impact 
• Repurpose content for different markets to improve the ROI of existing content 
• Make your content SEO-friendly for each market to amplify your organic reach
• Test the performance of your localised content to identify areas for improvement and tweak for better engagement 

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Need a hand with your website content localisation project?

Our localisation specialists are experts in helping you enter into new markets with content that feels local. With access to our hand-picked network of top-tier freelance talent, we help brands like yours scale high-quality content production, saving time and resources without sacrificing impact.

‍Get in touch today and learn how we can become your trusted content partners.