Nov 1, 2017
How do we standardize content if localization and personalization drive better engagement? - Juliet
This is something that we struggle to find a balance in scaling content across the region. There is no right or wrong answer per se, so let me address that in these ways:
Juliet, in a perfect world we want to personalize and localize content as much as we can. However, we are all limited by budget and resources. It’s better to create a set of standardized content. Let the local team pick and choose which one to use, also, allow the local team to create their own content for local usage.
It’s a matter of finding a balance between standardization and localization. Be sure you are testing and measuring the impact of your content approach so you can learn what is working for your audience.
Thank you for listening, until next week.