02nd April 2015
More and more companies, especially small to medium sized businesses, are beginning to see the many benefits of advertising globally
- particularly in terms of improved brand awareness and reputation. However, many are still failing to commit fully to becoming global. International advertising can be hugely successful, but it should be backed up by additional measures, such as blogging to a global audience, that ensure total engagement with consumers around the world. According to experts in the field, ‘marketers are overwhelmed
and unprepared to produce content for a global audience’.
While content is important, it’s not what ultimately determines the overall success of a blog. Instead, it’s how the audience reacts to the posted content that really counts. There is usually a positive correlation between well written, optimised, relevant content and favourable audience reactions, but even a poorly written blog can be determined to be successful as long as the readers respond well. Of course, the same is true if this situation is reversed. You can write content that’s spot on, but the blog will fail if the audience respond poorly, and a common reason for poor reactions to content is a lack of reader engagement. Strongly localised content delivered by a business that advertises internationally, for example, is going to alienate a large portion of the audience.
The UK is the second largest region in terms of blogging, with a share percentage of 6.75 percent, coming just behind the United States. We can therefore reasonably deduce that international readership of UK-based blogs and USA-based blogs is strong, emphasising how important it is for small to medium sized businesses in these leading countries to blog to an international audience, and affirming the benefits of tailoring content to a global readership.
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