UNLOCKING NEW MARKETS WITH NATIVE LANGUAGE CONTENT

NEW MARKET, NATIVE LANGUAGE, CONTENT

In today’s hyper-competitive affiliate market, it is more important than ever to capitalise on every advantage possible. The world is truly globalised and not everyone speaks English as their native language – even within English language countries.

Untapped Markets and Opportunities

NWM affiliates shouldn’t miss out on this massive potential market and should seriously consider offering their content in at least a few languages. Even catering for relatively minor languages can open up lucrative markets – after all, if you can seize a big chunk of a small market, it may be better than relying on a tiny part of a large market.

Even if you consider the most popular global languages, English actually ranks third, behind Mandarin and Spanish. Even though English is still the most engaged in terms of iGaming and sports betting at the present, it is still illustrative of a future trend.

Within some major countries, like India and Brazil, there are millions of people who don’t understand English, and big global corporations like Amazon and Alphabet are going to great lengths to make sure they are well positioned in these emerging markets. There’s no reason why iGaming affiliates based in countries like the UK shouldn’t be doing the same – subject to relevant regulations of course.

Affiliates who want to grow a long-term sustainable business would do well to keep an eye on emerging markets like Africa too. There, millions of people now have access to the internet through smartphones, and non-bank-based payment services, making online casinos and sportsbooks accessible for the first time.

Whilst many people may be aware that the South African iGaming market is slowly maturing, they might be less aware of other opportunities in countries as obscure as Botswana, Ghana and Mozambique. In fact, across much of Africa, outdated or non-existent legislation means markets are there for the taking.

Similar opportunities exist across much of Central/South America and Asia. Though the legal landscape in these emerging markets may sometimes be more than a little ambiguous, there are millions of potential players that many are overlooking.

Provide Relevant Native Language Content

But, to appeal to these players, affiliates will need to provide relevant content inaccessible languages. Even in nations where English is an official or commonly spoken language, English content created for the British market might struggle to find traction.

Consider for a moment, the differences in native English commonly used by Brits, Americans, Canadians, Australians, New Zealanders and South Africans. Often TV shows or books will be a hit in one market but flop in another – online content can do the same. Something that resonates to a Brits may mean little to an American.

Okay, often there are crossovers, but in the extremely competitive world of ultra-targeted online marketing, the more relevant content is to the intended market, the more effective it will likely be. Basically, this means its always best to create native content where possible.

How to Create a Successful Multi-Lingual Website

As an affiliate, you can relatively easily create subsites for different languages, making use of “hreflang” to allow users from around the world to access different language versions of your site. Alternatively, you could create a subdomain for each different language.

To establish themselves in a new market, affiliates with access to adequate resources can look into purchasing existing well-performing native sites. But, even if that isn’t really an option, you can still try to find local expertise in the target region – after all, due to favourable exchange rates, the average UK affiliate will have considerably more spending power in the developing world.

Whatever happens, don’t be tempted to use automatic translation services like Google Translate, or even cheap generic translation firms – its far better to try and find reliable individuals on freelance sites like Upwork.com.

If you decide to take the plunge and tap into other markets with native content, the results over the long-term can be dramatic. But, as always, it is of upmost importance that you keep on top of industry news regarding regulatory changes – the last thing you want is to spend time and resources developing a new source of revenue, only to have disaster strike because you were unaware of regulatory changes.

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