The need for high-quality and relevant content has never been greater.
With search and social algorithms constantly evolving and AI-generated content saturating the market, creating content that resonates at a local level requires more than basic translation.
PR and marketing teams are working with tighter budgets and need to make sure that assets are delivering maximum value. Adapting and localising content so that it can be used across multiple geographies can be effective, but it must be done with care and attention to achieve impact.
Maximising the value of PR assets across Europe
Considerable time, effort, and budget goes into creating new assets, whether they be research reports, blog posts, or animated videos. Yet, Tyto’s research shows most assets are created and only used once.
This is a shocking waste of resource and a missed opportunity to get more value out of PR and marketing content at a time when budgets and teams are under pressure
Localising content can significantly increase its value by making it relevant for multiple markets. Instead of producing materials from scratch for each country or translating assets without considering how one market may be different to another, localisation allows businesses to adapt content so that it’s more relevant and resonates with local audiences, ensuring a greater return on investment.
You say to-may-to, I say to-mah-to: what’s the difference between localisation and translation?
Localisation and translation can seem similar, but there is a stark difference.
Translation is literal and fails to address cultural nuances, market-specific terminology, and audience expectations.
This is especially true in B2B tech, where industry jargon is commonplace, and direct translation by AI or human translators can often fall flat.
Localisation involves:
- Adjusting content to be culturally relevant
- Adapting language, tone, and references to match audience expectations
- Incorporating local data, market insights, and regulatory considerations
Even within English-speaking markets, localisation is crucial and requires more than just removing a few Z’s and adding some extra letters here and there.
A US report may not resonate with a UK audience due to differences in regulation, market conditions, and cultural references. For instance, while a US audience may understand what is meant by a “Monday morning quarterback,” a British audience may be at loss.
The same applies across Europe, where cultures, trading conditions, and market maturity can vary significantly from country to country.
Not only this, but the media landscape can be vastly different too when it comes to the types of content journalists will accept and the format they expect from PR contacts.
For instance, while many tech companies describe themselves as “market leading” in the US, it’s a big no-no in Germany, where promotional language is to be avoided at all costs unless you have credible data to back up such claims.
The structure of content can be entirely different too. While a typical US-originated press release may extend some pages and include considerable extra context on the business, media across Europe generally expect press releases to be concise and bound to news and fact.
Integrating PR and marketing for greater reach
Localisation can enable a broader, integrated approach across PR and marketing. For example, evergreen content such as a guide or report can be repurposed into:
- Localised media pitches for different markets
- Regional webinars tailored to local audiences
- Blog posts with country-specific insights
- Lead generation and ABM campaigns
- Local influencer partnerships
Investing in modular content with built-in flexibility allows organisations to maintain relevance over time. Instead of producing one-off campaigns or single-use content, businesses can develop foundational thought leadership assets that are refreshed annually with region-specific or industry-specific updates
As PR teams for our clients we are on the frontline, engaging with local media and consuming industry news every day, we have knowledge and experience and nuance that the latest AI models and most talented human translators do not possess.
This insider knowledge means local market PR teams are particularly skilful at identifying the most relevant insights for local markets, ensuring that content resonates with both target audiences and journalists, so involving them in the process is a must.
Why evergreen content is the key to success
Localisation can also apply to making content resonate with industry verticals.
By reviewing the language, ensuring that the use cases speak to the needs and pain point of a particular industry, and replacing statistics and case studies with relevant proof points, reports and other assets can be made to work harder.
PR and marketing teams can maximise the value of content and other assets across more markets and over a longer period through localisation.
Why using AI alone won’t cut it
With AI increasingly playing a role in content creation, it is tempting to save a few pounds or dollars by using these tools to automate localisation. However, AI lacks the cultural intelligence and industry expertise required to make content resonate, which risks content feeling tone-deaf, completely out of touch or irrelevant.
Although AI-powered translation tools, like DeepL, have their uses, the output is just not good enough to use without human oversight to ensure the correct usage of industry-specific terminology, alignment with your brand’s tone of voice, and cultural nuances that can make your content stand out for all the wrong reasons.
Localisation is not just a “nice-to-have”
In today’s ultra-competitive market, quality localisation is a strategic necessity for brands looking to effectively engage international audiences.
While AI can help with some elements of translation, the real value lies in human knowledge and expertise – understanding the nuances of each market and tailoring content to truly connect with local audiences and media outlets.
So, I urge you, don’t look at localisation as an added cost.
Think of it as an investment that will unlock even greater value from PR and marketing assets, extend the shelf-life of content, and prevent your business from making an embarrassing faux pas or getting eyerolls from European journalists.
About the author
Siân Gaskell is Managing Partner at Tyto and leads the Content Studio. She was worked with countless brands including BlackBerry, Zendesk, Outbrain, and First Utility.