Making Global Content Accessible: Adobe's Latest Research

In today’s global marketplace, creating content that resonates with a global audience is more important than ever before. But creating global content isn’t just about translating your content into different languages. It’s also about making that content accessible to people from different cultures and backgrounds. And according to Adobe’s latest trends, global content is becoming a key pillar of any marketer’s toolbox.

So, what are the key findings from Adobe’s top 10 content marketing trends for 2023?

“Tech and consumer expectations might change, but 2023 will still be a banner year for content marketing. Brands should have a renewed focus on bringing human connection to the digital experience”

Adobe

One of the biggest challenges when creating global content is making it accessible to different audiences. This includes making sure that your content is easy to understand, regardless of language or cultural background. And it’s not just about language – it’s also about making sure that your content is visually appealing and easy to navigate.

So, how can marketers and content creation teams make their global content more accessible?

Firstly, it’s important to consider the user experience. This means making sure that your content is easy to navigate and understand, regardless of language or cultural background. It also means using images and graphics that are culturally appropriate and easy to understand

Another key factor in making global content accessible is using technology to your advantage. This includes using machine translation to translate your content into different languages, as well as using tools like Adobe’s Creative Cloud to create visually appealing content that resonates with different cultures.

But creating accessible global content is only half the battle. It’s also important to make sure that your content reaches the right audience. This means using a hybrid of both physical and digital communication platforms to consistently distribute your content. By doing this, you can ensure that your global content is seen as consistent and trustworthy.

Put simply, creating global content is becoming a key pillar of any marketer’s toolbox. By focusing on accessibility and using technology to your advantage, marketers and content creation teams can create content that resonates with people from different cultures and backgrounds. And by using consistency across all hybrid customer journeys to distribute that content, they can drive trust and loyalty. By keeping these factors in mind, marketers can make sure that their global content is not only accessible, but also effective in engaging their target audience.

Content marketing stats and sources

77% of B2B marketers say they changed their content strategy after the pandemic.
68% of online experiences start with a search query.
46% of businesses want to spend more on content.
79% of brands use content to generate leads.
70% of consumers bought a product after seeing a video about it on YouTube.
84% of organizations follow a content strategy.
63% of B2B marketers use content to boost customer loyalty.
86% of marketers drive traffic to their website with video content.

The five most common content marketing goals in 2021:

creating brand awareness 80%

building credibility/trust 75%

educating audiences 70%

building loyalty with existing customers/clients 60%

generating demand/leads 60%

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