Reaching international students effectively requires more than a one-size-fits-all approach – your content needs to speak directly to your target audience. Localised content is an excellent way to achieve this. Let’s explore why tailoring your content is essential for success.

What is localised content?

Localised content is adapted to be relevant and understandable to a specific audience in a particular region or country. It involves more than just translating text; it can include changes to design, imagery, formats, and cultural references – all highly relevant to international education marketing.

What are the benefits of localised content?

Here’s how localisation can help your school or agency reach more students worldwide.

Enhance SEO performance

Localised content boosts your search engine optimisation (SEO) efforts. By creating content in multiple languages and optimising it for local search terms, you increase your visibility in target markets, making it more likely for prospective students to find your institution when searching in their native language.

Improve engagement and connection

Adapting your message to resonate with different cultures helps students feel more connected to your institution. For example, while a British university might use cricket metaphors, an American equivalent could reference baseball. This cultural adaptation improves engagement rates and fosters a sense of belonging.

Build trust and credibility

When international students see content that speaks directly to their experiences and cultural context, it builds trust. It demonstrates your commitment to understanding and valuing their perspective, which can be a deciding factor in choosing an educational institution.

Facilitate better decision-making

Localised content provides clearer, more relevant information to prospective students. By presenting details about courses, campus life, and application processes in a familiar context, you enable students to make more informed decisions about their educational future.

Investing in localised content creates a tailored experience for each target market, helping educational institutions and international agents improve their outreach, engagement, and success in attracting international students. For more guidance on expanding your education business’ reach, get in touch with us today.

Written by Stephanie Clark