Globalization Strategy: Building the Foundation for International Content Success

🌍 What Is Globalization in the GILT Process?

When expanding your business beyond borders, Globalization isn’t just about selling in other countries—it’s the blueprint for how your brand will operate, communicate, and grow globally.

In the GILT framework, globalization is the first step, setting the direction for everything that follows: internationalization, localization, and translation.

🧭 Globalization = The Strategic Plan

Globalization is where you answer key questions:

• How will your product or service fit into international markets?

• What regulations, currencies, and cultures must you consider?

• How can you build processes that scale without costly rework?

It’s about looking at content, design, technology, and compliance as a cohesive strategy—not a patchwork of fixes after launch.

📊 Real-World Examples of Smart Globalization

✅ IKEA

Global branding, but localized execution. They use consistent design, but adapt instructions, measurements, and even product lines for different countries.

✅ McDonald’s

Same golden arches, different menus. They blend global recognition with local relevance—whether it’s a Teriyaki burger in Japan or a veggie option in India.

✅ Netflix

Netflix rolled out globally in stages, starting with English-speaking markets and expanding into local-language content. Their globalization strategy included infrastructure, UX, and cultural appeal.

💸 Why Globalization Matters for Content & Marketing Teams

Skipping this step leads to:

• Last-minute translation rushes

• Tech that doesn’t work with non-English characters

• Branding that misses the mark culturally

• Increased costs and delayed launches

Globalization helps teams plan ahead—from design and content creation to tech choices—so every other phase (like localization) becomes faster and smoother.

🔄 How Globalization Connects with the Rest of GILT

• Internationalization ensures your tech is ready to adapt

• Localization adapts content and visuals to local cultures

• Translation makes the message accessible in any language

Without a globalization strategy, the rest of the process becomes reactive instead of proactive.

✨ Best Practices for a Globalization Strategy

1. Start global early
   Build your content and design with international flexibility in mind.

2. Get stakeholder buy-in
   Your developers, marketers, product team, and content creators all need to align on global goals.

3. Plan your tech stack
   Choose platforms and CMSs that support multilingual content, localization workflows, and international SEO.

4. Identify priority markets
   You don’t need to go everywhere at once. Focus on 2–3 markets first and build from there.

5. Document your strategy
   Set localization guidelines, brand voice rules, and workflows before translation starts.

🚀 Global Growth Starts Here

If globalization is the “architectural blueprint” of your international expansion, localization and translation are the builders and decorators.

The more thoughtful your global strategy, the fewer surprises you’ll encounter as you scale.

🧩 Up Next in the GILT Series:

🔹 What Is Internationalization (i18n) and Why It Saves You Time and Money »
🔹 Localization vs. Translation: Making Global Content Feel Local »

🤝 Need Help Crafting Your Globalization Strategy?

Targem’s team has helped global brands go international with fewer hiccups and better ROI. From global content planning to localized execution, we’re here to support you every step of the way.

👉 Email our experts today or Schedule a 15-minute call to start the conversation. Let’s get your questions answered.