When you live in the US, it’s easy to assume that you’re at the center of the digital marketing world. A lot of the pioneers in storytelling and content marketing are from the US, and as such, a lot of the experts in the field can also be found in this region. 

The great thing about digital media, however, is that it breaks down so many barriers. Online, you get to reach people from all over the world. Great content can transcend borders and impact lives across continents—it can teach, inspire, affect, and move people. 

Many of what we read today—the stories that we share, the posts we forward, and the content that we appreciate—can be created anywhere. When we take a step back and look at the world, we see how content marketing evolved. We see trends and strategies dictate how effective communication can vary across cultures and regions. 

That said, let’s take a trip around the globe to gain a new perspective on content marketing.


According to a study, Asian-based businesses spend almost a quarter of their marketing budgets on content. Recognizing that content marketing is one of the most impactful and powerful tools that you can use for your business, this is in line with the recommended budget allocation.

In Asian markets, these three key trends define the growth of content marketing: 

  • The introduction of apps designed to address key lifestyle needs
  • A rise in video consumption and usage, which is in sync with the overall global popularity of video
  • Increasing time spent on mobile devices driven by the growth and popularity of online shopping

However, Asia is a massive continent with countries that have distinct cultures and regulations. As such, if you intend to create content for a specific country, it’s best to familiarize yourself with local rules and regulations. 

For example, India has very specific laws regarding influencer marketing and requires posts to contain specific hashtags to indicate that it’s an ad. In China, certain words can’t be used in your copy. In the Philippines, Instagram still doesn’t have a lot of the features that are available in North America and Europe.  

So remember, if you intend to market in Asia, take special note of local policies to avoid any issues. Pay close attention to the small differences in platform features and functionalities.


Similar to Asia, Europe is also a major continent composed of smaller countries that have their unique and distinct cultures and policies. As such, it makes sense that social media and content are consumed differently across the different regions. For instance, in France, social media use for businesses is at 60% whereas Malta records 80%. 

There’s also a strong focus on privacy and transparency on all digital content and initiatives. The impact of GDPR has been widespread and has shifted many marketing strategies. Overall, however, compliance will still allow you to communicate effectively with a few tweaks. 

South America

In Latin America, companies, regardless of size, continue to invest in content marketing. Blogs and social networks are their primary forms of communication and are designed to be informative, entertaining, educational, or inspiring. In a word, content is king in Latin America. 

Considering it’s also the fourth-largest mobile market in the world, crafting mobile-ready content that includes video is a powerful recipe for success. Take note, 289.9 million Hispanic users watched digital video content in 2019. This is projected to jump to 317.9 million by 2023. Additionally, a significant 88 percent of people in this region are avid consumers of streaming video content. 

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In cultures around the world, storytelling is an effective way to communicate and engage audiences. In Africa, where storytelling is deeply ingrained in the culture and history, content marketing has grown to become a natural extension of this tradition. 

Digital penetration in Africa lags behind other parts of the world, but it’s slowly catching up. Even so, what works for one country may not necessarily be effective in another. Pay attention to where one country is in terms of social media and content marketing evolution and tailor your approach to customer needs—and ensure that your content tells a story to engage that audience.


Australia is another leading continent in terms of digital content and proliferation. There, digital marketing is often sophisticated, successful, and used as a benchmark for best practices around the world. To date, 96 percent of marketers incorporate some form of content marketing for their businesses. 

As is true everywhere in the world, video consumption is rising and growing with popularity daily in this region.

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 According to this report, almost 90 percent of social media users watch videos online on their preferred platforms. This means if you want your brand to resonate in Australia, your best bet is to pay attention to the top platforms they use. 

Additionally, new legislation has recently been implemented that saw tighter regulations and policies on digital marketing. Be sure to review these guidelines to avoid any issues. 


Antarctica may be the fifth-largest content, but it’s also the least populated one. Does this mean there are no content marketing opportunities in this region? Not necessarily. 

To date, there are about 5,000 people on the continent, mostly scientists studying the ecosystem and terrain. However, tourism in the region is rising. Approximately 60,000 tourists visit the continent each year, hosted by exotic luxury tour operators. 

Content marketing in this space is very specific, however, there are a lot of opportunities to use content marketing to raise awareness regarding niche topics such as vacation options or global warming.

North America

In the US and Canada, online behavior and content marketing are constantly evolving. Facebook, long known as the leading social media platform, has declined through the years. Nevertheless, video content continues to rise across different platforms and will continue to do so. 

While Canada and the US are close to each other, they are very distinct markets indicated by varying buying behaviors and language used. To that end, rules and regulations also vary between both territories. In Canada, the Competition Bureau is in charge of enforcing advertising policies while the Federal Trade Commission is responsible for regulating advertising in the US.  

Across every continent and every country, great content marketing is rooted in keeping your audience’s needs central to your strategy. Creating stories and content designed to be compelling and engaging is critical, but always do so in the context of local culture and policies. Most of all, make an effort to continuously learn. You never know where your next brilliant content marketing idea will come from. 

If you want to learn more, reach out to us. Book a consultation or get started with Leadspanda to find out how we can help you. 

For any questions, leave a comment below or check out our LinkedIn or Twitter.