When we talk about content marketing, the phrase “Content is King” comes to mind immediately. But in the culturally rich and diverse region of the GCC, there’s another royal figure that deserves equal attention – Culture. If content is the crown, then culture is the queen that rules it. 

In the context of marketing in the GCC, understanding and embracing local culture is not just a nice-to-have… it’s essential for resonating with your audience and building deep, lasting relationships.

Why Culture Is So Important In GCC Content Marketing

The GCC region includes six countries – Saudi Arabia, the UAE, Qatar, Bahrain, Oman, and Kuwait – each accompanied by their own unique set of values, traditions, and religious practices that influence consumer behavior. Successful content marketing in these markets means understanding these cultural nuances and aligning your content strategies with the values and preferences of the audience.

Whether you’re selling to young, tech-savvy millennials in Dubai or older, more traditional consumers in Saudi Arabia, your content needs to be relatable, respectful, and culturally appropriate. This is where the intersection of content and culture becomes paramount. To truly engage and convert, your content must speak the language of your audience – not just literally, but also figuratively.

1. Speak The Language, But Also The Values

While Arabic is the primary language spoken across the GCC, simply translating content from English into Arabic won’t always do. Creating content that speaks natively to the local values, traditions, and even humor is beyond meaningful. 

For instance, GCC consumers are very family-oriented, which makes content that highlights family values or the importance of community connections highly engaging. A simple “Buy this product” message is meaningless; you must tie the product to something meaningful within the local cultural context.

Take a look at local brands like Almarai in Saudi Arabia, a dairy company that has built a strong brand identity based on family values and community. Their marketing is built on the bond families share over meals, creating emotional connections that resonate deeply with their audience. In this case, the content doesn’t just promote the product but elevates it to a cultural experience that connects with the viewer’s identity.

2. Religion And Traditions In Content

Religion plays a major role in the lives of consumers in the GCC, especially Islam, which is the dominant religion in the region. This gives rise to a wealth of unique content marketing angles and opportunities, particularly during key religious events such as Ramadan, Eid, and Hajj.

For brands that would like most to connect with their audience during Ramadan, it’s essential to recognize the significance of the month for the Muslim community. Creating content that underscores values like generosity, family, and spiritual growth can encourage emotional engagement. Think about Coca-Cola’s Ramadan campaigns, which are made custom to resonate with the spirit of togetherness, charity, and reflection during this holy month. Their campaigns often feature themes of family unity, giving, and celebration – core values in GCC culture.

That said, it’s equally as important that brands approach religious themes with sensitivity. Don’t simplify or commercialize religious sentiments, as this can alienate your audience. Instead, make sure that your content aligns with the respectful tone of the occasion, whether that means highlighting the importance of family, charity, or spiritual mindfulness.

3. Visual Storytelling In The GCC

The region is home to a highly visual and aesthetically aware consumer base that cares greatly for creativity, elegance, and high-quality design. Thus, it’s important for content creators to consider not only the message but also how it is presented visually.

Infographics, videos, and high-end photography are all excellent ways to capture the attention of GCC audiences. Your content should reflect local tastes and aesthetic preferences. In Saudi Arabia, for instance, traditional Islamic art and calligraphy are highly regarded, making it a powerful design element in marketing. On the other hand, the UAE’s cosmopolitan cities like Dubai often favor a more modern, minimalist aesthetic.

Understanding these visual preferences and reflecting them in your content can go a long way in ensuring your brand resonates with the local culture. Whether it’s through the elegant use of Arabic typography or incorporating cultural symbols, visual storytelling should seamlessly blend your brand message with local cultural sensibilities.

4. Social Media In GCC Content Marketing

Social media in the GCC is huge, particularly platforms like Instagram, Snapchat, and Twitter. These platforms serve as both communication tools but also as cultural hubs where trends, values, and conversations are shared. Social media is where consumers gather to discover, engage with, and even buy from brands. Customizing your content for these platforms is crucial to reaching your audience effectively.

Influencers hold significant sway, and many brands partner with local influencers to improve their content’s credibility and reach. However, when working with influencers in these markets, it’s important to understand the local cultural norms with regards to representation and advertising. For instance, in Saudi Arabia, modesty in both clothing and behavior is important, and influencers who reflect this cultural expectation often have more success in reaching broader audiences.

The rise of video content is also undeniable. Behind-the-scenes footage, tutorials, or interactive live streams, video content that feels authentic, educational, and engaging drive higher engagement in GCC markets. Don’t just focus on pretty pictures, create videos that resonate with the local lifestyle and values, and you’ll build a loyal community.

5. Niche Content For Deeper Connections

As we’ve said before, the GCC region is diverse, and this diversity brings plenty of opportunities for niche content creation. For example, brands in the UAE may want to focus on the expat community, while businesses in Qatar could create content that speaks to the younger, tech-savvy demographic. The more specific and personalized your content is, the more it will stand out and make an impact.

Use data-driven insights to better understand the preferences of your audience segments. This could include highlighting local influencers, regional trends, and specific issues affecting the community. By focusing on these niche segments, startups and brands can build stronger connections with their audience and effectively differentiate themselves from larger competitors that may be using a more generic approach.

Cultural Relevance Encourages Content Marketing Success

In the end, content marketing for GCC markets isn’t just about creating clever copy or aesthetically pleasing visuals. It’s about aligning your content with the cultural values, traditions, and lifestyles of the region. By doing so, you can create content that is engaging, while also deeply resonant with your audience. 

If you want to successfully market in the GCC, then don’t just focus on the content. The cultural context, values, and local nuances are what will elevate your marketing strategy and ensure your message resonates. So, if content is king, then culture is definitely queen – and she reigns supreme in the GCC.

By respecting and leveraging cultural values in your content marketing, you’re not just promoting a product or service; you’re creating a story, a brand, and an emotional connection that will keep consumers coming back for more. So, let your content and culture rule together in perfect harmony!