A multilingual content marketing strategy can prove to be a highly successful strategy if done right. Translating and localizing is the first step when entering a new market, but along with this, optimizing your marketing content right from the text, images, and channels used to suit the trends of the new market can make a huge difference.
A certain marketing tactic may be successful in one market whereas it may not be suitable for another. For example. Facebook is highly popular in countries like the U.S. and India but when it comes to markets like China, Weibo and WeChat dominate the market.
Thus, even when it comes to optimizing your localized content, it is necessary to research popular trends or keywords for your target market. This type of strategy is more than just translating your content professionally. It requires your business to be able to communicate with your customers taking into consideration different cultures and demographics.
Why is a Multilingual Content Strategy Important?
When your business can reach a market beyond linguistic barriers, you will gain a competitive edge. When a customer can connect with your brand, their level of trust and loyalty naturally increases.
Your content strategy will also aid in your website, software, and mobile app localization as you can repurpose the content to create promotions, guides, and marketing material.
Here are some ways in which translating your marketing content can help grow your business:
Increase Traffic to your Business
When entering a new market, localizing yourself can attract qualitative traffic to your business that has a higher sales conversion rate. Further optimizing your online content with multilingual SEO strategies can further ensure visibility in the market.
Connect with your Customers in their Mother Language
Most people who speak multiple languages prefer to speak in their native language and are more comfortable and attracted to online content in their native language as well.
It helps brands build a relationship of trust with their consumers. Furthermore, a business that has marketing content in languages other than English shows that it caters to the needs of all its customers and is sensitive to language nuances. Thus, establishing a great connection between the brand and the consumers.
Expand your Reach
With the help of multilingual marketing efforts, a local business can easily grow into a global business. A multilingual approach can enable your business to reach a much larger demographic and attract new customers in different regions. Globalization when done right can take your business to new heights.
Control Operational Costs
If you are planning to expand your business internationally, adopting a multilingual and targeted approach can ensure a better return on your investment than creating a universal marketing strategy. It can help differentiate your brand from your competitors, establish stronger connections, and help drive much more traffic to your website.
It also saves the need to create new content for the new market.
Tips for Creating an Effective Mutlilingual Content Marketing Strategy
Establish your Brand’s Core Message
Localising requirements may vary for each country, thus while trying to adapt to every different market, your brand’s core message may be lost. It is important to stay true to your brand identity and ensure it is enforced along with your localizing efforts. Strong branding helps consumers from different markets perceive your business as a globally reputed brand. Multilingual marketing does not mean changing what your brand stands for to suit everyone. For example, Dominoes may add products to their brand that are more suited to the targeted country’s tastes, but their core brand identity remains uniform regardless of their target market.
Easily Adaptable Content
Global brands must try to create content that is easy to localize and adapt to various markets without having to alter their brand identity. This can help control your localizing budget and ensure a more efficient operational approach. Using local phrases or idioms can cause your brand mission to be perceived differently by having to entirely change your content for every new market. Thus, keeping in mind the importance of localizing while creating content is very important.
Professional Localization
Using professional localization services can ensure the quality of your marketing content remains intact while also reaching its target market effectively. You will need a professional service that can research appropriate terms, images, colors, and so on to create an impact while entering a new market. A professional service can ensure that your message is not lost in translation.
Integrating your Multilingual Content Strategy
When your brand is using multiple channels of communication, it is essential to ensure that your content and message are integrated with an omnichannel approach. This means that regardless of which platform a consumer uses to learn about your brand or reach out, they have a cohesive and integrated customer experience. Using the right keywords and SEO optimization is crucial as they usually differ for every market.
Research Extensively Before Committing
Above we have summarized an overview of the essential steps of creating a multilingual marketing strategy. Still, it is necessary to analyze each step in much more detail and carry out extensive research for the same.
Using a professional service and enforcing your brand identity at every level can help create a mutlilingual content marketing strategy that needs less revisions, and strategic changes.
Steps to Implementing a Successful Content Marketing Strategy
Here’s are the steps for implementing a multilingual content marketing strategy. Before putting your first word in Google Docs, create and figure out if you have enough resources and data to run an effective multilingual content marketing campaign.
Here are a few strategies to increase the chances of running a successful campaign:
Step 1: Understand Your Target Audience and Competitors Across Markets
The foundation of successful multilingual content marketing lies in a profound understanding of your audience and competitors in each target market.
Conduct thorough market research to comprehend cultural nuances, preferences, and buying behaviors. This insight will guide the tailoring of your content to resonate with diverse audiences.
One way is to check the social media of native brands of that country and see what hot topics those brands are talking about. Check the social media profiles of your companies for a broader understanding of the latest trends, and then narrow down the research to the companies that offer similar products and services as you.
Also, you can contact a localization expert and ask them to research the latest trends and then ideate content to capitalize on the research.
Step 2: Create Compelling Content with Localization in Mind
Crafting content that transcends language barriers is an art. Develop a content strategy that prioritizes localization, ensuring your messaging aligns with the cultural context of each market.
It involves translating the source language while considering cultural references, idioms, and imagery that resonate with the local audience.
If you are developing a website, software, or mobile app that you want to localize and launch in the global market, incorporate localization in your development process. It is called localization-friendly development. Companies use it prevent bugs in the source file and avoid errors related to translation, display, function, abbreviations, etc.
Step 3: Optimize Your Content for Multilingual SEO
A crucial aspect of multilingual content marketing is optimizing your content for search engines in different languages. Conduct keyword research for each target language and region, incorporating these keywords seamlessly into your content.
This practice will enhance your visibility and ensure your content ranks high on search engine results pages across diverse linguistic landscapes.
It’s also crucial becuase people in the new market might be using different names for your products and services. Therefore, you will lose ranking to businesses using the localized term.
Step 4: Deploy a Content Delivery Network (CDN)
To enhance the speed and accessibility of your multilingual content globally, deploy a Content Delivery Network (CDN).
A CDN distributes your content across servers worldwide, reducing latency and ensuring faster loading times for users in various global locations. Using a CDN improves the user experience, decreases bounce rate, and improves search engine rankings gradually.
Step 5: Leverage Locally Relevant Promotional Channels, Influencers, and Partnerships
Tailor your promotional efforts to suit each market by leveraging locally relevant channels. B2C companies can engage with influencers and partners with a strong presence in the target region.
Use SocialBlade to vet influencers with a positive image. A mention of your brand from influencers with a positive image will increase the brand value of your business and garner more trust, compared to getting promoted by a influencer with high follower count but low social impact.
Step 6: Build Authoritative Links to Your Multilingual Website Content
Establishing a robust link-building strategy is essential for multilingual content marketing success. Seek opportunities to build authoritative backlinks from reputable websites in each target language.
You can do it by chamging the location settings in your browser to your target market and looking for relevant guest posting sites.
Need help with Translating and Localizing your Content?
ActiveLoc can be your localization and translation partner in your multilingual content marketing journey.
ActiveLoc is an ISO-certified translation company with highly specialized professionals who ensure quality translation and localization services that suit your needs. We support over 60+ languages and offer translation services which include linguistic quality and terminology services. With ActiveLoc, you can trust us with only the best for your business. Learn more about our services here.
Have a project in mind? Get in touch for a quote today!