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Multilingual Content Marketing: Everything You Need to Know

In this article, we will equip you with everything you need to know about Multilingual Content Marketing.

Edona Shala

Content Writer

Multilingual Content Marketing: Everything You Need to Know

In the interconnected world of today, success depends on being able to engage with a variety of audiences.  Multilingual Content Marketing is the secret ingredient to unlocking a world of opportunities. Creating a multilingual content marketing strategy involves getting access to global market segments and the opportunity for significant expansion. 

 

Today, an amazing 40% of people worldwide use the internet, and that percentage is constantly growing. But if your content isn’t customized for local markets, it’s unlikely that over 5 Billion people will be interested in your brand or product.

 

According to research, over fifty percent of internet users prefer to shop from websites that provide information in their native language.  56.2% of consumers considered information in their language to be more important than the price of products and services. 

 

Don’t undervalue your competitors if you join the worldwide bandwagon just because everyone else is. You need a solid approach that forms the backbone of your business expansion plan if you want your multilingual content marketing to be successful. And in this article, we will equip you with everything you need to know about Multilingual Content Marketing.

What is Multilingual Content Marketing?

Multilingual simply means multiple languages. Producing material in a variety of languages is known as multilingual content marketing. To spread awareness of your company, you can use blogs, social media postings, videos, infographics, newsletters, ebooks, and any other form of educational material.

 

Multilingual content marketing involves producing content in two or more languages and adapting it to each targeted region’s tastes and cultural norms.

 

So, it’s a little more difficult than just translating your material. You should translate your information such that it delivers the same meaning while also being effective and appropriate for the target audience’s culture. 

 

The basic goal of content marketing is to create trust with your audience. In order to do so, you should be able to communicate with them on a personal level and understand their cultural references. For this reason, localizing content for each location is also part of multilingual content marketing.

 

A multilingual content marketing strategy should: 

 

  • Be useful to your viewers. 
  • Represent the voice of your brand. 
  • Be mindful of cultural differences
  • Adapt your strategy to the region you are marketing to.

Why is Multilingual Content Marketing Important?

Multilingual content marketing has become a vital ingredient for business success. So, why is it so important? One big step to expanding your internet presence is simply translating and localizing your website into even one more language.

 

Recent research stated that monolingual websites fail to reach even a quarter of the world’s internet users in their preferred language.  English is the most spoken language in the world and accounts for approximately 60% of the internet. This makes the globe and the internet, specifically, more and more Anglo-centric. But 56% of consumers felt that accessing information in their own language was more essential than price. And that most consumers spend almost all of their time on websites in their own language. 

 

You may build reliable connections with clients from across the world if you put in the effort to not just provide material in your audience’s language but also in a style that takes into account their cultural background. 

 

Multilingual content marketing allows you to tap into different markets and connect with a wider audience. By speaking your customers’ language, you create a deeper connection and foster trust. When people can engage with your content in their native language, they feel understood and valued. This increases the likelihood of engagement and conversion. It’s like opening the door to a whole new world of possibilities for your brand.

 

Secondly, multilingual content marketing demonstrates inclusivity and cultural sensitivity. By catering to different languages and cultures, you show that your brand respects and values diversity. 

 

Moreover, multilingual content marketing enhances your search engine optimization (SEO) efforts. By creating content in many languages and optimizing it for relevant keywords, you improve your visibility in search engine results across different markets. This boosts organic traffic, expands your reach, and opens doors to untapped opportunities. It’s like unlocking secret pathways to connect with potential customers who may have otherwise remained out of your reach.

 

Lastly, multilingual content marketing gives you a competitive edge. By communicating in your customers’ preferred languages, you set yourself as a brand that goes above and beyond to provide an exceptional experience. This can lead to increased customer loyalty, word-of-mouth referrals, and a stronger market presence.

 

Intriguing and impactful, multilingual content marketing opens doors to new markets. It creates meaningful connections and boosts your brand’s visibility and reputation. It’s an investment that can propel your business to remarkable heights and position you as a global player in your industry. So, why wait? Start using the power of multilingual content marketing and unleash the full potential of your brand.

Getting Your Multilingual Content Marketing Strategy Right

Creating a multilingual content marketing plan will only be successful if done correctly from the start. Localizing your website is an excellent place to start, but it is only the start. Your global content marketing approach will need to evolve with each new target market you enter. This applies to both the text and graphics, as well as the distribution outlets you use.

 

You should do market research before entering a new country. What language and dialect do the people of that country speak? What do they prefer to buy? What are their preferred methods for receiving information? etc.

 

Knowing the most common search phrases in each new country is crucial when deciding how to optimize your content for local SEO. Furthermore, you should be aware that not all of the countries you visit use Google as often. You’ll need to rely on professionals who are familiar with the requirements of various search engines.

 

If applied properly, businesses can:

 

  • Gain a competitive edge – Customers who are presented with offers in their native tongue convert at a far higher rate. Because of the wide range of clients you may reach with it, smart marketers know that having multilingual interfaces on their websites presents an incredible opportunity. Keep in mind that 72.1% of these customers spend more time on websites written in their native tongue. If your company applies a multilingual content strategy before competitors do, you have a better chance of growing brand recognition. This, in turn, fosters credibility and trust.

 

  • Generate revenue and sales – Localizing content for audiences is one simple way to boost sales and keep clients. A study revealed a two times greater possibility of profit growth each year. This is because multilingual content marketing shows dedication, permanence, and durability. All of these ease potential clients’ concerns.

 

  • Trust and Retention – Trust is the foundation of content marketing. You should use their dialect to “speak your customers’ language.” Localizing your content promotes understanding through emotional communication. It also increases brand visibility among a wider audience. Such trust not only expands but also keeps your customer base. 

 

Businesses that use multilingual content marketing effectively can take advantage of many opportunities. But localizing marketing content might be challenging without a flexible, straightforward, and economical strategy. To build this strategy you need to:

Understand your core message

Going worldwide will be much more difficult if you’re not doing it well at home. Besides following SEO best practices, you should already be publishing high-quality content on your blog, social media accounts, and other digital marketing tools. Your other language versions will greatly benefit from all this. The one thing that should never change is your core message. Even if you’ll need to adjust your content and campaigns to the international markets you’re targeting, it shouldn’t change. And the more solid your home base is, the better.

Researching the audience

If you want to better express your beliefs and position your business in a new target market, you need to do market research. Additionally, learn as much as you can about your potential clients. 

 

Beyond just the language, include their tastes, values, and culture in your research. The creation of customized content and campaigns will require consideration of each of these elements. They will help you understand the problems faced by your target market. They will also provide your marketing team with useful data for creating a campaign.

Create content that can be localized

Always remember that content is king. Don’t let the complexity of different languages, keywords, backlinks, etc. disguise the quality of your material. Make sure your material accurately represents your brand’s standards, values, and image across all of your channels and in all of the languages you are promoting.

 

Simple translations won’t do when it comes to global content marketing. To properly speak to your audience, you must adapt and localize your content. You should be able to create unique material in each language, ideally.

 

It’s not necessary to remove all personality from content to make it simple to localize. But you can do so by eliminating cultural idioms, local humor, phrasal verbs, and too-complex language. This will make it easier for linguists to translate because there won’t be as many issues or ambiguities.

 

Pro tip: When planning and publishing content, keep the content marketing translation process in mind. It will be very difficult to translate something that contains idioms, cultural references, and such. 

Localize your design

Incorporate a multicultural perspective into your website design if possible. 

 

Symbols and colors can have different meanings depending on the culture. And because different cultures have different views about issues like gender, dress, and religion, certain images that you find totally fine may be insulting to someone from a different culture. 

 

  • Colors  – Be sure to research how colors are viewed in the area you are selling to. For example, in the UK and the US, the color green is considered a calming color and relates to ideas of health, the natural world, and the environment. As a result, businesses that promote healthy products like supplements and health foods often use this color. Green, on the other hand, is regarded as an unfortunate color in China since it is connected to adultery. It is believed that a man with a green hat has an unfaithful wife.

 

  • Symbols and icons – Symbols and icons may also mean different things in different countries. Amazon became confused when they noticed that many customers weren’t using the search bar to find products when they started in India in 2018. It turns out that the magnifying glass icon was the cause of the misunderstanding.  Many Indian viewers did not associate the magnifying glass with the search function, despite the fact that we are used to doing so. In reality, they discovered during usability testing that the majority of people believed it to be a ping-pong paddle.

Optimize with multilingual keywords and SEO

The world of SEO is complicated. It becomes considerably more challenging when you include multiple languages in the mix. If you have the money, we advise employing a professional company like Tactica to assist you in creating the best approach.

 

Your multilingual content plan must include SEO and keywords if you’re going to do this on your own. Research the appropriate keywords for each market, keeping in mind that they vary depending on the language. Don’t translate hashtags; this also applies to them. 

Create style and SEO guides for each language

There should be a thoroughly compiled glossary of terms and keywords for each language. It will be significantly simpler to maintain your brand’s basic principles throughout all your international content marketing channels as a result.

 

Working with content creators who are familiar with the regional culture of each language market is important. Not only for this first stage but also for content marketing translation and localization. 

Tools for multilingual content marketing:

Human translators should perform the majority of the translation job. You won’t be using machine translation, possibly with the exception of some simple copy. Still, you may still use a few tools to speed up the procedure. 

 

  • The Translation Management System – TMS helps in the management and organization of multilingual content projects. You can keep an eye on the workflow of your material and check progress. If your company is huge and you have projects in several different languages, this is extremely helpful.

 

  • Terminology database: A database for keeping track of terminology like acronyms, idioms, and jargon that are often used.

 

  • CAT (computer-assisted translation) tools are a system that simplifies and speeds up the workflow of translators. Along with other features to help with translation, CAT tools will include a translation memory that retains frequently translated terms and phrases for quicker translation. 

 

  • Localization-ready CMS: When publishing multilingual content, you must make sure that your content management system (CMS) is capable of localization.

Keep everything organized

Organize your global content marketing networks by language and region. This covers social media, email, newsletters, and blogs written in multiple languages.

 

For instance, all of your social network links need to lead to the appropriate website translations. Customers shouldn’t receive news that isn’t relevant to them by having email lists divided by language and region. Although it may seem obvious, these seemingly minor points greatly impact your potential clients.

Final Thoughts

Any multinational firm can greatly benefit from multilingual content marketing. Though initially intimidating, it nonetheless follows the same basic principles as  standard content marketing. Identify what your users need and want, and then provide it to them in a way that they will understand and appreciate.

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