The Multilingual Content Marketing Strategy

A Pagefair report says that about 200 million people around the world have installed ad blockers.  This is obviously a bad news for marketing professionals that strongly depend on paid ads as part of their marketing strategy.  Luckily marketing content is a way of continuously making effort towards marketing and reach costumers with the right message they need.

The fact that many the companies in the market are focusing on content marketing is not  surprise. Content marketing works by making people interested in what they consider important.  This also serves a hidden purpose, in which the brand you represent is also promoted.   What if your target costumers do not understand your content? That’s the reason why content marketing has become the next best thing.

Why Multilingual?  English is not enough?

According to Statista, English language reaches 1.5 billion people around the world in a population of 7.4 billion people, i.e., only 20.27 percent! Some of the most spoken languages includes:  Mandarin, Spanish, Hindi-urdu, Arabic, Portuguese e much more.

That’s why it’s so important to be multilingual. This guarantees a strong foundation abroad even before the content is out there. Solving the language issue is half the battle.  People who know English (in places where it is not their native language) still prefer content in their native language.

The ‘I cannot read, I will not buy’ study showed that more than 56 percent of people in more than 10 different countries preferred to buy in their native language.  The study also showed that people were six times less likely to spend time on a page that did not speak their language.  Becoming multilingual is important – it’s not about efficiency anymore, but about necessity. Without language translation, it would be pointless to aim for an audience that does not speak the language you do.

So, how do you prepare yourself to become multilingual?

  1. Do a thorough research and understand your market.

Mastering Content Marketing is not an easy task. You’ll need time and resources. That’s why it’s so important to know as much as you can about your market.  If you’re new in the market you want to fit in, think about how attractive your product will be for people from different cultures.  To adapt your product and content to the local preferences is the key for the success.  Globally successful businesses consider other factors such as culture side by side with multilingual translation services.

  1. Your central message is important. Develop it.

Think about your brand. Think about it as much as you can. Ask yourself: Why is it attractive?  What is it about my brand that makes you stand out from thousands of others in the market?  Am I promoting a luxury product or something common?  All this must be thought of with one thing in mind.  Cultural diversity.  Is your brand passing all the requisite tests for people of different cultures?  That’s where giants such as Pepsi and KFC stand out.  Their menus communicate with everyone regardless of where they are; But at the end of it, they demonstrate the same quality in all their establishments.

  1. Locating your content in the right way.

Machine translation is always available to help you, but it does not always translate sensibly into context.  Content marketers should never rely on this machine translation process.  You will not always get the solution you want. The best way to combat this is to hire local writers for multilingual translation services to ensure that your message is communicated the way you want it.  It may not be a bad idea to get acquainted with native preferences.  But how can you find the right translator and see if the translated content is 100% accurate?  This is where language service providers (PSIs or LSPs) or translation companies can help you.  Translation companies will help you choose the right translator considering your target dialect, audience, domain and more, ensuring the quality of your translations.   In addition, they also help in choosing the language most suited to their needs.  Dealing with translation companies ensures a much quieter experience.

  1. Simplifying Content Management.

Content management has never been easier.  Management systems like Drupal, WordPress etc. Make it very easy to manage and simplify your content as opposed to content management five or ten years ago.  In addition to being available in multiple languages, customers can also change the language interface whenever they want!  Local media managers can help you streamline this process by keeping all your accounts up to date, ensuring a quick and efficient response.

The multilingual approach to marketing is still relatively new, as it requires a lot of manpower, analysis, research and focus.  It can be incredibly rewarding if done properly.  There are few companies that are established in the multilingual marketing industry.  This does not mean that there is no fierce competition.  Every minute, companies are seeking multilingual translation services to reach the public that is farthest from them.  There may be no competition when it comes to big brands like Coca-Cola or McDonald’s because these are already established in the industry.  One should aim to be one of them, but do not forget there are a hundred other people and companies that are fighting for the same place. The more exclusive your product and the more honest work you do in improving your multilingual base, the better your marketing strategy will be, which will determine how quickly your product is sold.