content marketing

As the saying goes, ‘content is king,’ and it does not matter which country your business is based in. When it comes to multilingual content marketing for companies, you must have a strategy. Whether you already have a global presence or want to launch your brand internationally, content marketing should be a crucial part of your promotional activities.

4.8 billion or 59.9% of the world's population are social media users. (April 2023 - Statista)

What is content marketing?

Content marketing is communicating your brand to your customer through different channels. It allows you to educate your audience on certain aspects of your products or services. It also enables you to provide extra product or service information that could be too detailed to fit on your main website. 

Content marketing comes in many forms and covers the following:

You can split your content into different types of communication and send or display it to your subscribers or followers. The channels you choose will depend on your target audience in each country. For example, you might have researched your potential customers and discovered they mostly hang out on Facebook. That’s okay if you are in certain countries, but a solo Facebook strategy might not be appropriate for all your target markets. 

What happens if you start content marketing in a country where Facebook isn't the top social media channel? For example, the top-ranking social media channel in Russia is and WeChat in China. In these instances, you will need to appeal to these social media channels too. It's essential to ensure that any promotions targeting certain countries comply with the relevant local laws.

7 tips for multilingual content marketing

Below are seven valuable tips for producing effective multilingual content marketing:

  1. Research your audience. This applies to any content marketing strategy, whether in your country or for multilingual audiences. By understanding your target customers’ values, preferences, cultural references, and jargon, you can create and adapt content related to their pain points.
  2. Add value and be sensitive to cultural differences. For your content marketing to succeed, it needs to have some level of value to your audience. The content should reflect your brand’s tone of voice and be relevant to the intended region.
  3. Keep messaging consistent. Different countries will require a different approach to localized content, so it’s important not to veer too far away from any core marketing messages. Adapt your strategy so your offering appeals to various target markets.
  4. Localize your content marketing. This is when text is adapted to suit a target audience, using relevant cultural nuances and references. The core marketing message might be the same, but this ensures that the content is understood.
  5. Make sure your core messages can be localized. Cost-effective content creation starts with using core messages that can be easily localized. If you need to recreate your marketing messages to suit a new target audience, read our blog, Why transcreation matters and differs from translation.
  6. Avoid diluting your marketing messages. When you share content across different markets, there’s a risk that core messages can become diluted. Creating tone-of-voice guidelines and a style guide will help your marketing team and marketing translators
  7. Integrate your content marketing strategy. By connecting your content marketing, you can make it easy for your customers to follow all your channels. Use social media ‘follow’ buttons in your email campaigns and add a call to action to your posts.

Translator for multilingual content marketing

Content marketing can be translated using sophisticated translation software. When you work with a professional translator regularly, this ensures that any nuances are stored within the translation system. Known as translation memories, this allows your translator to quickly search and recall previous phrasing and terminology for your content marketing.

When you are looking to expand internationally, this creates a variety of opportunities for content marketing. You can generate interest in your brand, products, or services using blogs, emails, social media, videos, and images. The key to achieving success with multilingual content marketing is to ensure that your content is translated in a way that resonates with the culture of your target audience.

At Lang Bay, we are your marketing translation specialists covering English, Polish, and Ukrainian. We can translate, localize and transcreate multilingual content marketing effectively so it connects with your target audiences. Your content marketing will always be on brand, reflect your voice, and successfully communicate your core messages. 

Do you need multilingual content marketing? Email to find out how we can translate your text for multiple global audiences.

If you have ever tried to translate text for your website content, you will see why professional translation is essential. So, how can SEO translations help you in your marketing? Search engine optimization (SEO) involves many different elements, from having a well-coded website on a fast hosting platform to linking with relevant external websites. It also includes the practice of using keywords that reflect real search phrases people are using online. 

SEO adventages

SEO translation helps your website to rank highly in the search engine listing for certain keywords in multiple languages. The aim is to make your website more visible and to drive people to your website. Increasing your website visibility will increase the number of potential customers visiting your website, generating more leads to help boost your sales.

SEO works best when you use keywords that relate to the people living in and searching online within a specific geographic region. When a translator specializing in website content translates your text, they will interpret the required keywords accurately and add these in. 

Simple translated texts vs SEO texts

If a UK-based company wanted to sell bathroom taps, for example, they might optimize a webpage for the key phrase “how to replace a tap”. Despite being an English-speaking country, in the USA people are more likely to search for the phrase “how to replace a faucet”. Further problems occur when keywords are translated into different languages, due to grammar differences. A translated keyword may no longer reflect the original keyword.

The aim is to use relevant keywords that relate to the people where the marketing is being targeted. If the translated keywords are not relevant to the people in the destination country, the SEO won’t work. A straight translation of text may also lack the right meaning, which can sometimes result in a different sense altogether! 

Creating a translation that takes SEO into account is not an easy task, as keywords from one market do not translate 1:1 to the other market. Therefore, it’s also important to carry out keyword research in every destination language.

What is essential in SEO for translated texts?

If you want your translated website to rank well in terms of SEO, you will need to research suitable keywords that reflect the search patterns of the destination country. You will also need to check which search engines, such as Google and Bing, are more popular in that particular country. There may also be small differences in the approach to optimization.

Remember, an SEO strategy in company blog might work well in one area or country, but not so well in another. So, your translation will need to be edited in line with your SEO strategy. If you want to rank higher on Google, for example, you need to include keywords in the URL, SEO Title and Headings on a webpage. 

Another important factor is the readability and correctness of the text. Most SEO website plugins check how well the content reads and give it a score. If the wording is easy to read, this improves the webpage and will affect the SEO rating. It is always important to use a human to review the final text, as SEO plugins can affect the quality of the wording.

Acquiring new and relevant weblinks is also useful for improving your domain authority. A website targeting a Polish audience would benefit from being linked to other relevant and trusted Polish websites.

Website localization is connected to SEO translation but focuses more on creating an enhanced user experience on your website. Localized website content would reflect details relevant to the user, such as currency, measurements, images and language nuances.

When you are choosing which phrases to weave into your website text, a full understanding of every language to be used on your website is crucial. It’s always better to choose a translator who knows SEO rules rather than trying to correct the text yourself. Ideally, your translator would take care of the SEO at the same time as translating your text. 

Lang Bay provides professional English-to-Polish SEO translations. I can translate and localize your website to attract Polish customers. With my translation services, I will help your e-commerce business succeed in Poland with accurate and engaging website content.

Are you looking for a translator who will ensure your website content is SEO-friendly and matches your brand tone of voice? Email to find out how I can help you with SEO translations.

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