How Can a Multilingual Blog Help Your Business Reach?

Running a company blog in English is an obligation for all companies that plan to expand abroad! Content marketing is a powerful tool to help you build your visibility abroad. Do not miss the opportunity to promote yourself in the international market. Find out why you should run a company blog and learn some of the best ways of successful blogging that outrank your competitors.

Is Creating a Multilingual Blog Worth It in 2024?

Do you manage a business account on Facebook, Instagram, or LinkedIn but don’t have a blog? Relying solely on social media for marketing isn’t the most efficient strategy because it makes you dependent on those platforms. You’ll see the risk when Meta’s tools go down, like when Facebook, Instagram, and WhatsApp stopped working and ads vanished. This has happened before, sometimes lasting from a minute to 2-3 hours. Another risk is that these companies might increase fees, and you’ll have to pay more just to stay "visible."

When you create a blog on your website, you retain control over your marketing efforts, independent of social media platforms. I’m not suggesting you should abandon social media or delete your accounts, but it's important not to rely solely on one platform. Diversifying your marketing strategies is a smarter approach.

But do internet users still want to read longer content, or do they prefer short TikTok videos or podcasts? Interestingly, there’s still a strong demand for high-quality content online. I’ve gathered some insightful data from marketing reports that I’d like to share with you:

• HubSpot shows that having a blog on your site can increase indexed pages by 434% and links by 97%, which improves search engine visibility.
• Content Marketing Institute - 73% of marketers say they successfully use a company blog to generate leads, and 64% say that a blog helps increase sales and revenue.
• TechNavio predicts that the value of the global content marketing industry will increase by USD 420 billion between 2021 and 2025, which shows the growing demand for content.

Data shows that social media's popularity is growing, but blogs are still catching up. It is still worth investing in content marketing, especially when you want to expand your business abroad.

What Are the Benefits of Writing a Multi-Language Blog?

Blogging in different languages brings many advantages, especially when growing your business internationally. By writing content in the language of the country you want to expand into, you can better connect with your target audience. For example, if you choose to blog in Polish, you can reach nearly 60 million Polish speakers around the world — of course, if your blog posts are well-optimized. This helps ensure that your content is understood and appreciated by a large audience, increasing your brand's visibility and trust in that region.

Testing the Foreign Market in Multiple Languages

You don't have to drop everything, move abroad, and develop your business there. In the beginning, it will be safer to take small steps. One of them may be a multilingual blog. Because of this, you will check the interest in the services or products you offer - you will create several articles on this topic and see how many people are interested in them. You can do it in Google Search Console and Google Analytics. 

Along the way, you will get to know the international market better and see what problems customers have.
Texts in various languages have the potential to reach a vast audience, allowing you to learn a great deal. What services or products do they need? You can discover this by analyzing the keywords that lead them to your articles and identifying the best-performing blog posts. Does the content provide enough information, or does it need more depth? Are foreign consumers interested in what works in your home country?

For example, in my Google Search Console, I noticed that most people find my website abroad using the phrase "starting a business in Poland as a foreigner." This article ranks the highest on my blog. So, I created a free ebook on the topic. When visitors download the ebook, they sign up for my email list. I don’t spam them with emails; instead, I send five emails inviting them to book a call with me to discuss their needs.

This strategy has helped me book numerous calls, collaborate with a local accountant, and develop a tailored service to assist foreigners in registering a company in Poland.

Increasing International Visibility for Your Website

After testing the new market, it's time to take active steps. Your successful multilingual blog content needs to be created with SEO practices in mind. This approach can help you rank in the TOP 10 Google searches, boosting your online visibility—making it easier for anyone searching within your industry to find your company.

But is having a multilingual site enough for good positioning? Running a multilingual blog will help you achieve faster and more effective results. You can't fit as many keywords on a website as you can in long blog articles.

Additionally, Google favors fresh content. Simply translating your website and leaving it unchanged for years won’t cut it. By regularly uploading new, optimized blog posts, you greatly increase your chances of ranking for specific keywords. A multilingual blog allows you to target many different phrases and reach various audiences, ultimately boosting your visibility in international markets.

Reaching Foreign Customers Through Multilingual Blogging

As your visibility on Google improves, you'll have the chance to reach new international consumers and attract more customers. By writing about topics your audience is actively searching for, you increase the likelihood that they’ll click on your article and stay on your site. High-quality content can persuade them to work with you, showcasing your expertise and industry knowledge. However, even the best-written content, if only available in English, might not reach someone in another country.

Blogging can open the door to fantastic collaborations. By linking to high-authority websites, you can connect with those sites and suggest guest posts to earn valuable backlinks, which will boost your website's visibility. Imagine reaching out to potential customers, offering to feature them in your blog posts that attract thousands of monthly visitors. You’re far more likely to spark a collaboration this way than by sending a plain email promoting your services.

Additionally, you can start affiliate partnerships by placing links to your partner's products in your content and earning a commission when someone clicks the link and makes a purchase. For example, Semrush offers $200 for every new sale made through your link. There are many other possibilities with affiliate marketing. This way you can monetize your blog and generate passive income. 

Building Trust and Positioning Yourself as a Best Expert

A company blog is an excellent way to showcase your industry knowledge. You can educate your audience, share tips, and highlight useful tools you use. Expert content will demonstrate that you know more about your product or service than your competitors, building trust with potential customers.

Through your blog, readers can learn about the people behind the logo and the team that drives the company. By creating valuable content tailored to customers' needs and concerns, you give your brand a voice and engage in the conversation. It’s easier for people to connect with an active and engaged organization than with a brand that stays silent.

Gaining an Edge Over Competitors by Translating Your Blog Content

Today, when someone searches for a service or product online, they don’t just buy from the first option they see. Consumers have countless choices, from online stores to global organizations. Often, they’ll compare several options before deciding. They’re more likely to trust a company that talks in their native language and presents itself as a specialist, making it crucial to build a strong online presence.

Having a multilingual blog gives you an advantage over competitors who only operate in one language. A multi-language company website with a few language versions of your blog not only helps you reach a broader audience but also enhances your professional and expert image.

Examples of Successful Multilingual Blog Translations

Do you think a foreign company cannot appear in the target audience's market? I can't agree with that! For example, foreign companies operate in the Polish market with great success. Several companies focus on content marketing and develop their blogs, both in their native language and other languages, including Polish. I also run my blog in two languages, English and Polish, and one of my target countries is the United Kingdom. And guess what? Potential leads from the UK find my articles and book calls with me!

Examples of foreign companies whose company blog in Polish has been successful:

1. IKEA - a popular furniture company, publishes articles on how to furnish an apartment. They add texts about how someone arranged their home with furniture from IKEA. Content is both an inspiration and an advertisement for products.
2. Badoo - the dating app runs a blog in Polish where they share dating advice.

How to Effectively Create Multilingual Blog Content?

Running a blog is not difficult, but you must follow a few rules. It can take a while at first, but it will go smoothly and quickly once you get the hang of it. However, don't be discouraged after a few days - you will see the results of content marketing activities after a few months. A company blog is a chance for regular views and traffic on the site, not one-off bursts of popularity.

A Few Tips to Get Started with Multi-Language Business Blogging

1. Create a blog on a business subdomain and as a separate tab, but never create a separate address. As a result, phrases from blog articles will help position the website, not the blog itself. Let the look of your content page match the style of your organization’s website.
2. Think about the purpose of your blog and who is the target group (to whom you are addressing your texts).
3. Set how many times a month you can publish the text. It should be at least 2-4 times a month. Regular posting is crucial.
4. Choose key phrases related to your industry, company, area of activity, or location to optimize your website. Don’t target the same keyphrase in multiple blog posts, as this could cause them to compete against each other in search results.
5. Look for topics that your audience is eagerly searching for. Use Google Search Console and Google Analytics. Check what questions they ask most often, create a survey on social media, and watch what the competition creates. Try to "put yourself in the client's shoes" and consider what issues may seem unclear.
6. Follow the E-E-A-T format. It stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
7. Monitor comments and participate in the discussion.
8. Promote your blog posts on your social media and other places where you're active. If you’re using LinkedIn like me, avoid putting links to your blog posts directly in the post. LinkedIn doesn't like it and tends to reduce your post’s visibility. Instead, it’s better to place the link in the comments.
9. Don't forget to add a clear CTA (call to action) at the end. It can be something like: Book a Call, Get a Free Quote, Get My Free Ebook etc.

How to Produce Blog Posts Following SEO Rules?

1. Select the main keyword for which the search engine should display the text. Use Ubersuggest to find good keywords (volume around 1000 or even less, low search difficulty - green).
2. Include the key phrase in your title, meta-description, headings, and throughout the body of your article. Use Yoast, a free plugin for WordPress, which will guide you on where to place your key phrases on your multilingual website for optimal SEO.
3. Use H1, H2, H3 headings and remember about their hierarchy.
4. Don't make your paragraphs clumpy. Break them up into smaller parts and use bullets instead.
5. Google's TOP10 includes articles that are over 1000 words long. Publish content that has a minimum of 750 words. However, the best-ranking blog posts have around 2000 words. 
6. Linking is crucial for text optimization, so make sure to add links to other subpages or articles in each blog post. Include both internal links (to your other pages) and external links (to relevant articles on other websites).
7. Enhance your content with other media, such as photos, videos, and infographics. Don't forget to put your key phrase in the file name and ALT text, which will boost your SEO. 
8. Each blog entry must be unique, so do not copy content from others. Otherwise, Google will not show this content in search results.
9. Add CTA (Call to Action). Encourage readers to perform a specific action - contact, join the newsletter, or write a comment or message.
10. A blog is a place to serve your brand. Don't forget to advertise your services or products.

A useful tool for writing SEO-optimized texts is Neuronwriter. You will create content that will achieve high results in Google. The program shows which keywords are worth using and displays them in the written article. You can compare your content with what your competition has created on an ongoing basis. A great application that speeds up work on the content and, at the same time, ensures that the article is SEO-compliant.

Best Practices for Creating Multilingual SEO Content?

You can create content in English yourself, as long as you know the SEO rules, or hire an SEO copywriter to do it. For blog content in other languages, it’s best to use professional translation services with SEO expertise. Simply running English content through Google Translate or ChatGPT isn’t a good idea—native speakers can spot it immediately.

When you want your company blog to reach a foreign client, you must ensure the language correctness. Otherwise, you will not be perceived as a professional and expert. Don't forget to learn more about the risks of using free online translators for business.

Moreover, if you hire a translation agency that knows nothing about SEO, you risk wasting your money. Your blog post may never be found online. The choice is yours.

Take your business to the next level. Offer your website and blog in other languages!
If you want to improve your reach, contact me. I will help you expand your business.