Benefits of Multilingual Content Marketing You Don’t Know About

Multilingual Content Marketing Strategy a Key to Global Market

Content marketing is communicating your brand to your customer through different channels. It allows In a world that's more connected than ever, businesses are rapidly adapting to global markets using multilingual content marketing strategies. These strategies not only open doors to new demographics but also deeply resonate with local audiences by addressing them in their native language. This personalized approach significantly enhances user engagement and trust, leading to higher conversion rates and sustained customer relationships.

 Moreover, it positions a business competitively in diverse markets, optimizing digital marketing efforts and aligning with SEO best practices for better visibility and reach. Such strategic content adaptation and optimization are crucial in maximizing a company’s global potential, ensuring that the marketing messages are culturally relevant, impactful, and effectively managed across different regions.

What is Content Marketing?

Content marketing is communicating your brand to your customers 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:

• Blogs on your company website
• Email marketing and campaigns
• Social media posts and articles
• Videos and in-app marketing
• Images and infographics 

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 VK.com, while in China, it's WeChat. 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.

4.8 billion, or 59.9% of the world's population, are social media users.

Best Practices for Multilingual Content Marketing Strategy

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

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.

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.

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.

Keep messaging consistent.
Different countries will require a different approach to translated content, so it’s important not to veer too far away from any core marketing messages. Adapt your strategy and optimize your content so your offering appeals to various target markets.

Localize your content marketing. 
This is when text is adapted to suit a target audience, using relevant cultural nuances and references. The core message might be the same, but this ensures the marketing content in multiple languages is understood.

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 article

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. 

SEO Content Localization for Websites and Apps

According to research, only 15% of the global population speak English (Lingoda). Imagine how many new customers you could communicate with by using people’s preferred language? Multilingual websites and apps enable prospects to easily converse with you. This will allow you to build better relationships with your online audiences, resulting in higher engagement with your marketing content. 

An engaged audience is much more likely to convert into paying customers, resulting in more sales for your business. When your website or app users can choose their own local language, this increases familiarization. As your prospects become more familiar with your brand, they will feel more comfortable asking questions and buying from you. When it comes to your website, SEO translations are also important. Knowing how certain keywords perform in multiple languages will help your website to rank highly in search engine listings. 

If your competitors do not offer a multilingual user experience, this will distinguish your business from others within your marketplace. You might be able to take advantage of this further by carving out a niche within a local market and expanding your own customer base.

What To Do Before Creating Multilingual Content

If you are undecided on what language to use for your website or app, first carry out some market research. The best way is to analyse your potential customer base, and in some cases, you could even ask users what their preferred language might be. Most nations have official statistics that provide data on the languages spoken in that particular country. 

One way of seeing a user’s preferred language is the http protocol. Web browsers send a list of optionally weighted languages to a user, which represent the user’s preferences. This is not completely guaranteed, but it is one way of gaining clarity on who’s using your platform. 

Although Google Analytics offers insights into the IP geolocation of your website traffic, you need to remember that people speak multiple languages within one country. 

• In the USA, it’s thought that 13% of the population use Spanish as their first language, despite it being considered an English-speaking country. 
• In Europe, there are countries with a language mix. Belgium, for example, has three official languages – Dutch, French and German. 
• In Central and Eastern Europe, you will find several languages are spoken, such as Russian, Polish and Ukrainian.

Using the example of an app targeting a Polish audience, you would include relevant information that resonates with their needs, wants and desires. This involves a deep understanding of the Polish people’s culture so you can use any language nuances. The Polish translated text also needs to be of a high quality to capture people’s interest.

Benefits of Multilingual Marketing Content

Creating a robust multilingual content strategy can significantly enhance your global content reach, allowing for a more tailored and effective marketing campaign. Here are the expanded benefits of adopting such an approach:

1. Wider Audience Reach
   By creating content in multiple languages, you can tap into new markets and connect with audiences globally, making your brand more inclusive and accessible.
2. Enhanced User Engagement
   Adapting your content to meet the cultural and linguistic preferences of your target demographic increases engagement, as users are more likely to interact with content that resonates with them on a personal level.
3. Improved SEO Performance
   Multilingual SEO best practices can dramatically improve your website’s visibility and ranking on search engines in different regions, driving more organic traffic.
4. Increased Conversion Rates
   When potential customers understand your marketing materials in their native language, they're more likely to trust your brand and convert, thereby boosting sales.
5. Competitive Advantage
   Implementing a multilingual content strategy can set you apart from competitors who may not offer localized content, giving you a strategic advantage in global markets.
6. Optimized Digital Marketing
   Localizing and optimizing content for different languages ensures that all digital marketing efforts are effective across diverse cultural landscapes, maximizing ROI.
7. Flexibility in Campaign Management
   A right strategy allows for flexibility in adjusting content and campaigns according to regional trends and feedback, enabling more dynamic and responsive marketing efforts.

By effectively utilizing a multilingual content strategy, your business can not only adapt but also thrive in the ever-evolving landscape of global digital marketing. This approach not only maximizes reach and engagement but also aligns with SEO best practices and digital marketing goals, paving the way for successful international expansion.

Localize Your Content to Reach a Global Audience

Whatever language you choose, it is important to use relevant phrases within your app or website text. It is crucial that you fully understand the meanings of any wording used in case there are variances. Don’t forget that a phrase in one language may have a completely different meaning in another country. So, localizing your text is essential. 

According to a survey carried out by CSA, 68% of customers are happier to pay a higher price for a localized product. Localization benefits mobile apps and website content by improving the user experience. Localized text uses specific details which are relevant to the user’s nationality, for example, language phrasing and local currency. 

By using a translator who is also a localization expert, your business or brand will be able to attract and retain more customers. Langbay offers professional English-to-Polish mobile app translations and website translations. By translating and localizing your app or website into Polish, you can take advantage of one of the fastest-growing markets in Europe. 

A multilingual content marketing strategy is crucial in today's global market because it allows businesses to reach new markets and connect with local audiences in their native language. Creating content in multiple languages not only broadens your customer base but also enhances your marketing campaign's effectiveness. It's important to consider cultural nuances and use localization to ensure that marketing materials are tailored to each different language group. This approach helps build trust and engagement, making your content more accessible and appealing to a diverse audience. Such strategies prove vital in driving more engagement and expanding a brand’s presence across various geographical locations.

At Langbay, we are your marketing translation specialists covering English and Polish. 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 info@langbay.eu to find out how we can translate your text for multiple global audiences.