The Multilingual Content Marketing Strategy

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The Multilingual Content Marketing Strategy
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A report from Pagefair says that approximately
200 million people worldwide have installed
ad-blockers. This obviously came as bad news to
marketers who had been relying heavily on paid
ads as part of their marketing strategy. Lucky
for them, content marketing is a way to continue
marketing efforts and reach consumers with
messages they need. The fact that many of the
companies out there are swaying towards content
marketing should not come as a surprise Content
marketing works by getting people interested in
content that matters to them. This also serves a
hidden purpose wherein the brand that you
represent gets promoted as well. But what if
your target consumers do not understand your
content? This is the reason why multilingual
content marketing strategy has become the wave of
the future.
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Why multilingual? Isnt English enough? According
to Statista, English accounts to around 1500
million speakers worldwide in a population of 7.4
billion, i.e. 20.27 only! Some of the major
spoken languages include Mandarin, Spanish,
Hindi-Urdu, Arabic, Portuguese and more. This is
why going multilingual matters. It already
ensures a strong overseas base, even before your
content is out there. Getting the language right
is half the battle. People who know English (in
places where it is not their native tongue) still
prefer content in their native tongue. The Cant
read, wont buy study showed that more than 56
people in over 10 different countries preferred
buying in their native language. The study also
showed that people were six times less likely to
spend time on a webpage that did not speak their
language. Going multilingual is important it is
no longer about efficiency, but rather, it is a
necessity. Without language translation, it would
be pointless to target an audience who dont
speak the language that you do.
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• So, how do you prepare for going multilingual?
• Conduct a thorough research and understand your
  market.
• Mastering Content Marketing is no easy feat. It
  takes time and resources. That is why it is very
  important to know as much as you can about your
  market. If you are new to the type of market you
  want to fit in, and then think about how
  appealing your product will be for people of
  different cultures. Adapting your product and
  content to the local preferences is key. Globally
  successful businesses consider other factors like
  culture alongside multilingual translation
  services.

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• Your core message is important. Develop it.
• Think about your brand. Think about it as hard as
  you can. Ask yourself, Why is it appealing? What
  is that one thing about my brand that makes it
  stand out from the thousands of others in the
  market? Am I promoting an item of luxury or
  something ordinary with a twist? All of this
  should be thought of with one thing in mind.
  Cultural diversity. Is your brand checking all
  the boxes of the requirement for people of
  different cultures? This is where giants like
  Pepsi and KFC stand out. Their menus communicate
  with everyone, no matter where they are from but
  at the end of the day, it serves the same quality
  at all of its outlets.

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• Localizing your content the right way.
• Automatic translation is always there to help
  you, but it does not always translate as per the
  context in a sensible way. Content marketers
  should never rely on this process of automatic
  translation. You will not get the response you
  want all the time. The best way to overcome this
  is hiring local writers for multilingual
  translation services to make sure that your
  message gets communicated the way you want it to.
• It might not be a bad idea to familiarize
  yourself with the native preferences. But how can
  one find the right translator and verify if the
  translated content is 100 accurate? That is
  where Language Service Providers (LSP) or
  translation companies can help you. Translation
  companies will help in choosing the right
  translator considering your target dialect,
  intended audience, domain and much more while
  ensuring the quality of the translations.

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• Simplification of 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 supporting multiple
  languages, the customers can also change the
  language interface whenever they want! Local
  media managers can further help you in
  simplifying this process while also keeping all
  of your accounts up to date, ensuring a quick and
  efficient response.
• 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 right. There are
  very few companies that are established in the
  multilingual marketing industry.

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This does not mean that there isnt fierce
competition. Every minute, companies are looking
for multilingual translation services to reach
audiences that are farther away from them. There
may be no competition when it comes to the big
brands like Coca-Cola or McDonalds because they
are already established in the industry. One must
aim to be one of them but not forget that there
are a hundred other people and companies that are
vying for the same spot. The more unique your
product, and the more honest work you put in
improving your multilingual base, the better your
marketing strategy which will determine how fast
your product sells.
Thank You...