Nowadays, we are all aware of the importance of Content Marketing and the benefits from its use. It can coax in new clients while helping you keep your relationships with your the ones you still have. Building a content marketing campaign is not an easy case though, especially when it is aimed at an international audience.
Being “international” in today’s world can be a pivotal way to engage new customers and spread brand awareness. Multilingual content marketing is all about breaking down the wall between your company and your clients by making your brand stand out through your content worldwide.
Many questions come to mind when it comes to diverse content. The principal two are “how difficult is it to create multilingual marketing content?” and “how does one spread it across countries and markets?”
Here are 5 tips for having a successful multilingual content marketing campaign:
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Do not stick to translation. Localise your content:
In order to gain new customers and introduce new products and services to them, you have to find out a way to communicate in a way that allows them to fully understand what you actually offer them. Clients obviously feel more comfortable reading the information in their own language. The Internet can help you find quality translators in affordable rates who can contribute to an international success. Although translation is really important, it is only one part of creating a multilingual content marketing campaign. Try to create a personalised experience for every international customer by adapting your content to the regional language, customs and values.
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Find the correct target audience:
When it comes to international business expansion the most important factor you should keep in mind is to choose the countries you will benefit the most from. Choosing the right countries/languages to adjust your message and translate your campaign could be a challenge, especially when they are so many options out there. Try to figure out which markets are going through a tremendous growth, and which can be implement into your strategy in the best way. Ask yourself: “which countries need my products or services?” and align your product/service to their local markets.
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Localise your website:
A good first impression is crucial. Nowadays there is no easier way of getting the information you want than a company’s website. Website Localisation goes one step further than plain content translation by changing as many features of the website as necessary to adjust to the regional needs and cultural expectations. SEO techniques are important for every website no matter what the language. It would be beneficial to figure out the most common regional keywords and apply them into your website architecture. The purpose is to produce a website that looks like it has been designed for that particular target audience. Localisation makes a brand more customer-focused. Learn more about localisation here.
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Choose the appropriate channels:
Social media has invaded our lives in the past decade. People are being constantly updated on world events while still communicating with each other and building corporate relationships via social networks. Social media works more efficiently when you receive feedback from their followers. In order to receive feedback and develop your content you have to research which social media channels are used by people who belong in your target audience. For example in China an email campaign would be more suitable than Twitter campaign, since the access of that channel is restricted.
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Be creative:
Everyone knows that a properly constructed promotional campaign of a brand requires a creativity. Be creative and tell a story to your audience. Create something that’s different and attracts people. Marketing is all about imagination and creativity. Engage your customers by giving them a fun experience with your product.
Many businesses around the world have realised that the world is changing and constantly offering new opportunities worldwide. Marketing multilingual content may appear to be an innovative way to approach new clients and introduce your products to them, but how you approach them is essential. Keep customers and their unique values and customs at the forefront of all marketing efforts. This will lead to a successful international marketing campaign.
Diamantoula Papadopoulou
