How to Create an Effective Multilingual Content Strategy

When it comes to digital marketing, your content marketing strategy is the basis. Everyone company, regardless of how big or small, needs to have a strategic plan on how to produce and publish content for marketing and digital presence.

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However, if you’re trying to act globally, and launch your business higher, you need to create an effective multilingual content strategy. That means that you need to adapt your content to different markets you’re targeting and have a strategy for each new territory that you choose. Simply translating your initial website from English to other languages won’t do the trick.

If you’re curious to find out what are the steps in creating a multilingual content mattering strategy, just keep reading.

Target the Local Market

First things first, you need to identify the new local market and find out as much as you can about it.

This means that you to learn about the new market, the people who belong to it, and their needs.

That includes:

  • the language they speak
  • the culture they belong to
  • their typical online behavior and habits
  • their needs
  • their values
  • their expectations

Learn as much as you can about your potential clients on the new market and ensure you know where you’re going with your content development strategy.

Create the Content They Need

Once you finish step one, you’ll realize just how different each new target audience is. Consequentially, you’ll realize how important it is to create specific content aimed at specific audience groups, instead of simply translating your available content.

In other words, content creation for your global content strategy needs to cover the following:

  • relevant content

Discover what are the trending topics in a given region and what type of content is the most engaging and converting.

  • search engines

Not every country uses Google as their main search engine. Discover what the main search engine of your target audience is, and write specifically for that search engine.

In addition, you’ll need to find specific keywords for the new market.

  • social media

Find out which social media platforms are the most popular ones in your target area and ensure you’re present on them.

Developing a content strategy which is to impact people on a global level requires you to curate specific content aimed at different groups of target audiences. It does take a lot of effort, but the results will be undeniable.

Localization

In case you already have content written in English and believe your new target market would enjoy that same content, you need to focus on localization.

The basis of localization is definitely translation, but there’s much more to it. Take a look at all the essential steps in the localization process:

  • translation

Translating the initial content you published in English requires that you hire a professional translator to translate your content to the target language.

  • adaptation

When translating, it’s important that change the following:

  • measurement units
  • currencies
  • date formatting
  • sizes
  • cultural awareness

Learn about your new audience and make sure your content is suitable for them and their cultural beliefs. You’ll need to change some colors, images, or your entire design so as to make it appropriate for the new audience.

For example, a cow is a sacred animal in India so you wouldn’t want to showcase it in a disrespectful manner in your design.

Separate platforms

Finally, there’s the question of whether or not you should create separate websites and separate social media profiles for each new target audience and market.

It might be a good strategy to separate your multilingual content because your audience will find it easier to get to the content curated for them and interact with you if they feel the need.

Therefore, consider separate websites and social media accounts as the final step in your multilingual content strategy.

Final Thoughts

It takes a lot of strategic planning and smart decision to create a successful multilingual content strategy. Hopefully, the tips above gave you guidance and helped you learn about the whole process.

Now, all you have to do is get started and use the advice we gave you.

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