Content Marketing – a tool to communicate with the target audience
By publishing your content in new languages you can scale up into entirely new markets of customers. So, content translation levels up for business. But the translation must be prepared with specifics of the new markets in mind.
A mere translation is not enough. Content should be understandable and catchy for new foreign customers. Knowing the language alone is not sufficient. A translator should understand the specifics of the business sector in this country. The mindset of potential clients and the geopolitical features of the country are also important.
The content plan is crucial
You should make a multilingual content plan before you start translating your content. This document should include:
- a description of target audiences,
- local features of the markets,
- advertising slogans,
- a promotional plan on social media,
- the structure of the language versions of your site.
Translators Family team recommends starting with your website localisation. Each version of the site should be developed on the basis of semantics and users` preferences. The main goal of localisation is to prepare the content in a foreign language in such a way that it appeals to the target audience and is technically correct.
Localisation team usually involves
- An SEO specialist who understands the requirements of various search engines (Google, Yahoo, Yandex, Baidu, Bing!, Seznam, Naver).
- A designer who understands how to make the interface and design according to the perception of information by the local users.
- A team of translators or content writers who prepare relevant and useful content.
- A team of proofreaders and editors who control grammar and terminology accuracy as well as consistency of the content.
- A native-speaking reviewer checks up local idioms, jokes, and other elements of language and culture which may not be evident for someone who doesn’t live in the target area.
- A project manager who coordinates the teams.
- A team leads for every market who makes sure the processes are adequate and who helps a project manager to organise their local team.
Both traffic and conversion actions on the site depend on the quality of localisation. In its turn, high-quality translation as the core part of the localisation process establishes the trust of the audience.
Our tips for the content translation
Firstly, we make sure that the translated text is clear and appealing in the target language. Moreover, each translation must be prepared by the native speaker of the target language. Secondly, we use special management software to communicate with all teams on one platform. For instance, proofreaders and translators should freely exchange information so that the translation is complete and accurate. Thirdly, we integrate all types of content (images, articles, video files) with a multilingual content marketing strategy. Fourthly, we make social media content with the same style as the website content. Fifthly, we make sure that your text is compliant with local laws and social platform guidelines. And most importantly, we remember the importance of using the right keywords and on-page and off-page SEO.
To conclude, content marketing is a strategy that focuses on creating and promoting exciting and relevant content to attract and retain a target audience. Its main goal is to convert potential clients into returning clients. When you go globally with content marketing, you should remember about the sufficient process of localisation and content adaptation for the foreign markets.