As a leading UK translation company and copywriting service provider, we help our clients produce unique content for overseas markets. This can take two forms. Our multilingual copywriters can either write original content in your target language, or our qualified linguists can localise content that you have already produced for new markets.
With the importance of relevant, timely and authoritative content continuing to grow on the web, this has proved to be a very effective way to boost the global presence of our clients while keeping the integrity of their messages intact. But how do you create a multilingual content strategy that grabs the attention of overseas readers for all the right reasons? Here’s our guide.
1. Make sure your core message is well-defined
When you’re communicating with prospective customers in lots of different markets, it’s very easy to lose track of exactly what it is you’re trying to say. That’s why your multilingual content strategy should always be built around a single, core message. Once you have defined that message, you need to strike the right balance between localising for target markets and introducing elements that will appeal to them, while retaining the brand equity you already have and are trying to build.
A good example is a brand like McDonald’s. While it keeps its overarching branding consistent, it brings local flavours, literally, to different countries by creating regional specialities. That’s exactly the approach you need to take with your content.
2. Get to know your target market
Making assumptions about what appeals to customers in a new market, their online behaviours and their values and needs is a dangerous game to play. For an effective multilingual content strategy, you should always take the time to research the culture and people of the region to avoid those potentially brand-damaging localisation clangers and produce content with local appeal.
Ask the following questions:
- What is the primary language used by your new customers?
- What cultural nuances do you need to be aware of?
- What are the online behaviours of your new customers (i.e. where do they hang out?)
- What are their expectations and needs?
- What are the trends that are emerging in the market?
3. Integrate your content channels
When you start to produce content for different markets, it’s very easy to lose track of what you have out there, how it’s performing and what kind of engagement it’s generating. Another risk is that you have numerous content outlets, such as social media accounts, that are completely separate from another.
That’s why you must integrate all of the platforms that you produce content on and manage them centrally. Content channels, such as your blog, social media accounts and your website, should also be linked together to create a seamless customer journey.
4. Create style guides for each country
When it comes to creating content for multiple markets, you can do it the easy way or the hard way. You can either create original content for each market with the help of a multilingual copywriting service provider, or you can produce content once that can be easily localised for all the other markets you operate in. The latter approach is certainly more cost-effective. Producing a style guide for each target market will make it easier to localise your content quickly and consistently.
5. Work with an experienced language service provider
Partnering with a language service provider that has a team of subject matter experts and mother-tongue translators will help you to produce authoritative multilingual content for your new customers. At Linguistica Translation and Recruitment, our copywriters, translators and transcreation experts are on hand to create content that gets your business noticed in markets around the world.
Please call 02392 987 765 or email firstname.lastname@example.org to discuss your project with our team.