If you’re a business person who hasn’t heard a lot yet about multi-lingual content marketing, you should be prepared to start hearing a lot more about it in the coming months. The reason it is becoming so important is the same reason that good content marketing has always been important – to reach more prospects and more customers.
You might think that it isn’t really necessary, because web pages can always be translated very easily in your browser – but this is only a language translation, and doesn’t take into account any of the real cultural differences which should be expressed in good content. So be prepared – the next big wave of marketing attention is likely to include a healthy dose of multi-lingual content marketing. Here’s how you can get a head start.
Keep your content simple
When writing content which is to be translated into several different languages, you need to keep it very simple and localized, so that translation can include the cultural differences specific to each of the selected countries. For instance, avoiding references to specific events in specific areas is a must, because it would have to be dropped altogether during translation. There will be unavoidable exceptions of course, but the general strategy is sound.
Familiarize with translation tools
There are many of these on the market today, and you’ll probably have great need for them eventually, so it’s best to get a heads-up on learning them. It might be worth your while to contact businessmen you know who may already be using software and new technology for content translation, so that you can learn the pros and cons of some of these tools.
Find a native-speaking editor
Even if this is difficult to do, it’s a very necessary step in the multi-lingual content process. No matter how good your translation software is, and no matter how modern your technology is overall, there is simply no replacement for a native-speaking copy editor. This person will understand the nuance of language, the euphemisms commonly used, and even the slang expressions common to the language being written.
Re-assess your audience profile
Your existing target audience profile may become at least partially obsolete when you being writing multi-lingual content. Facts and characteristics that are true of English-speaking customers may have little or no relevance in your market for Spanish-speaking consumers or Japanese customers. Most likely you will be obliged to formulate individual customer profiles for each different cultural group you are targeting.
Consider additional appropriate channels
During your profile assessments, you should have discovered which channels are most appropriate for reaching each individual cultural group of your overall target audience. Tailor your content marketing for each group to the channel where they are most easily accessed, understanding that you may need to become active in additional channels to accomplish that goal.
If it’s time to focus on multi-lingual content marketing, using best practices, then contact Linda Fanaras, President/Strategist of Millennium Integrated Marketing www.mill-im.com at Lfanaras@mill-im.com or 877-873-7445.