While content marketing strategies are on the priority list of digital marketers and businesses for 2013, a multilingual content marketing strategy doesn’t seem to get much of a mention. As more of the world gets online, the global audience for brand content and content in general is growing fast.
Global companies such as Coca-Cola, Nike, and L’Oreal are reaching out to these online users via different media platforms including social media, video marketing, as well as targeted digital campaigns. So what lessons can we learn from them to capture an international audience?
With a study showing that 58% of Fortune 500 companies already have multilingual websites, developing a multilingual content marketing strategy is becoming a priority. What does this mean? Essentially it means adapting the message to different audiences using multiple channels to engage your audience and customers.
Here are 4 essentials to creating a multilingual content marketing strategy.
1. Develop a compelling core message
Each company has a brand image they can leverage off. For example for Starbucks it is about community and the “third place”. For Red Bull and their association with extreme sports, they are the drink of choice for adrenalin junkies. McDonald’s adapts its menus and marketing to fit local audiences but the core message of “I’m lovin’ it” is used worldwide.
2. Translate and localize the message
People are more likely to respond to web content in their own language according to research conducted by the Common Sense Advisory. However translating content alone will not suffice, cultural nuances, tone of voice, local references and celebrities as well as choice of color and words need to be taken into consideration. McDonald’s for example uses in-country translation and localization teams to ensure that the localized content used, strikes the right note with their audiences.
3. Content management for a multilingual content marketing strategy
Managing a multilingual content marketing strategy can seem like a nightmare especially when multiple platforms are being used. Having said that today’s content management system allow for integrated content management and makes disseminating content much easier. Also it helps to hire local staff for positions like social media management.
4. Multichannel integrated communication strategy
Conveying your brand message to reach your audience and engage with them is best done across multiple channels and with an integrated communication strategy that includes paid ads. For example Pizza hut in China uses the local equivalent of Twitter – Sina Weibo, to link to special offers in its restaurants and is also featuring the microblogging site on its TV ad campaign. (Image Source)
FC Barcelona also has adopted a similar strategy to tap into a strong yet large fan base in the country. In China it uses a localized website and social media feed via the Tencent Weibo site. The football club has also developed a partnership with the Catalan tourist board to promote the region as well.
Ensuring your localized content works on different devices including mobile devices, be it a video, blog or website is also key to reaching a wider audience.
Do you believe we left or missed out any components that are crucial to creating an effective multilingual content marketing strategy? If so let us know in the comments below.
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