Why You Should Consider Content Marketing In Foreign Languages
The constantly evolving global market of today and the integration of new technology, which connects companies and buyers worldwide, has added new challenges for content marketing development. As a result, it is the time to think with a global perspective! Whether you’re executing some form of content marketing for a major brand like Coca-Cola who focuses on a massive international appeal and has a high budget global marketing strategy (GMS), or simply just started managing a smaller brand with a smaller reach. I would advice that regardless of your company’s size or international presence, that it’s always good to consider suggesting to your clients on implementing some content in at least one another language. There are multiple reasons for that suggestion. The first being that in the 21st century we live in multicultural societies, and therefore the opportunities of establishing brand loyalty, and connecting well with different ethnic groups are technologically feasible and highly lucrative. If you look at the most successful companies in the United States, we see brands like Mc. Donald’s and El Pollo Loco constantly marketing to the Latino community in the Spanish language on multiple platforms. As content marketers, it’s always best for us to understand how the world is changing around us, and how our audience potential will continue to grow. One renown blogger reported at The National Interest.Org reported that in 2015, “The number of Internet users in China has grown to 668 million, according to a report released last week by the China Internet Network Information Center (CNNIC) – Lincoln Davidson, This is How Big China’s Internet Is. If you still need to grasp the importance of diving into content marketing in for languages, “The top two most widely spoken languages in the world are Chinese with about 1,197,000,000 speakers, and Spanish 414,000,000 speakers.” – Infoplease.com . The second reason being the obvious, it only can work in your brands favor. What can start off as a small local brand could potentially expand into a more renown brand nationally or even gain international appeal. You never know, right? So, now that you know why it’s favorable to consider taking on content marketing in foreign languages I hope you feel less intimidated and ready to dive in! If you haven’t done content marketing in foreign languages, or already do but feel you need advice, here are some tips to guide you on your path to success.
Hire A Cross-Cultural Consultant
The first suggested tip to implement for content marketing in foreign languages is to consider hiring or gaining access to a Cross- Cultural Consultant also sometimes referred to as simply a Cultural Consultant. When posting in different languages, you want to make sure you use appropriate images, compose relevant information to that ethnic group, and use proper terms and language. You don’t want to accidentally annoy, offend, or try to sell them a good or service they have no interest in. If you want to target the many Chinese students at UCSD and sell them car insurance, you don’t want to waste your time by using Japanese kanji or related images. Make sure you educate yourself first and get the basics on any group your target by reaching out for advice first. Often times a cultural consultant may not be the actual translator, so verify as with any service you request, what it is included and what the costs are. Although the first thing that most likely comes to mind when considering hiring an expert is (ROI), and that strict budget the marketing teams are often adamant on sustaining. However these days you can often find so much of the information you’ll require, regarding cultural topics, and even do’s and don’t on multiple websites entirely for free. If you’re patient, it’s not difficult to reach experts, and even common everyday reliable people, from many ethnic backgrounds, who willingly give out free advice, and who can provide valuable input on any a variety of questions you may have before developing your content. There are entire forums that are overseen by strict moderators, you just need to be persistent in your search for a quality forum. Several social networks or question-asking websites, I suggest for free advice are; Quora.com, Answerbag.com. fluther,com, Yahoo Answers, or even Reddit.com (Reddit Answers), and even Youtube. In fact YouTube has amazing cultural consultants that constantly post important information with plenty of learning videos. You can access an abundance of reputable vloggers on a multitude of languages or cultural related topics, highly informative videos, and you can even reach out to them directly. Below is an example of one of my favorite, free cultural educators vloggers on Youtube.com below. The channel is called Double Chen, and they have answered me on a variety of topics I inquired on. You can ask them if Chinese nationals like or dislike certain things. If your brand sells fancy Italian wooden clocks for example, you’re going discover that they will not sell during Chinese New Year. Do not underestimate free advice from YouTube, it works, I’ve learned many customs and cultural differences from several channels. Of course, if you have the budget, check out sites like transperfect.com, they are a company that specializes in consultation services that I have also worked with in the past.
TRY TO KEEP IT SIMPLE
Aim to write source content that isn’t too complex. You don’t need to say too much to make a point, especially when you’re just starting your new venture writing source content in a foreign language for the first time. Write source content that that doesn’t require too much localization. You will obviously first right in the language you develop content for now regularly as you usually do, don’t jump into trying to adjust anything from your current source content. Often times, people start getting very anxious, and will worry about all the content that they have to translate or get localized by someone else. Don’t! You’ll simply paste your current work into a new document, and just break down your original content slightly, aim to make the message compact, modify and tailor it separately for the new target audience before any translation takes place. There may very well be opportunities where you have access to a non risky, and basic message you need to perhaps, “Tweet” and put out quickly. That’s a good opportunity for you to try some simple content marketing in a foreign language yourself. It can be a basic an image with the Year of The Sheep for for example or the beginning of Oktoberfest in Germany with the word cheers below it, in German. If it’s you are using Google translate for simple things, like a welcome banner or a Happy New Year greeting, that should be fine. Again, only for very basic content. Do not use Google Translate unless you have a translator/localization expert, on hand. You may use Google Translate, if you are already fluent in a language, but have a difficult time writing in it at times. If you’re not sure, just don’t do it, as this program often has major flaws when it comes to sentence structure. Please do not use the dreaded figure of speech, if your working with a localization expert they will either leave it out, or tell you that a comment doesn’t make any sense. Basic English will translate best, keep it simple. One of the best parts about developing content in different languages, is that Google doesn’t detect duplicate content in foreign languages. You don’t have to alter much when developing source content in other languages, not unless have the time and budget. Always aim to keep your source content simple, and you’ll be very successful.
USE GOOD SYMBOLS AND IMAGES
If you don’t have any foreign language skills you don’t have to stress out about reaching your audience effectively. There are plenty of symbols you can use to convey your information. Thanks to globalization many symbols are considered universal today. Use symbols to help you lessen your words on your foreign blogs and sites. There are many universal symbols you can combine with small sentences to easily express what you want your reader to understand and know about. Combine a few words and let your creativity do all the work. Find simple images portraying human emotions, smiles, shopping carts and the iconic for sale banners are all very universal. If you’re worried about producing your own material, sites like Moscow based design agency Just Be Nice Studio offers beautiful symbols and images for free. If you have Photoshop then try experimenting with different symbols and available art, these days you can always download a free trial version from the Adobe website. I’m going to share with a site that can serve of great benefit to those that might not already be familiar with it. Are you artistically incapacitated? Does time constraint leave you with no time to develop some of the mentioned content, or do you feel drained of creativity? And does your budget still haunt you? Well now worries! Fiverr.com just happens to be a site that has all your solutions in one place. You can get your hands on custom done, graphic design symbols, gorgeous artwork, and even amazing infographics made just for you, in any language you desire. There are a multitude of artists that you can directly content, and read reviews on. The best part about the service is that they have set deadlines and clear job costs on display. It is a very affordable option and you will find international artists that speak a variety of languages. I have personally used this site, and I have never been disappointed. You’ll soon learn that other related services are available here too for my prior tips.
IDENTIFY THE SITES THAT SERVE YOU
So you’ve been updating your original website and pertaining blog, and regularly running that well. You’ve also been insuring that your localized (translated) sites are all being professionally updated at this point with regularity with relevant, simple, and easy to understand fresh content. Now what? As with all efforts to optimize and draw more viewers with your first site, you should keep doing your homework on what are the best foreign websites that serve your brand. You want to continue to seek only optimal foreign language directories. You’ll have to decide which sites relate to your brand best. Your goals is to keep building backlinks and to keep generating buzz, much like you do with your regular site in this new terrain steadily and constantly. It may seem tedious at first but you don’t need to target many sites, just the most relevant ones that discuss what you’re marketing. It is good to become familiar with what the top internet sites are in the foreign language you’re branching your content marketing into. In China for example, facebook is banned. You would have to do some research to find that Weibo and Renren are similar social media sites. In Germany you would have to use Web.de which hosts a massive variety of blogs on different topics. Don’t be afraid to to use the translation option for foreign websites, for some reason the translation by Google while you scan around for relevant content and topics. Remember you can always ask a translator to review the list of sites you have in mind. You should employ online SEO tools like SEMrush.com which has an excellent backlinks tracker, to keep track of your links progress. You can also try Buzz Sumo to track your buzz appeal across the net. And lastly use Alexa digital marketing tools, which allow you to find the top sites within their own web and countries. You’ll have to get into the habit of going the extra steps, and learning to identity what sites best serve your content marketing goals in other languages, but if you’re applying my basic tips, you’ll see new traffic gradually assure you, you’re not in over your head…