- November 2, 2017
- Posted by: Ravi Kashyap
- Category: Content Blog, Global Marketing, Translation Blog
Well, content marketing has never been a child’s play rather it is difficult to get everything right even in one language. Putting just any content will not serve the purpose alone rather you need an attractive and informative one which let you build up strong relationship with the potential clients or customers.
Here are 4 multilingual content marketing strategies from brands that actually work:
Unbounce’s Strategy: Consider a Local Marketing Ambassador
Basically, unbounce is a landing page and conversion marketing platform which help marketers build, test and optimize landing pages. Believe it or not, the company relies heavily on content marketing to let their English-language business succeed. They hold a popular blog, robust social media presence and an effective resource for marketers.
Unbounce began spreading its wings into the German market in 2015. They gave an effective key recommendation: Go for a local marketing ambassador.
Ben Harmanus of Unbounce made use of his knowledge of the local area to select content to translate from English, placed it appropriately to build up German language community on social media. They used human translation for effective marketing.
Stefanie Grieser from the concern said, “The day a brand gets a local ambassador is the day they become a local player.”
McDonald’s strategy: Provide what they want
In the US, go to any McDonald and order the same menu items prepared the same way each time. Usually, the appeal of the Golden Arches has always been a consistent experience over there.
Other than the US, the approach is different. They give international customers what they actually crave for. In India, you will not find beef or pork on the menu. Local patrons can place order for McAloo Tikki or a Maharaja Mac (vegetarian or chicken). Similarly, customized digital and content marketing proves to be effective for them.
For example, the kind of information a company choose to highlight for its Indian audience varies from what it uses for French audience. To be more specific, the Indian version of the homepage largely emphasizes on vegetarian options. Not only this, it also throws light on promotional meals meant for sharing between two or more people. Their social media posts are found humorous that fulfills their objective of “simple easy enjoyment.”
As far as French market is concerned, the homepage of McDonald highlights “healthy” options like salads and “premium” chicken. They build up trust by focusing on their environmental commitments and sustainable seafood.
Coca-Cola’s strategy: Global Themes, Local Content
The company works with a “One Brand” strategy that extends to its global marketing. It includes “universal moments and storytelling which helps them resonate with customers on a global level. This does not mean that they do not localize as there is a proof of how they keeps together global themes with local content.
They don’t just translate popular American articles and hope for retweets from France. Usually, publications in every country highlight topics, events and news which matters for that region. And when American content is incorporated into international blogs, it is translated to fit within the context of local interest. In fact, global themes and local interest makes a perfect combination of both the worlds.
F.C. Barcelona Expanded Into China from a Small Start
The company used Chinese social media sites as a smart content marketing strategy. Initially [The club] tested the water by launching Chinese social media accounts. And when it all succeeded, they followed up with an impactful website. Taking club’s approval, Tencent is creating branded applications and games for the site focused upon the local market.
As a whole, always start small with your multilingual content marketing strategy and take it to the next level gradually. When you are going to assign the work to other companies, it’s good for you to be aware of the major outsourcing translation requirements.
Translation for content marketing
Well, impactful content marketing helps to build up an emotional bond between companies and prospective clients. Just go with a skilled language service provide who possess local area expertise and is capable enough to translate your brand voice into a language what your potential audience understands better. Never rely solely on Google Translate to connect with your international customers as you would not your brand to be a robot.
In a nutshell, you must try out these multilingual content marketing strategies to make your brand reach out to the prospective audiences globally.
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