How to Master Multilingual Content Marketing in 10 Steps

  • 2024-06-17
  • Serra Ardem
How to Master Multilingual Content Marketing in 10 Steps

If we have to choose one motto for multilingual content marketing, it will probably be “Go local to go global.” This sentence perfectly sums up the situation as today, tailoring content to local differences is essential for achieving global engagement and success.

In this blog, we will explain:

  • What multilingual content marketing is and its benefits
  • How to build a multilingual content marketing strategy in 10 steps
  • 3 best practices for multilingual content marketing

Let’s get started.

What is multilingual content marketing?

Multilingual content marketing is the strategy of creating and distributing content in multiple languages to reach a wider, global audience. Going beyond mere translation, it aims to adapt content to resonate with cultural preferences and local references.

This strategy is especially important for businesses or organizations that operate globally and target diverse linguistic markets. However, small businesses, solopreneurs and creators also can (and should) adopt multilingual content marketing to grow and better connect with their audience segments.

An illustration of a globe with pins surrounding it.

Examples of multilingual content marketing include localized:

  • Website content (about pages, product descriptions, etc.)
  • Blog posts
  • Social media posts
  • Email marketing campaigns
  • Video content (tutorials, promotional videos, etc.)
  • Digital documents (whitepapers, e-books, infographics, etc.)
  • Print materials

5 Benefits of Multilingual Content Marketing

Whether you’re a multinational corporation or a local business owner, here’s how multilingual content creation can offer you a range of benefits:

  • Stronger online presence: By providing content in the languages your target audience consumes, you’ll improve search engine rankings globally, and drive more organic traffic to your website and social media channels.
  • Competitive advantage: Multilingual content marketing sets you apart from competitors who solely rely on one language and positions you as an advocate of inclusivity.
  • Deeper connections: By speaking your audience’s language, you show respect for their culture and a genuine desire to understand their needs, which builds trust and loyalty over time.
  • Positive brand image: Creating content in multiple languages demonstrates your commitment to cultural sensitivity and contributes to your overall brand image.
  • Valuable insights: By analyzing engagement metrics across different regions and languages, you gain meaningful insights and inspiration for future endeavors.
Two women shooting a cooking video in a garden.

How to Build a Multilingual Content Strategy in 10 Steps

A solid multilingual content marketing strategy requires dedication, careful planning, and of course, empathy. Here’s a step-by-step guide on how to build one that resonates with international audiences and drives results.

1. Build a Roadmap

It’s crucial to know your destination before embarking on your multilingual content journey.

  • Define your goals clearly. Do you want to increase brand awareness, generate leads, or boost sales in specific regions?
  • Conduct market research to identify promising areas with high growth potential or existing customer base.
  • Check your website traffic data to see the languages your audience speaks.

2. Delve Deeper

After deciding on your target markets, it’s time to delve deeper to grasp the cultural nuances of each audience segment.

  • Develop buyer personas for each target market by considering demographics, interests and online behavior.
  • Research cultural differences and communication styles to make sure your content resonates.
  • Analyze your competitors’ multilingual digital presence to learn from their success and spot potential areas you can fill.
A laptop screen showing analytics metrics.

3. Prioritize Languages and Content Types

Now you have a better understanding of certain audiences, you can strategically choose which languages and content types to focus on.

  • Take factors like market size and internet usage into account when prioritizing languages.
  • Consider an audience’s preferred online platforms and content consumption habits to decide on the content you’ll create.
  • Weigh the cost of translation, content creation, and distribution for each language and content type to maximize resource allocation.

4. Make Specific Schedules

A well-organized content calendar is crucial for ensuring consistent delivery across different regions and markets.

  • Incorporate local holidays and cultural events to tailor content and optimize timing for each audience.
  • Schedule deadlines for translation into the target languages, factoring in time zone differences and potential revision cycles.
  • Utilize built-in scheduling features or third-party tools like Hootsuite to easily manage content distribution.
Calendar for September 2024.

5. Choose Your Tools

For an efficient multilingual content marketing strategy, it is essential to have the right tools that will aid you throughout the process.

  • If you’re using a content management system like WordPress, explore website translation plugins like Weglot specifically designed for multilingual content.
  • For video translation and subtitles, prefer an AI-powered software like a video translator that comes with high accuracy, diverse language options and user-friendly interface.
  • In case of multilingual keyword research, use tools like Semrush or Ahrefs to ensure your content is optimized for local search engines.

6. Conduct Keyword Research

Let’s pay close attention to this step as it is the key to better search engine visibility, reach and audience engagement in a different language.

  • Go beyond search volume and analyze the search intent behind keywords.
  • To drive targeted traffic, make a list of long-tail keywords, which are more specific and have often lower competition.
  • Partner with multilingual marketing services or a native speaker to guarantee your chosen keywords are culturally appropriate.
SEO word illustrated with a target sign.

7. Create Localized Content

Now you can put your multilingual content strategy in action and speak directly to the hearts of audiences around the world.

  • Embrace transcreation, which adapts the core message and intent of your content to fit the cultural context and emotional tone of your audience.
  • Integrate humor elements for local references, but always be mindful of cultural sensitivities.
  • Collaborate with local creators, bloggers or influencers, and draw inspiration from their perspectives and expertise.

8. Promote Your Content

Creating multilingual content is only half the battle; you need to actively promote it to truly connect with your target audiences.

  • Research which platform dominates each market, as different regions have varying social media preferences.
  • Consider the symbolic meanings of colors in a specific market and choose visuals that do not offend cultural norms.
  • Actively engage with audiences in each market by responding to comments, and running contests or polls tailored to local interests.
Colorful social media icons and signs.

9. Analyze Your Performance

Continuous monitoring and adaptation will ensure your multilingual content marketing efforts are delivering the desired results.

  • Define relevant key performance indicators (KPIs) for each market and content type, which might include website traffic, engagement metrics, conversions, and brand mentions.
  • Use tools like Google Analytics or your social media dashboard to identify trends and patterns unique to a target market.
  • Utilize A/B testing to compare different versions of your content and see which elements perform best.

10. Maintain Consistency and Quality

Building trust and brand recognition in a global marketplace requires consistent delivery of high-quality content across several languages.

  • Establish a smooth process by attaching clear responsibilities for content creation, translation, editing, and approval.
  • Use a cloud-based subtitle translation software that can remember and apply recurring phrases from your brand terminology.
  • Regularly review your content calendar as cultural trends and language usage can evolve over time.
A notebook with "Content Strategy" written on it.

Best Practices for Multilingual Content Marketing

Before we conclude our blog, we want to list 3 best practices for multilingual content marketing. These should encompass all 10 steps mentioned above and be your guiding philosophy throughout your journey.

Have a Brand Style Guide

A well-defined brand style guide is even more crucial in the multilingual digital marketing landscape. It should include your brand’s voice, tone, color schemes, typography, imagery guidelines and terminology to ensure consistency across all languages and markets.

Consider how these elements translate culturally. For example, certain colors might have different connotations in various cultures. While yellow is a cheerful color in many Western countries, it can be linked to death and mourning in Egypt and parts of Latin America. Make sure you find the balance between adapting elements and maintaining your brand identity.

Embrace Accessibility

Accessibility is a key component of reaching a diverse audience. Your target languages should follow the same principles as your primary language, such as having alt-text descriptions for images, providing subtitles or transcripts for videos, and ensuring your website is navigable for all.

You can use Maestra’s AI Subtitle Generator to instantly add subtitles to your videos in 125+ languages. This will not only enhance comprehension for viewers who prefer or require subtitles in their native language but also broaden your reach. Additionally, offering a transcript with Maestra’s fast transcription tool will further improve accessibility for those who are deaf or hard of hearing, as well as individuals who prefer to consume content by reading.

Maestra for multilingual content marketing

Comply with Local Regulations

Compliance with local regulations is essential to avoid legal issues and maintain your brand’s reputation across different markets. Each region may have specific laws and guidelines in case of data collection and privacy, disclosure requirements, advertising standards, and more.

Educate yourself on the regulatory requirements in each market where you execute and plan to expand your multilingual digital strategy. For complex legal matters, consult with a lawyer specializing in international marketing regulations. This can help you navigate potential challenges and demonstrate your commitment to ethical content creation practices.

Frequently Asked Questions

What are the 5 Ps of content marketing?

The 5 Ps of content marketing are Plan, Produce, Publish, Promote, and Prove. In order, they involve setting goals and understanding your target audience, creating content, getting it out, amplifying its reach, and measuring the results. As a comprehensive framework, these steps can help you achieve long-term success.

Why is multilingual SEO beneficial for businesses?

Multilingual search engine optimization is beneficial as it allows businesses to rank higher in search results for their target languages, driving more organic traffic. Moreover, users generally prefer to consume content in their native language, and providing multilingual content brings a better user experience. Lastly, multilingual SEO is often more cost-effective than setting up physical operations in new markets. Businesses can test the waters before committing substantial resources.

How do you use inclusive language in marketing?

To use inclusive language in multilingual content marketing, make sure you avoid technical, overly complex jargon as it can alienate a broader audience. Plus, be mindful of ability terms that reinforce stereotypes about disabilities. For example, say “uses a wheelchair” instead of “confined to a wheelchair.” Additionally, don’t forget to use alt text for images and captions on videos for accessibility purposes.

What are content marketing statistics in 2024?

According to Forbes, the content marketing industry is projected to reach $600 billion by 2024. 90% of marketers integrate it into their approach, which proves that it is no longer an optional strategy but a norm. Meanwhile, AI’s role in content marketing expands day by day, as more people employ these tools for brainstorming ideas, creating outlines and drafting content.

Summary & Key Takeaways

Let’s review what we’ve covered in this blog and summarize the key takeaways for developing a solid multilingual content marketing strategy:

  • Always build a roadmap first to decide on your target markets, and then delve deeper into the local habits and preferences of each market.
  • Create locally-specific content calendars for planning and choose easy-to-use, AI-powered tools for translation, localization and keyword research.
  • Adapt your content to fit the context of a specific market and promote it via the right channels.
  • Regularly analyze your content’s performance to identify growth opportunities and keep up creating high-quality content.
  • Make sure you have a brand style guide, and follow accessibility practices and local regulations in every step of the process.

By adapting the strategies and tips mentioned above, you can effectively engage a global audience, grow your brand, and strengthen its presence across the world.

Serra Ardem

About Serra Ardem

Serra Ardem is a freelance writer and editor based in Istanbul. For the last 8 years, she has been collaborating with brands and businesses to tell their unique story and develop their verbal identity.