Lisa

This is a guest blog post by Elizaveta Naumov, Digital Marketing Manager at TextMaster, professional online translation, copywriting and proofreading service.

We all know how important content marketing has become – it brings in new leads, boosts your SEO, and creates a stronger connection with your existing customers. Creating a successful content strategy is hard enough, but how do you multiply that across countries and markets?

At TextMaster, this is something that we deal with on a daily basis – both for our clients and for ourselves. In our experience, there are 5 key points to keep in mind:

1. Make sure each language has personality

Content marketing is about building your audience and creating a rapport with your readers. It’s about breaking down the client-company wall and making a human connection by letting your brand personality shine through your content.  Whether you realize it or not, you have a voice – a writing style – that comes across all your communications.

One of the biggest challenges that marketers face is making sure that their brand voice is consistent across many languages. That’s where human translation becomes so important – you can ask your translator to use the appropriate tone and vocabulary for your target audience. They can also use their expertise to rewrite content so that it resonates with their local readers.

2.  Same language doesn’t mean same content

Remember that localizing your content is more than just translating it into another language. Think about how different American English is to British English. The same is true for French, Spanish, Portuguese, and countless other languages in different countries. It’s important to use the right vocabulary and expressions for each region so that your content really has an impact.

3. Monitor relevant local content

To keep your global content marketing strategy relevant to your audience, it’s important to stay on top of local news and trends. Don’t restrict yourself to traditional news sources; look at trending topics on social media and feedback in customer comments. Services like Mention help you to aggregate and filter content across the web. When you publish something that’s specific to one language or country, you’re showing customers that you are truly an international company with a local presence.

4. Work together

Whether your marketing team is located in the same office or spread out across the globe, it’s crucial that you communicate on a regular basis. Share ideas, experiences, successes, and failures. Not only does this generate new content, but it also ensures that your brand personality and voice are consistent.

5. Use the right channels

Your content may be perfectly adapted to the local audience, but if you’re not distributing it through the right channels, no one will read it. Facebook, Twitter, and Google+ are popular in most parts of the world, but did you know that VKontakte wins out over Facebook in Russia and that Qzone is the biggest social network in China?

Is it worth the effort?

Think of how much content marketing can do for you, now multiply that by the number of countries you are (or will be) in. While it requires a good amount of effort, a consistent multilingual strategy can have a truly significant impact on your business.

If you want to create alerts on mention to get content in different languages:Screen Shot 2013-11-29 at 16.02.32

Clément Delangue is the chief marketing officer of Mention, an application that lets you know what people are saying about you, your company or your competitors online. Before joining mention, he worked for eBay after being one of the first French professional sellers at age 17. He also co-founded several startups, including UniShared and VideoNot.es.

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