Five Approaches That Work in Multilingual Content Strategy

Hey everyone! We stumbled upon an article about tackling multilingual content strategy and want to share with you a summary.

Approaches That Work

Audience Keywords: Understanding what your target audience is searching for in their language is essential for connecting with them effectively. Identifying the right keywords helps your content get discovered not only on Google but also on social media. It allows you to understand the interests your customers have about your product, guiding you to create more relevant and useful content. 72% of consumers prefer information in their native language, embracing the need to 'speak the customer's language', which is crucial in today's global market.

Studying Google's First Page: Analyzing search engine results in your field is a crucial step in developing a multilingual content strategy. It helps identify your main competitors in target countries. But that's just the start. The next step is understanding why their content ranks high. This could be due to a mix of factors: effective SEO, comprehensive and informative content, relevance, and more. Identify your competitors' strengths and aim to do even better.

Filling Content Gaps: Identify what your competitors are missing and add your unique insights. For example, if they lack video content in a certain language, this is an opportunity to stand out. For instance, 73% of consumers prefer watching short-form videos to learn about something. The use of video in marketing is widespread, with 91% of businesses employing it in 2023.

Cultural Resonance in Content: Content that is culturally relevant builds trust and credibility. Use local references and stories to connect with the audience in their preferred language. Brands with high cultural resonance scores can grow 25% more than their competitors.

Optimization for Various Devices: Adapting content for mobile devices is important, for example, 64.4% of people worldwide can access the internet via a mobile phone. And 63% of search traffic in the US comes from mobile devices. Ireland, Norway, Saudi Arabia, and the United Arab Emirates are the top countries in the world for mobile internet penetration, with a 99% penetration rate in each. Mobile internet penetration in the US is 91.8%, 97.8% in the UK, 96.9% in Singapore.

Takeaway: Nailing a multilingual content strategy is all about getting the language and culture just right. Think of it as tailoring your message to fit perfectly in every market you're talking to.