While English is a worldwide spoken language, there are very many countries where the percentage of those who speak it is very low. A study showed that people who speak English as a second language, they still prefer to read content in their native language. If your business is going international or if you are targeting overseas countries, you should talk to your audience in their language. In terms of copywriting, this is called multilingual content strategy.
Here is how to get started and make sure that this strategy is a successful one.
Before launching in a multilingual content strategy, you should carefully choose the countries you are targeting.
Establish a core message
All your content should send the same message, no matter in what language it is. You should be consistent, even if you’re approaching different cultures. Your message should be the same.
Choose your channels
Nowadays, there are so many channels to spread a message that it’s nearly impossible to remain anonymous. With all the Social Media platforms, the opportunities are endless. Whether you choose a blog, a video channel, social media profiles, or all of them, it’s up to you and the audience you are targeting. But make sure your content is shareable and you focus more on educating and informing your customers, rather than just pushing your product or service on them.
Also, don’t forget about your mobile audience. With so many people using their mobile devices to browse the internet and make purchases, you don’t want to be left behind.
Don’t use Google Translate for multilingual content
Google Translate is not very accurate. Use professional translators or local copywriters that will know how to “talk” to your potential clients. Also, a good idea would be to hire local social media specialists that will be able to update your social profiles more frequently.
Use simple CMS
Some free CMSs like WordPress, Joomla or Drupal make it easier to handle multiple languages, especially if you have foreign copywriters.