In an increasingly digital world, it is becoming more and more important for companies to be present on the international stage and to communicate with their clientèle via multiple channels. A multilingual website is no longer enough to ensure a successful international presence. Customers want to be offered relevant, interesting content that offers clear added value. This is where multilingual marketing comes into play!
The main features of (multilingual) content marketing
Content marketing is a marketing instrument that primarily aims to generate genuine customer engagement and customer loyalty. The products and services themselves take a back seat; the focus is on the customers’ interests and their relationship with the company. In a study carried out by ZHAW, the companies surveyed said that they used content marketing to achieve the following goals:
- Genuine customer engagement and customer loyalty
- Increased sales and turnover
- Greater brand awareness and visibility for the company online
- Greater brand trust
- Building customer contacts
Producing multilingual content as a requirement
In order to achieve these goals, high-quality content must be produced at regular intervals and must offer clear added value to customers. The more relevant the articles are to the customers, the greater the engagement generated. This is a significant challenge and needs to be overcome. The principle is to use the messages you send, from the idea to the final product, to create the desired emotional effect. Parallels in this regard can be drawn between multilingual content marketing and marketing translation. Simply put, it is about taking account of the target culture and using alternative words to convey the same message and exert an emotional effect.
Rising demands for quality and efficiency in multilingual content marketing
As a result of competition between businesses, the quality of the content they produce and the efficiency with which they distribute it are constantly rising. Content marketing therefore needs a reliable platform on which content can be created, processed, organised and managed — in other words, a content management system (CMS). A good CMS can enable its users to publish, process and update content quickly and easily.
It is also key to a company’s success that communication goals, tone of voice (e.g. the use of emojis on social media) and corporate language remain consistent and reflect your company. The same or even stricter standards for quality and efficiency apply to translations. A CMS can also be suitable in this situation. The following table gives a brief explanation of how translation can be incorporated into your CMS.
| Option 1: with access to the CMS | Option 2: without access to the CMS |
| The texts are sent via an interface, translated and transferred directly into the CMS. | The texts are exported from the CMS in an accessible format, translated and then reimported. |
Towards international success with multilingual content marketing
Multilingual content marketing is playing an ever-increasingly important role on the international stage. You therefore need to ensure that your target groups are being provided with relevant and interesting content. SemioticTransfer can adapt your content to suit any media format, cultural region and target market and provide translations with added value for your business and your customers. Get in touch now for a non-binding quote.