Is your organization committed to creating a positive community impact? Whether you’re launching a new service or promoting a buzzworthy cause, multilingual content marketing can be the game-changer you need to stand out and attract the right kind of attention.
The benefits of multilingual content marketing go beyond just exposure; it can lead to increased revenue and strengthening community ties. While your organization may have had success with certain marketing strategies, they may not be scalable or adaptable for different audiences. So, how do you execute a successful multilingual content marketing? It requires expertise in translation and localization, thorough research and delivery of your message through appropriate channels and a commitment to building lasting relationships beyond a single campaign’s scope.
Expertise from native speakers
Effective communication is the backbone of a successful multilingual content marketing. Before you define goals, key messages and an overall look for your multilingual marketing campaign, you must ensure that your team has or can employ a diverse set of leaders who can keep the original intent intact during translation.
Remember, your key messages aren’t just words on paper; they are the impression and feeling a person takes away from them. So, while language can be a barrier, a word-for-word translation of your messaging may not resonate equally between cultures. That’s where localization is critical. Are there different idioms to use, colors that have significance or topics to avoid? Involving native speakers in your campaign means that translations consider cultural differences as well.
Finding people where they are
In today’s marketing landscape, popular tactics such as print materials, radio or TV ads and online marketing are still as relevant as ever. However, to effectively reach different cultural groups, organizations must go beyond simply translating and localizing materials. You must think critically about where different community members frequent and how they absorb information.
Are some community members more likely to see your message at their local marketplace? Is there a trusted community leader with a large online following? One of the keys to a successful multilingual content marketing lies in getting out into your community and truly learning about your neighbors. Understanding where people call their “home away from home” will make your marketing efforts resonate. Don’t underestimate the power of local networking. Consider building relationships with various local businesses so that you can get your marketing materials in front of more eyes.
Credibility and trust
Let’s say you’re walking into your local Kwik Trip and see a poster on the door promoting a community event. What things do you think about? Can you easily read it? Do you think about how it could benefit you or a loved one? Does it provide enough information? Do you want to look up the organization hosting the event to learn more about it?
After you have your marketing materials translated, localized and distributed, you want people to do something, right? And for that to happen, you need to have some level of credibility and trust. Creating multilingual content marketing is not enough if your organization doesn’t commit to nurturing trust with different community groups. Your organization should also be networking to listen and understand the barriers faced by different community groups, and you should be maintaining relationships with multicultural leaders who can endorse your cause or service to a wider audience.
There is no one-size-fits-all approach to a successful multilingual marketing campaign. But it’s essential to listen and learn from native speakers to ensure your marketing materials maintain your overall message when being translated and distributed, and your organization is building trust and credibility among your target audience.
Are you ready? The Red Shoes team can help you create a campaign that will resonate with different groups. Connect with us today!
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