A guide to multilingual content marketing: Why is localisation so important?
If you’re working in marketing, it’s more than likely your horizons are wider than your local area. More and more, companies are working toward multilingual content strategies to reach audiences further afield. For multilingual content marketing to be successful, however, requires a lot more than simply translating content.
Translation is a start but people have already come to expect this as standard. To truly bring a new audience on board with your message, they don’t just need to understand but moreover relate to what you’re saying.
What is Content Localisation?
Usually when we talk about content localisation, it means taking content and translating it into another language. For companies with an international customer base already, this could start with website and app content to make sure customers can use and understand all features. For companies entering new regions or looking to attract new markets, localisation should apply to your entire marketing funnel from search to social to email to landing pages.
However, there is a huge gap between sticking content through a translator versus having it transformed by a native speaker. You risk losing the nuance and tone of language, diluting the message or losing your brand among a sea of competitors. And that’s not to mention the localisation for visual content involved, which we’ll get to later.
Marketing localisation vs. translation: What’s the difference?
If we’re speaking about translation vs. localisation for multilingual marketing content, it’s important to look at content from a point of transcreation – and the clue is in the name. The content needs to be truly transformed and re-created to reflect the same tone, appeal, and brand identity as the original. If a company were to directly translate idioms, as an example, it could end up confusing or frustrating a potential customer, create mistrust, or attract the wrong leads.
Whereas a transcreated, or localised, text that captures the essence of a company with all its brand nuances, clever use of language, and stand-out messaging can win customers and long-term brand loyalty.
Importance of language localisation in marketing
Particularly since the “dawn of AI” disrupted industry, a plethora of translation tools and web plug-ins for translation flooded the market. Tools like Transifex allow you to select and translate blocks of text in the frontend of a website. The already accurate DeepL ramped up capabilities for direct translation of copy. And, of course, companies started throwing anything and everything into ChatGPT. AI has dramatically improved translation tools for video content, too, with TikTok automatically translating video captions based on user language settings.
Over reliance on such tools, however, means odd translations are often missed and the tone can suffer. In languages where formal and informal forms of address apply, AI does not always get it on-brand and risks offence. It’s hard to teach a robot to recognise that “Hello, Dear’ is not usually an appropriate greeting for a marketing email nor is “Cheers” a polite sign-off. The subtle nuances of just why a Brit might need a “cuppa tea” after bad news or be ready to “get on the lash” after payday could be lost in translation is not understood and carefully localised by a native speaker. For video and social media content, AI-powered translation tools cannot be expected to keep up with fast-evolving micro-trends and internet speak.
Marketing to different cultures and demographics
When marketing to a new or different market, it’s important to get a pair of native eyes to look over any text that you’ve manually or auto-translated. Consider whether bringing in a local partner agency makes sense, such as when entering new markets or where thought leadership is involved. You’ll need someone who truly understands trends, topics, and the next big thing in that area.
Case examples: Content localisation for global marketing
Take for example, when Tank became the lead agency for a paid media campaign for Affinity launching in new audiences outside of the UK market, it coordinated with native French, German, Spanish and Japanese speakers to ensure accurate content, targeted to the demographic. The localised multilingual and multi-channel strategy was driven by 3,200 carefully created ads with localised design and messaging and saw a seven times return on ad spend.
Research is absolutely key to any successful multilingual content marketing strategy. When globally operating ECI Software Solutions wanted to tailor content to generate leads in the USA, the UK and Australia, Tank performed meticulous research for a deep understanding of target verticals. This enabled all top-of-funnel content to be tailored to each segment respectively.
And visual content localisation is just as important, even if two markets are in the same region. When boutique gym giant Orangetheory Fitness wanted to open a new UK fitness location in Derby, research showed the demographics were not as similar to its Manchester base as it might have seemed. Identifying key personas helped to break down and tailor unique content to resonate with the two different segments for campaign success.
Checklist: Tips for localising content for different cultures
- Spellcheck, spellcheck, spellcheck. This particularly applies to UK and US spellings where not all differences are as easy to spot as “s” and “z” and could sneakily slip through.
- Check appropriate vernacular. Think “bicycle” vs. “bike” – which applies to the content piece?
- Balance brand tone and local language: Make sure everyone has access to brand guidelines to check for consistent tone and closely analyse content to make sure it has the balance of brand tone but also native nuance.
- Compare tonality: If the original text used idioms or local expressions, can the same be said for the new text?
- Get the visuals right: Localised content applies to all types: ads; creatives or video. Will the image resonate with the audience? Does the translated message still work with the original visual creative?
- Know your audience: Create researched, detailed brand personas and run them past a local to make sure no offence is caused. Wherever culture is involved, you’ve got to get it right. If you’re unsure of the culture, ask someone involved with that culture or take a different approach.
Why effective multilingual content marketing pays
Customers nowadays expect translation as a given. To stay competitive and attract leads in a new market, requires new, fresh and tailored content. Why transforming and localising content is important is that it not only boosts short-term success such as traffic, engagement and leads but also encourages long-term brand loyalty. Doing more and giving more to your content means getting more in return.
If you’re looking for support with your international content marketing, speak to the experts at Tank.