Language Matters!
Did you know that the United Nations recognizes six official languages (Arabic, Chinese, English, French, Russian, and Spanish)? Because the UN deals with issues of global importance, it wants its communications to be clear and concise in all six languages.
We understand that our clients aren’t working on the scale of the United Nations. However, we do work with organizations that need to communicate with their audience in more than one language.
Three reasons for creating multilingual content and websites:
- Broader Audience Reach: Multilingual and multicultural content allows you to reach multiple language markets, significantly expanding your potential audience. According to Common Sense Advisory, 72.4% of consumers are more likely to buy a product with information in their own language.
- Enhanced User Experience: Providing content in your audience’s preferred language enhances their overall experience, making them more likely to engage with your brand. A CSA Research study found that 76% of online shoppers prefer to purchase products and services with information in their native language.
- Improved SEO Performance: Multilingual websites can improve your SEO performance. By creating content in multiple languages, you can target a broader set of keywords, attracting more organic traffic from different regions.
Practical Tips for Creating Effective Multilingual Content
Creating multilingual content is more than just translating text from one language to another. It is about creating messages that resonate with diverse audiences while maintaining your brand’s voice and integrity. Here are some practical tips that we use at Innovate By Day to create effective multilingual and multicultural content:
Know Your Audience: The first step is understanding your target audience. Different regions, cultures, and languages have unique preferences. Conduct thorough market research to identify the specific needs and expectations of your target demographics. This ensures that your content is relevant and culturally appropriate.
Get Professional Translation: Automated translation tools can be helpful, but they often lack nuance and cultural understanding. So, if you’re just starting to explore another language market, work with qualified, professional writers and translators for accurate, meaningful translations. Your content should be accurate and also resonate culturally.
Localize, Don’t Just Translate: Localization involves adapting your content to fit the cultural and linguistic context of each audience. This might include changing idioms, adjusting tone, and ensuring cultural references are appropriate. This is another place where it’s important to have a native speaker or a professional writer or translator who understands regional differences in language and idiom.
Leave Room in Your Designs: For example, French content typically takes up 15-20% more space than English content. Words and phrases are often longer in French grammar. Giving your English copy a little extra breathing room so your French copy doesn’t look cramped can help you maintain a clean, considered, and professional look.
Optimize for SEO in All Languages: Conduct keyword research in all the languages you use. This ensures your content is optimized for search engines in all your target markets, improving your chances of being found by a broader audience. According to BrightEdge, 68% of online experiences begin with a search engine, making SEO a critical component of your multilingual content strategy.
How can effective multilingual content affect your content performance?
Increased Engagement: Your audiences will most likely interact with your content if they feel like you are talking to them directly, and speaking their language is the best way to start!
A 2023 report from a study run by DeepL showed that 75% of the respondents agree that localized content significantly increases customer engagement.
Higher Conversion Rates: Tailoring your multilingual content marketing efforts to different languages and cultures can significantly increase your conversion rates. Speak to them in their language in a way that resonates culturally, and potential customers can become actual customers.
Improved Brand Loyalty: Communicating with your audience in their native language shows that you value and respect their culture and preferences. This builds trust and fosters a stronger emotional connection. A study by Interbrand found that brands that communicate in their customers' native languages build stronger emotional connections, leading to increased brand loyalty.
Get started with a multilingual content strategy
If your business operates in more than one language in different regions or is targetting a multilingual or multicultural audience, Creating thoughtful, professional, localized French content will give you a great strategic advantage in marketing to francophone Canadians. By speaking to them in French using appropriate idioms and local references, you build trust By speaking directly to each audience in their preferred language, you build trust, enhance their user experience, and expand your reach. The benefits of multilingual and multicultural content are clear: increased engagement, higher conversion rates, and improved brand loyalty.
