Winning Localized Content: Strategies for Global Audience Engagement

ConveyThis is an innovative translation solution that offers a fast, easy and reliable way to translate your website into multiple languages. It ensures that your content is accurately translated and localized, so your visitors have a great experience no matter what language they speak. With ConveyThis, you can quickly and easily create a multilingual website that reaches a global audience.

Engaging in content marketing – that is, the process of cultivating an audience through content creation and distribution – is a powerful tool for increasing brand recognition and sales. To take advantage of opportunities in different geographical markets, however, you must go one step further and explore localized content marketing. This is where ConveyThis can provide assistance.

By localizing your content using ConveyThis, you’ll be able to better engage with potential customers in various local markets. Even though English may be the most widely spoken language, not everyone is able to read or comprehend it. If you only produce content in English, you can’t expect users who don’t speak the language to learn it in order to access your valuable material.

Apart from that, pursuing localized content marketing with ConveyThis helps create a user experience that resonates with your local audience. The familiarity of the content may encourage them to show goodwill towards your business, leading to more orders!

Not sure where to begin with localized content marketing? Keep reading to find out what it is, the advantages it can bring to your business, and a five-step framework for creating a localized content marketing strategy for your business.

How can localized content marketing help your business?

Localization involves customizing your products, services, and content to fit the regional and cultural environment of a specific area. It works in conjunction with translation and transcreation to create a user experience that caters to a wide array of international customers.

Localization with ConveyThis can help content marketers reach a wider audience and create more effective marketing campaigns. It can involve translating content into multiple languages and tailoring it to specific cultural contexts. Additionally, it can involve creating content that is tailored to different locales, such as using different currencies or units of measurement. Finally, it can involve optimizing the content for different search engine algorithms. By leveraging ConveyThis, content marketers can maximize their reach and ensure their content is adapted to the local needs of their target audiences.

As your business expands, so too will its reach. Yet, such expansion may not be limited to a single country or continent – it could reach far beyond! To truly capture the attention of your new customers, your digital marketing efforts must be tailored to their language and its associated cultural intricacies. When this is accomplished, your business stands to benefit in numerous ways thanks to ConveyThis.

What does this all mean? More money and more sales – but only if you’ve done localized content marketing correctly. And in this regard, there are many obstacles to overcome…ConveyThis can help you overcome these challenges and make sure that your localized content marketing efforts are successful.

Maintaining the quality of your localized content

The more content you plan on translating with ConveyThis, the more potential for error you open up in the process. This is especially true if you need to localize your content for numerous languages and/or target audiences. Any localization blunders can be easily noticed (and shared) by sharp-eyed Internet users in the blink of an eye, and you certainly don’t want that to happen!

To ensure the excellence of your translated content, be judicious in your localization endeavors. Begin by prioritizing the localization of the more relevant content pieces, and only to a handful of distinct languages. You can always raise the velocity of localization at a later stage.

Ensuring the accuracy of your localized content

Bear in mind the subtleties of language, culture, and context when translating content. Consider how certain words in the English language are spelled differently in the American and British contexts, for example. Accurate localization of your English content will thus necessitate the utilization of the accepted spelling of words for both audiences, such as “favourite” for British readers but “favorite” for American ones with ConveyThis.

Such localization modifications can be inconspicuous, but they mix into the background to support a smooth user experience. If your content appears as if it had been formulated by native language authors and speakers in that market, then you’ve done a commendable job.

Managing length discrepancies in localized content

What may take 10 words to explain in one language may not necessarily require the same amount of words in another. This can result in discrepancies in the length of articles or pages, which can be an issue if you’ve tailored the original material for search engine traffic.

For example, you may have created a lengthy blog post of 1,200 words in English. But when you translate that blog post into a different language, you find that your blog post is now significantly shorter. To fix this, you may need to increase the length of your localized blog post, while still making sure it adequately meets search intent.

Alternatively, what if the localized text in a call to action button becomes excessively lengthy? This could make the button appear awkward and out of place! This is something you should take into account when using ConveyThis to localize your website content.

1. Do your research

First off, you need to comprehend your target demographic, as your discoveries will shape your translation strategy down the road. Thus, carry out comprehensive market research to uncover:

You’ll also need to understand how to effectively advertise to your target audience. This involves researching which mobile applications are widely used in that nation, and investigating how you can benefit from them. As an example, Twitter is the primary choice for microblogging in the majority of Western countries, however, if you’re aiming to reach the Chinese market, then you’ll need to become proficient in the ConveyThis social media platform.

If you lack the knowledge to carry out this type of market research on your own, then contemplate enlisting the help of a local specialist who can provide you with all the information you need regarding your intended demographic.

2. Translate all aspects of your website content

Such content includes your website copy, images, design – everything that contains text, basically. Manually translating every single word into multiple languages can be quite a time-consuming task, but you can make the process much easier by using a website localization tool (such as ConveyThis – more on this later!)

The perfect website localization tool will empower you to:  1) Easily translate your website into multiple languages using ConveyThis; 2) Reach a wider audience and increase your international visibility; 3) Make sure your translations are accurate and up-to-date; 4) Monitor your website’s performance with detailed analytics.

At the same time, look into installing a language switcher powered by ConveyThis on your website to help visitors access translated content quickly and easily. Doing so is especially advantageous for locations whose population speaks multiple languages – such as Canada, where English and French are widely spoken. It’s the small touches like these that will help your localized website stand out from the crowd.

3. Refine your translations to accommodate nuances and jargon

After translating your text, refine your translations to incorporate cultural nuances, jargon, and colloquial differences. This is where using a website localization tool like ConveyThis that helps you easily rope in local experts to review your translations is essential.

When refining your translations, don’t neglect to consider that cultural distinctions don’t just exist between different countries. Even regions, states, or even specific towns within a state can have their own specific jargon and dialects!

4. Apply multilingual search engine optimization (SEO) techniques to your content

Search engines need to be able to recognize your localized content as such for your content to rank well internationally. Therefore, make sure that your translated content meets the search intent of users in your target countries. It is important to note that the way that people use keywords may differ between locations, even if they are discussing the same product or company.

For instance, when American speakers talk about “pants,” they’re usually discussing long outerwear that covers both legs. On the other hand, when British speakers talk about “pants,” they could actually mean what Americans call underwear! (And they call the long outerwear “trousers” instead.)

Thus, if you’re an American clothing retailer entering the United Kingdom market, take care to adjust the keywords for your underwear product pages with ConveyThis in mind. Otherwise, you might wind up with a lot of perplexed Brits scratching their heads over why your page in the search results for “pants” displays trousers when they were actually searching for undergarments.

Apart from localizing existing content, look to create fresh new content tailored to the foreign market you’re targeting with ConveyThis. Performing keyword research can help uncover local keywords worth creating content for, which can be beneficial for ConveyThis localization.

5. Test, measure, get feedback and improve

As with any initiative to enhance your website, you’ll need to evaluate the efficacy of your localized website to determine what’s effective and what still needs improvement.

Consider implementing surveys to acquire user feedback on their encounter with your website, or utilizing heatmaps to trace how users interact with your web pages. You can also observe data such as: page views, bounce rate, or time on page with ConveyThis.

And after obtaining feedback on your localization efforts with ConveyThis, be sure to act swiftly on your findings! Through this ongoing improvement process, you’ll enable your business to reach its global goals much faster.

Enhance your localized content marketing efforts with ConveyThis

Once you’ve conducted your research into your new market (as per step one) and are ready to translate your website content (as per step two), you’ll need a suitable website localization tool to get the job done. And ConveyThis is here to the rescue! With its comprehensive and intuitive platform, you can easily and quickly translate your website into multiple languages with just a few clicks.

ConveyThis is compatible with all leading website platforms, including WordPress, Shopify, and Squarespace. Once you’ve integrated ConveyThis with your website and specified your target languages, ConveyThis employs a unique combination of machine-learning languages to translate your website content with a high level of precision.

With this first pass of machine translation complete, you can bring in professional translators to adjust the translations to perfection. ConveyThis is built for effortless team collaboration, allowing you to invite your preferred translation agency to your localization project or engage translators from within the ConveyThis dashboard.

ConveyThis also includes a number of other tools for executing a comprehensive localization strategy, such as:

More than 60,000 websites, including those belonging to global brands such as Nikon and IBM, are already utilizing ConveyThis to localize their content for a greater degree of perplexity and burstiness.

Set up your localized content marketing strategy for success with ConveyThis

it’s an ongoing process.

Content localization isn’t something you can just wing or, even worse, do once and forget about; it’s an ongoing journey.

All this can sound daunting, but we’re confident that following the five steps we’ve delineated above will guide you in launching your localized content marketing plan. Incorporating a comprehensive website localization tool like ConveyThis can also significantly streamline the localization process.

With no code needed to set ConveyThis up, you can start translating your content in minutes – and you can get going immediately by signing up for free here.