Translating Inbound Marketing Content: Blogs

November 9, 2015 Heba Nady

Inbound marketing is an effective strategy used to attract customers by providing information relevant to their needs, rather than reaching out through traditional outbound marketing. The great content you create is one of the most effective ways to attract customers. By translating and localizing your content, like blogs, you will gradually manage not only to generate more leads across all of your markets, but you will also build a relationship with your customers by showing that you value each of your target audiences.

 

Tips for Translating & Localizing Blogs

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Writing relevant, informative content in the form of easy to read blog posts is an effective way to attract more qualified website traffic. But in order to reach your targeted personas, it's crucial to create blogs that your audience can read in their language.

Localizing, translating and optimizing your blog posts so search engines can find your content and deliver it to your target audiences is necessary to gain traffic. In this blog, I will detail some tips for localizing and translating blog posts.

 

Capture Attention with the Title

Great consideration is given to writing an engaging title. It is often the title of your blog that captures the attention and defines the success or failure of your blog. Make sure the translation or transcreation keeps the message that is conveyed in the source language and doesn't change the meaning since it will make or break your blog

 

Well-Structured Content

Make sure the blog's translation is easy for your readers to read, understand and digest. To do this, use short and concise subtitles, a clear introduction and conclusion, and keep the same structure of the source content.

 

Always Localize your Blogs

The British and the Americans have their own vocabulary, their own expressions, and their own slang so one English blog that isn't localized won't necessarily make sense for both audiences. This applies to other languages such as Spanish, French or German. And this is highly seen when there are cultural differences that go beyond language, such as holidays, pop culture and other customs. In order to be culturally correct and appropriate for all languages and all locales you are targeting, localizing your blogs is highly recommended.

Localize each piece of the blog content from the images to the Meta data. Search engines will favor localized blogs that have the technical information translated as well. See: SEO Best Practices for Blog Posts for further information.

Identify which keywords or phrases are being targeted and make sure they are localized for the source language and audience. If your blog includes CTAs, also localize those with appropriate phrases, colors and styles.

 

Summary

Writing blogs is a key approach for inbound marketing strategies that will increase your traffic, boost your SEO and enhance your brand's reputation as an industry thought leader. Taking the time and resources to translate and localize your blogs will help you attract global audiences and build trust with your customers around the world.

 

Further Resources on International Search Engine Marketing(SEM) including Search Engine Optimization (SEO), Search Engine Advertising (SEA) and Social Media Localization

Global Digital Marketing for multilingual websites or for content destined for specific locales (country + language + geography) is more than just translating keywords. Today companies should work with a combination of owned, earned and bought digital media in order to drive traffic to their localized or translated websites. Localization of any media requires in-country native speaking professionals to copy write and localize content in order to engage potential customers. Whether you work with a traditional digital marketing agency, or you are one, GPI's global digital marketing team can serve as an extension of your in-house digital marketing department to help you deliver your message around the world.

For more information on specific topics related to global digital marketing, you may wish to review some of our previous blogs:

Please feel free to contact GPI at info@globalizationpartners.com with any questions about our language and technology services. Also let us know if you have any interesting blog topics you would like us to cover in our future blogs. You may request a complimentary Translation Quote for your projects as well.

About the Author

Heba Nady

Hebatullah (Heba) Mahmoud Nady is a native Arabic speaker who lives in Cairo, Egypt. She has 11 years of experience in client relations and project management, working in different industries, such as publishing, oil and gas and translation and localization. Heba holds a B.A. degree in English Language and Literature from Ain Shams University, and has a great passion for language and culture. She has been actively managing many localization and translation projects for major clients since 2008 and is well versed in a wide range of localization tools and practices. Heba enjoys working with teams from different cultures and bringing people together to achieve a common goal. For her, translation is a mission that contributes to enriching Arabic and other cultures and languages. In her free time, Heba likes to read about literature and management and go sightseeing.

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