Inbound marketing has become a commonly used term for organizations that have recognized the value and increased ROI that can be achieved when applying the principles of this marketing strategy.
Inbound marketing, as opposed to traditional outbound marketing that focuses on cold calls, mass mailings, print ads and trade shows, seeks to attract a customer's interest and build brand loyalty by educating with relevant and compelling information. Quite often those efforts are limited to English content when in fact companies, large and small, would benefit immensely from embracing a more global approach and translating and localizing their content to reach a much wider audience.
In our inbound marketing blog series we covered topics such as email and blog translation and localization, and this blog will focus on a particularly valuable piece of the inbound marketing puzzle: eBooks.
Creating an eBook
You've created a really nice targeted email template and written some interesting blogs to engage, entice and delight your audience and now you need to provide the final pièce de résistance pulling together all the information that is important for your customer to really understand your brand, product or service, establish you as an expert, and help them make a purchasing decision in your favor.
Corey Eridon's blog The Essential Ebook Creation Methodology for New Inbound Marketers provides a step by step guide and outlines the process of creating great eBooks quite nicely and logically.
Five Simple Steps to a Great eBook
Center your topic around the content that is most frequently written about on your website.
As you're collecting and curating content from your site and blogs look for "trends". Look for items and paragraphs that go well together and toss the ones that don't really seem to fit well with the rest of the content.
Create the story. Now that you have decided on what content to keep, you need to give it some structure to make sure it flows and is cohesive. Start with a table of contents then make sure you repurpose some of your strongest content for an introduction and structure the remaining content into several sections or paragraphs
Rewrite, edit and add as needed. Keep in mind it has to flow naturally and have an easy transition from introduction to the first paragraph, as well as between paragraphs and finally your conclusion.
Get creative. Rather than just sticking with Word, use an application like Powerpoint to create a visually appealing layout and to add colors and graphics.
Localizing your eBooks for your Global Audience
Global inbound marketing campaigns should include localized versions of your content. So now that you have identified and engaged the right prospects and collected their information, it's even more important to provide them with indepth information about your core business and services in their native language.
Here are some tips for localizing your eBooks:
Keep in mind that your global audiences can have a very positive impact on your ROI if you make an effort to share the compelling content you've created and target it to their language and locale.
Be aware of the differences in how target audiences like to be engaged in different regions and locales.
Don't try to skimp on the translation by using someone (perhaps in internal team member) simply because they speak another language. Using a professional translation partner that understands the overall objective and deploys subject matter experts familiar with the subject matter and inbound marketing principles can go a long way to assure your eBooks are culturally appropriate and as compelling and engaging as their English originals.
If emails, blogs and forms are basic cornerstones of inbound marketing, then eBooks are the icing on the cake. Your eBooks will become content that will help differentiate you from your competition. They will showcase your brand at its best. But only if they are full of substance and relevance, and if they are appropriately localized to reach your target audience in English, and in any other language that your target audience may speak for maximum global ROI.
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 firstname.lastname@example.org 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
Director, Global Accounts. Peter has over 18 years’ experience in business development within the localization industry supporting clients for documentation, software and website globalization services. He started his career in the translation industry in 1995 and over the years has worked for several leading localization service providers including LMI, Berlitz, Welocalize, GPI and Beyondsoft. Throughout his career Peter has led by example and always put his clients’ needs first to ensure client expectations are understood and successfully met. Over the years Peter has trained extensively in Solution Selling, Action Selling and Localization Sales, Testing and Project Management. Peter handles many of GPI’s global accounts helping educate clients on GPI’s comprehensive suite of globalization services and industry best practices.More Content by Peter Betts