But content marketing can be hard to get right, even in one language. Not just any content will do. You need content that attracts attention, provides useful information, builds relationships, and helps potential customers learn to trust you.
How do you do that in multiple languages? Here are 4 multilingual content marketing strategies worth stealing from brands that have been successful:
Unbounce’s Winning Multilingual Content Marketing Strategy: Hire a Local Marketing Ambassador
Unbounce is a landing page and conversion marketing platform that helps marketers build, test and optimize landing pages. The company relies heavily on content marketing to grow their English-language business. They have a popular blog, a robust social media presence and a treasure trove of resources for marketers.
In 2015, they began expanding into the German market. Naturally, there’s an excellent post on the Unbounce blog about the process they used. One key recommendation: Hire a local marketing ambassador.
Unbounce’s Ben Harmanus uses his knowledge of the local area to select content to translate from English, position it appropriately, and build Unbounce’s German language community on social media.
As Unbounce’s Stefanie Grieser put it, “The day a brand gets a local ambassador is the day they truly become a local player.” Read more