The battle for the global consumer: why personalised multilingual content writing beats translating

In today’s fast-paced world, businesses find themselves in a constant battle for consumer attention within the fiercely competitive global marketplace. As the global middle class expands and global logistics and payment networks improve, more companies are seeking opportunities for overseas growth.

With the arrival of Machine Translation (MT) and the abundance of translation companies, also known as Language Service Providers (LSPs), the cost of translation has plummeted, making global content marketing more accessible than ever. But while the appeal of low-cost, often MT-generated translation services may tick certain boxes, winning over consumers in today’s highly competitive market requires a deeper understanding. To put it another way, translation is the absolute minimum requirement to enter a market. However, it won’t be enough to win over your consumers or encourage them to move away from the competition.

In this blog, we discuss in more detail how content creation in the market language is the best way to win consumers’ attention.

Authenticity with multilingual content

The advances in MT and Translation Technology have been nothing short of remarkable, even paving the way for AI. Machine Translation has incredible use cases, and the role of translators continues to be indispensable for many reasons.

But when it comes to content marketing, while translation services may help you enter a new market at a lower cost, they often come with significant drawbacks. MT, though impressive in its capabilities, can struggle with nuances, cultural contexts, and idiomatic expressions. When you rely solely on machine-generated translations, you risk delivering content that feels robotic and fails to resonate with local audiences.

Even when using a human translator, the challenge of striking the right balance between sticking closely to the original content and adapting it for the target market remains. It is all too common for translations to fall short of truly engaging users and compelling them to take action.

Local content writing goes beyond mere translation. It involves crafting content from scratch that is culturally relevant, nuanced, and resonant. It captures the essence of a culture, understands the local context, and speaks directly to the hearts and minds of consumers. This level of authenticity is hard to achieve through low-cost translation services.

Standing out in a crowded market

In the global marketplace, businesses from all corners of the world are now vying for the same consumer base. To succeed, it’s crucial to understand that the battle is not for the faint-hearted. It’s a contest of strength and strategy, where only those who excel in delivering their messages to customers will win.

In this highly competitive market, standing out is not just a goal; it’s a necessity. The battle of consumers’ attention is won by those who can deliver their messages while conveying emotion and trust. Local content writing allows you to craft content that is uniquely tailored to your target audience, making you stand out from the competition.

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Omni-channel engagement with multilingual marketing

To truly win over consumers, it’s important to consider the omni-channel approach. Omnichannel marketing prioritises the customer’s experience and recognises that customers use multiple channels simultaneously. Consumers today expect a seamless experience across all channels, from your website and social media platforms to email campaigns and mobile apps.

Local content writing enables you to create a consistent brand message and user experience across these channels, enhancing your brand’s credibility. Omni-channel marketing aims for consistency across all customer touchpoints. When content is translated without adaptation, it can lead to inconsistencies. Multilingual omni-channel marketing ensures that the same message and branding are consistently delivered across all channels, fostering trust and recognition.

Personalisation with global content

While many companies kickstart their multilingual marketing by translating their websites, the real game-changer lies in personalisation. Studies reveal that integrating personalisation into marketing strategies can yield efficiency improvements of up to 30%.

Personalisation isn’t just about language; it’s about crafting content and products that seamlessly align with individual customer preferences, leveraging valuable user data.

Global consumers are more likely to engage with content that feels tailored to their needs and interests. Local content writing allows you to personalise your message, making them resonate with individual consumers on a deeper level. To succeed with your multilingual marketing, you should segment your audience not just by language but also by their specific preferences and cultural differences.

Example: You are promoting a photography tour to Iceland to a diverse audience. Rather than employing a one-size-fits-all strategy, tailor your message to captivate various segments. Appeal to adventure-seeking Australians by highlighting the thrill of capturing the Northern Lights against Iceland’s dramatic landscapes. Meanwhile, target Japanese photography enthusiasts with the tranquillity of Iceland’s waterfalls and the unique cultural experiences available.

Moreover, personalisation is not just about content but also about building strong customer relationships. In global content marketing, showing an understanding of the cultural nuances of different language-speaking audiences can foster trust and loyalty.

The power of customer retention with local content

Winning over customers in the global market is a significant achievement. However, in the long run, success hinges on more than just acquisition; it relies heavily on customer retention. The most successful companies in the world boast high retention rates, and this is the true key to long-term success. In fact, it costs five to 25 times more to acquire new customers versus retaining current ones.

Local content writing plays a key role in customer retention. When customers feel a strong connection to your brand and see your content as personalised, they are more likely to stay loyal. Localised content goes beyond language; it shows that you understand your customers’ cultural context and cater to their specific needs.

Retaining customers is not just about offering a product or service; it’s about building lasting relationships. Local content writing excels here, as it fosters trust, loyalty, and a sense of community among your audience.

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Recap: Building connections, not just translations

While cost-effective translation services have their place in expanding global reach, especially in regulated industries, translations should not be the sole strategy for winning consumers in today’s fiercely competitive landscape. The global market is a battleground where only the strongest communicators emerge victorious. Local content writing, with its ability to provide cultural relevance, personalisation, omni-channel engagement, and customer retention, remains the key to not just entering markets but conquering them. In this battle for consumer attention, it’s not about cutting costs; it’s about crafting connections that resonate, endure, and build lasting customer relationships—the true hallmark of success in the long run.

Discover the difference local content can make with Key Content. Reach out to us today!

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