As a business owner hitting international markets and localizing your product, you have probably faced this question: should my corporate blog translation be a part of my localisation strategy? Or is that time and money wasted on something that’s not even a core part of my website? No one will read it, anyway.
The answer, however, is: yes, you should seriously consider it.
Here’s why, and here’s how you can get it done.
Benefits of Running a Corporate Blog
Professional blogs are the most powerful tools for content marketing and branding.
- They’re perfect for SEO, especially for longtail and question keywords. Want to expand upon your brand, strategies, or products, while still keeping your corporate website lean? Go for a blog. You’re 4x more likely to be found in organic searches and blogging can generate 3x more leads than ads. Long story short: Google loves blog content.
- If your blog focuses on free user guidance, it contributes a great deal to a customer-centered image of your brand. Which is always good. Sharing is caring. It attracts both your existing customers and prospects.
- While you mostly write about your business, you may want to add some tips and adviceof a more general nature, so that users googling answers to various field-related questions land on your website, browse it, and get hooked with your products or services. This is a great opportunity for cross- and upselling, too.
- By publishing professional insights on a regular basis, you demonstrate your proficiency. Show your audience you simply know your 💩.
Leverage Your Corporate Blog to Conquer Foreign Markets
How? Have it transcreated.
Follow a few simple rules:
- First things first. Professional blogs rarely work on their own: they’re usually running on the side of a corporate/product website.
👉 Have your site translated and localized, then go on with the blog.
👉 Give some thought to what, exactly, you want to translate.
2. If the post aims to support the sale of a specific product, make sure the product is available in the target market.
3. Your localization and transcreation specialist will help you pick the most relevant posts.
👉 Join forces with your translator and together find the most relevant topics for the target audience. You probably did some market research before going international. Then, there’s more:
✔️check your competitors’ organic content and ads
✔️dive into Google Ads Keyword Planner
✔️read forum threads and pick some interesting ideas
👉There are some types of universally sought-after blog content that always work, no matter what the target language or cultural context:
✔️FAQs
✔️how to’s
✔️product support
✔️useful hacks
4. Consider writing brand new content in a target language, dedicated specifically to your audience abroad. Your transcreator will not only deal with the copywriting brief, but will also eagerly help you find some trending topics and deliver their own blog post ideas.
5. Your transcreation specialist should update all the internal and external links in your blog posts.
👉 If the post quotes a survey or another article, the citation must make sense in the new context. If it only applies to the original market or cultural/social/political reality, you may want to replace it with something that works either globally or locally, in the target culture.
👉 Correct internal links are crucial from the user experience point of view (clicking non-working links is very frustrating), as well as for SEO purposes (proper indexing and establishing PageRank of your site).
Are you facing international expansion and you’re not sure which parts (if any) of your corporate blog should be translated?