Friday, 28 April 2017

Information and commentary for the small business banking industry

Does your content speak more than one language?

10 Feb

Reaching out globally

It’ll probably come as no surprise that Chinese is right up there with English as one of the top languages on the internet. But as businesses worldwide become increasingly reliant on internet content, many other languages are coming to the fore. And a key factor in the success of content marketing will depend on creating multilingual content.

For a bank, the ethnic diversity of their customers should be significant when it comes to creating content. Some research on the backgrounds of a bank’s business clients can provide great information on what languages could be considered for website content.

The idea is to create top level content in English, and then translate it into the key languages that have been identified through the background research. It’s about localising your content for other languages and optimising them with ideal keywords.

Tips for multilingual content marketing

What you’re looking to do is create some buzz around the bank’s brand, as well as back-links through your content marketing. Here are some tips for doing it in multiple languages:

  • Pitching – you can do it yourself, or you can hire a professional – which is by far the best option. Using online translation services like Google Translate is OK for individual words (and for deciphering any communication you may receive in another language), but they’re not a good idea for all the content. Often the message is lost in translation and cultural blunders are inevitable. Using professionals will ensure the content is accurate and that it addresses cultural differences.
  • Simplicity – avoid specific local references or phrases that work for one language only. For example, you might say in English “create a business plan that ticks all the boxes”, but when that’s translated into a different language it could have a completely different meaning. So your source content – the English version – shouldn’t contain too much localisation.
  • Marketing – get the message out there that your content is available in multiple languages. Whether you’re promoting a new financial tool, an industry event, business action plans or templates, make it very clear that the content is multilingual. This will give it instant appeal to business owners who speak different languages, and will boost the credibility of the bank in foreign markets.

At the end of the day, you’re looking to connect with a wider audience. Content marketing in different languages doesn’t have to be complex and time consuming, it just requires some planning and the use of professional translators. So with a bit of effort, you’ll connect with foreign customers and increase your online audience.

Here at TSBC, we’re the content marketing experts, with a whole range of solutions including a complete small business resource center. Contact us on sales@tsbc.com to find out how we can help you.


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Glen Senior
Glen is the founder and CEO of The Small Business Company, a New Zealand based agency that specialises in helping banks communicate with small businesses through content marketing. He has written a number of books on small business principles and is a sought after consultant and conference presenter.

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