Language are extremely important in many walks of life. In a content marketing strategy, languages are crucial as they are the vehicle for transmitting information that can come from sources in different countries. This is where content marketing and languages become indispensable allies
What is content marketing?
From a business perspective, content marketing is a strategy with has the objective of capturing clients and later securing their loyalty. This is done by creating articles that arouse the audience’s interest and provide added value. The familiar blog tabs on webpages form part of a strategy supporting content marketing in other languages.
The attention of potential clients can be attracted through the content offered to website users. These articles demonstrate knowledge of the sector, products or techniques. This translates into trust, reassurance and brand loyalty.
In order to avoid mistakes within the content, it’s important to ensure that the information offered is original and of good quality. This last feature is sometimes jeopardised when information sources are in a different language to that of its reader.
Languages in content marketing?
Companies clearly have to express themselves in the same language as their audience, but what happens when an information source in a different language? Are we sure that it’s an accurate translation?
We live in the information and communication age, the Internet has a thousand answers to any one query, how many of them are valid? In this context, the term ‘content creation’ carries an added importance. Through this technique, the most important information on a specific subject is extracted and incorporated into the text, which will be of exceptional quality, being highly relevant and of great value to the reader.
The ‘content curator‘ is a professional who performs this task, who is not only limited to compiling, filtering and analysing information, but also adds their special touch, improving vocabulary, giving it focus and ensuring that the text reads smoothly. If you want to provide a powerful and valuable text, you cannot restrict yourself only to sources in your own language.
On the other hand, as part of your content marketing strategy, this information will be promoted according to its integration with a structured social media plan . The content will reach different language speakers, and for this reason it is important to project a flawless public image in relation to language proficiency.
Content creator and languages: the challenge
Let’s look at an example where, within a content marketing strategy, a Spanish content curator is consulting English-language pages. Understanding the language will enable them to extract the most important information. At the time of creating the content, however, it’s important to be able to produce an accurate and good translation of what they have read, so as not to lose the essence and impact of the original text, as well as provide an impressive article. The vocabulary used should be broad and concise, to ensure that content marketing strategy is not limited by language. This explains why many of these professionals are specialised in different fields or sectors.
They should also have in-depth knowledge of the language they are translating from, to identify wordplays or idioms, that would make no sense in another language. In the same vein, the different possible meanings of a given word need to be taken into account, in order to offer the most accurate translation.
A content curator could be an excellent writer in his own language, but not an effective translator of the information his writings are based on. At this point, ruling out the use of automatic translation , which will only accrue mistakes, the professional could opt to learn the language himself, hire a translation company or recruit another professional who masters the language in question.
This type of collaboration, where one person translates to a language they master, is efficient indeed, but it means being at the mercy of a third party, with all its implications.
Languages in content marketing are therefore essential to bring about a successful quality-based strategy, especially if you want to double visits to your blog in 24 hours, for example. Mastering the language is fundamental to ensure that the information offered is as complete as possible. This is only achieved by leaving absolutely nothing out, due to the professional’s ability to consult sources in several languages and accurately translate them into the target language, guaranteeing that the information has been correctly transmitted.