How to expand your audience with multilingual content

The dream of global domination—in a totally non-evil, content-driven way. Expanding your audience with multilingual content is like opening the floodgates to a world of new readers, fans, and maybe even a few international awards (fingers crossed). For magazine and news website publishers, translating and localising your articles isn’t just a nice-to-have; it’s a smart strategy for growth. Here’s how to do it with flair, humour, and a dash of linguistic know-how.

Step 1: Understand Why Multilingual Content Matters

First things first: why bother?

• Bigger Audience: Only a fraction of the world’s population speaks your language. Translating your content opens the door to billions more potential readers.
• SEO Love: Multilingual content improves your chances of ranking in international search engines. Hello, global traffic!
• Stronger Connections: Readers are more likely to engage with content in their native language. It’s a trust thing.
• Advertiser Appeal: A broader audience can attract more diverse advertisers, which means more revenue. Cha-ching!

Step 2: Choose Your Target Languages

You don’t need to translate everything into every language—unless you’re aiming to rival Google Translate.

• Start with Analytics: Check your site’s audience demographics. If you’re getting significant traffic from Spain or Brazil, Spanish and Portuguese are solid bets.
• Industry Relevance: Are certain languages more common in your niche? For example, tech publications might prioritise Mandarin and German, while travel sites might focus on Italian and Japanese.
• Future Goals: Think about where you want to grow. Expanding into untapped markets could be your next big move.

Step 3: Translate or Localise? (Hint: Do Both)

There’s a big difference between translating and localising—and you need both to win over international audiences.

• Translation: This is about converting your content into another language. Think of it as step one.
• Localisation: This goes deeper. It’s about adapting your content to resonate culturally. For example, your hilarious pun about “fish and chips” might need tweaking for a French audience.
• Hire Professionals: Automated translation tools can get you started, but human translators ensure nuance and accuracy.

Step 4: Optimise Your Workflow

Multilingual content creation doesn’t have to be a logistical nightmare. Here’s how to streamline it:

• Use a CMS Plugin: Platforms like WordPress offer multilingual plugins (e.g., WPML, Polylang) to manage translations easily.
• Centralise Your Process: Use tools like Lokalise or Smartling to coordinate translators, editors, and content managers.
• Plan Ahead: Build multilingual needs into your editorial calendar. Allow extra time for translations and localisation.
• Create Style Guides: Provide translators with guidelines on tone, terminology, and brand voice.

Step 5: Don’t Forget SEO

Multilingual SEO is its own beast, but taming it is worth the effort.

• Hreflang Tags: These tell search engines which language version of a page to show to which audience.
• Keywords Research: Translate your SEO keywords, but localise them too. The terms people search for in one country might not match those in another.
• Meta Descriptions: Make sure these are translated and optimised for each language.
• URL Structure: Use subdomains or subdirectories for different languages (e.g., /fr/ for French).

Step 6: Test and Tweak

Your multilingual strategy is a work in progress. Don’t set it and forget it.

• A/B Testing: Experiment with different headlines, layouts, or even tones to see what resonates in each market.
• Gather Feedback: Ask international readers for their thoughts. They’ll appreciate being included, and their insights are invaluable.
• Monitor Analytics: Track metrics like page views, bounce rates, and engagement by language to identify what’s working.

Step 7: Promote Your Multilingual Content

Translated articles won’t do much good if nobody knows about them.

• Social Media: Share your multilingual content on platforms popular in your target regions. Bonjour, Instagram France!
• Email Campaigns: Segment your email lists by language and send targeted newsletters.
• Local Partnerships: Collaborate with influencers, bloggers, or organisations in your target markets to promote your content.
• Boost Awareness: Use paid ads to target new readers in specific countries or regions.

Final Thoughts

Expanding your audience with multilingual content isn’t just about words—it’s about connection. By translating and localising your articles, you’re showing international readers that their voices and perspectives matter. Plus, you’re setting your brand up for long-term growth in an increasingly global market. So grab your favourite translation tool (or translator), and start reaching across borders. The world is ready for your stories!