AP | PORTUGAL
We can all agree: no inbound or digital marketing strategy can work without content marketing. One cannot exist without the other and alone they are doomed to fail.
Why? It is through your website or blog's content - which should be multilingual - that your brand will attract “your audience's attention” and, equally important, “make sure they stay on your site browsing for longer”. Before calling it a day on this first point, we should mention that any content marketing strategy must be, without fail, accompanied by techniques such as SEO, link building, CTAs, landing pages and forms...
Multilingual content is essential
Even if English is the founding language of the internet, there's undeniable evidence: translating into English is not enough for globalisation. Check out Nimdzi's English proficiency index.
It is a fact, also expressed as a number, that 55.7% of websites throughout the whole world are in English. Of course, this means more than half of the entire web. But a number doesn't always paint the most accurate portrait of reality and this was the conclusion we previously arrived to when we looked into localising and translating websites. We noted soon after that the best course of action would not be a website translated and localised into English alone.
At this time we should point to a study by the Consultant CSA, revealing that 72% of consumers prefer to make purchases through a website with information on a product/service in their own language.
There is a lot of data that can help in decision making on how translating and localising content should be done. In other words, don't just accept a website or app being translated into English as good enough, insist on the need for multilingual content because, in spite of English continuing to be a major language understood by more and more digital consumers, the best strategy to successfully reach many markets is translation and localisation into these markets' language(s). There are numerous studies that prove that a website's language is a major factor, more important than price.
The is no inbound strategy without content marketing
There is no inbound digital marketing strategy that can survive without content marketing.
One cannot exist without the other and alone they are doomed to fail. Why? It is through the content on your website or blog that your brand will grab the "attention of your audience" and, just as important, "make them stay surfing your website for longer".
Platforms that can benefit from your content marketing strategy:
- blog posts;
Before moving onto the next point, it should be emphasised that any content marketing strategy must be supported by SEO, link building, CTA's, landing pages and forms.
What you can gain:
1. Brand positioning
From the moment that your company manages to stand out on Google, brand engagement increases, boosting the chances of your brand appearing before competitors' on the world's largest digital platform.
2. Finding the right audience
And, as if this wasn't enough, it is possible to make your ads reach the right target audience, since AdWords relies on different forms of market segmentation, such as keywords, as well as demographic and geographic data.
3. Cost control
AdWords gives complete control over the amount invested in the platform, letting you set how much you spend per month, how often and on what campaigns.
4. Performance report
AdWords reports investment made, providing information about the number of impressions and click rate. Or rather, insights that let companies improve or that help in their decisions to invest in what gives them the best results.
This text was not written by a native English speaker, but by a language lover. However, all our language services are always provided by native speakers.
AP PORTUGAL - Tech Language Solutions is a Portuguese translation company certified by the ISO 17100 International Quality Standard. The company offers a wide range of language services, which include translation (TEP), post-editing machine translation (PEMT), transcription, desktop publishing and subtitling, voice talent, software and website localisation technology, SEO and consulting. It invests enthusiastically in the development of partnerships and cooperation anywhere in the world where your organization may need a partner for the African, Brazilian and European Portuguese language.
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