Nowadays, the content that companies provide to their audiences is just as important as the products or services they sell.
Effective communication is the cornerstone of success in business and marketing.
For companies that operate globally, however, there needs to be a multi-pronged approach to creating content that resonates and evokes the desired response(s) from audiences.
The linguistic nuances in the words that you write may not trigger the same results language-wide.
Sentences, slogans, and CTAs will need to be spun differently to inspire similar engagement and conversions from non-native English speakers.
Multilingual evergreen content plays a crucial role in bridging these gaps for a multitude of businesses sector-wide, offering more sustainable results than trending or temporary content.
By taking a multilingual approach from the outset, you stand a greater chance of connecting with geographically and culturally diverse audiences.
This short guide explores the advantages of this content and how it can improve your adaptive content strategy.
What is Evergreen Content?
Before delving into the advantages of multilingual evergreen content, it’s essential to understand what evergreen content entails.
Evergreen content is authoritative, helpful, relevant, and timeless material that remains valuable and applicable for an extended period.
Kubico defined it as one of 2023’s top marketing trends and this year looks no different.
This type of content focuses on topics or themes that you expect will be relevant to your readers for a long time, providing you with significant value and return on investment (ROI) in the long run.
Unlike ephemeral content, which quickly becomes outdated or irrelevant, evergreen content retains its significance and usefulness over time.
Examples of Evergreen Content
- Comprehensive guides and tutorials explaining problems and solutions in detail.
- Informational articles on fundamental topics relevant to your readers.
- Infographics that explain how products or services work. You can use this free graphic design platform that provides thousands of free design templates for your marketing content.
- Short original films that have been made using professional videography techniques.
- Instructional videos on timeless subjects or industry developments.
Evergreen content is, as the name suggests, built to last and stand the test of time.
It is not bound by fleeting trends or current events, making it a valuable asset for businesses seeking long-term engagement and brand recognition.
The Power of Multilingual Evergreen Content
Expanded Audience Engagement
By translating evergreen content into multiple languages, businesses can significantly expand their reach and connect with audiences across different cultures and languages.
Doing so demonstrates a commitment to inclusivity, while also opening up potential new markets and revenue streams.
Enhanced Brand Awareness
Providing multilingual content positions your brand as an authoritative and reputable source within your industry.
Consistently delivering relevant material translated into various languages fosters increased feelings of trust, credibility, and brand recognition among diverse audiences.
Improved Search Engine Optimization (SEO)
Evergreen content relies heavily on SEO blending select keywords and phrases with timeless topics and persuasive prose.
Translating content into multiple languages while threading in native search terms improves the search gravitas of each location’s page visibility and discoverability, further drawing more eyes onto your brand and website.
Cost-Effective Content Strategy
The upfront investment of funds, time, and resources in creating high-quality evergreen content – and translations which may be human- or machine-powered – may be substantial, but the long-term benefits and cost savings make it highly worthwhile.
Leveraging the same transferable material across markets and borders minimizes the need for siloed content creation, thus minimizing your outgoings.
Embed Multilingual Content into Your Marketing Strategy
To fully harness the power of multilingual evergreen content, consider the following steps:
Research Opportunities and Markets
Pinpoint the markets and languages that are most relevant to your business goals and target audiences to guide your content creation and translation efforts.
Consult this guide on how to accurately identify new market opportunities by looking at consumer behaviors, technology, and the changing landscape.
Shortlist Evergreen Topics
Assess your existing content portfolio and identify the most timeless, informative, and suitable evergreen topics for translation.
Consider choosing topics that address fundamental questions, pain points or challenges faced by your target audience(s) regardless of linguistic preference.
Invest in Professional Content Creation and Translation
Create evergreen content that’s well-researched, engaging, and visually appealing.
Collaborate with subject matter experts, experienced writers, and designers to create content that truly resonates with your geographically dispersed audiences.
Engage professional translation services from experts in your target industries or languages.
Accurate and culturally appropriate translations are essential for conveying the intended meaning and nuances of your evergreen content.
Analyze and Optimize
Regularly review the performance of your multilingual evergreen content across various channels.
Use data and metrics to refine your content strategy, identify development areas, and continually improve the user experience for your global audiences.
Embracing multilingual content as a vital component of your flexible content strategy allows you to unlock numerous benefits as you can see.
Invest in high-quality timeless content that’s augmented by professional translation services and watch your brand’s content transcend linguistic and geographical barriers.
