Your company manages a popular blog that attracts traffic to your page and is also an important conversion channel. Nevertheless, it is written in Polish, and being encouraged by the success and effectiveness of this medium, you plan to reach foreign customers through such a blog. Before you start acting, it is worth taking into account several aspects. And we don’t mean translating each post separately.
In our today’s entry, we will present several points that are worth being taken into account in a communication strategy using a company blog created in a foreign language. It’s important because it creates the possibility of reaching a bigger group of potential customers so it wouldn’t be a good idea to miss this opportunity.
#1 Who is the writer and who is the recipient?
At the beginning you have to determine who your foreign recipient is and in what language you want to communicate. Will you decide on global activities and choose English or perhaps you want to narrow down your target to Spanish-speaking customers from Europe? And the key question: who will create the content? Will it be your employees who know your offer perfectly but their language skills are at a various level or will you choose to outsource the service? Perhaps you will decide to order a translation service for posts created internally? The choice of the option will have an impact on the professional content of the blog as well as the time and costs.
#2 Blogging does not equal to translating posts
Since your company blog in Polish is popular, you know what your recipients are interested in and how to reach them. Will regular translation of posts to a given language guarantee a similar level of success? This is doubtful. A different country comes with different expectations, reality and customs as well as the requirement for creating different content. Only an in-depth analysis of your customers will indicate what subjects may attract them. It is best to start from general topics and then move onto the more specialised ones focused on specific areas.
#3 Benefits for the recipient
If you only want to attract traffic with your multilingual website, a good and professional company blog is the proper direction. If you would like to convert site visits into particular activities (product purchase, newsletter subscription, etc.), you should direct your customers to a dedicated translated website with an offer or materials to be downloaded. In such a case it is worth ensuring professional content on your company website in the target language, while the blog should be placed in the top of the list of planned activities. Due to the above, when you create new entries, you will be able to refer to particular elements of your offer.
#4 Reacting to readers
Preparing the posts alone will not be enough. You should also think about the method of moderating comments. This will involve additional work and it would not be a good idea if you did not make it possible to comment your content. This will enable to build relations with the recipients or add something to your post based on suggestions. You should only think about who will be responsible for it and what foreign language skills they possess. In the case of this type of activities, the speed of responding to comments is very important.
#5 Make sure you post regularly
You know regular posts are important and this works well in the case of a company blog in Polish. When it comes to a blog created for international customers, you may be tempted not to implement such activities. After all, the blog is new and there are not too many readers yet, so maybe there is no point in making so much effort? This is not a good approach. Of course, the number of publications within a month may be smaller than on the Polish blog (especially at the beginning), but in this case, regular posts should also become your habit. Due to the above, you will convince your readers that it is worth returning to your blog (because they will find interesting content on it), and your website will be more reliable in the search engine, while being indexed better thanks to new entries. This is specifically important for “fresh” blogs that need to achieve a good position in search results.
Now we have a question for you: do you manage a company blog in a foreign language? If so, let us know what language you offer, in the comment section.