modifying the layout for WeChat;
using the English content in a newsletter;
posting a shortened version on LinkedIn and another with multiple images on Weibo;
sharing it on additional social platforms and websites (ones we haven’t even found yet), and
generating new ideas to be used as answers on Zhihu.
Using some previous content of our own, here’s an example:
As you can see, there are plenty of options and ways to repackage philippine cellphone number and use this content. And, this is one of the simpler examples. Some of the content I create will also become a LinkedIN post, many tweets and a Chinese video on six different platforms.
Researching and writing take up a big chunk of the work. You might as well take that and use it in as many places where it will actually be effective. This will maximize your ability to reach your target clients.
So, how do we make this work?
We use the term transcreation instead of adaptation or translation.
When we transcreate content from English to Chinese, our writer approaches the content with the target readers in mind.
It could be a direct translation, but certain sections could pose difficulty, confuse, or be misunderstood by a Chinese audience.
If we feel that the readers may have a few questions regarding the content, we’ll contact the author for additional information or an explanation. For example, the blog post may introduce a new product but doesn’t mention its compatibility with Chinese hardware.
Once this has been cleared up or explained, we’ll add the amended content to the original piece.
SEO
This is another consideration.
Do we need to do SEO for all the languages? Are they similar?
When it comes to creating multilingual content for websites, the most significant part of SEO is the actual content creation. However, we do have to ensure that the websites are tailored for the two main search engines (for global SEO)—Google and Baidu.
Everything that’s used on Google is also applicable to Baidu. That being said, Baidu can be a bit “dumber” and requires a bit more care when removing obstacles from the website that could affect indexation.
How to get your websites indexed on Baidu is a big topic itself. If you would like to learn more, check out one of my other videos or posts:
Baidu SEO Basics – How to Optimize Your Site for Baidu (2020)
Technical On-site SEO (2020)
The Baidu SEO To-do List for Google SEO Pros (2022)
Analyze
After the distribution of the content, we will want to analyze it.
This can be a challenge for global teams when the reports come in different types and end up in different places. Picture this scene:
One person analyzing WeChat data.
Website data in Google Analytics.