A recent post by Captura Group’s CEO Lee Vann published by Media Post, highlights the advantages of rethinking your strategy to reach different audiences with the same content, making sure not only to translate it but to adapt it properly.

Here’s is a extract from the article:

If you have any experience marketing to U.S. Hispanics, you are likely familiar with back translation: translating consumer-facing Spanish content into English so that non-Spanish speakers, such as your legal team, can review and approve it. Recently, we have seen a huge spike in Hispanic content marketing — and, along with that, an increase in back translations as more and more Spanish content needs to be approved by English speakers. Chances are that the approval process is the end of the road for that back-translated English content, since it’s not typically intended to see the light of day.
But it doesn’t have to be this way!

What if you could leverage that back-translated English content to reach a broader audience and drive efficiencies in your content marketing process? You can, since you have two key ingredients: the creative idea behind the original Spanish content and a working English version. With these ingredients in place and a few process changes, you’re ready to get more mileage out of your Spanish language content marketing efforts.

To best leverage your Spanish language content marketing efforts and use your back-translated English content, you will need to plan your content accordingly and work with the right team.

Revisit your content strategy:

• Identify your audiences. Select topics based on your multiple audiences. This requires a shift in how you approach content.
• Select topics based on your multiple audiences. Consider topics that connect with all Hispanics and general market consumers.
• Define distribution. This includes organic SEO, social media, paid media, native advertising and influencer amplification.

May be the most important paragraph of the article is the one that encourages working with a bicultural and bilingual content team.

“With a solid content strategy in place, you’re ready to efficiently leverage back translations. A bilingual and bicultural team is a must to reach Hispanic and general market consumers, in English and Spanish. Such a team will understand the nuances of both cultures and will be able to deliver content that communicates AND connects with both.”

Read the original article “Using Spanish Content To Give Your English Content Marketing More Legs,” from Media Post here.