FEATURE
Create for the Market, Not Just the Language
Create for the Market, Not Just the Language
Content researched and written for the market it is meant to serve, in the right language and locale, rather than translated as an afterthought.
Content researched and written for the market it is meant to serve, in the right language and locale, rather than translated as an afterthought.
✓ Agency
Set the target market and locale, and both the research and the writing follow.
A German article for Germany should not be researched against UK results in English and then translated. Multi-language and market content researches the intended market first, then creates in the right language and locale.
A German article for Germany should not be researched against UK results in English and then translated. Multi-language and market content researches the intended market first, then creates in the right language and locale.
What It Is
What It Is
Multi-language and market content lets an Agency customer produce content for a specific market and locale, such as en-US, fr-FR or de-DE, rather than only the site’s home language. en-GB and en-US are treated as different locales, not simply English, so spelling, vocabulary and terminology match the market.
Multi-language and market content lets an Agency customer produce content for a specific market and locale, such as en-US, fr-FR or de-DE, rather than only the site’s home language. en-GB and en-US are treated as different locales, not simply English, so spelling, vocabulary and terminology match the market.
It shapes both what is researched and what is created, so the finished article, its social posts and its metadata all suit the market they are for.
It shapes both what is researched and what is created, so the finished article, its social posts and its metadata all suit the market they are for.
Why It Matters
Why It Matters
Translation alone misses what matters most in a new market: the terms people actually search for, the phrasing they trust and how a topic is framed locally. Content that reads as translated rarely competes with content written for the market.
Translation alone misses what matters most in a new market: the terms people actually search for, the phrasing they trust and how a topic is framed locally. Content that reads as translated rarely competes with content written for the market.
Researching the market first means content targets real local demand, not a UK topic list rewritten in another language.
Researching the market first means content targets real local demand, not a UK topic list rewritten in another language.
How It Works in Awareness Marketing
How It Works in Awareness Marketing
Market-Aware Research
Where the underlying search data supports it, keyword research, search volumes, SERP grounding and competitor discovery use the target market rather than defaulting to the UK, so content is planned around what that market actually searches for.
Where the underlying search data supports it, keyword research, search volumes, SERP grounding and competitor discovery use the target market rather than defaulting to the UK, so content is planned around what that market actually searches for.
Created in the Right Locale
Articles, social posts, metadata and image text are produced in the target language and locale, so spelling, vocabulary, date conventions and regional terminology fit the market rather than being converted afterwards.
Articles, social posts, metadata and image text are produced in the target language and locale, so spelling, vocabulary, date conventions and regional terminology fit the market rather than being converted afterwards.
Localise Existing Content
An existing article can be adapted for a new market. Subject, meaning, verified facts, brand voice and product names are preserved, while language, spelling, examples and search terminology are adapted. It does not invent local statistics, prices, offices or claims.
An existing article can be adapted for a new market. Subject, meaning, verified facts, brand voice and product names are preserved, while language, spelling, examples and search terminology are adapted. It does not invent local statistics, prices, offices or claims.
Who It’s For
Who It’s For
Agencies and multi-brand businesses publishing into more than one country or language, and any organisation that needs content built for a specific market rather than translated into it.
Agencies and multi-brand businesses publishing into more than one country or language, and any organisation that needs content built for a specific market rather than translated into it.
Multi-language and market content is an Agency capability. See what each plan includes.
Multi-language and market content is an Agency capability. See what each plan includes.
Frequently Asked Questions
Frequently Asked Questions
Is This Just Translation?
No. Market localisation can change what is researched as well as what is written, so content targets the local market’s search demand and reads as native rather than translated.
No. Market localisation can change what is researched as well as what is written, so content targets the local market’s search demand and reads as native rather than translated.
Can I Use UK and US English Separately?
Yes, where your Agency locale configuration supports it. en-GB and en-US are treated as different locales, with their own spelling, vocabulary and terminology.
Yes, where your Agency locale configuration supports it. en-GB and en-US are treated as different locales, with their own spelling, vocabulary and terminology.
Does Keyword Research Change by Market?
Where the underlying search data supports the market, research, search volumes and SERP grounding use the target market rather than the UK. We do not claim market-specific data where the provider does not offer it.
Where the underlying search data supports the market, research, search volumes and SERP grounding use the target market rather than the UK. We do not claim market-specific data where the provider does not offer it.
Does It Invent Local Facts or Claims?
No. Localised content preserves verified facts, product names and brand voice, and adapts language and examples. It does not invent local statistics, prices, offices, regulations or testimonials.
No. Localised content preserves verified facts, product names and brand voice, and adapts language and examples. It does not invent local statistics, prices, offices, regulations or testimonials.
Which Plan Includes Multi-Language Content?
Multi-language and market content is an Agency capability, included in custom Agency configurations. Talk to us about the markets you publish into.
Multi-language and market content is an Agency capability, included in custom Agency configurations. Talk to us about the markets you publish into.
Related Features
Related Features
Content Built for Every Market You Serve
Content Built for Every Market You Serve
Start with a free snapshot of your website, or see what each plan includes.
Start with a free snapshot of your website, or see what each plan includes.
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