Leveraging Languages: Why a Multilingual Strategy is Essential for Biotech Content Marketing

Biotechnology companies are innovating at an unprecedented rate, but many struggle to reach their full potential in global markets due to language barriers. Without a multilingual content strategy, even the most groundbreaking ideas can fail to gain traction.

Smaller biotech companies often face another challenge. They may not have the internal resources needed to create localized content. This can put them at a competitive disadvantage. Unlike larger corporations, they struggle to keep up. The risks of not addressing this issue are high. These companies could lose potential customers and market share quickly.

We have worked with the bacterial endotoxin detection (LAL) division of Fujifilm Wako Chemicals for the past 10 years. To promote the new LAL line effectively and capture leads worldwide, we have been contracted to translate technical content into multiple languages and optimize the website for SEO. We have translated the whole website into Spanish and Portuguese to grow the distributor network internationally. 

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Today Spanish-speaking visitors represent 22% of the website traffic, and Portuguese-speaking users 12%. This is an extra 33% of web traffic from their target market that also translates into business.

Source: Google Analytics

Here are some of the key benefits of implementing a multilingual approach to content marketing in biotech.

The benefits of multilingual biotech content marketing

Reach a Wider Audience

Once you create your products descriptions and services in multiple languages, you reach more prospects for your biotech business.

This simple method allows you to communicate with clients who speak various languages. As a result, more people will become aware of your brand. This can lead to an increase in potential customers.

Increase Global Visibility

A multilingual content marketing strategy can help biotechnology companies increase their visibility in international markets. Translating marketing materials into the languages of target audiences helps companies attract important stakeholders. This approach allows them to establish themselves as leaders in the biotech industry.

See below an example of the keyword “biotech companies” vs its translation into Spanish and Portuguese. In Brazil, for instance, 90% of users search based on their mother language and not in English. 

In 2023, Brazil's biotechnology market earned USD 27.3 billion and is projected to grow to USD 69.1 billion by 2030. (Source: grandviewresearch.com)    

Source: Google Analytics

Enhance Customer Experience

Customers expect relevant content tailored to their preferences and needs. You can provide information in various languages for customers who want to read in their preferred language.

This helps to create a more personalized experience for customers. They can choose to read your products, services or white papers in their own language. This can enhance their overall user experience with the company and leads to increased engagement, loyalty, and customer satisfaction.

You can also send your client an email marketing campaign in their language to promote your biotech products more effectively.

Improve SEO and Search Rankings

Having content available in multiple languages can also help improve a company's search engine optimization (SEO) efforts. When you create multilingual content, you can target specific keywords in different languages. The result is more visibility in search results and more organic traffic to your website.

Creating content in various languages is also the easiest way to feed Google with new and pertinent content. You only have to do create your blog article once, then translate it and optimize it after a simple keyword research.

Cultivate Trust and Credibility

Offering blog posts in various languages help your company build trust and credibility with your prospects. Using their language and understanding their culture shows that you care.

This helps you build good relationships with customers, partners, and investors around the world.

Building trust with your clients should always be at the center of your digital biotech marketing efforts

Improve visibility on social media platforms as well

Many social media platforms let you choose a language for your posts, so users can read them in their preferred language. This helps connect decision makers worldwide and allows for greater engagement across different cultures and regions.

Transforming your blog content for social media can attract more visitors and help you connect better with your audience.

How to adapt blog articles to social media?

• You can start by selecting a key point or quote from the blog that will catch the attention of your social media audience. 

• Create a short, engaging caption that motivates readers to visit the blog for additional details. 

• Include relevant hashtags to increase visibility and reach. 

• Add attractive images, videos, or infographics to make your post more visually appealing and shareable on social media.

How to execute a successful multilingual biotechnology content marketing strategy? 

Accurately translating scientific content is necessary to ensure the integrity of the information being communicated.

The pain point is that biotech content uses technical terms that need careful understanding to translate correctly. Inaccurate translations can lead to misunderstandings, misinterpretations, and even dangerous consequences in the scientific community.

Translation accuracy is important for scientific content because it can significantly affect research and academic progress. Biotech research relies heavily on the accurate exchange of information between researchers from different parts of the world. Mistakes in translation can cause misunderstandings in data, methods, or results, slowing down scientific progress.

Translators need to know the original language and the target language. They also need to have knowledge in the scientific field they are translating. This ensures accurate translations of scientific content. 

Translators need to explain technical terms, complex ideas, and detailed information clearly in the language they are translating to.

Conclusion:

Using a multilingual biotech content marketing strategy can help companies grow globally, improve customer experience, boost SEO, and build trust with international partners.

However, translators of scientific content must be careful and precise. This ensures that the information is shared accurately. It also helps people understand it in different languages. 

The biotech industry is becoming increasingly competitive. Companies that do not adopt a multilingual strategy risk falling behind. To stay relevant, it's essential to communicate effectively with global audiences. A multilingual approach can enhance market reach and foster better relationships. Organizations must prioritize language diversity to maintain a competitive edge.

It's also essential to go beyond mere translation. Effective communication involves creating messages that resonate with global audiences. This means understanding cultural nuances and preferences. 

Magma Science is a biotech marketing agency that can help you with your marketing efforts. We have skilled translators and a digital marketing team to assist you in implementing your marketing plan.

Contact us for a free call!