In January 1996, Bill Gates wrote an essay entitled "Content is King". Back then, Gates described the Internet as a marketplace for content. Today, businesses constantly seeking innovative strategies to expand their reach and increase sales already understand the power of content. Multilingual content has the power to establish your brand, increase user engagement, improve your performance and Google ranking, generate quality traffic and leads and boost conversion rates in different markets. Moreover, content can help inform your audience, ensuring that they make smart purchasing decisions.

By tailoring your marketing materials and sales efforts to different languages and cultures, you can tap into new markets, engage with a broader audience and ultimately boost your sales. This article will explore how incorporating multilingual content can benefit your business.

Imagine that you only share content with your international audiences in one language (let's say English). By offering content exclusively in one language, you significantly limit your reach, miss out on potential customers and create language barriers. Did you know that 90% of internet users in non-English speaking countries are more likely to buy products or services from websites that provide information in their native language? (Source: CSA Research) The last thing you want is to create a significant communication gap between your business and your international audiences, right? If customers can't understand the information or messages, chances are they won't engage or buy.

Also, businesses are constantly competing for consumers' attention in a global marketplace. If your competitors provide multilingual content while you are only catering to a single language group, you risk being overshadowed and losing market share.

While the democratization of content creation has become a reality, the focus has shifted toward content consumption and personalization. Today, consumers have unprecedented access to vast content across numerous platforms. This abundance has led to a greater emphasis on personalization and relevance. Gates recognizes the importance of tailored content experiences that cater to individual preferences and needs. And that's why multilingual content is so important today.

So, how can you increase your sales through multilingual content?

  • Speak the language of your target audience.

Bill Gates already predicted the need to localize content back in 1996. By speaking the language of your target audience, you establish a stronger connection and build trust with potential customers. Such an approach can increase engagement, improve the customer experience and ultimately boost sales. For instance, Microsoft recognizes the importance of adapting its products and services to cater to specific cultural contexts. The company has developed localized versions of Windows and Office, offering interfaces and language support that resonate with users in different regions.

  • Expand your global reach.

Multilingual content opens the doors to new markets and allows businesses to expand their customer base. Localizing your marketing messages allows you to communicate effectively with potential customers in their preferred language, ensuring that your products or services resonate with them more deeply.

  • Enhance the Customer Experience

When customers can easily understand product information, user manuals and customer support in their native language, they feel more comfortable and confident in their purchasing decisions. This positive experience increases customer satisfaction and loyalty, ultimately driving sales.

  • Create Culturally Relevant Content

Language is deeply intertwined with culture. By understanding and incorporating cultural nuances into your marketing and sales efforts, you can make a stronger connection with your target audience. This demonstrates your respect for their culture and values, making your brand more relatable and trustworthy. Microsoft's marketing campaigns often reflect a commitment to inclusivity and diversity, highlighting individuals' cultural backgrounds and experiences from various communities. For instance, their "Empowering Us All" campaign showcases how technology can enable people to achieve their goals, irrespective of their cultural or personal backgrounds. By featuring diverse individuals and narratives in their marketing efforts, Microsoft represents a multicultural world and sends a powerful message of inclusivity that resonates with customers globally.

Nowadays, content is power. Bill Gates' perspectives on content from his 1996 article have evolved alongside rapid technological advancements and a changing digital landscape. While his initial emphasis on the importance of high-quality content remains relevant, his current views highlight the empowering nature of content and the need for personalization. Additionally, Gates now acknowledges the significant role of content as a revenue driver. As the digital world continues to evolve, multilingual content is a key asset for businesses, playing a vital role in engaging audiences, fostering connections and driving sales in the modern era.

By breaking down language barriers, entering new markets, enhancing the customer experience and leveraging cultural sensitivity, companies can successfully engage with diverse audiences and drive sales growth. As marketing and sales managers, it is crucial to recognize the potential of multilingual content, center your approach around customers and their needs, habits and cultures, and incorporate these into your strategies. With the right approach, you can position your business for success in the increasingly interconnected world of commerce.


L10N Global offers a vast array of multilingual solutions that help marketing and sales professionals take their international efforts to the next level while boosting sales. Contact us today to learn more about what we can do for you.


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