Multilingual content creation has become a critical part of any international marketing strategy in a world where businesses are expanding across borders and audiences are becoming increasingly global. As companies seek to connect with diverse audiences, the demand for high-quality, localized content has skyrocketed. But producing content that resonates across languages and cultures is no easy task.
In Episode #83 of the Localization Fireside Chat, I had the pleasure of speaking with Shaheen Samavati, Co-Founder and CEO of VeraContent, a Madrid-based agency specializing in multilingual content marketing. VeraContent http://www.veracontent.com has helped brands around the world communicate effectively in European markets by focusing on authentic, tailored content that meets high editorial standards.
During our conversation, Shaheen shared her journey from journalism to entrepreneurship, the challenges of creating original content in multiple languages, and the vital role that human creativity and AI play in the content creation process.
From Journalism to Multilingual Marketing
Shaheen’s background in journalism played a pivotal role in shaping VeraContent’s approach to content creation. Originally from Cleveland, Ohio, Shaheen began her career as a business journalist before moving to Spain in 2010. While working in corporate communications for multinational companies in Europe, she noticed a glaring need for high-quality, localized content.
“I was in marketing roles where I had to outsource content creation and localization, and I just wasn’t finding suppliers that met the editorial standards I wanted,” Shaheen explained. This gap in the market inspired her to co-found VeraContent in 2016 with a focus on delivering high-quality content that’s not only translated but also culturally adapted to resonate with target audiences.
The Importance of Original Content in Multilingual Marketing
One of the key insights from our discussion was the distinction between simple translation and creating original content for different markets. At VeraContent, Shaheen and her team often create content directly in the target language rather than translating it from a source language like English.
“There’s a big difference between transforming content from one language to another and creating original content in the target language,” Shaheen said. “When content is created in its intended language, it feels more authentic and is more likely to resonate with the audience.”
In many cases, VeraContent’s clients prefer to go beyond basic translation. They seek content that’s not only linguistically accurate but also culturally relevant. This approach involves deep market research and an understanding of local audiences, including their preferences, values, and behaviors. As Shaheen pointed out, different markets often require entirely different strategies, and what works in one region may not be effective in another.
AI in Content Creation: A Game Changer with Limits
Like many companies in the content industry, VeraContent is exploring how artificial intelligence (AI) can enhance their processes. Shaheen noted that AI has already become an integral tool in certain aspects of content creation, especially when it comes to streamlining routine tasks.
“We’ve implemented AI in specific use cases, like reformatting content or generating initial drafts, but we always have humans in the loop to ensure quality,” she explained. “The key is to use AI responsibly and with clear guidelines, making sure that it’s assisting the creative process, not replacing it.”
While AI can handle repetitive tasks and accelerate the content creation process, human creativity remains essential. Shaheen emphasized that AI is particularly useful in reducing the time spent on tasks like translating routine documents or gathering research, but it falls short when it comes to the nuanced, creative aspects of multilingual marketing.
Building a Team to Manage Global Content
Leading a multilingual content agency comes with its own set of challenges, especially when it comes to managing a global team. VeraContent has a core team of 14 people based in Madrid, along with a network of freelancers around the world who contribute to various projects.
Shaheen discussed her leadership philosophy and how she manages to keep her team aligned with the company’s values and goals. “One thing I’ve learned as a leader is the importance of listening,” she said. “I make it a priority to meet with every team member one-on-one to understand their ideas and concerns. These individual interactions are invaluable for fostering a positive team culture.”
Effective communication and collaboration are at the heart of managing a global team. VeraContent’s team works closely with clients to ensure that the content they create reflects the brand’s values and goals in each market. Whether it’s developing social media posts, blogs, or multimedia assets, the agency ensures that every piece of content is tailored to the needs of the target audience.
Key Takeaways for Brands Going Global
As businesses look to expand internationally, Shaheen offered valuable advice for brands that are new to multilingual content creation:
- Prioritize your markets: Europe, for example, is not one homogeneous market. It’s essential to prioritize specific regions and develop customized strategies for each one.
- Invest in original content: Translation is important, but creating original content in the target language will better engage local audiences and help build trust.
- Embrace AI, but maintain human oversight: AI can streamline content creation, but human creativity is irreplaceable. Always keep humans in the loop to ensure high-quality output.
- Build long-term relationships with partners: Successful multilingual content creation requires ongoing collaboration with clients and partners to maintain consistency and alignment with brand messaging.
Conclusion
As Shaheen’s insights demonstrate, creating multilingual content that truly resonates with global audiences requires a deep understanding of both language and culture. By combining original content creation with strategic localization, companies can build meaningful connections with their audiences and drive international growth. VeraContent’s approach—focused on quality, creativity, and collaboration—serves as a powerful model for brands looking to expand their reach across borders.
Whether you’re a marketer, business owner, or content creator, this episode offers valuable lessons on how to elevate your global marketing efforts. To learn more about Shaheen Samavati and VeraContent, be sure to watch the full episode of the Localization Fireside Chat.
Until next time, this is Robin Ayoub Signing off
Robin Ayoub 
Leave a comment