With so much changing in the world of content marketing, no wonder we have to keep reinventing ourselves to stay relevant. At Contentactic, we’ve been quietly developing our own hybrid answer to the evolving needs of our clients. We met with one of our Content Heroes, Rhys Tyler, to discuss his journey from full-time translator to SEO content writer.
SEO translator? Multilingual content writer? Why choose one when you can have both
Rhys Tyler is a trilingual business, communications and localisation expert. After beginning his career as a project manager and translator/reviser, he discovered Contentactic in 2021:
“I started a course in content writing and on-page SEO optimisation by Lucie Laval, the founder of Contentactic. Soon after completing the course, Lucie started hiring me for freelance SEO writing and translation projects.
Nowadays, many companies are beginning to realise that straight translations don’t really cut it. To improve brand image, visibility and sales, they need content that is written from scratch. This has flipped the trend on its head. Before, brands used to develop a strategy and content in one language and simply copy-and-paste it into other languages. Now businesses are searching for people with hybrid expertise who can write, optimise and adapt content in multiple languages.
On top of that, businesses are promoting their products and services in a style that is simple, direct and to the point. And the best way to make sure we can write in this style is to develop our skills in content and copywriting.”
Translation + writing = transferable skills
“Once I became an experienced translator, I began to develop my skills in content writing. I did this for various reasons. First of all, Covid forced me to reflect on where I’d been in my career and where I was heading. I wanted to learn new skills and explore new avenues. It was just at that moment that I noticed on LinkedIn how translators were beginning to branch out into SEO and in particular into content writing.
Secondly, I wanted to follow where the market work was going. Through my work with a French translation agency called Word Class, it became clear that clients were increasingly contacting us for SEO translation projects rather than plain old translation. There was – and still is – a big demand for premium multilingual SEO content.
The way I see it, translation and content writing are complementary: the first gives you a sense of structure and method, whereas the second pushes you to develop your own style and creativity. Now every company has its own style guide, so if you want to work to each style and meet the needs of each client you need a good technical grounding in content writing. And on top of that, a good understanding of SEO gives you a real edge in this market.”
No international presence without a multilingual content marketing strategy
There are usually 2 ways to boost the growth of an organisation. One is data-driven marketing. The other is content marketing.
Both search engine optimisation (SEO) and generative engine optimisation (GEO) are forms of content marketing. The idea is to regularly post content – blog posts, product descriptions, webpages etc. – that is easy to read and optimised for search engines. This is how you improve your ranking in search engines.
But if you want to roll out a content marketing strategy outside your home market or language, then you need experienced professionals who have a hybrid expertise in SEO, content, writing and translation. Only they have the knowledge to develop an SEO and content strategy that is appropriate both to the foreign market and the client. This is what we call effective international SEO.
International SEO is crucial to businesses that want to be known and seen across multiple markets. Be aware that SEO is a long-term solution. Unlike search engine advertising (SEA), it can be improved over time by analysing certain performance metrics and tweaking the strategy and content accordingly.
To resonate with foreign markets, invest in transcreation
“In our globalised world, many companies still rely on English for their international comms. But even though English is widely spoken, most readers only trust content that is written in their language.”
Here are 2 stats to consider:
60% of international readers never read content in English (Translator Thoughts).
78% of online shoppers feel more confident about buying from websites that have been translated into their own language (Phrase).
“This is what makes transcreation so important. In my opinion, translation is an adaptation of words and language. The transcreation goes much further, adapting not just the words but the colour and texture of a culture. Visitors on transcreated websites don’t just understand the content – they relate to it. And because transcreation requires a certain level of creativity, the crossover with content writing is obvious.”
Market trends and international business strategy
With the era of artificial intelligence (AI) upon us, it’s more important than ever for companies to stand out from their competitors with strategic, high-impact content.
“I sense a growing demand for multilingual copywriters with in-depth knowledge of 2 or more cultures. Companies are definitely understanding the value of this expertise.”
Of course, these new trends are also changing the marketplace. More and more companies want to recruit hybrid SEO writers/translators because of their versatility and technical knowledge. (Though few professionals fit the bill, as no single course teaches these skills.)
“There is a huge advantage for organisations that find someone they can rely on, someone who can create content in multiple languages using a blend of translation, content writing and transcreation. There are cost advantages, and the results are often better.”
The hybrid role of SEO writer/translator
As you’ve no doubt guessed, content writers and translators mostly work on… writing and translation. But content is only a part of the role, as these experienced multilingual professionals bring transversal value across several areas, including SEO optimisation.
“Content marketing is a tailored service that meets a specific need. It’s not just about content. There’s also consulting and analysis to guide clients as they develop their strategy and visibility.
“Translators are morphing into consultants. Many, for example, now provide training on the side. They train other translators or they are brought in by clients to train their teams.”
Experienced multilingual professionals who can translate, write and optimise content for search engines keep prospects, consumers, partners and Google happy. And they play a vital role in how organisations develop their visibility and brand image. Which we all know are paramount in the digital marketplace!
How to become an SEO expert?
“Get dedicated, certified, specialised training from an expert. This is how you get fast, measurable results. Contentactic runs customised training courses that cover every aspect of on-page SEO. These are always worth signing up for. It’s also worth considering investing a bit of money in the basic tools of the trade. Another option is to work with agencies who have the tools already.
Stay patient and keep an open mind. As a hybrid content writer and translator, you need to be a sponge: soak up everything you can learn and keep a close eye on what’s happening in the market.
In our daily work, clients come to us for help with putting their messaging in words. Between technology, digitalisation, AI and globalisation, the jargon and labour market are changing at a staggering pace. If you don’t wanna be left behind, you’ve got to keep your finger on the pulse.”
Welcome to the ‘meta’ universe of 2025! Within this labyrinth of incessant and untold amounts of data and content, those who have real talent will be able to navigate their way through with a constant focus on selecting quality assets.
Rhys Tyler, SEO writer and translator
Written and optimised by Chiara Castelli with the kind assistance of Rhys Tyler.
