Reaching a Wider Audience Through Bilingual Content.
A content-focused digital strategy created to help HealthKart connect with Hindi-speaking audiences through informative, engaging and scientifically accurate healthcare content.
Introduction
Health Kart, a leading health and wellness platform, contacted us with the intention of expanding its digital reach. While their existing content in English catered well to a section of their audience, there was a noticeable gap in engagement with Hindi-speaking users. They wanted health-related articles that were not only engaging but informative, too, and relevant to their target audience. We followed suit and delivered high-quality, bilingual content that focused on addressing this gap while maintaining scientific accuracy and relatability.
Challenges
There were primarily two challenges that HealthKart faced
Audience Diversity
Undoubtedly, their English content was able to cater to the vast urban audience, but, at some point, they could not reach out to the Hindi-speaking audience, which prefers reading in their native language.
Content Quality and Relevance
Creating health-related content that is both scientifically correct and easy to understand is not everyone’s cup of tea. It requires someone with expertise in this field and who could do careful planning, thorough research, and cultural sensitivity.
SEO-Oriented Content
Apart from being factually correct, HealthKart also wanted the content to be SEO-oriented. They needed the articles to adhere to the latest SEO techniques to improve their visibility in both English and Hindi search results.
Our Approach
We commenced this project by understanding the concerns of the HealthKart Team. At first, our writers wanted to know their expectations and how they wanted this project to be executed. Once done, we started conducting a detailed analysis of the target audience, read a few articles that HealthKart had already worked on in the past and understood the assignment. Our primary focus was delivering high-quality and informative content per their pre-set guidelines.
Our approach combined content research, keyword integration, audience-centric writing and detailed fact-checking to create content that was informative, relevant and trustworthy.
Content Research
Though we had pre-defined topics, we conducted additional research to enrich the articles with accurate and up-to-date information.
Keyword Integration
We effectively and subtly incorporated the keywords provided by the HealthKart team without changing the context or tonality of the article.
Audience-Centric Tone
Our writers intended to keep the article's tone relevant, conversational, and informative. We did this to resonate with the target audience in both languages.
Fact-checking
All content was reviewed for scientific accuracy to establish trust and credibility.
The Execution Phase
To ensure timely delivery without compromising on the content quality, we followed a systematic approach
Keeping up with the guidelines
We followed the required word count, keyword density, placements and topics provided by HealthKart.
Content Creation
Webgross always focused on creating high-quality Hindi articles on the topics assigned by HealthKart. We ensured that all those articles reflected authenticity and maintained scientific accuracy.
Quality control
Each article underwent multiple quality checks to ensure accuracy, coherence, and compliance with Health Kart’s requirements.
Result
As a result of our proper approach and execution, HealthKart noticed a significant impact on its digital presence
Increased engagement
HealthKart's official platform saw a noticeable rise in page views from Hindi-speaking regions, reflecting the success of localized content.
Improvement in the retention rate
Since we focused on improving the readability of the articles and making them more engaging, the users started spending more time on HealthKart’s website.
Expanded reach
Now that HealthKart has introduced Hindi content on its platform, it has been able to cater to the untapped audience. This has enhanced HealthKart’s reputation as a platform that caters to diverse needs.
By combining localized content with quality research, SEO practices and audience-focused communication, HealthKart was able to extend its reach to a wider and more diverse audience.
Conclusion
Our collaboration with HealthKart turned out to be very fruitful. Not only was their content able to reach wider audiences, but it also increased the retention rate. By curating content that is easy to read, engaging and informative, we made it easier for the audience to find information on HealthKart's platform.
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