Content Rules is one of the best selling business books on Amazon right now. In the very first chapter, I was struck by the similarities between content marketing and translation. Ann Handley and C. C. Chapman say that content (websites, blogs, white papers, etc.) should be the basis of your marketing. Take a look at this list of what content marketing can do for your business:

• Attract customers.
• Educate your buyers abouut a purchase they are considering.
• Overcome resistance or address objections.
• Establish your credibility, trust, and authority in your industry.
• Tell your story.
• Build buzz via social networks.
• Build a base of fans and inspire customers to love you.
• Inspire impulse buys.

If you substitute "translation" for "content marketing", I think every one of these points applies. The only difference is your audience. If you are already producing content to reach your customers, it may be the time to take the next step and launch translated content.