I was asking myself if it makes sense to do marketing for a Saas or App Startup in a language other than english. I mean website, blog, emails, guest posts, ads etc.

While this is obviously a good idea if your product is somehow bound to a certain area like e.g. a real estate site for Paris. I was wandering if it also could be a chance for startups with generic, not language or area bound products like e.g. a project management or messenger app.

I got this idea because the internet is a pretty noisy place. An there are a ton of startups doing marketing for their generic products in english (37signals, buffer, kissmetrics, etc etc). Most of the companies I mentioned do content marketing in pretty similar ways. It feels like I read it all before. Another "7 ways to be more productive" article pops up almost daily. The thing is most of the articles are damn good and often there are some small takeaways even in very similar articles. The competition for good blog posts about productivity or marketing is pretty high out there.

So what do you think? Would it be a good idea to do stuff for a smaller group (at least at first) to have less noise in the marketing channels? Do you know any examples of successful or unsuccessful companies choosing a language other than english (or chineese) for their non area/language bound Saas / App Startup?