|10 Min. Read||Emily Sorrentino||September 14, 2023|
We live in a modern era where content is King, and businesses that want to reach more consumers need to put out quality content. Content is an integral part of the modern buying experience.
According to FocusVision, B2B buyers consume at least 13 pieces of content before purchasing a product from a certain brand. B2C buyers are not too far behind, with 47% of consumers viewing at least five pieces of content prior to completing a purchase. Additionally, consumers spend an average of five hours a day researching and consuming content on various devices.
The digital age enables organizations to connect with audiences worldwide, but this also brings the challenge of ensuring content resonates genuinely with varied audiences. Enter content localization - the answer to ensuring your global audience feels heard, understood, and valued. For businesses that want to go global, investing in content translation services is the key to effectively connect with and serve diverse audiences.
Content localization isn't just about translating words. It's about capturing the essence, emotions, and cultural nuances that come with those words. It's an intricate process of adapting content in both language and cultural context to align with local audiences.
By considering culture, humor, idioms, and more, businesses can ensure that their message isn't just understood - it's felt. This goes beyond mere translation; it's about creating an emotional connection with the reader, ensuring the content resonates genuinely with its intended audience.
You should always focus on website localisation as part of a global content translation strategy, but content localization goes beyond the website. It includes marketing materials, branding assets, product descriptions, customer service interactions, and even imagery that accompanies content.
For instance, you may need to localize a marketing campaign that includes a logo, slogan, and ad assets for social media. It's essential to recognize which elements play a crucial role in the audience's perception and understanding of the content and prioritize their localization.
Be sure to include the following in your content localization plan:
Videos and Graphics: Images, infographics, and other visual content should be culturally relevant and might require alterations.
Currency, Dates, and Units: Update all numeric references, including currency symbols, date formats, and measurement units to local standards.
User Interfaces: If you’re localizing a website or app, elements like buttons, menus, and navigation may need adjustments to fit translated content and adhere to local usability norms.
Formats and Layouts: Local scripts might require changes in text direction (like right-to-left in Arabic) or design layouts.
Local SEO: Adjust keywords and metadata for search engines specific to the region.
Contact Information: Update local addresses, phone numbers, and other contact details.
We've established that you should localize your content. Now, let's get into some indicators that it's time to start:
It's very hard to succeed in multilingual markets if you're not speaking the right language. It's not all about translation, though. Localization is important for many reasons:
A poor content localization strategy can have a negative impact on your brand. For instance, Coors' Brewing Company wanted to bring their "Turn it Loose" campaign to Spain. But when their team did the Spanish translation, they did not do any local fact-checking. They came up with a phrase that locally translated into "suffer from diarrhea." That's not a great selling point when you're trying to entice buyers to buy more beer!
As we mentioned, localization and translation are different. Your team may be able to handle a few small translation projects, but you'll likely need professional content localization services to keep up with the demand for localized content. We recommend taking these actions to complete your content localization projects:
Content localization is more than just a business strategy; it's a commitment to understanding and valuing diverse audiences. It's also the best way to reach and grab the attention of more interested customers.
With the importance of producing new and exciting content, it's invaluable to localize that content for multilingual markets. That's why investing in professional translation and localization services is crucial. It means publishing culturally relevant content faster, cheaper, and accurately.
Reach out to us today to learn about our content localization services. For a limited time, we'll help you localize content for two new markets for the price of one! Take advantage of our BOGO offer and get more translation for less.