Content creation and distribution is the essence of the digital era. Companies are creating engaging content to attract the audience and educate them about their products. This helps in increasing the product value and amplifies the brand reputation.
To achieve all this, the text must be easy to read and clear to the reader. But what if your audience spans multiple languages? This is where translation comes in. The aim of it is to convert the content into other languages to be easily perceived by the local audience. However, it is not all that simple.
One of the misconceptions about translation is that it’s simply substituting words with others from a different language. Quite the contrary – translation services put a lot of effort into translating each copy. They ensure that it’s not just mere translation but also SEO friendly content that will bring the targeted customers to your den and provide value to the reader.
So, what exactly goes behind the scenes in producing such powerful content? Let’s learn all the significant details associated with translating marketing content!
A skilled team often consists of multiple members who are experts in a particular language. A professional translator is not only well versed in each language’s vocabulary, syntax and grammar but also knows the right idioms to use at the right time. Collecting a dream team of multilingual translators is not easy, but once you have them in your team, you really become a Swiss army knife of content marketing.
Next is knowing the targeted audience depending on the subject. It is necessary for the translating team to know who the brand’s target is. Accordingly, the content for the audience can be modified and produced.
For instance, if the subject is about entertainment, you should write it with simple words so the content can be easily understood by a wide audience. However, if it concerns business or science topics, a slightly more professional tone with technical details can be included. While the former can and should be easily readable by anyone, the latter is meant for a very narrow audience.
SEO Friendly Marketing
Currently, a lot of digital marketing strategies are adopted by businesses to promote their products. One such strategy is Search Engine Optimisation (SEO). Since the content is for marketing your brand, it has to be readily available when searched online.
There is a higher chance of readers finding your content if it can be seen on the first page of the search. It is not so much viewed when laid out on the next consecutive pages. So, translation services make use of appropriate keywords to produce SEO-enabled content. This helps in boosting the search ranking of your article or landing page.
Certain idioms, phrases and references do not always translate well. A phrase that can be easily understood in English might give a totally different meaning in the Dutch language. Can you imagine translating a phrase like “It’s raining cats and dogs” into Chinese? In such cases, localization is needed.
Translation and localization go hand in hand. While translating on its most pure level entails just making it readable in another language, localization adjusts the content to make it engaging and relatable to the local audience. Not only does it include using the local idioms and references to their culture, but also such details as converting currencies, units of measurement and other tidbits.
If your content accidentally offends the audience, not only has it failed in its purpose, but it can also damage your brand. Some regions might appreciate particular topics, images or words used in the material, but in other regions the same thing can be offensive. Hence, all such details must be looked into carefully while designing and translating marketing content to avoid doing a complete faux-pas.