Five Key Points to Translate Your Marketing Content

Once you are ready to launch your products or services on an international scale, you probably need to find the right communication strategy to reach a new potential audience. How could you be sure that your brand voice is accurately translated into a different language? How could you diversify your content for different audiences around the world? In this post, we list five important points to consider when you translate your website and marketing content in foreign languages.

  1. Do you know your audience? The first thing to consider when translating your content is knowledge of your potential audience. You need to have a clear idea about the group of people you are targeting. Obviously, there are many differences between a technical audience and general consumers. You need to use different terminology and language to grab the attention of different audiences. The best approach is to be specific with your translation partner about the group of customers you are targeting.
  2. 2. Are you sure you chose the right translation agency? Translation of marketing content is very delicate and the choice of the right translation agency is an important aspect of your internationalisation process. You should look for an agency offering services by native translators with excellent writing skills. In fact, a language service provider with clear expertise in your technical niche may not be the right choice for your marketing documents. You need a professional translation agency working with skilled native translators-copywriters. They can translate the nuances of your content marketing in a foreign language and communicate with your potential audience in an effective way.
  3. 3. Do you have reference materials for your translation agency? It is very important that you and your departments collaborate with your trusted translation agency by providing them with reference materials. You may already have translated materials, i.e. brochures, blog posts, reviews, etc. These kinds of documents are an excellent reference resource for project managers and translators. If you are planning a long and continuous translation project, it is wise to work with your project manager in order to create a style guide and a glossary. You will have the opportunity to maintain consistency and coherence in your content.
  4. 4. Are you sure your content will be effective for your target audience? Once you decide to translate marketing content for new potential audiences you may need to perform a cultural assessment. This will help you to understand your target customers. A serious and professional translation agency should help you to identify potential issues with your content. You may be required to change images, colours or concepts that have a different interpretation in the culture of your new audience.
  5. 5. What if translation is not enough? Sometimes you may opt for transcreation services. Translation of marketing documents has its own difficulties. Usually your marketers use metaphors, titles and cultural references to engage your customers. Unfortunately, a literal translation does not work when you need to render this content in a foreign language. Transcreation is the process of rewriting the brand’s message in a foreign language to engage the target audience. Transcreators consider the differences between the source and the target versions of a text and make cultural adjustments. A good transcreated text sounds like it was written in the target language and your content will have a big impact.

+Francesco Cavallone


Originally published at inotherwords.agency on July 14, 2015.

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