Tips to Improve Your Content Strategy with Translation and Localization
Did you know you need to optimize your content for different languages and cultures to ensure you get all the potential engagement? Sixty-five percent of people prefer content in their native language. Forty percent will not purchase in other languages. Consumers want their content to feel personal to them and their experiences. Localization and translation make your content feel authentic to a target audience in an international market. For example, you wouldn’t market “sweaters” in the UK and Ireland because they are called “jumpers” there. Because the global language industry is growing rapidly, it is important to utilize translation and localization in your content strategy. Here are a few tips to help you.
Decide on a Regional Expansion Based on a Specific Area
Building a localization strategy starts with deciding where to expand your market and tailoring your content accordingly. There are two primary questions to consider:
- Are you trying to enter the market of a general region or a specific country?
- Are you looking to embrace an entire continent or individual areas?
Notice that the process is based on geography as opposed to language.
There are various nuances in how people live and speak between countries, and these differences can be quite noticeable. For example, there are stark differences in the language and colloquialisms spoken in Mexico, Argentina, and Spain, even though all of them are Spanish-speaking countries. The words themselves might be similar, but the cultural elements they embrace are vastly different.
One of the best ways to level up your content using translation and localization is to avoid idioms, expressions, and metaphors with cultural meanings.
Consult with Someone Familiar with Daily Life in Your Target Market
Solely relying on a translation tool for your content localization is required. You should discuss the process with someone extensively familiar with daily life in the area where you would like to localize your content.
They will know and understand the intricacies of day-to-day life in that location better than what you can read online or someone who has just briefly visited it. They will often be able to pinpoint any potential holes in your strategy and ensure you’re not making big mistakes surrounding economic levels, societal preferences, etc.
It is also beneficial to use a translator who is a native speaker of the language to make sure that your content is appropriately localized and translated.
Decide Which of Your Content to Localize
If you have a vast library of content you’re looking to localize, then you’ll want to start by identifying which pieces could perform the best in the new region.
Look at universal values — truths that translate across all barriers without much cultural differentiation.
You should also see which pieces perform well on your primary website and how competitors are doing in your expansion area.
This should give you a good idea of which content items to prioritize, which can wait for the future, and which can be skipped entirely.
Remember Graphical Elements and Photography
It is important to consider visual aesthetics in content localization strategy. You can miss a chance to connect with your audience if you do not update images during localization. Understanding how people read in other languages also includes photography to match those living in the local region. However, it is critical to be mindful of your images’ meanings.
You should choose images based on your knowledge of what is culturally appropriate in the region where you are establishing your audience. There are different meanings behind symbols, gestures, and colors. You should use images featuring people representing the population where you are trying to localize your content. Universal symbols like geometric shapes are also an easily understood way to localize your images.