Provide translator with context
It’s impossible to complete content localization successfully when the context is missing. For this reason, it’s crucially important to provide a translator with the following information:
- Who your target audience is
- What tone of voice is appropriate
- Where the copy will sit on your website
Whether you need to translate and localize a 100 words long copy or 100 different web pages, you should always provide context. Otherwise, the quality of translated content may be poor, and you will be responsible for that.
Update design of your website
Now let’s take a closer look at the design of your website. Does it have “extra space” for localization?
The point is that the length of each linguistic component always varies from language to language. And the translated word may be in twice longer or shorter than the original word.
In fact, spacing is the least technical aspect of the website design. But it’s the most important aspect when it comes to content localization. So you should discuss the question of localization with the web designers in advance.
Use visual content wisely
As you know, visual content works better than textual content. But the problem is that visual content is hard to localize.
For instance, if you want to localize quote images and memes, you will have to do everything from scratch. And it will take a lot of time and money. This is a reason why experts highly recommend to avoid using any visual content that contains textual elements.
What about video content localization, it may be performed in the form of custom subtitles or dubbed audio. Video is a king of content marketing, so its localization should be a priority for you.
There is no need to localize all the content you produce. You should be selective and localize only those texts that are useful and valuable for local users. In most cases, it’s enough to localize a home page and product descriptions.
Also, you should decide what languages to localize your website into. Even though you ship your goods to more than 50 countries, there is no need to translate content in 50 languages.
Choose the top ten countries where your customers come from. And then, translate content into languages spoken in these countries.
Now you know what things to keep in mind when localizing your content. Apply the tips given, and you will take your content marketing strategy to a brand new level.
BIO: Erica Sunarjo is a translator with more than ten years of work experience. Currently, she works as a blogger. She likes to discuss topics related to translation services, content localization, and digital marketing. Apart from work, she enjoys reading books, riding horses, and scuba diving.