• Know how to localize your content. Reach a global audience with the help of professional content translation and localization.

8 Things to Keep In Mind When Localizing Your Content

Today, everyone has equal opportunities for business growth and development. Thanks to advanced technology, every company can reach a global audience and sell its products and services worldwide.

But the trick is that if you want to boost sales globally, you should adjust your content strategy to local markets. And you can do it with the help of professional content translation and localization. Read this article to know how to localize your content without making mistakes.

Create easy-to-localize content

First things first, if you want to cut localization costs, try to create content that is easy to translate. Follow these rules:

  • Use simple language. It’s not that easy to translate sophisticated terms and rarely-used words, so try to avoid them.
  • Avoid humor and idioms. The joke that sounds funny in English may sound weird in other languages.
  • Avoid slang and jargon. Even experienced translators find it challenging to translate these types of words.
  • Use active voice. It’s always easier to translate sentences written in active voice, than sentences written in passive voice.
  • Keep sentences short. Break long sentences into two or more short sentences.
  • Avoid phrasal verbs. The excessive usage of phrasal verbs may cause inaccuracy in translation.

Focus on keywords research

When it comes to content localization, the most important thing is to choose the right keywords. It will help you to improve search engines indexing and boost the effectiveness of your content marketing efforts.

The point is that people who speak the same language but live in different countries name the same things differently. For instance, the Spanish word “buzo” means “sweatshirt” in Argentina, “sweatpants” in Chile, and “driver” in Spain.

So if you sell sweatshirts, you can’t use the keyword “buzo” across all Spanish-speaking countries. You should conduct keyword research to find out which search terms people use in Chile and Spain.

Choose localization service providers wisely

Now you should decide in which way you will localize your content. Here are a few options to consider.

Translation and localization services

The first option is to use translation and localization services such as The Word Point. How does it work? You place an order online, and a team of qualified translators will localize your content according to your requirements. The major benefits are that a translation company guarantees the high quality of work and meeting deadlines.

Freelance platforms

The second option is to use freelance platforms like Upwork to hire native speakers from different countries. How does it work? You sign up on a platform and start the hiring process. You interview the candidates, and then start contracts with a few best of them.

If you localize your content in this way, you will save up to 20%. But keep in mind that quality of content localization dramatically depends on the qualification of the chosen freelancers. And if you hire a freelancer who offers low-cost localization services, don’t expect that work will be done perfectly.

Localizing Content

Proofread source content

Don’t forget to proofread source content before sending it to a translator. It’s crucially important, because even one small mistake in English text may lead to incorrect or inaccurate translation.

You should be attentive to details and spot every misspelled word and every typo. Also, you should check whether commas and other punctuations marks are used correctly.

If proofreading is not your cup of tea, it’s not a problem. You can improve your copies with the help of online grammar checkers or writing and editing services.

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.

Be selective

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.

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