Localization of a website for a global audience is not just about translating but also about making sure that if content changes occurs, that it has the same impact in another language. In other words, content transcreation is also what’s needed.
Transcreation is the process of recreating content in another language so that it carries the same tone and voice of the brand, is engaging to the new audience, and is culturally sensitive.
There are a few challenges faced when making content changes for localization, but with the right knowledge and tools, these can be overcome. Here we’ll discuss the most common obstacles that businesses face when localizing their online content for global audiences and the best ways to conquer them. With these tips and the right support, content changes will become part of the localization process.
Challenges faced when making content changes for localization
Given below are the four most common challenges faced:
Translating brand specific content: When you think of translating your logo and catchphrase into another language, you might find that they do not have quite the same ring to it. For example, Nike’s famous slogan – Just Do It – literally translated to French would be simplement fais-le. As is evident, this just doesn’t maintain the tone of the brand, which is all about sports, being active, and not waiting to get things done.
In Nike’s case, they decided to not translate the slogan and leave it as it was regardless of which country they were marketing in. Big brands like Nike can do that, but when you have a lesser known brand and want your message to get across, you need to find the right way to translate or transcreate your brand-specific content.
Maintaining consistency across the business: Another challenge that arises when making content changes for localization is that each department manages the translation of their own content, which leads to inconsistencies. The marketing team might use one style for translation while the finance team uses another, which therefore causes different parts of the website to look like they’re from separate sources altogether.
Lack of standardization: Many of the inconsistencies that tend to crop up when localizing content include the lack of a standardized process. This is especially true if more than one translation vendor is involved or a lot of freelance translators are hired to do the job. To help standardize the process, a translation glossary and a style guide should be used. With the glossary and style guide as references, all translators involved can follow the same style of translation and make changes to the content.
Length of time involved: Localization can be quite a lengthy process. The time taken to fully localize a website and all its content could take away from valuable time might have been used to market to a new audience and make the most out of peak seasons. So automating the translation process can save a lot of time and make localization a lot more seamless.
Why use Localize?
Localize provides you with all the support you need to conquer content changes during the localization process. Using advanced technology, Localize has some of the most sophisticated translation tools available.
If fully utilizing Localize, you’ll be able to get notified about content changes, store brand terms in a translation Glossary, have a universal home for your Style Guide, and more to keep your brand consistent across all languages and audiences. Sign up for a free trial to check out these awesome features!