If you’ve ever been responsible for translation, you probably have a horror story or two to share and many reasons why traditional methods of translation can be a real headache. But getting approval to implement technology that offers a new approach to translation and localization is easier said than done. Below are five business benefits that can be achieved by introducing a translation management platform into your localization efforts – to help you make the case for changing the status quo at your organization, and as a basis for measuring translation technology ROI.
The traditional process for translating content is a hot mess. It’s an endless cycle of extracting word strings, sending content to language service providers for translation, submitting for review, rinse, and repeat ad nauseam until the content reaches your standard of quality. It is enough to make a sane person crazy. But implementing a translation management platform allows organizations to automate most manual tasks, streamlining the translation process and enabling a much faster time-to-market.
Translating content the old way can be all-consuming for those who are responsible for managing the process. But eliminating manual tasks, such as extracting content for translation, can free up valuable time of engineers and developers, allowing them to focus on other projects that will help the business grow.
One of the biggest pitfalls of traditional translation methods is the lack of contextual view for translators or contextual review for project and marketing managers. Because of this, translators are guided by rough word count targets at best, and the review process is much longer than it needs to be just to make sure translated content fits the space correctly. If your processes don’t allow for contextual review, your brand messages that you spent countless hours perfecting could be wrong, resulting in embarrassment or even worse damage to the brand. But a translation management system that offers visual context, coupled with quality human translators, will give your brand control over all messages you send out, thus ensuring brand consistency across all languages you translate into.
Scalable and resonant
Using manual processes to translate website content into more and more languages is not easily scalable – each language has its own unique set of challenges associated with it. Using spreadsheets and email as the backbone of translation strategy slows companies down and provides plenty of opportunities for error and miscommunication, which multiply at scale as more documents, people, languages and locations become involved. Having the right technology in place minimizes those problems, setting a structure that improves output, allows you to better serve your existing multilingual audience at scale, and simplifies the process of adding a new language.
The time it takes for people to translate, review and manage content can be reduced by technology, for example by viewing both languages in-context or using an evolving translation memory in real-time. If we zoom out, the organization can take advantage of customizable automated workflows, offered by translation management software, to streamline the entire process. Such efficiencies significantly reduce the overall time-to-market of new content, making it possible to expand your international footprint for higher rewards with the same effort.
Making note of these five business benefits during your next round of budget requests, should identify the ROI categories you will need as ammo to take your translation efforts into the 21st century.
Download our ebook: 10 ways to Measure Translation ROI and learn how to measure the value translated content and native brand experiences will bring to your business’ bottom line.