So your brand has found success in the US. Now what? Do you rest on your laurels and pat yourself on the back, or do you take the leap and set your sights on the rest of the world? If you choose the latter, you’ll quickly find that what worked for you in the US, won’t necessarily work in other markets.
Consumers around the globe now expect brands to reach them with personalized messages that speak to regional dialects, market preferences, and cultural differences. Developing native brand experiences that cater to such nuances can go a long way toward attracting consumers and developing loyal customers that will advocate for your products and services.
Getting started with global content
Once you’ve identified the markets you want to expand into and the languages you’ll need to ‘speak’, the next step in creating global content that resonates is translating and repurposing your existing content. Brands have a number of options ranging from basic machine translation to professional human translators, and many turn to language service providers (LSP) to handle translation and localization needs.
One of the key benefits of LSPs over individual translators is their ability to scale up or scale down depending on the size of a particular project, the volume of words to be translated, and the range of languages you want to speak to your customers in.
Some brands will use a mix of LSPs, professional translators and machine translation across projects, balancing cost and quality to achieve the desired outcome.
Streamline the processes
Regardless of whether you choose to use professional human translators, machine translation, or anything in between, brands that want to increase their market penetration and expand globally should turn to technology to help manage the process. A translation management system gives brands a better way to execute on global content strategy.
A good platform will:
- Automate the content collection process. Traditionally, gathering source content files, verifying they were the right versions, and sending them off to be translated was a long and arduous process. Automating this process frees up your team’s valuable time to work on other projects.
- Trigger localization workflows automatically. In the past, there was a lot of waiting involved in translation and localization – waiting for the vendor to confirm the project, waiting for reviews and approvals, waiting for content to be published. But implementing translation management software with automated workflows pushes your content seamlessly through each step of the project, while giving you visibility as to where it is in the process.
- Push translated content back where you want it. Once the content has gone through the process, translation management software delivers the files right back where you want them.
- Centralized management of multilingual content. You no longer need to worry about where a piece of content is or where to find it because content is stored and organized securely in the cloud.
- Repurpose and leverage your translation assets. Translation memory gives you access to your translations any time you need them – available in concise strings of one or more words – allowing you to reduce costs, improve quality and consistency, and save time on future translation projects.
Register for our webinar Content Strategies for Global Brands: Speaking Your Customer’s Language on February 3. The webinar will cover:
- What matters most to consumers globally and how to build a content strategy that meets these needs
- How working with translators can benefit your brand’s international marketing
- Why a global marketing initiative needs to take into account local needs
Featured speakers include: Liz Walton, VP of Marketing at Yext, Adam Jones, COO at Simultrans, and Judd Marcello, VP of Marketing at Smartling.