Marketing success with an international site doesn’t simply rely on how well you translate web site content. Success or failure begins at the source with the original content itself. The quality level of your original content will set the bar for the content you are left with after translation. Consider the following tips before you begin translating so you can protect your brand’s reputation in the global market:
Garbage In, Garbage Out
No matter how great your translation software is, and no matter how skilled the translators you use, the content that comes out will only be as good as what you put in. In other words, if your source content doesn’t effectively represent your brand and voice, neither will your newly translated material. Low-quality content can not only drive consumers away, but it can also destroy your brand’s reputation. Quality begins at the source, which means it’s important that your source content authors have a complete understanding of your marketing goals, your brand values and voice, and the audience you are looking to engage. Additionally, they should have a good grasp on the basics of syntax and grammar.
Whether your content authors are part of your in-house marketing team or outsourced freelancers, it’s important to set up clear and concise rules and style guides. You should also edit and check any content before it is translated. Not only will this ensure high-quality content, but it will also make translating more efficient and cost-effective in the long run since you will avoid time-consuming revisions at the end of your web site translation.
Quality Equals Efficiency
Translation memory is an efficient software tool that learns and stores commonly used segments of translated content for future reuse. It can save your company money by cutting down on the amount of work translators need to do. However, if the content being collected and stored is low-quality, it can have a negative effect on all future reuses, leading to more time and money spent on quality control and revisions. Again, this problem can be resolved by focusing on the source. Content that is stored for reuse must be well-translated, but it has to first be authored clearly and correctly.
Developing Source Language
Creating style and editorial guidelines for your international web site is a great tool not only for translators, but also for source content authors. Having a set of guidelines to which everyone on your marketing team can refer will make for a more cohesive and high-quality end result. In addition to setting the bar on content quality, developing guidelines for creators and translators helps your brand maintain a fluid and consistent tone, which is crucial to international marketing success.
A glossary is another important tool to create high-quality marketing content. Keywords and key terms related to your brand and any commonly used industry jargon, including acronyms and abbreviations, should be included to ensure accuracy and avoid mistakes that might be made either by the authors or translators. Using a translation software platform will enable you to create multiple guides and glossaries to meet your needs.
To ensure you have high-quality content that won’t hurt your brand, it’s important to include a quality control check prior to translation. Having a review phase of the source content helps avoid problems such as misspellings and context confusion. Besides resulting in higher-quality content for your web site, it will also make your translation process more efficient, saving you time and money.
Focusing on your source content will help you make the most of your translation software. Before you even begin to translate web site content, make sure everyone on your marketing team fully understands both your brand and audience. Learn more about how initial high-quality content and translation software can combine to give you the best content to connect with your target audience.
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