When you’re trying to reach a global audience, you need a full-fledged multilingual content strategy. Because all web content is global, businesses (especially those that want to scale) are realizing that they need to speak the different languages of their target audiences.
You may be starting with one team producing content for one marketing campaign, but soon the demand for translation will increase and things can spiral out of control if not managed properly by a translation manager.
But hiring dedicated staff for translation demands is a big step, so consider these guidelines so you can know for sure when it’s time to take that step forward.
1. Growing Content Volume
You may have started out with a small content team within your marketing department, but as your business has grown, so has the number of people publishing online. Beyond marketing, for example, your business may be publishing content from HR, customer services, and your legal department. It’s all valid and important content that needs to be readily available to your customers—no matter their native language.
2. You’re Adding More Languages
The ‘growing-content’ scenario gets even more challenging as you decide to support more and more languages to cater more efficiently to your multilingual markets. You’ll usually need to build glossaries and style guides for each of these languages or locales for which you must translate content. Sometimes, you also need different translation workflows. It’s getting to the place where you may soon need a localization department.
3. Multiple Content Types
Of course, you have many types of content crying out for translation like blog posts, video tutorials, or technical and legal documentation, to name a few. These are often produced by different departments in your organization – HR needs it for all the new employees, and customer service needs it for the onsite client meetings. It increases the number of people who will be simultaneously engaged in translation. You definitely need a translation manager at this point to coordinate everything, so that it doesn’t get chaotic
4. The Process Is Getting Tedious
The manual processes you implemented to manage translation while your business was smaller are now becoming too tedious. They used to only take a few minutes out of your week, but now it’s encroaching on hours of your time. You can see that you need to automate things, but aren’t entirely sure where to start.
5. It Takes Too Much of Your Team’s Time
Your team is getting bogged down with translation-related work. They are required to find translators, send them guidelines, get the content translated, send it to reviewers, and finally publish it. They also have to do this on top of their regular, core tasks, after work hours or even on weekends. Translation is quickly becoming a nightmare to them.
If you see any or all of the above signs in your company, you certainly need a translation manager. He/she will be committed to ensuring localization of content for your different markets efficiently and on time and can take care of all the related tasks. It will also lighten the burden for the rest of your team and they can get back to focusing on their core tasks.
But do remember that he/she will still need to use translation software to handle the many complexities of the process. The software will help automate the translation process and save cost and time and improve quality. The requirements of modern day marketing are far too advanced for you to not bring in automation.
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