How to Prioritize Holiday Content Translation

How to Prioritize Holiday Content Translation

holiday content translationIf your software-as-a-service (SaaS) company is localizing its product for new foreign language markets, translation project management is essential. Globally, Gartner estimates that by 2015, SaaS will be a $22.1 billion business. Much of that growth is fueled by global expansion. One key area to consider, especially if you are bringing a product to a new market for the holidays under a strict time frame, is prioritizing the translation of the right content assets. Certain content is essential to your software’s functionality, while other translations can be phased in over time without damaging the user experience.

The following is a closer look at some of the key materials to prioritize:

Marketing Collateral

Although your marketing materials are not essential to the user experience, they are an important part of raising awareness about your product in new markets. Determine which content assets are the most important for your marketing efforts, and start your translations there. A good place to start is to translate website content, brand names, taglines, brand guides, landing page copy, public relations copy, and product brochures. Secondary assets such as social media content, blog posts, and search engine optimization materials can be translated once your priority messaging is completed.

Getting Started Guides

Most SaaS products have two levels of supplementary help materials. The first are the basic guides to get started and answering users’ most common questions. The second are in-depth help content or detailed knowledge bases. If you are operating under a tight time frame, start with translating your getting started guides and most frequently asked questions. These materials are typically enough to onboard new users, and more in-depth content can be added later on.

Menus, Navigation, and On-Page Copy

SaaS products rely on menus, on-page copy and navigation to allow new users to get started with the product. Essentially, these elements appear on the screen when users log in. Localizing this content is essential to the customer experience and smooth functioning of your product. Software add-ons, back-end content, and content accessed only by developers can be localized and phased in once your core navigation and on-page copy has been completed.

If you are bringing your SaaS product to a new market, translating every element of your software seems essential. However, taking a phased approach allows you to bring a minimum viable product to market in a specific language. Over time, the user experience can be enhanced as more elements of the software become available in the local language. Translation project management strategies can help you achieve your business objectives, even under the tightest time frames.

Image source: Bigstock

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