What Should Your Global Marketing Agency Know about Translation?

You may already be translating the content you have into a variety of languages, but that’s only one of your options. Another, which is increasingly important, is transcreation.

Transcreation goes a step further than translation, ensuring that your message stays relevant to specific audiences. This means you may need a translator to create new content for the target language. Here’s why.

What Is Transcreation?

Transcreation isn’t just a translation process; it’s a creative process. For targeted messaging, an international marketing agency needs to provide a creative brief to your transcreation writer. This should encourage you to think not just about the source document and the target language, but about your audience personas (age, gender, interests, and needs) and the core meaning of your message. Ideally, a seasoned writer can marry the two to ensure this message hits the right spot.

Throughout the process, your transcreation professional may offer advice on the look and feel of your campaign so the local market finds it acceptable. Instead of focusing purely on the words, for example, focus on eliciting the right response to the message. Ultimately, the best transcreated content does what is necessary to evoke the same response as the original message.

Transcreation and Localization

Every global marketing agency knows how important content localization is to the success of a marketing campaign—and in the end convincing people to invest in your end service. Keep in mind, however, translation and transcreation are only parts of the localization process. Translation moves your information from one language to another, whereas transcreation helps make content feel even more genuine and brand-aligned at the same time. But if you want to give your audience a seamless experience when accessing your material via a website or app, you’ll need to look at content localization.

Why is localization is so important? Consider these stats by GALA: If you’re moving into the Asian market, it’s worth knowing that 95 percent of Chinese prefer content in their own language. Meanwhile, 56 percent of consumers rate the ability to read content in their own language above price.

Localization starts with considerations like converting currencies and units of measurement for certain cultures, but it doesn’t end there. It’s about ensuring the content people see is tailored for this particular target market. Localization also applies to every minute detail, including formatting like local punctuation, maps, date, time, and more. You may find it necesary to create a style guide for each target language that includes these elements.

Localization Solutions

In order to create a user-focused experience, there’s much more going on behind the scenes, including identifying content that’s best suited for a particular audience segment and displaying this in a manner the user expects. In this way, localization software helps automate the process and offers a place to store references like style guides, which keeps content relevant and is useful for search engine optimization too.

One solution for a global marketing agency to consider is a translation software platform that facilitates localization through a sound transcreation process. The right platform can speed up this process by managing professional writers to create material for you in the target language, while also translating the more basic content. Localizing content quickly can make it easy to deliver translated and transcreated content so that your audience automatically sees what is most relevant to their personal interests.

Image source: BigStock

Unlock these 20 transcreation secrets to create higher quality, more personalized marketing content for your global audience.


About Sharon Hurley Hall

Self-confessed word nerd Sharon Hurley Hall has the perfect job - as a professional writer and blogger. In the last couple of decades she has worked as a journalist, a college professor (teaching journalism, of course), an editor and a ghostwriter. She finds language fascinating and, in addition to English, speaks French, Spanish and a smattering of German.