Localisation

At the heart of digital (or, actually, any) marketing efforts is the goal to effectively reach a target audience and connect with these customers in a way which encourages them to engage with and become loyal followers of the brand. However, it’s hard to talk to people in a language they do not speak, and it’s difficult to properly convince someone in a language that isn’t their mother tongue. If you are trying to reach potential customers in more than one country or region, you are going to need to have your core content translated and localised. Otherwise, you are limiting its potential.
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What is localisation?

In the world of content, localisation refers to the practise of tailoring content to make it the most effective it can be in a specific country or region; namely, this is done by having the text translated into the native language or dialect of this location. The Common Sense Advisory’s business insights statistics report that a large majority of people will not make an important online buying decision based on content that is not in their native language. Furthermore, nine out of ten participants revealed that they would always choose a website written in their native language over one that wasn’t – content in foreign languages simply makes them feel too detached from what they are reading and, therefore, less engaged with or trusting of it.

But it goes deeper than that: presenting content in a certain language shows that your company is committed to doing business in a certain region and is dedicated to meeting the needs of its potential customers.

Localisation vs globalisation

These are two concepts that are often jumbled together, but it’s important for marketers to understand the difference. While globalisation is about ensuring a company’s international reach, presence, and SEO-effectiveness, localisation is more about focussing in on specific markets, regions, and, of course, people in order to form a connection that reaps benefits such as improved customer trust, loyalty, and following – in turn, this leads to a larger, healthier customer-base and increased revenue.

Think of localisation as a way of nurturing certain groups and domains that are important to your target market(s).

Introducing: translation services

Depending on where your company is based and the content production resources you have available, it may be easiest for you produce your content in one or two languages and then – when it comes to breaking into other, worldwide markets – have this core content translated. It’s a sure-fire way to make your content significantly more valuable to your marketing strategy. greatcontent is one of the fastest growing editorial content companies in Europe providing translation services. We produce high-quality translations in combinations including 30+ different languages and dialects, and we work with clients ranging from startups to large global brands. Our professional translators are carefully recruited and hand-picked for each project based on their areas of expertise, and the texts are both translated and proofread by linguists who are native speakers of the target language. We offer our clients fast turnaround times for their pieces, and dedicated account managers oversee every step of the translation process.

Translation the right way: Transcreation

Literal, word-for-word translation is not how we do things; our translators are encouraged to take a ‘transcreation’ approach to the texts to ensure that they read just as fluently in the new target language as they did in the source language. Not only the words but also the style, tone, and integrity of the pieces are brought into the new version. This is something that even the best digital translation services such as Google Translate cannot offer (and probably won’t be able to for a long time yet). At greatcontent, we are proud of the multilingual content and translation services we can offer thanks to our diverse in-house team of native-speaking linguists and our impressive pool of 10,000+ writers, who create content in over 30 languages and dialects. Get in touch today to find out how we can help you localise (and increase the ROI of) your content.