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Content Translation, Localisation and Transcreation

Ensuring your message is understood by your audience requires more than a translation. Using an automated plugin such as Google Translate is not sufficient to extend the reach of your marketing message and expand into new international markets. It requires a strategic effort to adjust, and in some cases reposition, your content to meet the needs and desires of international audiences.

What is Localisation and Transcreation?

It is not sufficient to rely on automated plugins such as Google Translate. Though this system does a great job in making the text more-or-less readable to different language speakers, the generated copy is prone to mistakes and misunderstandings of context, depending on what is being discussed. Some languages, such as German for example, often employ different words depending on the overall sense of what’s being conveyed.

Therefore, having a native German speaker that can work on copy targeted at the German market is an essential step if you are to be 100% sure that campaign content is clearly understood and incorporates any social or cultural additions that will boost messaging relevance.

This is equally as important for image use as well as written content.

Being understood is key, and spending the time and budget required to ensure that your content has power and clarity also great benefits when it comes to creating a good impression with your audience. Simple and relevant communications will also help you build natural rankings with important search engines in target markets.

Why is Localisation and Transcreation Important?

It is not sufficient to rely on automated plugins such as Google Translate. Though this system does a great job in making the text more-or-less readable to different language speakers, the generated copy is prone to mistakes and misunderstandings of context, depending on what is being discussed. Some languages, such as German for example, often employ different words depending on the overall sense of what’s being conveyed.

Therefore, having a native German speaker that can work on copy targeted at the German market is an essential step if you are to be 100% sure that campaign content is clearly understood and incorporates any social or cultural additions that will boost messaging relevance.

This is equally as important for image use as well as written content.

As well as being fundamentally understood, spending the time to make your content clear also has benefits in creating a good impression with your audience and also achieving high search rankings in destination countries.

How Crowd Deliver Translation, Transcreation and Localisation Services

Clearly translation and transcreation require different amounts of effort to achieve. In some cases such as in short product specifications of technical bullet points, then a straight translation may be enough.

Where content is created to elicit some form of emotional response, such as a sales pitch, then it is worth making the effort to ensure that the copy makes that connection properly without coming across as being written by a machine or generated by an algorithm.

Crowd work with many international organisations that specialise in bridging markets, and we recognise the importance of transcreation. We start by creating a strategy based on our clients business aims and look closely at the content required to achieve those aims from a marketing perspective.

We take into consideration all marketing channels and the requirement for ongoing delivery and the effort required to develop a content strategy that will work on a day-to-day basis. The cost of this will need to be factored into budgets and resourcing – this work plays an integral part in any international strategy that we recommend.

Thanks to our global network, we have available content writers who are native language speakers to adapt our clients’ sales messaging into accessible, engaging and resonant content for their target markets.

The process

Let us Help You With Your Content Translation & Transcreation Needs

If you’re looking to improve your marketing performance through content translation & transcreation, then get in touch with our experts to discuss how we can transform your business and amplify demand.

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