3 Key Takeaways on Content Localisation for Cross-border Businesses
Content localisation is a crucial element of building a global brand. Given that English is not the mother tongue of a large part of the world’s population, businesses can grow better globally and sustainably if they take the time to localise their content strategies.
Not to mention other types of documents, such as contracts, training or onboarding materials, etc. Although these may not be designed to expand the customer base, they do aim to regularise workplace conditions. And this, in turn, can also enable you—indirectly—to enhance your offerings and brand image.
But the thing is that localisation can be an intimidating process for many companies; especially those that do not account for much experience with linguistic procedures, cultural differences, and inclusion/diversification strategies.
Luckily, here at Optimational, we have that part covered and want to share some insights. So, let us have a look at the key takeaways to help you in your localisation journey.
Content Localisation Is a Part of a Multi-Stage Process
A global content marketing strategy should focus on one core principle: Understanding your target market’s needs, culture, and customs. And for this, it should consider adapting content to suit their preferences and ensuring it works in the new language and within the new context.
But, in order to continue, we must first demystify the idea of what localisation encompasses.
The process of content adaptation goes beyond language localisation. That is to say, it is a broad process, which requires several stages and where, of course, language plays a vital role, but which is interlinked with the other steps.
Let us look at it in more detail.
#1 Localisation Is More than Switching Languages—and Words
Content localisation is not just moving from one language to another, almost in an automated way. It is about preparing these existing texts for new people. There are audiences that may feel more engaged with one type of speech than another. And definitely, there are people with different preferences to those of your local market and with well-varied ways of interacting.
Although it is not about rewriting the original materials, it is about translating them with a broader and more targeted approach.
#OptimationalTip: Localisation is more than translating words, it is communicating ideas with a customer-centric focus and the ability to adapt to new contexts.
#2 Localisation Goes Beyond Translation—Visuals and Testing
Another important aspect of global content marketing strategies is that text is not alone: It comes with visual elements. Therefore, when preparing your localisation plan, you must take into account the design stage (choice of typography, layout, images, colour palette, style and tone, and so on.)
And, on the other hand, you must prepare for a crucial moment in every marketing plan: Content Testing. This is the only way to know if you are doing it right and if the content localisation is reaching the target audience in the way you expected it to. Can you localise the testing? Absolutely! From the actual methods to the evaluation of results.
#OptimationalTip: Language localisation should never lose sight of the fact that translations are designed to be displayed in a particular format or platform. And that also concerns choices in terms of design and content architecture.
#3 Localisation Is About the Whole Customer Experience Across Multiple Touchpoints
As we have seen, the term localisation is often associated with words and language. However, it should not be limited to this view. Content localisation is about the whole UX throughout different touchpoints (or POC), from website to social media, mobile apps, and offline marketing channels (such as printed materials or TV ads.)
When you think about your customers’ local needs and preferences across these touchpoints as well as their behaviours (i.e., shopping online or in-store, preferred payment method, etc.), you can build a truly multilingual user experience that puts your brand at the forefront of their minds.
#OptimationalTip: When addressing channels and POCs you should also consider the relevance of securing SEO translation and localisation services. They may not be relevant for a radio ad, but you will definitely benefit from localising your website’s SEO strategy to maximise its traffic.
Wrapping Up: Cross-border Success Relies on Content Localisation Expertise
Localisation is a long-term investment, not a one-off; and it is one that you should take seriously.
If you want to run a successful international business and grow its revenue over time, you will need continuous innovation and adaptation to local needs and preferences; and this applies both internally (within the company) and externally (across markets.)
And, as we have seen, localisation is not just about translating content. It is about adapting it to every new market and its language, customs and culture, as well as business practices. Moreover, it is about making your content relatable to your new audiences by tailoring it to their specific needs. Once you know these things, it is time to incorporate them into your content strategy.
If you are ready to make the next move, contact us today and make sure your content meets your target market expectations.