Despite the fact that the English language is very much used when conducting business in many parts of the world, it may come as surprising to many to know that approximately only 1.5 billion out of 7.5 billion people speak English worldwide.
Importance of Tailoring Content
Furthermore, most of those people aren’t even native speakers with only 360 million people on earth speaking English as their native language. This implies that content marketers should take this fact into consideration when tailoring content for a global audience in order to successfully communicate using different languages. To do so they have either to translate, localize, or transcreate their content to adapt to local cultures.
Translating your content/ tailoring content to a foreign language may seem overwhelming for some content creators, however, they shouldn’t make the mistake of relying on tools like Google translate to do the job. The reason they shouldn’t is that Google translate will never capture the nuances of the language which is key in engaging the audience, such as when humor is used. Google translate is also not able to understand cultural sensitivities to translate the meaning correctly. The key is to tailoring content for your target export market.
Translation takes place when you simply change the words to another language while taking into consideration the context and cultural complexities. Localization is more concerned when translating with adapting colors, images, analogies to fit the culture of the target market, and deliver the correct intended meaning. Finally comes transcreation, which involves creating content in the local language of the target market that is inspired by local culture and which responds to local market needs and wants.
Whether you choose translation, localization, or transcreation for your content marketing, you’ll allow your business to reach new audiences worldwide which would provide the opportunity for greater engagement and success globally.