Preparing content for translation

How to prepare content for translation

Preparing content for translation

For anyone looking to expand into new markets, preparing content for translation is a key step to success. This blog will walk you through everything you need to consider before pressing send. 

If your company or organisation is looking to expand and reach new markets, you’ll need to think about how you’ll communicate in those markets. If you plan to grow your business and build a multinational brand, then it’s important to ensure that the content resonates with your target audience, no matter where they are in the world. Translation is as much a part of business expansion planning as hiring or winning new business. It shouldn’t be an afterthought.  

Multilingual translation projects can become very complex indeed. If you don’t prepare your content beforehand, costs can escalate and deadlines get missed if issues arise that haven’t been planned for.

The best way to manage multilingual translations is to centralise and globalise the process. That doesn’t mean ‘internationalising’ content so that it removes any local cultural relevance. Instead, it means preparing your content so it becomes straightforward to translate – and localise – for each market, while preserving the brand identity in a culturally sensitive way.

Here’s how to do it.

Content translation

Review your source content

By properly reviewing your source content, you can identify any specific challenges that might slow down the translation process or result in increased costs. Many of these can be resolved now before the content is passed to your translation team. Consider:

  • Use of idioms, puns or humour which may be specific to one audience – these should be rewritten in clear language, retaining the meaning but ensuring that it can be translated easily. Also, watch out for any cultural references as these can sometimes complicate translations. Where possible, remove or rewrite these so that your translation team won’t need to find cultural equivalents in multiple languages, which may result in straying from the original message conveyed and slow down the translation process.
  • Imagery – if the content includes photos, graphics or illustrations, work out if these are relevant in your target markets. Look out for location-specific imagery, symbols, numerals and text (e.g. £ signs, dates, time, English words etc.). You may wish to replace some imagery with more generic ‘global’ versions, or plan to localise this content for each market with a culturally relevant image instead.
  • Type of content/message – some text requires straightforward translations, such as instructions or factual content. Whereas other content may be more conceptual and emotive, in the case of marketing and advertising copy. Where will your content be used? Does it require transcreation or copywriting? Ask these questions to identify whether you can reword content to make it easy to translate into any language, or highlight content that needs ‘careful’ handling.
  • Tone of voice/brand guidelines – no doubt your brand guidelines will already be reflected in your content, and therefore the tone of voice will be consistent across all content. However, it is worth reviewing this to ensure your tone of voice works in different markets too. In fact, it is useful at this stage to develop global brand guidelines that can be referenced by your translation team, and also any content creators in the future. The guidelines will ensure that key brand messages, style and tone of voice are retained across different assets and different markets, helping you build a truly international brand identity.
  • Brand name analysis – in certain cases it’s certainly worthwhile completing a brand name analysis for each of your target markets. This reviews your brand name or product names to ensure they work in each market; that they’re appropriate, that there are no negative connotations or issues with copyright, or anything else that might impact your brand and global strategies.

And crucially: make sure that the content you are sending for translation is the FINAL draft. Updates to copy made after the work has been sent to your translator can significantly prolong the translation process and may result in inconsistencies.

Content translation

Write a localisation brief

It is really important that content is localised for each target market. While globalising your source content will help streamline the translation process, to successfully engage with each market you need to do more than simply translate content word for word.

Reviewing each target market will help you get an understanding of how to ensure your content is culturally appropriate and relevant to the people you want to engage with. Then you can spot opportunities to align your content even more with your target market and make it more successful.

For example, you may have identified imagery that needs to be localised, or a strapline or call to action that requires transcreation or original copywriting. With in-depth market knowledge, you will be in the best position to maximise these opportunities to really engage your audience, without overcomplicating the entire multilingual translation project. Colleagues in your target markets may be able to help with this.

Create translation glossaries

Developing glossaries for each target market is also important. These ensure consistency across all your translated content, using your approved translations for specific words and phrases (especially company-specific and technical terminology). Your translation team can help develop these as your content is translated. Every time a particular term or phrase is translated and approved, it can be added to the glossary.

Perhaps the most important thing you can do is work closely with your chosen Language Service Provider. Make sure they know what your objectives, target markets and tone of voice are. While the process might sound daunting, a good translation partner will help guide you through it—offering advice and support for your in-house team, as well as various services if you don’t have the internal capacity or know-how. 

At Comtec, we specialise in providing this kind of support for our partners. Why not book a call with a member of our friendly team today to chat through your projects? 

For more information about international strategy and preparing content for multilingual translation, take a look at our guide: Kick-starting international growth with an effective translation and localisation strategy.

kickstart your translation strategy

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