Do you want to expand the scope of your business to new markets in which a language other than the one used by your brand predominates?

Content is one of the most important axes for any business or organization, and much more so since the emergence of digital marketing media. Well be it because:

It is part of internal processes, such as contracts, procedures, forms and correspondence.
It is your value proposition as you produce content for third parties such as marketing agencies.
It is used to connect with the audience and sell, such as websites, travel agencies, applications, ecommerce, among others.

Developing it involves some technical and information production complexities that, after a while, become part of the routine. But what happens when you want to target new markets dominated by a different language and culture?

This is where it is timely, beyond translation, the localization of content. Now we tell you why.

Why localize your content?

Although the content generated by your company has the level of clarity and detail, even attractiveness, that you expect, you must adapt it taking into account customs, slang, local words, among other aspects, which will help it fulfill its mission.

Localization is the process of adjusting content, considering the most effective form of communication that can deliver the message clearly to the intended audience.

Localizing content does not refer exclusively to translating texts into a certain language. It includes adapting each resource used in the communication process to the space to be addressed.

Hence, the graphics, videos, audios and symbols for the description of dates, currencies, and more, must also undergo a transformation that improves the effectiveness of the message at the lowest possible cost.

Locating content favors the identification of people with a brand, since communication noise is reduced and it facilitates the formation of links, which are so necessary in marketing processes.

The audience is able to accept the message more quickly, thus achieving a significant increase in conversion and sales opportunities.

Benefits of content localization

When you adapt the content based on the moment in which the society you want to reach lives, you obtain important benefits for your brand:

1.- Meet your goal

The contents, especially some developed in the form of contracts and legal documents with which important commitments are acquired, need translations that do not subtract or add ideas.

A bad location can leave you in a big bind. The person in charge of adapting the content must fully understand the objective you are pursuing.

Although artificial intelligence has made important advances, today only specialized professionals can be of real help because they fully understand the historical and current context of the society that you want to address with your value proposition.

You generate trust

The words used, in whatever format, will be part of your brand image and will leave a mark. Trust is a necessary instrument to generate sales, because it is the basis for reaching such a level of influence that it allows conversion.

That’s what all businesses want, right? Even if it were a non-profit organization, the message must be effective in achieving the social objective it pursues, such as attracting donations or volunteers.

Any action that is exercised from the company to cause sales or conversions that facilitate the realization of its objectives, is carried out from the communication. Whether in blogs, social networks, search engines and even traditional media, there is a goal to be met.

The localization of the content has the mission of gaining effectiveness for the strategy. It is an important ally that you should never underestimate, nor leave it in the hands of those who do not have the professional character to understand the context of the objective pursued.

3.- You get more engagement

Engagement is a tool that strengthens the brand image and not only builds customer loyalty, but also turns them into true fans. To have a good engagement you cannot speak in the same way to a housewife, a businessman or a young student.

Each one has different codes and interests, which must be considered when adapting the content. The brand shares values with its audience or target audience, and this requires mastering its forms of communication, even in other languages.

In the localization process, the values of your audience are taken into account to provoke greater engagement.

How to localize your content?

Languages ​​are living and dynamic systems in constant evolution. The form of communication today in each location in the world is not the same as it was 30 or 300 years ago.

They are also an expression of the moment in which a certain society lives and attend to a specific period. Imagine that someone approaches you today to ask you for the reference of an address in your city or province, and does so with a language used during the Renaissance period.

It is very likely that it will take you longer to provide a response to this request, because the way in which that person has expressed himself makes you a lot of noise. This is not what you want to happen with your company or brand.

Although the example seems exaggerated, it is not. When you think about sales, you also think about time and in this world full of digital force, it is necessary to accelerate the results.

Your brand’s message must reach your target audience, loud and clear from the beginning, with efficiency as well. That is why you have to consider the characteristics of the population you want to reach and adapt it to the historical moment they live in to provide assertiveness to the brand.

It is possible to adapt or localize from web pages, social media content, blog articles, videos, infographics, product descriptions, as well as advertising and much more. To perform content localization, you must:

  • Translate and adapt the text.
  • Evaluate and adjust graphic resources.
  • Do the dubbing.
  • Create the caption.
  • Convert currencies, dates, phone numbers, addresses and any other symbols related to the identity of the country or region.

The entire process must be done following the local legal framework, to ensure strict compliance with the regulations, avoiding any damage to the brand and the company in general.

This is the reason why such a delicate task should be left in the hands of experts who minimize risks and provide greater effectiveness and efficiency to the process.

When to localize your content?

At Komuniker we offer content localization with quality translations in the most popular languages ​​in the world, such as English, French, German and Chinese, although we can work in others of your choice.

Our professionals are native and live in the countries where the languages ​​offered are developed. This guarantees the highest accuracy of the translated and adapted content, in terms of the form of communication used today in the chosen place.

The best time to start working together is when the decision is made to address locations with other languages. However, we adjust to the needs of our clients and the stage of their project.

The recommendation is that you choose to work with a single team that guarantees uniformity in the style of work and results. The expertise of our translation and content adaptation professionals will help your brand acquire image consistency on a global level.

You can consult us without obligation, through any of our communication channels. We are eager to help you in strengthening your brand.

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