Content Marketers: Time to Call in the Language Professionals?
美国.S. 是世界上最大的消费市场吗, but did you know that 96% of the world’s consumers reside beyond the country’s borders (according to the U.S. 小企业管理局)?
尽管如此, content marketers have largely focused on English-speaking markets because of their high internet penetration and enormous spending rates. Translating and adapting content for local markets in other languages seemed too risky for anyone but the big global players.
直到现在. With purchasing power and internet usage on the rise across the globe, more companies are offering localized content in other languages to reach new audiences.
这是一个巨大的机会. Consumers who were once unreachable are now a click away. But reaching them with resonating content is a challenge. Crossing language and cultural barriers is arguably more complex than clearing your product through customers.
是时候找语言专家了吗? 这里有一些建议可以帮助你开始.
抵制机器.
这绝不是徒劳的! While tech is vital for delivering the story to your audience, 在依靠它来讲述故事之前要三思. 你要试着吸引人类并引起他们的反应.
Machine translation tools don‘t understand cultural references, 俚语, and other linguistic tools marketers employ to engage their audiences. Even translation technology vendors often recommend a hybrid approach including professional human translators and editors, which can work if you’re rolling out high volumes of informational rather than emotional content.
世界上最著名的(虚构的)机器人之一, c - 3 po, said it best: “Sometimes I just don’t understand human behavior.”
在本地建设,他们就会来.
Avoid the mistakes of others who build captivating content marketing campaigns for foreign markets that lead to a brick wall of English text.
Every step of the customer journey must be in their language—from the 脸谱网 post to the landing page to the BUY button. 行业术语是本地化, 这意味着从语言中转换一切, 货币, and dates to the look/feel of your sites to match local preferences.
即使是正确的颜色也会产生影响. 整个体验应该是原生的. And remember, marketing channels vary across the globe. 而脸谱网仍然主导着西方世界, 在中国几乎不存在, 微信和微博, 等, 这些地方值得参观吗.
投资高质量的本地翻译.
不要讲别人看不懂的故事. The first step is translating your content, but you have to do it right.
Translation is the most overlooked and undervalued step in the publication process. You’ll spare yourself wasted time and frustration by seeking out translators who are native speakers of the target language and specialize in content marketing.
These “transcreators” are language and marketing experts who can capture the nuances of your content and avoid costly mistranslations. They’ll point out culturally sensitive subject matter and offer ways to appropriately repackage your message.
慢慢来,和专家谈谈.
A truly global content marketing campaign is serious business. 一步一步来.
Talk to localization experts to learn the tricks of the translation and transcreation trade. Depending on the size of your international marketing aspirations, 这可能只是冰山一角.
不要气馁. With such a sea of potential customers, you’d be well advised to take the plunge below the surface. 使用这些建议作为你开始的指南. 关注你的信息, 与专业人士合作, and keep your sights set on creating a native customer experience in each market.
作者简介
Matt Baird is a German-to-English translator and copywriter, certified by the 永利登录网址, 这代表了将近10,遍布103个国家的1000名笔译和口译员. Matt helps German brands elevate their English content by delivering translations that read like originals and compelling copy that resonates with readers. 马特也是主持人 ATA播客. For more information on ATA and to hire a translation or interpreting professional, please visit hp.joyerianicaragua.com. 与Matt在推特上联系:@boldertransl8or.
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ATA provides content for professional and trade publications to spread insight to a wide range of readers. 本文发表于以下出版物:
- MediaPost调查 (2019年12月18日)
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