Why Should I Translate Content Marketing?
Developing a marketing strategy and then using content marketing effectively to promote your brand requires a serious investment of resources. The wide reach of content marketing, its power to generate traffic, capture leads, and drive sales make it all worthwhile. But some companies are skeptical about then translating their marketing content. Surely everyone knows enough English to understand a blog post or an ad, right?
Content Strategy Versus Content Marketing
Before looking at the benefits of translating content marketing, it’s important to make the distinction between your content strategy and content marketing.
- Your content strategy tells you who your audience is, what they want, what you will offer them, and how.
- Your content marketing includes both the process of creating content and the content itself.
Without a good content strategy in place that includes crucial information about your target audience and buyer personas, content marketing is not only less effective, but can turn into a hit or miss game.
It’s a well-known fact that consumers prefer shopping in their own language. Over 72% of consumers spend most of their time on websites in their native language and report that they are more likely to buy a product/service if it’s presented in their native tongue, according to the Harvard Business Review. Even if consumers are fluent or at least understand English (or any other source language), they usually still prefer to shop in their own language. What’s more, 50% of consumers consider the language more important than the price.
Content marketing introduces consumers to brands, builds a sense of familiarity, and is for many companies a major driver of sales. Translation ads another layer of personalization to the marketing message, and improves its clarity and impact. Companies who target customers who speak different languages, or for who English is only a second language, can use translation as an effective tool reach more customers and deliver a more powerful message.
Translating Versus Localizing
Businesses and organizations are often faced with a dilemma – should we translate content or localize it? Translation is generally a more controllable process, as it is based on source content developed by the marketing team. Localization is often a looser process, more open to interpretations, but it is also more culturally sensitive. Simply translating content marketing without an understanding of the cultural background of the targeted audience can not only weaken the marketing message, but create embarrassing blunders.
Also important is to consider that content marketing often depends on local nuances which can be easily lost in translation. To avoid confusion and other blunders, you want to entrust the translation of your content marketing and content strategy to a translator who has both marketing experience and a cultural background in the target language.
The Power of Translation
In the end, translating content marketing and content strategies not only makes sense for organizations, but helps them get closer to their audiences. It is crucial to keep in mind, however, that this happens only when you use a professional and culturally-sensitive approach to translation.