What Needs To Be Considered When Translating Marketing Content?


So, you have spent countless hours and resources working on your brand, developing campaigns and crafting decisive marketing content to appeal to your audience. Now you are ready to move on to global markets or domestic multilingual markets, and to do this effectively you need to translate and localize your marketing content. Here’s the kicker: how do you make sure that your brand voice is thoroughly maintained throughout your different language markets?

Marketing messages are complex, combining both explicit and implicit messages that must be effectively conveyed. In this blog post we will discuss four key considerations for when you are translating or need translation for marketing content

Audience Is Key | Keep This In Mind

Obviously, your audience should be one of the first things to consider when your marketing content is translated into a new language. Consider this: whom are you trying to reach? The average consumer? An IT manager? A Manufacturing Marketer? There are definitive differences when you are trying to target a technical audience compared with a general consumer audience. To appeal to different audiences, you need to use different language.

Is Transcreation Necessary?

In some instances, translation is not enough, and you will need to take advantage of transcreation services. Admittedly, it is more difficult to translate marketing content compared to generic information or technical content. There is a simple reason for this: Marketing content is littered with extensive use of idioms, cultural references, and appeals to implicit shared knowledge. With marketing content translation, you will want a more conceptual translation.

Choose The Right Translation Team

With the intention of translated marketing content, you want to select translators who are subject matter experts, and also have refined native language writing skills. While subject matter expertise is important for any industry, you will definitely also want translators who are compelling writers. You can ask for references of sample work before making your final choice of translation provider, if you feel it’s necessary.

Provide Reference Materials For Your Translators

When it comes to translating marketing content, it is important to give the translation team your reference materials. Reference materials can often end up being very useful throughout the translation process. Off the translation team any brochures, product manuals, or any other translated materials, to help the team stay consistent with terminology and style. It also gives translators a reference point when approaching how best to translate your content.

iTi | CT Translation Services

Successful marketing translation stems from partnering with the CT translation company and involving them early on in the process. This will reduce creative and production costs. iTi’s dedicated and experienced teams offer a wide range of multilingual solutions for domestic and global corporations in a variety of industries. With our expansive resources, you can take advantage of communication services on a global scale, creating, managing, and distributing your content in any format. You are welcome to contact us to request a quote for your language translation project.

Use this checklist to ensure the success of your next translation project!


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