Reaching a Broader Audience Through Content Localization

Content is created all over the world, every single day. Many businesses have finally realized that without a website, they can miss out on a range of customers. Their websites represent who they are, what they do and how they can help consumers.

Website content can include landing pages and informational areas for people who purposely peruse the website. But today’s marketing uses content strategy, such as engaging blogs and educational articles, to draw people further in.

Creating a Business Flow

Well-crafted and developed content has the power to introduce you and your brand to a whole new realm of consumers who never knew how much they needed you. Captivating content can not only change the way people find businesses, it can change the way they interact with the business long after they received a product or service.

As a company that sells swimming pools, you might not get a lot of repeat business from Customer A once their pool is installed. But if you have a weekly blog on your website that provides information such as the best exercises to do in your pool or recipes for your summer BBQ, Customer A will continue to visit your website to be educated and informed. This type of content can lead to word-of-mouth recommendations and article sharing on social media, which can bring you new business that you might not have gotten elsewhere.

Capturing All Audiences

Now, suppose you have a business that offers products or services globally, such as high-quality leather goods. Your informational blogs won’t be as captivating to your Ukrainian customers if they can’t understand a word they read and the context doesn’t fit their culture. E Content Magazine explains that “Content Localization addresses this problem. It is the process of adapting your content to a specific destination, ensuring that it has been translated and adapted in a culturally-sensitive way [for] an audience on the other side of the world.”

Understanding the Culture

Translating content in a “culturally-sensitive way” means creating the right tone and context that meet people where they are. Simply translating a blog or article word for word won’t make the same connection that a translated and localized blog will. It’s the human touch that ensures proper translation for everyone, everywhere.

Human translators also know the power of visual components in content. E Content Magazine cautions that “visual representations of hands or feet are not appropriate in some cultures” and that symbols can create problems: “an owl is a symbol of wisdom in the United States and parts of Europe. But in other cultures, owls are associated with death and witchcraft.”

Utilizing Professionals

Our translators understand cultural differences that can make—or break—the way your business is represented around the globe. Not only do they understand languages and cultures, they understand the specific industry in which they work. Your website will be fully optimized to ensure that your reach, your trust and your brand extend as far as you choose. Contact us today with your content localization questions.