How to Use Content to Reach a Global Audience: An Interview with Cloudwords CEO Scott Yancey
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(Originally published in Bizreport, August 11, 2015)
Reliance on traditional methods to manage localized content is no longer necessary for many brands. There are website CMS options, marketing automation and full platforms that make localizing content as simple as pressing a button. Once localized, though, how can brands ensure they're reaching the right global audience?
"For marketers that are tasked with developing content for regional markets, you can maximize content utilization by drafting source content that is informative and engaging, but that does not include any cultural references, idioms, metaphors, etc. (e.g., "knock your socks off," or "let the cat out of the bag") that are not easily translatable," said Scott Yancey, CEO, Cloudwords. "Then when it's time for localization, using a translation automation platform to manage the localization process will speed time-to-market."
Yancey says connecting a brand's translation platform with their marketing software can save both time to market and help protect ad budgets because it brings to scale a single campaign or message sent in multiple languages.
"Translation trade-offs are common for companies going global: They want to launch a product in EMEA and APAC, but only have the budget and resources to translate sales and marketing materials into two languages. But if you can save time and money by automating the localization process, companies can translate content into more languages for more markets, which leads directly to maximizing demand across all your international markets and delivering more global revenue," said Yancey.
As for choosing the right translation automation platform, Yancey advises brands to look at translation memory, multilingual glossaries and style guides to ensure they have a fully functioning translation vehicle.
"These capabilities help ensure a company's brand is translated correctly to maintain brand consistency across all languages and markets, which is key for enhancing brand recognition and loyalty," said Yancey.