Language, Translation, Transcreation, Localization: a better understanding for better results

Content globalisation: how to localize your Hubspot marketing content with ILT

09-May-2018 16:27:51 / by manusim

IMG_1056First, determine which content to release for a foreign market. Then decide how you want it adapted or rewritten. Finally, execute your strategy by leveraging our expertise and technology. Easy.

Hubspot is an inbound marketing platform that delivers your content to customers in an unobtrusive way. You publish for your audience to read; some might find it useful and subscribe to your posts, so you can keep them in the loop with new information or product offers. You know who is interested in what: it’s a win-win solution, putting your business in touch with a wider audience, and giving that audience improved exposure to your business.

Hubspot appeals to a growing number of SMEs for its ease of use. It enables meaningful digital conversations with users globally.

In 2018, meaningful conversations with your users is essential.  With the global number of Internet users surpassing the 4 billion mark, even small companies can have a global reach.

Aside from needing to use the technical platform effectively you need another immensely important tool to sustain a conversation with your audience: language. Language is a tool to scope your audience, a tool to define your geographical reach, a tool to fine-tune your content so that it resonates with the local culture, and ultimately translates into a willingness of the audience to follow your services or products and possibly purchase them.

Unless you are a big multinational with local offices in numerous countries and a global team of marketers, the chances are that a small marketing team will not be ready to use this tool at its best. To digitally "converse" with your readers, prospects, clients and evangelists in many languages, a simple translation approach does not suffice. You need a proper "localization and transcreation strategy" to become an integral part of your content strategy too, as well as finding the right people to execute it. For this, you will not only need translators: you will need copy-editors, sometimes copywriters in their native languages and local SEO experts that will research the most effective keywords for your copy in constant dialogue with your copy-editors and editors. And, to execute well, you need sound project management, and an ability to coordinate the content production alongside multilingual campaign launches.

Which content can be translated, and which is better to create directly in a different language?

This depends on your commercial strategy, and is an issue that requires further analysis.

Web Site - Your Web Site is your Digital Shop Window. If you want to be active in a market, you definitely want to have it in the language of your audience. Also consider graphic elements like colour schemes and image/text density that convey a local flair specific to that market,

Online Shop - Your Online Shop is your Digital Shop Content. Product and Service Descriptions need to be accessible in the audience language. They must be adapted and made relevant to the local taste. If you offer complex products, consider translating all user instructions too (in certain countries and for certain products this is mandated by law).

Landing Page -  Landing Pages prompt the reader to execute a very specific action envisaged by the wider marketing strategy. Unless, for example, you are planning the same action in different local markets, they should not be translated. That is, unless you have your guide/event/giveaway ready for different markets, they should not be translated.

Keywords - Your Keywords help the user find you, like the old placards and banners or the yellow page categories used in the "real" world. If they are not chosen in line with local use and customs, and interwoven within your contents, you are simply not visible. And if you are not visible, you do not exist.

Calls to Action - These must be in the language of your audience: do not take for granted that everyone speaks English – English is only spoken by around 20% of the global population. Ideally, they are created by a local marketer.

Giveaways - Although it very much depends on the giveaway, they should be in the reader's language, along with rich infographics.

Blog Posts - The same blog could contain blog posts in different languages. But not all blog posts are relevant in all languages. Blog posts can be written in different languages, but not necessarily translated or adapted, unless they are something you would like to push to your reader in different languages.   

Social Posts - It might not be necessary to replicate the same social post for different markets, but it is essential to be able to interact with the posts or comments left by the audience. Your social media presence must be curated carefully. Posts should ideally be written for the specific locale, under a centralised direction, but with sufficient leeway for local nuance.

How can a seamless integration of your Language Services Provider with HubSpot help you?

Currently HubSpot supports multi-language content tools for Websites and Landing Pages. To read more, please follow this link to HubSpot's knowledge base.

If your Language Services Provider seamlessly integrates HubSpot with the technology used for converting content into a locally successful version, it means that your changes to the Web Site or to the Landing Pages - as well as the addition of new Landing Pages - can be immediately translated or adapted in all languages required for the markets required. 

Project management activities will be optimised both on your side and ours, and response times will be reduced. 

Hubspot does not currently support multilingual tools for blog posts. One workaround is to create one blog per language with identical contents in the respective language.

ILT can manage the entire content localization process so that your marketer can focus on what they can do best, in their own language.

Contact us for an initial consultation!

Book now!

 

Topics: Multilingual Strategy

manusim

Written by manusim

I am a strategy and development manager with more than two decades experience as a lawyer-linguist, project manager and managing director in the translation and localization industry. My specialty is to lead company without a localization department or strategy to “localization maturity”, achieving overall savings through project optimization, within a broader globalization strategy.