The Coronavirus outbreak is having an important impact on businesses’ operations around the world. Economy experts are asking themselves what our reality will be like after the slowdown.
Predictions for a post-COVID world are various and not always comforting.
However, this might be the right occasion for resilient managers and entrepreneurs to make the most out of the situation by finding new growth strategies.
Now more than ever it is crucial to be present in local markets since customers’ needs are changing and many cultures are interacting remotely way more than in the past.
One of the most popular options for companies operating globally is content localization. This approach consists of adapting content for new markets, going beyond language, and simple translation.
What is Localization
As we have already seen on our post on Localization VS Transcreation, localization consists in adapting a written or audiovisual content (or a product) to the target market by taking into account not only the linguistic aspect (translation) but also the cultural differences between the source market and the target market.
For example, localizers of USA-made content for the Gulf region might consider the different style of formatting text, but also the different consumer habits and shared traditions.
High-quality content localization is essential for the success of any marketing campaign. In fact, poor localizations are not only ineffective but in the worst-case scenario, they could also jeopardize the reputation of the company.
One of the most infamous cases of bad transcreation is Pepsi’s catchphrase “Pepsi brings you back to life” which, in Chinese, sounded as “Pepsi brings your ancestors back from the grave”. Surely not the best claim to penetrate into a new market.
How Should I Use It?
Digital marketing through websites and social media content is becoming more and more popular among global companies, and that is for a good reason, according to Lyfe Marketing statistics:
- 71% of consumers who’ve had a positive shopping experience on social media would recommend the brand to their acquaintances.
- 49% of millennials claim that they are ready to buy a product after they’ve seen its promo on social media
- 91% of social media users access their accounts from smartphones or tablets.
These statistics highlight how giving social media users the best experience in terms of content can give a significant boost to your business. Digital and social media marketing comprises both written text and audiovisual material. While good translation and subtitling could sometimes be the best way to create engagement at a low cost, depending on the target market, you might want to adapt the content and recreate it through localization, while retaining the original zing.
Langpros’ Quality Content Localization
Content localization can show cultural sensibility, create more engagement, and ultimately, make your business thrive.
Translating and adapting your content now should be seen as a long- term investment and an effective business strategy for the post-pandemic recovery.
With millions of words translated, Langpros has a solid experience in the field of localization for ambitious companies. Our professional project managers and linguists have the perfect skill set to help you identify the cultural items you might want to adapt in your content marketing strategy, and then deliver top-quality catchy content for your website and social media.
