Different types of translation, like transcreation, localization and machine translation can work together to help businesses reach their global target markets. Learn how you can take advantage of that in a cost-efficient and effective way and how it can play a part in your social media and content marketing.

1. TheRealist’sGuide
totranslation,
transcreationand
machine
translation
Notypeoftranslation
Allshouldworktogetherinharmony
toreachtherighttargetmarkets.
Transcreation
HomePage&MetaData
Acrossbetweentranslationandcontent
creationinwhichtheactualmessage–
notjustthelanguage–is
forthetargetreader.
adapted
SpidermaniN
india
Agoodexampleof
transcreationis
Thefirstfewlinesonahomepageare
carefullycraftedtoappealtoa
specifictargetmarket.
Ausertakesjust
todecidewhetherornottostayonyour
site!Forcontentasimportantasthis,
youneedtranscreation.
Afewseconds
Differentmarketshave
differentpreferences.
Forexample,yourRussianmarketispredominantly
leisure,comingforyourexcellentspa,
restaurantsandnearbycasino,whileyourGerman
marketispredominantly
business,coming
formeetingsattheSiemensoffices
downtheroad.
TARGETEDCONTENT.
Thesolutionhereis
HomepageinRussianwillemphasizethe
swimmingpool,KidsClubandfamilysuites.
HomepageinGermanwilltalkaboutthe
freeWi-Fi,24-hourbusinesscenterandproximity
totheairportandbusinesspark.
Metadatashouldbe
transcreated,sincethe
metatitleanddescription
enticeuserstoclickon
yourwebsite.
metadata
Localization
SecondaryPagesSecondaryPages
Forsecondarypages,realisticpeoplewith
real-worldbudgetsswitchtolocalization.
localizationadapts:
•Measurements&distances
•Culturaldifferences
•Culturalreferences
•Slang,metaphors&humor
•Toneofvoice
Computer-assisted
translation
Lists,Manuals,FAQs
Itisnotauto-translationlikeGoogleTranslateorBabel.
Itistranslationbyprofessionalnativeswhouse
softwaretomaximizeefficiencyandconsistency.
Computer-assistedtranslationisgreatforcontent
thatdoesn’thaveastrongmarketingfocus,but
mustbe
ataminimalcost.
Correct,consistentand
easilyupdated
someexamples:
auto-translation
TheLastResort
Althoughhumantranslationisideal,the
mostrealisticoptionforsmallercompanies
andhotelsisusing
forshort,time-sensitivecontentsuchasblogs.
oran
Googletranslate
Auto-translationbutton
Makesureyouincludea
thatthetranslationisautomatedsoreaders
knownottoexpecttopquality.
disclaimer
TranslationStrategy
YouProbablyNeedOne
•Using topinpointinternational
marketswiththemostpotential
Researchingmarkets• tosegmentthem andunderstandwhat
makesthem tick
webanalytics&salesdata
•Findingthe totranslateandadviseonlocal
culturaldifferences
rightpartner
•Doingthemost–throughablendoftranscreation,localization,
computer-assistedtranslationandGoogleTranslate–with
thebudgetyouhave
wecanhelpyouwiththat.
Psst...
Feelfreetocontactuswithquestions–
inanylanguage
enveritasgroup.com
info@enveritasgroup.com
enveritasgroup
enveritasgroupcontentmarketing