Most businesses that operate within the global arena are aware of the important role which translation services play in their success, but few realize that content localization can be even more effective in reaching, and appealing, to a specific audience.
If your business operates internationally but you aren’t utilizing content localization yet, or aren’t sure what it actually entails, then this blog is for you.
Below you’ll find out what content localization is, how it supports global business, and why it is so essential.
What is content localization?
Content localization is the process of adapting content to make it suitable and appealing to a specific target audience in a particular region or market.
This involves adapting cultural, linguistic, and other regional differences to ensure that the content resonates with the local audience.
Content can include written materials, such as websites, articles, or marketing materials, as well as multimedia content like videos and audio.
Today’s global audiences expect a fully immersive language experience from global brands and international sites with 65% of consumers stating they want content in their own language while 40% refuse to buy in other languages.
Content localization isn’t a good idea for an international brand, it’s essential!
Key aspects of content localization
Language
One of the most fundamental aspects of content localization is translating the content into the language spoken in the target region. This ensures that the local audience can understand the message being conveyed.
Localizing (not just translating) the written or spoken language for a specific audience gives improved appeal and user-engagement.
Tips – consider which language or dialect is the best fit for your intended audience and use a professional language services provider for your localization project as errors are often glaringly obvious and can damage brand reputation. Native speaking translators give the best results.
Culture
Content should also be adjusted to align with the cultural norms, values, and sensitivities of the target audience.
This can include using appropriate imagery, symbols, and references that are familiar and well-received in the region.
Design aspects are vital within localization projects as it gives consumers the sense that the material has been created in their native locale, as opposed to simply being translated from another language.
Tips – seek advice if you aren’t familiar with the culture and language. Be prepared to be flexible in your approach to your branding as even factors as seemingly innocuous as colour can have very different implications in various cultures around the world.
Currency, dates, units
If your content (especially online content) includes pricing, measurements, dates, address and other formatting aspects it may need to be converted to fit the local audience’s expectations and conventions.
Research shows that many consumers prefer to purchase in their own language and currency so it is likely that you risk losing sales if these aren’t localized for your target audience.
Online forms such as address and phone numbers also need to be adapted to ensure completion is possible and correct. Don’t risk losing a potential customer because they can’t fill in their delivery details!
Tips – a professional language services provider can help with getting this right. Using cultural experts for your target region gives the best results. Always run thorough checks to ensure that content is suitable before it is received by your audience.
Technical
When considering digital content localization, there are often technical aspects to consider, such as adjusting website layouts, text direction, text expansion or contraction, optimizing for different devices, and ensuring that the content loads quickly and effectively for the target audience.
Tips – some professional language services providers offer a full package which will adapt all technical aspects within your localization project. Checks should be completed once the localization is finalized to ensure compliance to local expectations, including SEO, keyword searches, search engines, and so on.
Content localization is essential for businesses and organizations looking to expand into new markets.
It helps improve user engagement, build trust, and enhance the overall user experience. It demonstrates a commitment to understanding and serving the local audience, which can lead to greater success in new markets.
You can find out more about localization on our dedicated localization page or you can contact us now to discuss your project and find out how our team can help.
