AAA Translation - We'll Take You Global

60% of global marketers have no strategy for multilingual content marketing, according to a 2013 survey by Cloudworks. Rather than plan ahead, most delay thinking about translation and localization until after their content is produced. This approach, unfortunately, can create a painful, slow and expensive process that increases your chances of missing out on opportunities in emerging markets.

For those tasked with a company’s content marketing, it’s a challenge to produce and deliver all the content required in ONE language…let alone translating blogs, reports, collateral, websites and more into multiple languages. But those who do -- and approach multilingual content marketing with forward thinking and planning -- have a distinct advantage in the global marketplace, which is expected to grow significantly over the next ten years. By 2025, the number of global consumers in emerging economies is expected to reach 4.2 billion, with consumption reaching $30 trillion (McKinsey & Company). And these consumers will want and need information in their own language that also reflects their culture.

Tips for Success

1) First, define clear objectives for your content marketing strategy – overall and for each multilingual market.
2) Consult with your translation provider at the beginning of the planning process to avoid localization pitfalls and save time and money.
3) Create style guides to ensure brand consistency across the multiple languages and cultures. Global brands must not only speak to the different target cultures, but also must ensure a consistent brand message across them.
4) Approach graphic design with localization in mind. Select fonts that are compatible with the translated language and ensure that the graphics are designed with enough space for language expansion across various languages. The same phrase or sentence in one language can be shorter or longer in another when translated; you don’t want to have to recreate every graphic element for each foreign market. For example, Spanish text can grow by 30% in size and Asian text will shrink when translated.
5) Establish a clear review, editing and approval process for translated, localized content.
6) Select appropriate channels. Consumers in different countries use different channels. Google, for example, is far from the dominant search engine in China, Russia or South Korea. Similarly, dominant social media channels are different from region to region.

Need help localizing and translating your multilingual marketing content? We can help you through the jungle!  AAA Translation, now celebrating its 20th year, works with clients around the world in more than 150 languages. Contact us at toll-free at 844.293.3519 or learn more at www.aaatranslation.com.

by Susanne Evens

Just like bad translation work can hurt your company and reputation, so can hiring a bad interpreter. A recent and very public example of this is the sign language interpreter at Nelson Mandela’s funeral who stunned the world and embarrassed event organizers in South Africa.

On the flip side, the movie Lost in Translation gives us a funny illustration of the role of a foreign language interpreter…and how much can get lost. This is one of my favorite scenes:



How do you select a good, legitimate, experienced interpreter for your event, presentation, meeting or other needs?

Here are a few suggestions:

1. Be skeptical. A certain amount of skepticism is healthy when it comes to hiring an interpreter. Be sure to ask plenty of questions and check references.

2. Plan for backups. It’s best to work with an experienced company that carefully vets their interpreters and has qualified backup options should there be an emergency that prevents your original interpreter to work the project.

3. Make sure that the interpreter is proficient in both languages involved. Proficiency in BOTH languages involved is a must.

4. Be sure the interpreter has a vocabulary for your topic or industry. Proficiency in both languages is critical; so is familiarity and experience with the vocabulary required for your subject matter (especially if it’s highly technical).

5. Make sure they are familiar with the different cultures involved. Do they understand cultural nuances, colors not to wear, customs and other key cultural factors that may be important?

6. Make sure they are experienced. Interpreting is a unique skill that goes beyond knowing languages, cultures and vocabularies – it requires experience. Make sure that your interpreter has plenty of it.

7. Ensure that all time required is included in your pricing quote. Most companies provide reference materials at least one week prior to the assignment so the interpreters have enough preparation and research time. All this time should be included in the rate quoted for interpreting.

Want more advice or to learn about AAA Translation’s interpreting services? Contact us at toll-free at 844.293.3519 or learn more at www.aaatranslation.com.