Companies often finetune their marketing content carefully. Consequently, it is crucial that there are no mishaps when the content is translated into different languages.
In fact, it is not really translation in the sense that people often think of. In marketing translations, the translated text usually moves away from the source language’s original wording, but without losing the intended message. In the translation industry, this kind of creative translation is sometimes referred to as “transcreation”. The ability to ensure the text flows smoothly in all language versions requires especially creative translators, copywriters and editors.
The latest translation technology provides advantages in marketing translations, too. The customer’s terms and keywords can be saved in the translation memory so that translators can have instant access to them and use them consistently. The translation memory also ensures that recurring texts, such as boilerplates at the end of press releases, are always repeated identically. With website content, we recommend using integrations, which make it possible to manage translations in the customer’s own content management system.
Great online marketing content is worthless if no one actually finds it. For this reason, translations should be optimised for search engines. Multilingual search engine optimisation (SEO) makes your product or service easier to find, also outside your home market. As our customer, you can provide us with your own keyword list to support translations or order search engine optimisation as an additional service. In the latter case, dedicated SEO translators determine the best keywords for the translation by using keyword analysis tools.
If you have the material to be translated as an InDesign or FrameMaker file, for instance, we can do the translation directly in the DTP file and also carry out a layout check to ensure that different language versions look as good as the original.
Read our customer stories for marketing translation customer references.