Content really is king. While your content might work well with one audience, linguistic and cultural differences can significantly influence how new audiences react to your content.
Content localization is the process of adapting your content to the cultural preferences of different audiences while maintaining your core message and identity. It doesn't just help win over your audiences, it can also improve SEO for your translated website(s).
Why localize your content?
Localizing video content...
Done properly, video content is one of the most effective ways to efficiently deliver a strong message to a captive audience. After all, website visitors spend 88% more time on sites with video content.
Your video’s purpose and its message will determine the extent of adaptation needed to properly localize the content.
Technical and educational content, like a training video, is designed to teach the viewer how to complete a task or process. Generally, subtitles or voice-overs can effectively deliver the intended message. But, if the content is more creative, consult with localization experts to make sure your videos won't insult your target audience and/or tarnish your reputation.
Check out these three tips for localizing media content before committing to a solution.
Localizing graphics and images...
A picture says a thousand words, so it’s important to make sure your visuals are saying the right thing to each audience.
Similarly to localizing video content, consulting with localization experts on cultural differences and preferences will help ensure that your graphics and images don't accidentally offend your audience, or embarrass your organization.
Localizing blogs and web copy...
Different audiences care about different things and use different search phrases to find the information they're interested in. Your blog content and website copy should be localized to reflect these differences and make your multilingual website(s) more relevant to your target audiences.
Consult with localization experts while planning your multilingual SEO strategy. The sooner you understand your multilingual audiences, the better your content will serve them.
Take a look at how transcreation, or creative translation, plays an important role in localizing Apple's and Amazon's marketing campaigns.