Advantages of Content Localization
It is valuable to realize that the advantages of content localization also go beyond just trying to avoid cultural insensitivity or attract more buyers.
In addition, learning the nuances of a foreign language can affect simple things like formatting, visual aesthetics, and other key elements of how content appears on a page.
For example, most Americans read text from left to right. But Middle Eastern and East Asian regions typically view writing from right to left or top down.
When it comes to formatting your pages, this is an incredibly important detail to know.
But the benefits don’t just stop there.
When you’ve taken the extra step to adapt content into a message that resonates with those specific to an international market versus simply translating text, you’re ensuring that the tone and voice are correct for your new audience.
This can often save you several embarrassing faux pas as an organization later on.
How to Build a Content Localization Strategy
If content localization is so important, what is the best way to build a strategy for it?
Here are a few tips to consider:
1. Decide on a Regional Expansion Based on a Specific Area
Realistically, the process of building a localization strategy starts with deciding where you plan on expanding.
- Is it a general region or a specific country?
- Are you looking to embrace an entire continent or individual areas?
Notice how we’ve described basing the process on actual geographic elements — not languages.
The varied nuances in how people speak and live between countries can be quite striking.
For example, think of those that speak Spanish but live in Mexico, Argentina, or Spain.
The words themselves might be similar, but the cultural elements they embrace are vastly different.
Even if there’s a temptation to lump regions together because of a shared language, subtle differences sneak in everywhere. Holidays, humor, and even what counts as a polite greeting can shift from one country to the next, sometimes in unexpected ways. I once heard a story about a well-known fast-food company whose slogan flopped overseas, not because of the translation itself, but because the local context changed the entire vibe. These little cultural puzzles are the stuff you actually have to solve—if you want to be welcomed in.
2. Consult with Someone Familiar with Daily Life in Your Target Market
It isn’t good enough to leave content localization to just a translation tool.
Instead, you need to discuss the process with someone familiar with daily life in the area you wish to expand to.
The reason this is important is that they know and understand the intricacies of life in that country better than what you can read online or someone who has just briefly visited the place.
Often, they’ll be able to point out any potential holes in your strategy and ensure you’re not making big mistakes surrounding economic levels, societal preferences, and more.
Sometimes, even topics you’d never think twice about can carry baggage in a different place. Maybe a color scheme that looks energetic in North America signals mourning somewhere else. Or a photo of a smiling handshake could inadvertently communicate a power dynamic you hadn’t picked up on. These details don’t always pop up in Google searches, but locals can spot them a mile away. A quick gut-check conversation with someone on the ground—someone who’s actively living it, not just consulting from far away—can save you a world of awkward corrections down the line.
3. Decide Which Content to Localize
If you have a vast library of content you’re looking to localize, then you’ll want to start by identifying which pieces could perform the best in the new region.
Look at things like universal values — i.e. those truths that translate across all barriers without a lot of cultural differentiation.
You should also see which pieces perform well on your primary website and how competitors are doing in your expansion area.
This should give you a good idea of which content items to prioritize and which ones can wait for the future (or be skipped entirely).
4. Remember Graphical Elements and Photography
As we’ve previously mentioned, it is important to keep in mind visual aesthetics when it comes to any content localization strategy.
While this includes understanding the way people read in other languages, it also includes switching photography to match those who live in the local region.
Most target audiences are savvy in understanding when someone dresses differently or has a different racial ethnicity than they do.
Thus, it is important to keep this factor in mind when planning a larger content localization plan.
Hiring Content Localization Professionals
Working together with content localization professionals will help you save time and avoid missteps when you expand to a new market and localize your website.
1. Work with Someone Who is a Native
Working with a native expert who has lived in the culture and geographical area is a must. They don’t need to live there now but should have a history with the area and culture. This expert will cut through the inappropriate assumptions about the region that may crop up in your localization strategy.
This includes language nuances and cultural calendar celebrations as well as idioms and sayings for the region.
2. Make Sure They Are Bilingual
It’s not good enough to find a person who knows a language academically. They need to be an expert in how the language is used in a specific culture. This means also knowing colloquialisms, for instance, like when Americans say “soccer” and Europeans say “football” but mean the same sport.
Idioms and sayings are especially important for any culture, since you don’t want to offend them and you do want to sound like you know what you’re talking about. Having a translator isn’t enough.
3. Hire a Content Localization Expert to Add Credibility
The right person to hire will add credibility to your content. If your content is awkward or even offensive, you will have a big hurdle to overcome when entering a target market. This is critical for both written and multimedia content. Why would a potential customer listen to your advice or recommendations if you don’t understand how they dress or speak to each other?
4. A Content Localization Expert Builds Trust
The right content localization expert will know how to build trust with your audience. When creating content, your expert will use their experience to start small as they build connections with your target market. They will present your content in such a way that reading or viewing it allows your audience to relax and give a sigh of relief because your content is a good fit. This will encourage them to learn more, moving them down the marketing funnel.
5. Save Time and Money by Outsourcing Content Localization
If you are expanding to new geographical areas with localized markets, you can save time and money by outsourcing much of this process. Content creators, writers, translators, photographers, and videographers can be hired per job or per target market. Since you’re just moving into this market, you’ll require a larger package of localized content upfront. Going forward, you will need fewer pieces of localized content once a routine is set up. This type of work is great for outsourcing. You’ll gain access to experts in content localization but can use them as needed for your marketing and other projects.
6. Outsource to Content Experts with a Great Reputation
When outsourcing content creation for your new market, be sure to work with a company that has a great reputation. It should be a reputation that has been built over the years on excellent work for a range of clients. Read reviews of their previous work in localizing content. Take a look at their blog posts and website.
Next, give them a test assignment to see if you like how they work. Be realistic about your expectations. The best freelance content localization company won’t be the cheapest or the fastest. They will display their experience in every interaction and every piece of content they generate for you.
If you want to build trust and credibility in your new local market, it’s important to hire the best people right from the beginning. Just think of the fiasco if you begin your relationship with fast, cheap content. That will just turn your potential customers away.
7. Where to Start?
While content creators that are reliable, affordable, and experienced with localization seem to be everywhere, you can’t believe everything you see in ads. You may work with a single writer, a team of writers, or random writers when you need content localized for your target audience. It can help you scale high-quality content production.
