Are you ready to unleash the power of accurate and detailed tracking to take your multilingual content localization efforts to new heights?
In this blog post, we'll explore the importance of tracking performance, externalizing production, and the effective management of multilingual content localization. Get ready to optimize your strategy and captivate audiences worldwide.
What you will learn…
The Power Of Accurate Tracking
Imagine having comprehensive insights and data at your fingertips, allowing you to monitor the performance of your localized content and make quick, informed decisions.
This is exactly why accurate and detailed tracking is essential to content teams. By constantly analyzing performance metrics, you can identify what is resonating with your target markets and adjust your strategies accordingly.
So, let's dive in and uncover the key to success in multilingual content localization!
Hiring Internal vs. External: Finding The Right Fit For Your Business
When it comes to managing your localization efforts, there are two models to consider when hiring: Outsourcing vs In-House.
“In every company I worked with, there was a different model and it worked for them. The first company had an in-house team of translators. The second had a hybrid model where we had freelancers but also in-house localization managers that were localizing for the top markets. Then the third company had also kind of a hybrid model, with freelancers, agencies, and also in-house people.” says Valeria Nanni, Head of Localization at Skyscanner.
Hiring local marketers who are well-versed in the nuances and preferences of specific markets can bring invaluable insights to your tracking efforts.
Pros Of Hiring In-House
Simplified management and streamlined communication are more easily achievable when all team members operate from a shared workspace. This proximity leads to an enhanced grasp of the product, facilitating more efficient collaboration. Furthermore, it enables greater control over resource availability and schedules, such as during holiday periods. In-house team members can also seize opportunities for skill development and cross-departmental cooperation.
Cons Of Hiring In-House
Hiring in-house comes with several drawbacks. High costs can make it challenging to justify the investment, particularly in low-volume periods. To maintain productivity, hybrid roles are necessary, but assembling the right team can be a time-consuming endeavor.
Moreover, in-house operations entail acquiring, managing, and integrating translation and localization software, along with the establishment of efficient processes. It's also worth noting that having an in-house team doesn’t necessarily mean producing top-quality content.
“There is a very big misconception that if you have in-house people, you have the best quality, while if you go with an agency, that is not the case. And I can tell you that that's not true, at least in my experience.” - Valeria Nanni, Head of Localization at Skyscanner.
However, there are also benefits to external partners who specialize in multilingual content localization and have broad experience across multiple markets:
Pros Of A Localization Partner
Opting for a localization partner or agency has several advantages. First and foremost, since it doesn’t involve hiring in-house staff, it's a cost-effective solution, making it more straightforward to demonstrate its value to investors.
Additionally, translation agencies offer access to a diverse pool of expertise, allowing for a wider range of language services. These agencies can also adapt and scale with ease, providing the flexibility required for dynamic projects. Time zone coverage is a non-issue as they can ensure uninterrupted support. Quality and consistency are guaranteed through service-level agreements, and their availability is a constant benefit.
By handling all language-related tasks, translation agencies relieve the in-house staff of this workload. When you need a quick start, agencies offer speedy solutions. Furthermore, they often provide management and training tools, sometimes at no extra cost, making the process even more efficient and convenient.
Cons Of A Localization Partner
While translation agencies offer various benefits, they also come with certain drawbacks. Establishing trust is paramount, but can be challenging.
There's potential for cultural differences and misalignment with branding and tone of voice when different copywriters are involved. Managing external partner relations can prove difficult at times, and agencies may not always maintain transparency in their processes.
Communication can be cumbersome if you cannot directly interact with freelancers and are required to go through the agency first, which may lead to process delays. Additionally, agency tooling and platform compatibility can be a concern, especially when integrating with highly customized in-house content management systems. Effective information transfer is vital to maintain quality, particularly for ongoing projects.
Finally, for marketing campaigns and creative work, the need for detailed briefs and potential ad-hoc meetings with the agency can be time-consuming and intricate in communicating your vision.
Consider your resources and goals to find the best fit for your organization.
The Undertow Difference
At Undertow, we value transparency and open communication to ensure we’re aligned with your brand and messaging.
Our approach involves curating custom teams of handpicked freelancers, tailored to your specific localization needs. We provide them with training akin to your in-house team, giving you the best of both worlds. Furthermore, we develop tone of voice and localization guidelines for each market to ensure consistent brand representation worldwide.
Our proficiency in the language service industry is underpinned by extensive experience working with various translation platforms, allowing us to assist you in selecting the most suitable one for your requirements.
What truly sets us apart is our human touch – you'll never just be a number to us.
"Get yourself some great professionals that can understand the market better than you do and build a strategy out of that” says Bea Redondo, Senior Manager of Brand & Content at Sinch.
Effective Management: Collaboration is Key
To achieve optimal results in multilingual content localization, collaboration between internal and external teams is crucial. By fostering strong communication channels, you can ensure alignment and avoid misinterpretations.
Provide clear briefs to your external agencies, sharing detailed information about your brand, target audience, and content objectives. Establish feedback loops to continuously fine-tune your approach and deliver outstanding localized content to your global audience.
What To Include In A Blog Article Onboarding Brief:
The briefing you need depends on what you want to translate and adapt. However, below we've listed the usual details you should provide for a thorough briefing when it comes to a blog article:
Share your brand book and content guidelines.
Offer guidelines for SEO, Translation, or Localization, including any specific words to avoid, spellings, and such.
Provide supplementary resources to aid in understanding the content.
Attach the original content for translation, if available.
Specify instructions for the keywords you want to target.
Share any analysis and market research you've conducted.
Define the target audience and the issues you intend to address.
Clarify the purpose of the text, whether it's for sales or informational purposes.
Mention project deadlines and scheduling if time is a constraint.
Scaling And Resource Allocation: Striking The Right Balance
As your content grows and your global footprint expands, scaling becomes a challenge.
It's essential to balance scaling with available resources. Proper management and delegation are the keys to maintaining quality results.
Invest in automation tools and workflows that streamline the international content localization process. Leverage technology to optimize efficiency and allow your teams to focus on creating high-impact localized content that resonates with your audience.
Tools That Help With The Multilingual Content Localization Process
Translation Management Systems (TMS): Tools like Phrase and XTM help manage translation projects efficiently.
Integrations with Content Management Systems (CMS): Connecting a TMS to platforms like WordPress and Drupal can streamline the localization of web content.
Translation Memory (TM): Software that allows you to store and reuse previously translated content for consistency. This is usually included even in the basic subscription of most TMS.
Machine Translation (MT): Depending on the kind of content, services such as Google Translate and DeepL can be integrated in the workflow to create an initial draft translation. However, while unedited machine translation output might be ok for some use cases (e.g. user-generated content like online reviews), if it’s critical content (e.g. a client-facing website) your content must be reviewed by a native editor.
Workflow Automation Platforms: Tools like Zapier and Make/Integromat can automate various localization tasks and integrate with other apps.
Collaboration Tools: Platforms like Slack, Trello, and Asana facilitate communication and task management within localization teams.
Quality Assurance (QA) Tools: Software like Xbench ensure the quality and consistency of localized content. This is usually included in most TMS.
Terminology Management Systems: Tools that can assist in maintaining consistent terminology. This is usually included in most TMS.
Decision-Making And Content Strategy: Customizing for Success
When it comes to multilingual content localization, one size does not fit all.
Allocating resources appropriately is essential to maximizing impact. Identify high-potential markets and allocate resources accordingly.
Consider the unique cultural and linguistic nuances of each target market and devise content strategies specific to their needs. By customizing your approach, you can deliver content that connects deeply with audiences and drives measurable results.
The Key to Success in Multilingual Content Localization
Effective tracking performance, outsourcing production, and managing multilingual content localization are the pillars of global success. By harnessing accurate and detailed tracking, you gain insights that propel your strategies.
Whether you choose internal expertise or collaborate with external partners, communication and collaboration are the driving forces behind exceptional localized content.
Remember to strike the right balance between scaling and resource allocation, tailoring your strategies for each market.
Take Your Localization Efforts To The Next Level With Undertow
Undertow is here to help you excel in multilingual content localization and reach new heights of global success. We are your allies when it comes to all things language, localization, and digital marketing within the SaaS industry.
We value your brand and strive to make collaboration simple. If you need a flexible and reliable Localization Partner to convert visitors into customers, reach out to us.
Contact Undertow today and let us help you navigate the exciting world of multilingual content localization!
