Get the Source Content Right for Best Localization Quality

Quality of source content was one of the topics discussed at Welocalize LocLeaders Forum 2016 and Localization World in Dublin. What is the impact of source content creation and quality localization? The language services industry and global brands agree that GIGO reigns — garbage in, garbage out.

Clearly bad source content will always result in bad localization. Poor, nonsensical input will produce undesired output, frustrating everyone in the process. Irrespective of content type or target language, if the source meets required levels of quality and business objectives, then any subsequent translations or cultural adaptation will meet set standards.

A common complaint from in-country reviewers is that a delivered translation project may be “accurate” and because of errors and bad copywriting in the source it doesn’t “translate.” The brand and customer experience are at risk. No matter how good the linguist or translator is, any localized versions will never be great when source content is poor.

What Factors Impacts Source Content Quality?

• Structure of internal central and product marketing and content creation teams
• Use of third party agencies for content creation
• Access to central brand guidelines and style guides
• Sharing of business and localization objectives during content creation
• Inclusion of language service provider (LSP) at early stages of content creation
• Content ownership by many different parts of an organization both centrally and locally and different functional business units
• Budgets for content creation and localization

Many of these factors are best managed with content strategies and advanced planning, backed by solid internal communications. A close working relationship with a partner LSP will also provide value-add to the content creation process and quality. If local divisions are aware of the importance and skills offered by a localization team, then they can work together at the early stages of content creation. An experienced LSP like Welocalize can input best practices for creating content with localization in mind and prevent time-consuming review cycles and frustrating quality meetings.

LSPs Create Source Content

For many Welocalize clients, we actually create source content and localize content. This is common for digital marketing activities that require full transcreation and cultural adaptation. If you have copywriters and creatives who are internationally savvy and aware that they’re working on content for global appeal, this can be factored into the source. For digital marketing content, transcreation and linguistic copywriting is used more than traditional direct translation. This also involves developing multilingual key word programs for search engine optimization (SEO) and search engine marketing (SEM) purposes.

10 Tips for Improving Source Copy

There are a couple of tips for improving source content in the overall copywriting and creative process:

• Know your audience and content objects. Anyone writing content must know who they’re writing for and why the content matters. Part of the process must include reviewing other content that the target audience reads and consumes.
• What’s your message? The specific words and linguistics may not be identical across all target languages but if the message is consistent, then content will work in all languages.
• Make use of any central brand guidelines and style guides. Directing your resources to standards will eliminate subjective interpretation.
• Gain input from key internal divisions before sign-off. Good content takes a team and collaborating on the strategy, plan and approval process will keep people engaged through the creation and localization process.
• Use experts with global market experience. Don’t use local references unless you know the content will go through a transcreation process by a specialist copywriter.
• Avoid humor and specific cultural references. They will often be misunderstood or lack cultural identity that expands geographies.
• Create with global in mind. Nostalgia can work very well for certain marketing copy; however, it does not translate well.
• Plan for your media. Be aware of any images, colors and graphics that could potentially offend or simply not work in certain markets.
• Basic copywriting rules always apply! Check spelling and grammar, vary sentence length, use fewer words and read copy out loud before finalizing.
• Remember text expansion. Many languages take up more space than English so allow spacing for translation.

Focusing on source content can save time and money in the long-term. QIQO is by far the best strategy — quality in, quality out. It makes common and content sense.

For more information on Welocalize multilingual content services, connect with us here.