Content localization is used by companies seeking to position themselves in another foreign country. The strategy involves translating, adapting and adjusting the company’s content to a specific location, so that the intended audience there can identify with it.
For content marketing, localization goes beyond translating content into the language of the target country. In practice, it means ensuring that key messages are conveyed to the public in a way that they understand and identify with. All while taking into account the differences in the needs and interests of one culture compared to another.
A survey conducted in 2020 by Alexika shows that 40% of consumers will not make a purchase if a website is in a foreign language. Similarly, opinions can be formed differently if the news is presented in another language. The discrepancy between original and translated content can be significant, not to mention differences in regional slang, cultural quirks and visual identities.
The main reason why we recommend adopting a content localization strategy is that it is key to worldwide growth. The way people feel and react to certain information is crucial for building a sense of security and a trusting relationship between a company and its target audience.
Therefore, it is extremely important that any content localization work is comprehensive and specific to each region. A good basic example involves the commemorative dates which vary throughout Latin America. While Halloween content may not be successful in one country, it will be successful in others, such as Mexico with its “dia de los muertos”. The same applies to “Mother’s Day” in Brazil, and traditional celebrations in Chile.
Opening a website in their language, identifying symbols and figures that correspond to their culture, and browsing pages that represent their daily life makes visitors feel comfortable and safe, even if the information refers to an unknown or foreign company.
What determines how interesting the subject in question will be for the target audience is not just the content itself, but also the way in which the company positions itself.
Companies that want to enter the Latin American market and are looking for regular customers can count on us to prepare fully localized content for their target audiences.
Communication blunders can restrict sales of a product or the reach of a news story. We believe that most of these blunders can be traced back to the lack of a proper communication strategy. Often, information is ruled out or ignored purely because ofway it has been presented.
1. International Positioning: taking into account the culture, customs, commemorative dates and individualities of each region, it is important to know the ideal language for each country of interest, so that the message is conveyed correctly and meaningfully.
2. Coherent visual language: This is an important means of communicating representation to the target audience. In this case, we can insert animations, drawings and symbols, all relevant to the country of interest.
3. Effective communication with the target audience: this means using the correct language for the target audience in question, which may contain slang, identificatory keywords and language-related quirks which are well-known to your readers.
4. Enabling and optimizing resources: we optimize resources and make the service viable, meaning you don’t have to worry about the processes, and the message will reach the public in the best possible way.
5. Fully optimized content: content should be optimized for your company, focused on your specific needs and messages. Our dedicated team will guarantee that the language used is tailored to match your content.
As we have seen, content localization is a broad and extremely important service for any foreign company looking to enter the international market, and goes far beyond mere translation.
At the end of the day, content must contain specific language and details that often go unnoticed by non-experts. For the public to feel represented and understood, knowing how to choose the right images, words and symbols can make or break your content.
