Part 2 – Execution

Overview

Following the planning part last week we continue our guide for using translators on international content marketing campaigns. This week we focus on the execution phase of translating content marketing projects and ideas.

Typical content marketing approach

Most international content marketing campaigns can be split into four phases:

  1. Planning – Research, preparation and ideation.
  2. Execution – Creating and publishing content.
  3. Promotion – Promoting a piece of content.
  4. Measurement – This includes everything involved in analysing performance

A better way to view it is as follows:

Establish Team Roles

Team roles may be different than actual job titles. What will people actually be doing when it comes to planning, publishing, and promoting content?

Translation: considerations & recommendations
  • Build stages into your process for consulting with a translator or cultural expert; whether this is in-house or as a consultant
Content Marketing Roadmap

Planning for content publishing is the next step. Ensuring that you have a unified roadmap for every piece of content that is going to be published enables both the macro and micro view of what needs to be done.

Translation: considerations & recommendations
  • Make sure you build in a final proof read / usability sanity check for your content with native speakers of your new content. This will be a final net to catch language disasters
PPC/Adwords

Research on keywords for PPC/Adwords is a vital element for providing the content an audience wants. lt should achieve three goals:

  1. Understand what people want to read,
  2. Understand the intent behind keywords and
  3. Help you understand what you can rank on.
Translation: considerations & recommendations
  • Use a language professional to play a key role in establishing this research with you. Translating keywords is not a simple dictionary task – do not make the mistake of doing it yourself or using an online translator.
  • Your translator should have full awareness of the cultural and linguistic factors influencing what people type into searches, in order to translate them in a way that targets the right people using the right terms.
    Likewise, they can advise on the common misspellings or word abbreviations leading to hits; relevant slang; to what extent you need to take account of written accents or different alphabets, such as ß or ü in German or ñ in Spanish.
  • Allow your translator the flexibility to suggest new keywords if the ones you have asked to be translated are not appropriate to that market
Pre-built Checklists, Templates and Other Reusable Assets

Creating and using pre-built checklists and templates is the most efficient and accurate way to manage the task of creating content. It makes sure that each project is deployed and delivered the right way each time.

Translation: considerations & recommendations
  • Build in an asset language library so you can share it with translators and marketers in each future campaign iteration. Locking these down will ensure that there is consistency across your language providers as well as your marketing teams and agencies. This language library should include:
    • Product and Service names and descriptions
    • Personas
    • Glossaries
    • Taglines
    • SEO phrases
Writing & Design

Successful working relationships and collaboration between writers and designers is important for successful content marketing. Establishing clear processes for each role will avoid early the pitfalls of misaligned expectations.

Translation: considerations & recommendations

Your focus here needs to be on both the quality of the translation and the quality of the copywriting:

  • If you hire a marketing agency in the new language, make sure that they have fully understood your brief. If required, use a translator to translate your communications for them, and make sure they specialise in marketing.
  • If you hire a translation agency or freelancer, make sure they are specialists in your market and that they have sufficient skills in copywriting. A technical translator is not the same as a creative translator. Often you will see these sorts of translators referred to as “Transcreators” – referencing the ‘translating’ and ‘creating’ aspects of the task.
  • Allow your translator the flexibility to depart somewhat from your original text so they can localise it to your new market. You must share your personas, glossaries and style guides for this to be effective.
  • Advise your translator of the relevant advertising standards authority guidelines in your new market so they do not inadvertently breach regulations. If you are using an in-country agency they should provide you with this advice directly and ensure compliance.
Next time

We hoped you enjoyed our guide to using translators when approaching the international content marketing execution phase. In the next post we will look at the promotion phase but if you cannot wait until then and want to access the guide in its entirety please download it here. Alternatively if you have any questions please don’t hesitate to contact us

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