Website translation

6 important points for brands writing content for international audiences

by Manuel Herranz Writing content and distributing knowledge to international audiences can present a number of challenges.  The first one is for management to understand the value and ROI of multilingual content and translation into several languages. The second is for the brand itself (that is staff, from production to accounting) to believe they work for international markets. They need to be convinced that their salaries and the company’s revenue come from people that speak other languages and whose only affinity to them is the brand. Thirdly, traditional channels for the distribution of quality translations need to be complemented (or substituted) by the company’s website as a hub for multilingual knowledge, social media, etc. But we might call those three points the fundamentals. They are prerequisites. I would like to deal with some other points that brands can often miss when writing content for international audiences. This is a short […]

5 tips for a cultural adaptation of translations

Marketing departments work hard to produce high quality content, high quality translations, catalogues, websites and content in general to project a quality brand image – an image that engages target markets and boosts loyalty to the brand and, of course, sales. This is in fact related to what we know as Inbound Marketing.  However, it is no secret to any marketeer that website content, and content in general does not fit equally in some markets and some content becomes very popular in some some cultures and regions whereas other content that may seem very relevant to us does not seem to stir any feelings. The first marketing draft is usually born out of a home market and companies use it to other target markets. The thinking is very simple: “Let’s translate into Chinese and this content can reach 1,5bn Chinese speakers. It is a simple enough methodology Excellent! Here’s the […]

Human Translation or Machine Translation – What’s Best for Me?

For some people, using a translation software program to translate a piece of text from one language to the next is enough. They believe the current state-of-the-art is good enough to provide Human Translation or Machine Translation. It would be naive to believe this always works. We have proven at Pangeanic that this works in applied contexts, when we are dealing with a particular domain, enough clean data and when certain conditions apply. Please refer to many of our presentations since 2009 on the use of applied machine translation to speed translation of documentation in particular. But as we all know, it takes a lot more than just software. The application of unrestricted, universal machine translation will take some time. In fact, it would not be fair to talk about “machine translation” in general but language combinations (English/Spanish/French/Portuguese/Scandinavian) in which it is undoubtedly successful -whilst in other languages certain nuances make […]

Website Globalization Sponsorship

Pangeanic will sponsor the Website Globalization Conference that will take place in Barcelona in September 2007 where Sony Europe, Real Madrid, Amadeus, Unilever and HP will showcase their strategies. The globalization of every business goes hand-in-hand with the need of professional linguistic support. With companies increasingly earning their revenue from the world’s rather than from national markets, the choice of web workflows, technologies, globalization partners and support is paramount. IQPC’s panel of experts and practitioners will share their experience “from the trenches”: how to structure an organization to effectively manage Web globalization, how to leverage technology, and how to design, implement and maintain globalization processes to maximize ROI and achieve consistent global branding. Key Facts and Figures on Web Site Globalization: Just 30% of all Web users speak English as a native language—this number continues to fall. Source: Miniwatts Marketing Group, 2006 More than 13% of Web users speak Chinese—this number is […]