With the help of a translator, you can double your digital content efforts and expand the footprint of your brand. By translating content into new languages, you can secure new audiences in international and domestic settings. Internationally, you are able to create compelling experiences with your content among consumers across the globe. Domestically, you are able to better reach groups of people with your content that might currently be underserved.
What does a Translator Do?
Language Translators convert written materials, like website or social media content, from one language into another. Translators are sometimes confused with Interpreters. The key difference is that translators work with written communications, and interpreters work with spoken communications. The main benefit of utilizing a professional translator when localizing your content is that the translation will read as if it were the original written material.
Where do I Find a Quality Language Translator at?
A language services company (LSC) will have qualified translators on staff to tackle your digital content projects. Their translators will be fluent in a variety of languages, and utilizing their services will mean that your digital content can reach new audiences. In addition, their translators will have expertise in a particular industry or discipline, such as healthcare, technology, hospitality, government, manufacturing or legal – just to name a few. So be sure to choose a translation company with experience in your specific industry!
Once you have a language translator on board, you will need to begin to look at digital content projects to prepare for translation. If you are a content creator or provider you will most likely already know where you have had the most success with your digital content. These types of projects will lend themselves best to translation. Be sure to discuss the goals of your projects with your language services company in advance.
Looking to double your digital content with a translator? Here are three ways:
1. Double Your Website Content with a Translator
With over 1.5 billion websites in existence and more than half of the world’s population (3.8 billion people) online there is significant opportunity to reach new traffic sources with your website among folks who speak languages other than English.1,2 Content providers are missing out when they don’t translate their website content into other languages. Whether it’s translating the descriptions of the core products and services listed on a website, blog content, customer testimonials, “about” sections and so much more, website material offers an ideal place to start doubling your content efforts. Depending on the target audience you are trying to reach, your translator may also recommend localizing your content. This will better ensure your website has the look and feel necessary for the market you are targeting.
2. Double Your Video Content with Subtitling and Voiceover with a Translator
By 2022, online videos will make up more than 82 percent of all consumer internet traffic — 15 times higher than in 2017.3 Video content can take all kinds of forms including tutorials, interviews, reviews, testimonials, recorded events, advertisements, documentaries and so much more. Annually, 4.5 billion hours are spent watching educational “how-to” videos on YouTube, making it the preferred learning tool among Generation Z users.4 If you are a video content creator, translating your video content with subtitles and voiceover can help you reach new audiences in new languages.
Audiences worldwide expect content translated and localized in their native languages, released simultaneously with the original language source, and of the highest quality possible. When you meet this expectation, you are able to expand your reach and connect with new customers. Not every language services company offers subtitling and voiceover. So you will want to check with your translator to see what their capabilities are. They will be able to discuss with you which approach will works best for your video content.
3. Double Your Social Media Content with a Translator
Across the globe there are 3.49 billion active social media users, with the average person having 7.6 social media accounts.5,6 With the average user spending 142 minutes a day on social media7, you can see why content creators and providers have been flocking to social media channels to push their content. If you’re a social media digital content provider, then speaking in multiple languages on social media channels can give you global reach into new markets. With the aid of a translator you will be able to take your social media content and convert it into the languages of the new audiences you wish to target. This will give your social media brand improved visibility and engagement. When working with a translator, you will want to create a workflow wherein you plan to translate your social media content in advance, so that it is published simultaneously across all languages that you are pursuing in your social media content efforts.
If you are planning to venture into translating your social media content, make sure to read the ultimate guide to translation for multilingual social media.
Levon Guiragossian, Marketing Consultant
Levon is a marketing consultant and writer. His current focus areas include content marketing, digital strategy and multilingual branding. Before working with Language Link, Levon led corporate marketing efforts through various management and leadership roles with companies around the world. Levon is a graduate of the University of Queensland in Australia where he holds a Bachelors of Business Management with a major in Marketing.
1 “Total Number of Websites,” Internet Live Stats. Accessed August 1, 2019, https://www.internetlivestats.com/total-number-of-websites/
2 Internet Trends Report. 51 percent of the world — or 3.8 billion people — were internet users last year, up from 49 percent (3.6 billion) in 2017 and only 24 percent in 2009. Growth slowed to about 6 percent in 2018. (2018). https://www.bondcap.com/#view/title
3 Cisco Visual Networking Index: Forecast and Trends, 2017–2022 White Paper.” CISCO online. Last modified February 27, 2019. https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white-paper-c11-741490.html
4 Perez, Sarah, US Adults Now Spend Nearly 6 Hours Per Day Watching Video,” accessed August 2, 2019, https://techcrunch.com/2018/07/31/u-s-adults-now-spend-nearly-6-hours-per-day-watching-video/
5 “Average number of social media accounts per internet user from 2013-2018.” Accessed August 2, 2019. https://www.statista.com/statistics/788084/number-of-social-media-accounts/
6 “Digital 2019 Q2 Global Digital Statshot (April 2019) v02.” Published April 24, 2019. https://www.slideshare.net/DataReportal/digital-2019-q2-global-digital-statshot-april-2019-v02
7 “How much time do you spend on social media? Research says 142 minutes per day.” Digital Information World. Accessed August 1, 2019. https://www.digitalinformationworld.com/2019/01/how-much-time-do-people-spend-social-media-infographic.html
About Language Link
At Language Link, we excel at helping our customers grow their brands through our translation and interpretation services. Headquartered in Vancouver, Washington and incorporated in 1991, Language Link has more than 27 years of experience as a full-service multilingual communication agency. We have highly qualified linguists working in over 240 languages and dialects. We also offer a comprehensive suite of translation options, including audio visual services and eLearning and website localization, as well as Over-the-Phone and Video Remote Interpretation.