Your website is like a living organism of the Internet, growing and developing every single day. You’ve probably heard that one, right? It’s true because if your business develops, your content volumes increase as well. And if your content is already global, you can describe your growth, not as increasing, but rather as exploding, which can be also a bit overpowering.
The equation here reminds us of a never-ending loophole:
more localized content = more global customers
more global customers = even more localized content
Well, being online globally simply means that you have to deal with increasing amount of content volumes and their localization. Types of content vary from user-generated content like comments and product reviews, through FAQs and customer service content to product descriptions and marketing materials.
Let’s be honest, it’s a lot. And as much as we always encouraged businesses to produce and localize relevant content, this particular blog piece is destined for businesses who are already overwhelmed with the amount of content that they need to manage. We want to let you know that localizing high volumes of content doesn’t have to be exhausting. With the right approach, it will let your business grow without the hassle.
Here are our top 5 tips on how to effectively localize high volumes of content:
#1. Choose Your Market
We hope you’re not surprised when we tell you: it’s ok if your content is not localized into 200 languages of markets that your business operates in. We also realize that this is not the ideal solution because it will probably take a toll on some of your targeted markets.
However, if you want to optimize your global growth strategy prioritizing the quality instead of quantity, it is as simple as that: don’t translate it all. Ask yourself a question: where do you see your growth the most? Where are your customers located? First, prioritize, then act. After you’ve dealt with the whole process of localization for your prioritized markets, you can get your hands dirty with the other ones in the queue.
You can read this article to see what we mean by proper research on valuable markets.
After you’ve chosen your market, there is even more research to do. Depending on your business premises, some of your content will be ‘more important’ than another. Localize popular content as the first one in the queue and grade the rest on the basis of its importance for your brand and popularity among your customer base. Maybe your user guides and technical materials are incredibly popular? What about FAQs, are they visited by your customers often? If yes, go ahead. But when the content just quietly exists, skip translating it altogether.
What do you need to stay coherent with your global customer base? Logical structure, proper grammar and understandable style. And although for top priority content you may need human translation, for the most part, it’s ok to combine the localization factor with a little bit of flexibility. In this case, machine translation combined with human editing seems to be passing the test.
Content such as technical tutorials or FAQs usually doesn’t require professional translation. They still require the highest quality, but this can be achieved simply by using a human review. While it all depends on your business, we are happy to confirm that simple websites and small e-commerce projects can be easily machine translated and reviewed by human translators, so your content has the quality, the whole process is faster and you pay less, as well.
#4. Automate, automate, automate
Pick an advanced translation solution that will enable the automatic connection of the new content to the translation platform. You should be able to sync the translation platform with sources of your web content, software code, marketing material or even technical documentation. Depending on the type of the content and the languages combination, you can opt for an option mentioned above, a machine translation + human post-editing approach or Machine Translation only. Automation will speed up the whole process and you will have more time for dealing with another priority. Here you can find a full article about automating website translation.
#5. Stop Generating Useless Content
That almost sounds like an offense, but it is, in fact, a very good advice. Check all of your sources, from internal systems analyzing your customer base to Analytics and always ask yourself one question: is this content useful, or is it just quietly existing? If everything points to the second answer, don’t feel sad to let it leave your business once and for all.