Archives de Tag: content

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Translating your Press Releases is Crucial to your Global Footprint

If you’re wondering whether it’s a sound decision to translate your press releases, please read on. You’ll see how crucial it is for you to translate this type of content in several languages, including French (a language used worldwide).

Good PR vs Bad PR

Your PR communication greatly helps boost your visibility, your sales and your image. Without it, chances are nobody would know who you are, what you sell and why people should choose you over your competitors. As we live in a society of round-the-clock news, it is paramount to be heard and visible in the media (TV, radio and social media). But, you shouldn’t make the mistake of communicating in English only.

To ensure the widest coverage possible, you should know that offering multilingual content is necessary.

English Only Is Overrated

Did you know that search engines categorise content according to the language used? Also, people are more likely to read your PR releases if they’re offered in their very own language (remember this famous quote from Nelson Mandela: « If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart »).

Although English is widely spoken, especially among journalists, it is no guarantee that all nuances and references can be understood by non natives. Remember that reading in a foreign language requires extra effort and everybody can make mistakes when interpreting your content.

To ensure that foreign journalists use your PR content, and pass along your message worldwide, you need to address them in their own language.

Offer content that they can be readily used, copied, pasted and talked about.

Don’t let journalists translate the content themselves. You’d run the risk of mistranslations and a potential PR nightmare!

A Sound Investment

Competent and reliable translators aren’t cheap but it is a very sound investment for your company. Your message needs to be accurately conveyed from the start. Think of all the translation-related disasters that forced some companies to spend millions on new campaigns to repair the damage! Think of the companies that are now having difficulties entering certain markets because of communication and language blunders!

As a conclusion, the cost of damage control could certainly be far greater than hiring a professional translator.

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The importance of multilingual content marketing

Do you know how important content marketing is?

Companies willing to boost their sales shouldn’t overlook blogs and social media. According to this article « The anatomy of content marketing »: blogs give sites 434% more indexed pages and 67% of Twitter users are more likely to buy more brands they follow.

Therefore, it’s crucial to communicate online, and above all, to communicate in your customers’ language. Don’t hesitate to publish blogs, tweets, Facebook posts, newsletter articles in several languages. You’ll broaden your footprint and reach a much wider audience.

These compelling numbers were published in a very informative infographic to illustrate the power of marketing content.

AnatomyofContentSource: article on prdaily.com.

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On Offering Business Content in French

What are the benefits of having your documents translated?

You may not realise it, but it’s actually crucial to address potential (and existing) clients in their own language. You’re more likely to drive your conversion rate and bottom line if you decide beforehand to invest in translating your business literature: brochures, press releases, website, emails, newsletter, social media communication plan, etc.

Have you noticed that, when travelling, the locals always respond very favourably when you make a small effort and try saying a few words in the local language? The same applies in the business world. But this time, you need to go the professional route and contact a professional translator to ensure an error-free translation.

Translating isn’t a cost, it’s an investment. By offering well-targeted and nicely-worded content, you’ll give your company a powerful image and an international footprint.

Don’t hesitate to contact me through my « Contact Page » for more details and/or a free quote.

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The Art of Translating for the Tourism Sector

It’s official, France is the #1 destination for tourists with more than 84 million people visiting the country in 2013. They’re mostly from Germany, the UK, the US and China. Therefore, offering multilingual content is necessary to properly welcome these numerous international guests. So, if you’re still unsure about your areas of expertise, here’s a sector you should consider. However, translating touristic texts isn’t as easy as it may sound.

In fact, it is a very demanding task involving various notions: translation, localisation, transcreation and adaptation, as explained in this academic paper on quality in the translation of tourist discourse on the Web, by Patrizia Pierini, published in the Journal of Specialised Translation.

Translation is in high demand in this industry, and it includes a wide range of content –  1362514234xwt2dinformational, promotional, commercial. Depending on the aim and scope of the material, a translator has to apply the proper strategy to ensure that it has the same effect on the target audience as the source text did on the original audience. And in order to achieve just that, there is no such thing as a standard procedure; and the exact purpose of the communication strategy has to be clearly established by the client so that the translator can take the proper decisions. He/she may need to adapt/localise the text – changing currencies, dates, the measurement system (metric, imperial) – but also ensure the proper tone is applied (depending on the target culture, the source text may be considered too straightforward and aggressive, requiring an important stylistic realignement).

The ultimate goal is to create the same effect on the reader – persuasion – in order to enhance the client’s conversion rate and turn readers into paying customers. In that regard, Pierini mentioned the AIDA approach ⎯ capture Attention, create Interest, increase Desire and motivate to Action.

Every translator working on this type of content has to constantly keep in mind the socio-psychological needs of the potential tourist. One has to strive for a translation that sounds like an original text, not a translation. And that’s why clients need to think local. Indeed, for a touristic text to be persuasive, it has to be relevant to the target audience, not foreign. And only a native has the extensive knowledge needed to convey accurately every nuance and localise appropriately.

Localisation – What does that mean? Pierini gives a compelling answer:

Localisation involves taking a product and making it linguistically and culturally appropriate to the target locale (country/region and language) where it will be used and sold. For example, the French spoken in Canada is a different locale to the French spoken in France.

According to a recent survey by TextMaster, mistakes and errors in translation account for a loss of about €120 million each year. So, a competent translator with excellent writing skills can seriously consider this sector a viable option!

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