The localization of content is not merely a translation; it can also involve localization of the marketing strategy, modification of material as per local preference, and much more. Some ways you localize your content without additional investment in infrastructure are mentioned below.
Finding the Right People for the Job
In the words of Steve Jobs, “Great businesses are not built by a single person; good teams build them.” Steve Jobs' statement stands right in the case of content localization as well. When localizing the material, it is essential to choose the right team for the job, a group comprising people who understand the original content and its localization needs. For instance, you would not expect a British team to localize content for the Indian Market. A functional unit for content localization requires localization engineers to handle databases and set guidelines, localizers to translate the content, etc. Localization translates words from one language to another and involves localizing the message.- Content localization teams should avoid using translation tools such as Google translate while localizing content, as bad translation can completely alter the essence of the material and drive away potential consumers.
- Saving costs in the localization of content will only sway your potential customers away and cost you more towards fixing the errors in the future.
Appoint a Localization Manager
Any content localization activity is complete with a localization manager who is required to coordinate with the dedicated team of the original content creator/owner, translators, programmers, voice-over/dubbing team, etc.- It should be a full-time job requiring a wide array of skills and handling responsibilities such as
- Organizing resources, handling and managing technical and linguistic issues. Many other problems can also include balancing cultural differences, administrative functions, optimization and efficiency of the localization process, etc.
- People management functions are essential as a wide range of coordination is required between the translation, voice-over/dubbing, engineering, marketing, and publishing teams.
Learn About the Local Market
Before localizing content, one needs to know the market for which the content needs to be restricted. The localization team should know and understand the local market regarding culture, marketing, legislation, etc. Knowledge of the local market aids in creating a proper localization of content for a particular market.For instance, when localizing content for a market as diverse as India, the content team must know which region the content needs to be marketed and targeted and which languages the content needs to be localized. A material might require a different form of localization in South India than in other parts of the country. Knowing about the market can allow the localization team to plan and design a localization of content appropriately.
Define your Target Market
An international content consumer might be different from the consumer of the home country. Also, in developing countries, consumers in urban, semi-urban, and rural regions might consume other content. Hence, a localization team must correctly identify its target market and audience for whom the content needs to be localized. This will aid them in appropriately planning and designing content localization per their target market's needs and requirements.Invest in Flexible Technologies
When content needs to be localized in multiple regions worldwide, localization might require audio and video formats, UI layouts, etc. For instance, most content created in the West might be suitable for 4K and HD viewing, whereas many developing countries might not have a high penetration of hardware ideal for 4K and HD viewing; hence, the content might be downgraded to standard definition.Adopting Localised Marketing techniques for marketing Localised content
Localized content must be marketed appropriately to ensure the target market consumes the data. What works in one region does not guarantee it will also work in another area. For instance, cola giants like Pepsi and Coca-Cola must take print advertisement to a complete localization level, i.e., have ads painted on walls instead of printed billboards and hoardings. Similarly, localized content can also be marketed and distributed restrictedly.- While marketing localized content, the localization team must also take care of the following.
- Allowing consumers to pay in their local currencies.
- Using units of measurement, address formats, time formats, etc., as used in the local region where the content is being localized to avoid confusing the audience.
- Cultural sensitivity is also essential while marketing localized content, as content seemed humorous in one culture might be considered derogatory or offensive in another culture.
