{"id":26189,"date":"2021-11-15T05:57:00","date_gmt":"2021-11-15T05:57:00","guid":{"rendered":"https:\/\/phrase.com\/?p=26189"},"modified":"2023-11-29T10:29:29","modified_gmt":"2023-11-29T09:29:29","slug":"content-localization","status":"publish","type":"post","link":"https:\/\/phrase.com\/blog\/posts\/content-localization\/","title":{"rendered":"Content Localization: What It Is, and How to Make the Most of It"},"content":{"rendered":"\n<div id=\"acf\/text-block_ad1cb09a10075d36776003386a4b0bc0\" class=\"pxblock pxblock--text alignfull spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<p><span style=\"font-weight: 400;\">To succeed in going global, connecting with international audiences on an emotional level is key. It starts with communicating with potential customers in their native language and goes on with providing a personalized experience designed around local expectations, needs, and wants. This is where content localization comes in.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Be it web pages or marketing campaigns, adapting your content to the local context of your international audiences can make a big difference. It can help you gain trust, build relationships, promote customer satisfaction and loyalty, drive conversions and sales across markets, and ultimately, expand the global footprint of your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To break the language barrier and gain customers worldwide who will stick around to become true advocates of your product, you\u2019ll need a solid content localization strategy and robust localization technology. Keep reading to find out how both can help you make the most of your content localization efforts.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Overview<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#what-is-content-localization\" title=\"What is content localization?\">What is content localization?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#why-is-content-localization-important\" title=\"Why is content localization important?\">Why is content localization important?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#when-do-you-need-content-localization\" title=\"When do you need content localization?\">When do you need content localization?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#what-are-the-benefits-of-content-localization\" title=\"What are the benefits of content localization?\">What are the benefits of content localization?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#what-are-some-types-of-content-to-consider-for-localization\" title=\"What are some types of content to consider for localization?\">What are some types of content to consider for localization?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#legal-content-localization\" title=\"Legal content localization\">Legal content localization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#marketing-content-localization\" title=\"Marketing content localization\">Marketing content localization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#technical-content-localization\" title=\"Technical content localization\">Technical content localization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#ui-and-ux-content-localization\" title=\"UI and UX content localization\">UI and UX content localization<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#how-to-create-a-content-localization-strategy\" title=\"How to create a content localization strategy?\u00a0\">How to create a content localization strategy?\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#analysis\" title=\"Analysis\">Analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#decision-making\" title=\"Decision-making\">Decision-making<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#action\" title=\"Action\">Action<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#how-to-measure-the-success-of-a-content-localization-strategy\" title=\"How to measure the success of a content localization strategy?\">How to measure the success of a content localization strategy?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/phrase.com\/blog\/posts\/content-localization\/#speak-to-the-heart-of-your-audiences\" title=\"Speak to the heart of your audiences\">Speak to the heart of your audiences<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"what-is-content-localization\"><\/span><span style=\"font-weight: 400;\">What is content localization?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Content localization is the process of adapting content assets to the culture and language of customers in a target market. It goes beyond <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/content-translation\/\"><span style=\"font-weight: 400;\">content translation<\/span><\/a><span style=\"font-weight: 400;\">, which is only one aspect of content localization.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Besides translating text from one language to another, content localization includes a significant cultural component. It\u2019s a systematic way of considering as many aspects as possible when making content fit for a target audience in a specific market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">More specifically, content localization aims to adapt content of any form to locally accepted cultural norms that guide people&#8217;s behavior and interactions: style, register, images, symbols, colors, currency, date and time formats, and more.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In an ideal scenario, content localization also checks for potential double meaning, unintended connotations, or offensive expressions in slogans, names, jokes, and idioms, and finds brand-secure alternatives.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"why-is-content-localization-important\"><\/span><span style=\"font-weight: 400;\">Why is content localization important?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Familiarity and a feeling of trustworthiness are of utmost importance when winning over new customers\u2014and you can create these qualities by meeting your audience where they are: on their turf, in their language, and with content that resonates with them personally.<\/span><\/p>\n<p><a href=\"https:\/\/csa-research.com\/Blogs-Events\/CSA-in-the-Media\/Press-Releases\/Consumers-Prefer-their-Own-Language\"><span style=\"font-weight: 400;\">Studies have shown<\/span><\/a><span style=\"font-weight: 400;\"> that localization can have a significant impact on business results. In fact:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">40% will never buy from websites in other languages<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">65% prefer content in their language, even if it\u2019s poor quality<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">73% want product reviews in their language<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These findings make it clear that if you\u2019re not localizing your content, you\u2019re missing out on connecting with a large portion of global consumers. As a result, you could be losing out on valuable leads, conversions, and revenue.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"when-do-you-need-content-localization\"><\/span><span style=\"font-weight: 400;\">When do you need content localization?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The simple answer is: As soon as you&#8217;re ready to launch in a new market. Entering foreign markets with non-localized content could not only result in missing out on conversion opportunities, but it could also take a toll on your business&#8217;s reputation. Potential customers who do find your content might not find that it resonates with them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even if localization follows a few months after launching, the damage might have already been done. That\u2019s why it&#8217;s best to be proactive about it and have a plan in place from the start. This applies to even the seemingly least significant online campaigns\u2014localize first, launch after, and avoid any potential embarrassment or cultural faux pas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you&#8217;ve started operating in a new market, it&#8217;s important to keep up with changing trends and consumer needs by regularly monitoring your content. Localization isn&#8217;t a one-time event but rather an ongoing process that you&#8217;re better off integrating into your content strategy from the outset.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-are-the-benefits-of-content-localization\"><\/span><span style=\"font-weight: 400;\">What are the benefits of content localization?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A good content localization strategy can help your company quickly get traction in a local market. A brand that\u2019s able to speak its audience\u2019s language and acknowledge its culture is telling them, \u201cWe get you, we care about you, and we want you to feel comfortable doing business with us.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The main benefits of content localization include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Increased traffic and engagement<\/b><span style=\"font-weight: 400;\">: Driving traffic to your site is one thing, but getting people to stick around is another. By localizing your content, you can ensure that people not only find your site and click through to it, but that they also stay engaged once they land on your page.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Higher credibility and conversions:<\/b><span style=\"font-weight: 400;\"> A good localization strategy will help ensure that your site comes across as credible and that your audience feels confident purchasing from you.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lower marketing and advertising expenses:<\/b><span style=\"font-weight: 400;\"> When done right, localization can help you avoid wasting money on marketing collateral that doesn\u2019t resonate with your target audience\u2014the upfront investment might be higher, but the derived savings will make it well worth your while in the long run.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Improved search engine rankings:<\/b><span style=\"font-weight: 400;\"> That culture influences search behavior isn&#8217;t news to anyone in the world of search engine optimization (SEO)\u2014when you target the right keywords, adapt content to local consumption trends, and make your copy shine in the local language, your site is sure to rank higher in terms of <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/international-seo\/\"><span style=\"font-weight: 400;\">international SEO<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Competitive edge:<\/b><span style=\"font-weight: 400;\"> Not all businesses localize content. This gives those that are willing to put in the extra effort a significant competitive edge to attract, convert, and retain customers in a given market.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Greater customer loyalty and satisfaction:<\/b><span style=\"font-weight: 400;\"> When customers feel valued, they\u2019re likelier to remain loyal to a brand and continue doing business with it. Return customers are also easier and cheaper to market to, so it\u2019s a win-win situation all around.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Accelerated time to market:<\/b><span style=\"font-weight: 400;\"> Localizing your content from day one with an efficient process and the right technology in place will help you get to market faster and avoid any last-minute rush jobs that can often lead to subpar results. We&#8217;ll expand on processes and tools later on.<\/span><\/li>\n<\/ul>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_bdfe2a0a4a96e45d906b4e86ed4a8bc5\" class=\"pxblock pxblock--blog-cta alignfull bg--yellow image--orientation-portrait\">\n\t<div class=\"block-container\">\n\t\t\t\t\t<div class=\"image image--align-middle\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1700\" height=\"2200\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/marketing-localization-ebook-cover.png\" class=\"attachment-original size-original\" alt=\"Marketing localization ebook cover | Phrase\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/marketing-localization-ebook-cover.png 1700w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/marketing-localization-ebook-cover-232x300.png 232w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/marketing-localization-ebook-cover-791x1024.png 791w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/marketing-localization-ebook-cover-768x994.png 768w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/marketing-localization-ebook-cover-1187x1536.png 1187w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/marketing-localization-ebook-cover-1583x2048.png 1583w\" sizes=\"(max-width: 1700px) 100vw, 1700px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p class=\"subhead\">FREE DOWNLOAD<\/p>\n<p class=\"p1 h6\">Make global marketing strategies work in local markets<\/p>\n<p class=\"p1 small\">Harness the power of localization to effectively connect with audiences worldwide and discover best practices for making your next global marketing endeavor a success.<\/p>\n<p><a class=\"btn btn--outline\" href=\"https:\/\/phrase.com\/resources\/marketing-localization\/\">Download playbook<\/a><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_43fc30bdadf8c9ab355bafd845de880c\" class=\"pxblock pxblock--text alignfull spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<h2><span class=\"ez-toc-section\" id=\"what-are-some-types-of-content-to-consider-for-localization\"><\/span><span style=\"font-weight: 400;\">What are some types of content to consider for localization?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In <a href=\"https:\/\/phrase.com\/blog\/posts\/multilingual-content-marketing-strategy\/\">multilingual content marketing<\/a>, not all content formats are created equal\u2014some types of content hold greater importance for localization than others. As a general rule, any type of content aimed at facilitating your operations in a specific market or intended to boost brand awareness, establish credibility, or drive conversions should be prioritized for localization.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some common types of content that may need localization:<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"legal-content-localization\"><\/span><span style=\"font-weight: 400;\">Legal content localization<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If you\u2019re expanding into a new market, you\u2019ll most likely deal with different legal aspects: establishing entities, hiring, registering intellectual property, understanding tax structure, protecting data, and entering disputes are just a few legal processes that might look different than what you know\u2014and there might be several more, completely unknown to you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Linguists with subject matter expertise in law can be a great investment\u2014they will know about rules and legislation as well as how best to comply.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"marketing-content-localization\"><\/span><span style=\"font-weight: 400;\">Marketing content localization<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">We&#8217;ve seen how important it is to create brand trustworthiness and sound local\u2014that&#8217;s why <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/\"><span style=\"font-weight: 400;\">marketing localization<\/span><\/a><span style=\"font-weight: 400;\"> should be at the top of your priority list. Make sure to invest time and effort in meticulously and consistently adapting your brand voice, message, and style to each target market while maintaining <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/global-brand-consistency\/\"><span style=\"font-weight: 400;\">global brand consistency<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ensure that you put the same care into the localization of your blog posts, landing pages, email marketing campaigns, social media posts, and paid ads as you&#8217;ve put into their creation in the original language. An expert with an extensive background both in marketing and the target audience will be able to help you get this done. Don\u2019t forget to localize visual elements in your collateral, too.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"technical-content-localization\"><\/span><span style=\"font-weight: 400;\">Technical content localization<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Technical documents, such as manuals, product documentation, or how-to guides are often highly technical in nature and require a very specific skill set for localization. They contain important information to allow customers and prospects to use your products or services with ease, so great attention to detail is essential.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s advisable to work with technical translators with industry-specific expertise. A lot can be lost in translation if the specialist working on them is unfamiliar with the subject matter, and your reputation could suffer as a result.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"ui-and-ux-content-localization\"><\/span><span style=\"font-weight: 400;\">UI and UX content localization<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You&#8217;ve probably put a lot of work into designing a user interface (UI) and user experience (UX) that&#8217;s appealing and easy to use, so make sure you don&#8217;t lose all that progress by failing to localize. Your app or website should be intuitive for users in every market, with language and flows that are appropriate for the target audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Each culture has different expectations and preferences regarding UX, so you need to do your research. Consider things like the use of color (red can mean excitement in some cultures and mourning in others), imagery, and emojis\u2014all of which can send very different messages across cultures. Even where you place the call-to-action button or search bar on your website can make a difference.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-to-create-a-content-localization-strategy\"><\/span><span style=\"font-weight: 400;\">How to create a content localization strategy?\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Before setting out on your content localization journey, you need to make sure that your approach to localizing content is integral to your overall <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/global-content-strategy\/\"><span style=\"font-weight: 400;\">global content strategy<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><span style=\"font-weight: 400;\">To define your approach, you can break down the content localization process into 3 key stages<\/span><span style=\"font-weight: 400;\">: analysis, decision-making, and action.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"analysis\"><\/span><span style=\"font-weight: 400;\">Analysis<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Before you can start localizing your content, you first need to take a step back and analyze your current situation. This will help you determine what content to prioritize, what markets to focus on, and what type of localization services you may need. The analysis phase can be broken into 3 main parts:<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Company status<\/span><span style=\"font-weight: 400;\">\u2014<\/span><span style=\"font-weight: 400;\">look within<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">First order of business is to gain insights into your company\u2014its needs, goals, and objectives:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are you already operating in multiple markets?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are you looking to expand into new markets?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What type of content do you have, and what would you like to achieve with localization?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are you trying to drive more traffic to your website, increase customer satisfaction through access to self-service content, or improve sales?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Asking yourself\u2014and your team\u2014these types of questions will help you develop a clearer understanding of what localization can do for you and how to best go about it.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Surrounding factors<\/span><span style=\"font-weight: 400;\">\u2014<\/span><span style=\"font-weight: 400;\">look around<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Next, <\/span><span style=\"font-weight: 400;\">focus on surrounding factors such as market research, target audience, and competitor analysis. You\u2019ll want your strategy to be based on data. This will help you determine how your company fits the target market, what type of content is most popular, what your competitors are doing, and where there might be gaps you can fill.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your research should also include things like an analysis of search engine results, social media listening and multilingual sentiment analysis, and website analytics to get a better idea of how your brand is currently perceived in the market.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Planning and prioritization\u2014look ahead<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Finally, you\u2019ll need to take a close look at your resources, including your budget, timeline, and team roles. Considering the business environment and stakeholder expectations also plays a role here. All of these factors will help you determine which content to prioritize, what localization services to use, and how best to implement your strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is also the time to set some measurable goals so that you can track your progress and return on investment (ROI) after implementation.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"decision-making\"><\/span><span style=\"font-weight: 400;\">Decision-making<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In this phase, with the data you\u2019ve gathered, you\u2019ll be ready to make decisions. You\u2019ll be deciding which markets to enter at what time. You might also be making decisions such as how wide you want to localize, which assets, which parts of the user journey\u2014if not all, etc. This is also when you\u2019ll decide which localization technology provider to use.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are 3 types of decisions you\u2019ll need to make during content localization:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Process and workflow:<\/b><span style=\"font-weight: 400;\"> How often do you plan on releasing new content? What type of review process will you put in place? How will you centralize and streamline your localization process? How can you enable your team to work more efficiently? What level of automation will allow you to achieve your desired turnaround times without sacrificing quality?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Technology: <\/b><span style=\"font-weight: 400;\">What kind of translation tool or provider will you use to support your process? What can a cloud-based localization solution offer you in terms of efficiency and quality? Are you looking for a turnkey solution or something more customizable? How many existing systems do you need to integrate?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>People and roles:<\/b><span style=\"font-weight: 400;\"> Who will be responsible for what tasks? Do you have the right team in place or do you need to outsource some of the work? Who will be responsible for creating, reviewing, and approving translations? How will you manage different language versions and updates? Who will keep a helicopter view of the process to ensure everything runs smoothly?<\/span><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"action\"><\/span><span style=\"font-weight: 400;\">Action<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">With the decision-making done, you\u2019re ready to start executing step by step:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Internationalization:<\/b><span style=\"font-weight: 400;\"> Preparing existing content for localization with appropriate formatting, character encoding, no hard-coded text, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Preparing localization assets: <\/b><span style=\"font-weight: 400;\">Structuring files in a way that allows for simple localization management, creating style guides, glossaries and other language assets<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Setting up the localization environment<\/b><span style=\"font-weight: 400;\">: Setting up a localization tool, putting together a team of linguists, creating translation projects, onboarding stakeholders to each, and importing all supporting documentation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Content translation and revision:<\/b><span style=\"font-weight: 400;\"> Letting linguists translate, review and edit translated content, flagging assets with errors in spelling, grammar, and tone, approving content for deployment, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Deploying the localized content:<\/b><span style=\"font-weight: 400;\"> Directing the right content to be published on the right platforms and channels<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Localization testing and quality assurance (QA):<\/b><span style=\"font-weight: 400;\"> Performing automated tests and manual linguistic and functional testing, preferably by native speakers, will ensure high-quality content on all markets<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"how-to-measure-the-success-of-a-content-localization-strategy\"><\/span><span style=\"font-weight: 400;\">How to measure the success of a content localization strategy?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">During the planning and prioritization phase of the analysis stage, you should have set some measurable goals and key performance indicators. Once you\u2019ve implemented your content localization strategy and the dust has settled a little, it\u2019s time to look at those goals and see how you did.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are different ways to measure the success of a localization project or program. Depending on your specific goals, you might want to look at any or all of the following metrics:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Reach:<\/b><span style=\"font-weight: 400;\"> How many new markets or regions did you enter? How many new potential customers are you now reaching with your localized content?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Engagement and conversion rates:<\/b><span style=\"font-weight: 400;\"> Has localization impacted key engagement metrics such as time on site, pages per visit, or the number of social interactions? Have you seen an increase in conversion rates, either in terms of overall revenue or specific actions such as newsletter signups or downloads?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>User satisfaction:<\/b><span style=\"font-weight: 400;\"> Do people in different markets have different levels of satisfaction with your content? Are there any negative user reviews or social media posts that suggest areas where you could improve your localized offer?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Operational efficiency:<\/b><span style=\"font-weight: 400;\"> How much time and effort was required to localize your content? Have you been able to streamline or automate any of the steps in your process? Are there areas where you could further improve efficiency?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cost-effectiveness:<\/b><span style=\"font-weight: 400;\"> Have you been able to localize within your budget? Are there any areas where you could reduce costs without compromising quality?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Support tickets:<\/b><span style=\"font-weight: 400;\"> Have you seen a decrease in the number of support tickets or calls in markets where you\u2019ve localized your content?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>SEO rankings:<\/b><span style=\"font-weight: 400;\"> Have you seen an impact on your rankings in <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/multilingual-keyword-research\/\"><span style=\"font-weight: 400;\">multilingual SEO<\/span><\/a><span style=\"font-weight: 400;\">? Are you ranking for any new keywords in different languages? Is organic traffic from foreign markets growing?<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"speak-to-the-heart-of-your-audiences\"><\/span><span style=\"font-weight: 400;\">Speak to the heart of your audiences<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Nelson Mandela once suggested<\/span><span style=\"font-weight: 400;\"> that talking to someone in a language they understand means that you\u2019re talking to their mind\u2014whereas if you talk to them in their mother tongue, the message will go to their heart. Content localization is all about reaching audiences&#8217; hearts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Localized content is key to how your customers perceive your brand in international markets. Get it right, and you\u2019ll connect with them on an emotional level, which will likely result in an increase in sales, an improved customer experience, and strengthened customer loyalty. Content localization can enable a successful entry into the global market, building a lasting presence and trustworthiness.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Crafting a localization strategy that works for your business can be challenging, but the potential rewards are more than worth the effort. By setting clear goals, choosing solid tools, and following effective processes and established best practices, you can ensure that your content will turn heads and hearts in every market you enter.<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Content localization is the process of adapting content assets to the culture and language of customers in a target market. Here\u2019s how it works.<\/p>\n","protected":false},"author":50,"featured_media":1238,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":true,"_modified_date":"","_searchwp_excluded":"","footnotes":""},"categories":[38],"class_list":["post-26189","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-localization-strategy"],"acf":[],"_links":{"self":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/26189"}],"collection":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/users\/50"}],"replies":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/comments?post=26189"}],"version-history":[{"count":16,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/26189\/revisions"}],"predecessor-version":[{"id":91061,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/26189\/revisions\/91061"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media\/1238"}],"wp:attachment":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media?parent=26189"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/categories?post=26189"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}