As we live in a digital era, creating content for just one specific region no longer makes sense.
Oftentimes, companies just think that copying and pasting the content from their marketing materials and websites and directly translating from their native language to any other language will have the same effect on their audience. However, this couldn’t be further from the truth.
Direct translations capture literacy, but not emotion.
Although translation involves rendering text from one language to another while maintaining the equivalent meaning, this process is often used for technical documents such as manuals and compliance documents. Localization goes beyond translation and addresses cultural and non-textual components, taking into account local idioms, cultural references, and technical aspects such as SEO and social media considerations.
Globalization statistics show the importance of localization, with the majority of internet users preferring to consume content in a language other than English. CSA Research found on a survey of 8,709 global consumers in 29 countries in Europe, Asia, North America, and South America that 76% of online shoppers prefer to buy products with information in their native language, and 40% will never buy from websites in other languages.
You should develop a proper localization strategy to turn cultural differences into an advantage. This strategy should closely examine who/what/why/when, and how questions are necessary to answer before expanding, including language translation, image appropriateness, cultural message matching, process definition, and regulatory compliance.
Localized websites and digital content are a must to expand globally, enabling your brand to:
– Make authentic connections with consumers
– Drive better online search results
– Enhance the user experience, and facilitate better segmentation.
Gaming Companies are the Masters of Localized Content
Gaming companies have long understood the importance of localization for global reach. Localization in gaming is a comprehensive process that includes the translation of the text, adaptation of cultural references, adjustment of visual elements, and sometimes even re-recording of voice lines. Let’s take a look at an example:
Nintendo and their Localization of ‘The Legend of Zelda’ Series
Nintendo is a master of localization, and one of its most famous franchises The Legend of Zelda offers a great example. These games are beloved worldwide, mainly because of the care Nintendo puts into their localization.
In “The Legend of Zelda: Breath of the Wild”, the text was translated into several languages, including English, French, German, Spanish, Italian, Dutch, Russian, and several Asian languages. But the localization team went a step further to adapt the characters and dialogues to fit the cultural context of each region.
One notable example is the character Beedle, a traveling merchant who has been in many games in the series. In the English version, Beedle speaks with a distinct, eccentric style, saying things like “THANK YOU!” to make him more memorable. But in the Japanese version, he uses an older dialect of Japanese, which isn’t as easily translated into English. So, the localization team had to create a unique speaking style for him that would leave a similar impression on players.
Nintendo didn’t just translate the game; the team fully localized it, adapting the language and cultural references, visual elements, and overall presentation to better resonate with each target audience.
Likewise, it’s crucial that when the copy is translated into different languages, all the copy – including marketing content, product descriptions, customer service information, and more – should be localized. This involves a word-for-word translation and adapting the content to the target language’s cultural, sociopolitical, and economic context.
Working with a Localization Agency
At Copyriders, we bring a wealth of experience and expertise in both copywriting and localization, becoming your ideal partner for your global content strategy. We understand the nuances and subtleties involved in creating engaging, persuasive, and culturally sensitive copy. This is especially true in our niche industries where localized content is critical, such as gaming, technology, and e-commerce.
Our team at Copyriders goes beyond simple translation services. We are a group of linguists, cultural experts, and marketing professionals who work together to provide a comprehensive localization solution, ensuring that your content resonates deeply with your target audience, regardless of their geographic location. After living in different countries, we have lived and breathed multiple languages. We consider local idioms, cultural references, and local as well as global social media trends, making your content readable, relatable, and engaging.
Finally, we recognize the importance of localization in improving SEO. By tailoring your content to specific regions, we help you drive better online search results, enhancing your brand’s visibility and reach.
Interested in working with us to adapt your content and make it global?
Contact us now!
