EContent: What is Content Localization?

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EContent: What is Content Localization?

This is a reprint of an article that originally appeared in EContent Mar 22, 2018.

EContent What is Content Localization?

Don’t make the mistake of assuming that your well-crafted content for a North American audience can be sent out in its current form to an audience anywhere in the world. Have you ever had the experience of reading a foreign website that was simply translated? More often than not it misses the mark, and you begin to make assumptions about the company.

Erik Martin tells the story of the Coca-Cola brand name translated into Chinese as, “bite the wax tadpole.” This is problematic for many reasons, and we haven’t even gotten past the brand name. Think of the sheer number of words (not to mention the images and videos) in your content, anyone of them could be equally as problematic in one of your hoped-for foreign markets.

Content Localization addresses this problem. It is the process of adapting your content to a specific destination, ensuring that it has been translated and adapted in a culturally-sensitive way so that an audience on the other side of the world can feel right at home.

If you’ve read our “What is Content Globalization?” article, you might notice that we mention content localization as well. These two processes are two sides of a single coin: while the content globalization side is the process of simplifying content to make it more generalizable to other languages and cultures; the content localization side is the process of taking that content and putting the local touch on it.

To build an effective global strategy, we must pay attention to both sides of that coin.

Content Localization: A Word-for-Word Translation is Simply Not Enough

Here is a great article by Mindy Charski, which illustrates some of the challenges of localization, along with some ways that these challenges can be met.

Bruno Hermann encourages the use of linguists to translate your content, as opposed to someone who is simply fluent in the target language. Linguists have more culturally-appropriate knowledge to translate beyond a simple word-for-word translation. As Hermann says, “it takes more than some level of language proficiency to localize content and to determine whether localized content is correct and relevant.”

The people at Content Strategy 101 encourage us to remember the visual components of our content. They caution that, “Visual representations of hands or feet are not appropriate in some cultures”, and remind us of the problem with symbols, “the idea of an owl is a symbol of wisdom in the United States and parts of Europe. But in other cultures, owls are associated with death and witchcraft.”

Content Localization: Vendors

It’s best to get a professional service to do the localization part for you. If you look back to our What is Content Globalization article, you’ll see the names of a few companies that handle both globalization and localization. For ease of use, we’ll reproduce them here:

Acrolinx
Cloudwords
CSOFT
Lingotek
Lionbridge
Sajan
SDL
Smartling
welocalize
XTM International

Content Localization: More Resources

Content Localization: What It Is and Why You Need It?
Content Localization: Writing Content That’s Easy to Localize
How Does Content Localization Work for Global Audiences on Social Media

 

See How It Works

The Massive Benefits of Cloud-Based Translation Management System

Language is social. It connects people and ideas. But what happens when it stops connecting, slows down, and goes offline? What happens when your global audience is left in the dark because your translations are stuck in someone’s inbox? 

With the Translation Network, Lingotek makes your content accessible to your customers globally. By connecting your company with our technology and translators, we connect your ideas with the world. Lingotek makes going global possible.

Cloud Based Translation is Faster, Easier & More Efficient 
Lingotek revolutionized the translation industry with its cloud-based networked translation technology. With Lingotek, you get an enterprise-grade, end-to-end solution that you control. Bring your translation workflow into the 21st century and get out from under the old-school, on-premise, traditional IT, and proxy architectures that slow you down and increase your costs with budget-busting implementation processes and ongoing maintenance.

Agile Software That Offers Scalability and Responsive IT
Our next-generation technology continuously delivers multilingual content and scalability to meet your increasing needs for more content, storage, and translation management. Lingotek’s cloud-based technology can extract large amounts of data and scale to any project size on the fly. With our agile software, Lingotek can be more responsive and can match your evolving requirements with fast IT. 

Seamless Integration With Your Applications
Seamless integration with your enterprise applications and our translation management system lets you upload source content for translation, have it automatically translated, and download the translated content back into your original application.

Automated Workflows Put Your Translations on Autopilot
Put your translations on autopilot with customizable workflows that let you trigger actions throughout the project lifecycle. From notifying a reviewer when a translation is ready for review, to reporting project status to an external system, the Lingotek rules engine brings AI-like capabilities to your workflow.    

Continuous, Real-Time Collaboration for Round-the-Clock Translation
With a vast network of translators working in our powerful cloud-based translation management system, you get continuous, round the clock translation and real-time collaboration.

Centralized File Management Gives You Control Over Your Content
Out-of-the-box integrations with popular CMS, CRM, marketing automation, knowledge bases, and social business software means your information resides in your system, giving you visibility, access, security, and control of your files and information.

Scalable File Storage to Match Your Growth
Our cloud-based Translation Network offers scalability that auto-scales to increased volume levels, without no additional charge for more file storage. It  can scale as your usage grows. 
 
Secure Your Information With Controlled Access to Files
Content stored in the Lingotek cloud is fully secured and kept private to your organization. Role-based authorization ensures that users only see information if they have been granted access by your project administrator.

 

 

 

 

Translation Solution Needs

Lingotek offers a wide range of translation solutions to its customers. Whether you are in the enterprise or federal space, or want our world-class translation services team to take care of your localization for you, Lingotek offers corporate and global translation solutions that are custom tailored for your needs.

 

 

 

 

 

 

 

 

 

 

 

 

About Lingotek

Our Company

Lingotek | The Translation Network is a cloud-based translation services provider, offering translation management software and professional linguistic services. We are the leader in collaborative translation technology with an innovative cloud translation management system (TMS) that uses computer-assisted translation (CAT) tools to facilitate faster, more efficient, language translation. Lingotek was the first to introduce cloud-based TMS technology to the United States in 2006 with the launch of a fully online, web-based, computer-assisted translation (CAT) system that pioneered the integration of translation memories (TM) with main-frame powered machine translation (MT). Our multilingual application program interfaces (API) and connectors pair with the industry’s top enterprise applications to automate and integrate the translation process. They include:

  • Content Management Systems (CMS) 
  • Customer Relationship Management Systems (CRM)
  • Marketing Automation
  • eCommerce Platforms
  • Knowledge Bases 
  • Product and Support Documentation 
  • Social Business Software
  • Desktop Files
  • Software Localization

Customers can use their own language services providers (LSP) and linguists, or our global network of 5,000+ professional linguists. Lingotek is based in Lehi, Utah in the area known as Silicon Slopes. 

Our History

Lingotek was founded in 2006 and is funded by Signal Peak Ventures and In-Q-Tel

Signal Peak Ventures is a Salt Lake-based venture capital firm that focuses on early-stage technology investments in the Intermountain region. The firm was established as Signal Peak in 2011 after the spin out of Canopy Ventures venture capital team and the acquisition of portfolio investments in ten other companies. The Signal Peak team has extensive experience in sourcing, executing, managing, and divesting venture capital stakes across the Intermountain region. 

In-Q-Tel is a strategic, not-for-profit investment firm that works to identify, adapt, and deliver innovative technology solutions to support the mission of the U.S. Intelligence Community. Launched by the CIA in 1999 as a private, independent organization, In-Q-Tel's mission is to identify and partner with companies developing cutting-edge technologies that serve the national security interests of the United States. Working from an evolving strategic blueprint defining the Intelligence Community's critical technology needs, In-Q-Tel engages with entrepreneurs, growth companies, researchers, and investors to deliver technologies that provide superior capabilities for the CIA and the larger Intelligence Community. 

Our Clients & Partners

Lingotek  works with some of the largest, most innovative companies in the world, in a wide variety of industries and services including government, technology, finance, telecom, travel, and education. Our clients include departments in the U.S. Government and several large Fortune 500 companies. Here are some of the Customers that are trusting their translation processes with the Lingotek Translation Network.

We also work with a growing network of Partners--service providers, digital agencies, open sources technologies, and other strategically selected companies--to meet the unique translation requirements of our customers. 

Industry Recognition & Awards

Comparably Best Company Leadership 2018
Comparably Best Company Managers 2018
Top 100 Companies in the Digital Content Industry - EContent 2017-2018
Comparably Best Company Leadership 2017
Comparably Best Company Culture 2017
Comparably Best Places to Work 2017
Comparable Best CEO - Rob Vandenberg 2017
Utah Business Book of Lists Top Telecom & Technology Software Developers 201
Utah Best in State Language Services 201
Silicon Review List of Inspiring 100 Companies 201
Top 100 Companies in the Digital Content Industry - EContent 201
Top 30 Drupal Contributor 201
Top Translation Services Company 2016 - PFin
Hot in Lehi Award Top Trending Companies - Owle
Top 100 Companies in the Digital Content Industry - EContent 201
Edison Award Finalist 201
CIO Microsoft 100 Solution Providers CIO Review 201
Edison Award Nominee 201
Gartner Cool Vendor of the Year 201
Oracle Gold Partner 201
Stevie Award Best New Product or Service of the Year SaaS Category 201
Most Innovative New Product Utah Valley Entrepreneur Forum 2006

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