Translation, localisation and foreign copywriting industries have never been as busy as they are at present. Our internet driven, global economy means the need for linguistic experts has risen to unprecedented levels in recent years.
Global trading comes with a few potential problems; language barriers, varied target audiences, and new cultures, when placed alongside budgets and resources that are finite, can cause havoc in a company looking to take their business abroad in search of new custom. This is where the work of linguists becomes a vital component of many other industries.
In order to ensure your company’s success in foreign fields, it is often necessary to use a translation service provider to help you communicate with your new target audience and market your brand effectively.
However, there is another alternative to translation that is often overlooked…copywriting.
Copywriting is the process of creating fresh, new, exciting copy (or content) in your target language. For instance, here at Creative Word, we offer a first-class Arabic copywriting service which can include creating technical, sales, colloquial, website, or advertising copy, that is unique, and relevant. We work closely with our clients to understand their needs, brand identities and content aims, then sculpt the content to suit these prerequisites.
If you are expanding into new foreign markets, it is worth considering if enlisting the services of a copywriting company would be better suited to your needs than a straightforward translation company.
There are a few things to bear in mind before you make a decision about what type of language service is best for your business, the following points should help you decide:
Copywriting, Translation, and Localisation
These are the three main types of linguistic service currently available. They are all quite different and serve particular requirements. It is important to select the right marketing approach and language service that best suits your company and its needs.
• Copywriting – is the creative process in which new, original content is produced in your selected target language, or languages.
Copywriting does not include translation, as the content is written in your target language from a brief you have helped to create and design.
Copywriting is perfect for content such as, articles, blogs, or social media posts as copy can be tailored to the specific needs of the audience.
• Translation – this is the process of changing text or speech from one language to another. The meaning and context of the original message is retained.
Translation does not consider the cultural differences of the target language, so idioms, humour and so on, may not always be understood in a basic translation.
It is ideal for items such as catalogues, instructions, and technical details as the target language must match the original exactly in these circumstances.
• Localisation – is the process of adapting your content, advertising or marketing copy for different cultures and languages.
Localisation uses translation experts and native specialists to adapt content from the original source language to the target language, taking account of regional difference, cultural factors and local dialects, while still maintaining brand identity and integrity.
Localisation is ideal for radio and TV advertising, websites, brochures, and point-of-sale information.
When to use Copywriting
One of the main benefits of using copywriting services, as opposed to translation or localisation, is that you can produce content that is specific to each locale you wish to target.
Content such as, blogs and social media posts must be relevant to the local audience or they won’t engage with them. For instance, if you are based in the UK and post a blog about how to prepare for imminent snowy weather leading up to the Christmas holidays, the chances are your customers based in the Middle East won’t find it relevant, you would be wasting money by having blogs like this translated for each of your overseas sites.
Instead, copywriting would allow you to create a synopsis from which copywriters, with expert local and linguistic knowledge, can form blogs, posts, or content that is engaging, appropriate and informative. Your UK site could still post vital weather safety updates, while your Middle Eastern sites upload blogs about issues that are more relevant to them.
Costs for language services can be kept to a minimum when using copywriting, as nothing is written that isn’t significant to the local area.
However, copywriting should not be used on vital company webpages such as, homepages which often have very specific brand guidelines. In this instance, you could use localisation to ensure the meaning of your message isn’t lost in translation, and your company ethos is maintained.
For most businesses that are just beginning their expansion overseas a combination of all three language services is possibly the best, and most cost effective, option.
However, businesses that have already undertaken most of the main translation and localisation tasks such as, websites, and initial advertising campaigns, might find that copywriting is the perfect solution to their language requirements for frequent content updates, blogs and social media posts.
Keeping within budget is vital for most businesses, so early discussions with your translation team can give you peace of mind and ensure your company has the right service for its needs.
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