The arrival of the Internet has meant a before and after for the media, which have had to adapt to a completely new reality.
This change has brought some disadvantages, yes, but also good things. Unlike in the era of print news, the media can now reach people anywhere in the world. And, if they are translated, even more.
At YBD Translations we specialize in translating all types of blogs and media content from English into Chinese.
In this blog, we aim to provide several tips and aspects to keep in mind when you are looking for a translation for your media or blog.
Ready? Here we go.
Why should a medium translate its documents?
There are thousands of different media, and each has its own needs. But they all have one thing in common: their content is the cornerstone around which everything else revolves. We talk about content of all kinds: reports, opinion articles, podcasts, video news …
Sometimes, these contents are not even of own production! They can be republications of a report published by a foreign medium, or even articles created by users or followers who want to collaborate with a medium or a particular blog (as in platforms such as Medium).
With the Internet, getting these contents to thousands of users is easier than ever. And this is great! We will generate more traffic to our website, more subscriptions, more advertising revenue … And, if we are a printed media with an online version, an active website will boost the purchases of our physical edition.
But, to reach all these people, we can’t stay in just one language. Translating our content into multiple languages is essential to reach the greatest number of people.
How to decide which language to translate my content into?
Today, approximately 7,000 different languages are spoken on our planet. Translating our means of communication is important, but common sense must be applied, since translation requires time and money, and it is important to choose well in which languages we offer our contents.
Here are a few tips:
The first and most important is that you do a market study and define your strategy. You should look for readers who are interested in this topic, or markets where competition is low. If, for example, you have a blog in which you talk about new technologies, you could try to hire a Chinese translation agency, as digitization in certain China is growing in recent months.
In case you don’t know where to start, here’s a fact that could help you: if you translate your media or blog to the 10 most spoken languages on the Internet, you would be reaching nothing more and nothing less than 77% of network users. It’s a start, isn’t it? It would mean exponentially multiplying your initial users. These ten languages could be a good starting point to consider new markets to target.
All this you must support with the use of tools that confirm that you are focusing your strategy well.
Google Keyword Planner: This Google tool will tell you which searches have a particular keyword in a language or country you specify. If travel-related searches are more in China than in Japan, perhaps you should consider translating your medium into Chinese and not Japanese (although the question of competition also comes into play here).
Google Trends: This is another Google tool, which works as the perfect complement to the Keyword Planner. Google Trends will show you the evolution in the searches for a term. You’ll be able to filter by area and by date, which can help you see the interest of a particular group of people in a topic. It’s perfect for detecting trends.
What kind of media or blogs can be translated?
Every media and blog has its own needs and you will have to translate one type of content or another if you want to internationalize.
At YBD Translations we continually work with all types of media and blogs, and we have detected content that repeats itself. For example:
News, reports, opinion articles, reviews… Everything that forms a traditional means of communication. Some of these publications are more timeless, others less so. If you have a medium that publishes content in which immediacy prevails (such as a news item), you may want to request an urgent translation from your translation agency.
Press releases: As a medium, you will receive more press releases than you send. If you work in a media agency and generate press releases, you will need to translate them to get them to media all over the world.
Media kits: A basic tool to monetize your media. Your media kit should present your media, its target and the main advertising media you propose. If you are going to start publishing in a foreign language, the logical thing is that you also translate your media kit into that language.
Newsletters: Newsletters are basic to reach your users. Whether daily, weekly or with the periodicity you consider, you can send them the most interesting articles you have published and give a “boost” of traffic to your website.
Your website: Obviously, if your articles are translated, your website can’t be left half-hearted. Translating a website is quite simple if you work with a platform like WordPress. If your website is made to measure, take into account the look of the language translation so you don’t run out of options in the future.
Apps: Although this is usually only allowed by more powerful media, it is becoming more and more normal to read news in a mobile application. Just as you have to translate your website, you can translate an app. The good thing about apps is that they allow you to send push notifications and enhance the visualization of your articles and videos.
Publications for networks: Yes, your publications on Facebook or Twitter also have to be translated! Each network offers some possibilities: Facebook, for example, allows you to publish the same content in two languages. Not Twitter. That’s why many companies choose to create a country-specific Twitter account.
Transcription of interviews: If you’ve ever recorded an interview, you’ll know how hard it is to transcribe it and edit it to make it readable. At YBD Translations, we transcribe audio or video recordings for you (and, if you need them, we translate them once they have been transcribed).
Transcription of speeches or conferences: Just as we can transcribe a recorded interview for you, we can also convert other formats, such as a conference or a speech, into text. This is very useful in order to “cover” these types of events. You can offer your media readers the video of the event, the written transcript and a personal review of the event. And all this, in their language.
What you should demand from a translation company?
Before starting to translate, you should choose a good agency that knows what it is doing. Some things to keep in mind are:
Only work with native Chinese translators: avoid language translations done by a robot! There are agencies that pass your text through an automatic translator (like Google Translate) and then do a “post editing”. The result is legible, yes, but the quality doesn’t even go as far as you would expect from a medium or a blog. Always look for agencies that work with native translators, who are the only professionals who can assure you a quality result that captures all the nuances of the text.
That they offer you SEO translation: We think it’s no mistake to say that, for a medium, SEO is the most important channel for generating traffic. But if you translate your texts regardless of positioning, all the work you did in the original language will be lost. At YBD Translations we offer SEO translation: So, if you give us a specific keyword that you want to position, we will use it naturally throughout the text. In addition, we can translate the meta tags of your publication (title and description) and stick to the maximum number of characters that Google marks).
For those who need a summary: The most important part of this article
If you don’t have time to read, we’ll summarize the most important things about translating content for media and blogs:
Translating is basic to a medium:
Thanks to the Internet, you can reach more people than ever before, but you have to do it in their language. Use tools like Google Keyword Planner or Google Trends to define your strategy, and choose which countries you want to target.
You can translate all kinds of content:
News, reports, opinion articles … But also media kits, or even your website or the App of your medium. If you record interviews or conferences, at YBD Translations we can transcribe them and pass them on to the languages you are interested in.
Choose a good translation agency: Choose an agency that works with native translators, and offers you extras such as SEO translation or urgent translation.