Global Marketer’s Translation Tools: How to Develop Global Content [Infographic]

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Managing a brand across multiple channels and content involves many rounds of review. You might have multiple copywriters creating content. Or perhaps different marketing teams within your department manage various content types. From emails, to presentation abstracts, to digital ads, to eBooks and whitepapers—content must be on brand, maintain a consistent voice, and fit a certain “look and feel.”

Localized content is no different. Like copywriters, translators must consider style, voice, tone, and terminology when they translate content. They, too, need certain tools and resources to do their best possible work.

Support them by creating and distributing four key translation tools for global content creation. Learn more by viewing the infographic below.


To learn more about managing marketing translation, localization, and global content, download the new eBook, A Marketer’s Guide to Global Customer Experience Management.



Global marketer’s translation toolbox

The translation tools you need to develop consistent global content.

Global branding and consistent messaging are essential for global customer experience. But efficiency, agility, and ROI are critical to marketing campaign success. So how do you protect your brand globally while maximizing marketing ROI?

With the right set of translation tools.

Why use a translation style guide?

Translators use it to understand your brand’s voice, writing style, sentence structure, and spelling.

Be sure to cover:

  • Buyer personas
  • Spelling
  • Usage, punctuation, and grammar
  • Visuals and formatting
  • Voice and tone

Why use a terminology glossary?

They help translators choose the right terms when translating, so they’re used consistently and correctly.

Remember to include:

  • Company-specific terms
  • Industry-specific terms
  • Audience-specific terms
  • Keywords
  • Other metadata

Why use a global template?

They maintain consistent global branding, manage text expansion, and increase production and localization efficiency.

When creating them, consider:

  • Colors
  • Imagery, icons, and other visual elements
  • Text expansion

Why use global creative briefs?

They help convey needs and expectations to global content creators so content elicits the same reaction from audiences in all languages.

Be sure to provide:

  • Audience descriptions
  • Target markets and languages
  • Main ideas and messages
  • Audience reaction
  • Global brand voice

For a more holistic view of how a translation company operates.

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