13 Tips for adapting content to Spanish

The buyer people: the first step of your inbound marketing strategy
How to create an ideal customer profile

When we wrote material under Inbound Marketing strategy, and then adapt contents of another language, we must be very careful. How to use fonts in a foreign language and successfully overcome the translation?

I would love to start this blog with a colloquial phrase. Unfortunately, only in English it means “Lost in translation” the term has no literal translation into Castilian.

The nuances of such texts are lost when we translate our texts word for word. It may be a joke, a saying or a specific term. 

If this minute, we searched Google information about Content Marketing get:

  • 55,200,000 results for the term in English (marketing content).
  • 941,000 results for the term in Castilian (marketing content).

No two readings. Although there are platforms that help us locate searches on Google for different region is , English is the predominant language in the industry and the common currency of exchange of information, especially in the field of digital marketing and information technology in Anglo – Saxon terms we use to refer to ideas that just do not encompass all its meaning in our language.

What goes through their heads when it comes to leads, for example? In the marketing industry, so it would call a prospect. But it would be

  • A track.
  • The main character of a story.
  • An initiative.
  • Someone who moves forward.

For Inbound Marketing, in its original meaning, The term encompasses all these attributes!

The Inbound Marketing Bilingual is an opportunity and a challenge. An opportunity, because it allows you to locate global content to different audience profiles worldwide, and expand the scope of your business to other countries and nationalities. It is a challenge, because it requires first a change of mentality.

We present 13 tips for translation or adaptation of content to other languages :

  1. Avoid translated by machine

We are in the age of automation. However, any expert will say the same thing: although one can use an automatic translator such as Google Translator to perform small tasks, you need a professional. The software could be PROCO necessary, take words out of context and just sound unnatural in the target language.

On the other hand, Latin Americans we are known for having a rich cultural variety, with different dialects, colloquialisms and mannerisms that have full sense in a country, but may sound offensive to others.

  1. Seeks to adapt rather than translating

“Traduttore, Traditore” says an Italian proverb. In short, translators accuses of being traitors to the original spirit of the author of the text.

In a sense, it’s true. Take the use of metaphors. Americans, for example, have taken a lot of baseball or football to talk about competition and business strategy terms. 

If we speak of leadership, even if we could translate Quarterback quarterback of a football team, you Will sense the term for an Argentine, a Mexican or a Chilean? Of course not. In that case, it would be better to talk about the alignment of a conventional football team , or soccer for the Americans and use terms such as front, guard line, steering wheel or archer.  

The same applies to phrases or humorous winks that we could use. British sarcasm is not well transmitted to a Spanish. Once the theatrical phrase translated literally break a leg for luck to a Chilean customer. He was perplexed. Do you really wanted to break a leg? Of course not.

  1. Consider the buyer person and keywords used in each region

International SEO techniques exist. IDS agency, we work with medium – sized companies with great prospects for internationalization, so we open content strategy into English and Castilian. However, the concerns of your ideal consumer profile and search criteria on social networks are completely different.

Often, consumers in countries like the US and the UK are more familiar with information technology, and the terms make much sense for them, because they are already in English. In Latin America and Spain, many industries are assimilating newly emerging trends and patterns, so your search criteria information are one step behind. Therefore, we must take care of them. 

  1. Analyzes in context

This is something that irritates my bosses. How do you pronounce this word? How can we translate this sentence? “It depends.”

One of the major problems of machine translation software is not taking into account the context in which is written a text-and whether itself or from an external source. What was the author thinking when he wrote this? What tone are you using? Who is it for?

What he was talking about before? Do the characters know the terms?

Any bilingual professional match there are three real problems in presenting data in English in Spanish.

  • The distinction between being and being. One involves a permanent attitude, while the second term refers to a specific situation.
  • Male, female and plural.
  • Informality. In the Anglo-Saxon world, there is no greater distinction between you and you. In Castilian, the tone says it all. There are industries where it is disrespectful of your target customer, while there are others that you sound too distant.
  1. Optimizes considering search engines

Google’s algorithm has become extremely wise. Check the context in which the keywords are placed and writing in which it is integrated. If you simply translate the keywords in English, Castilian, you’re making a terrible mistake. Deusto Education , for example, recommends focusing on the content and keywords in local and geolocation aspects. This means taking into account the context and adapt the content of each link for users who often are on the move.

  1. Uses information from reputable sources

Nothing like to quote a good study of Harvard University and the Massachusetts Institute of Technology. It gives credibility to your blog and adds points on search engines: you are giving foundations, facts, figures and an informed opinion.

But please, make sure you are faithfully interpreting what the author means. This involves balancing well the use of keywords that your buyer looking person, which is effectively meaning the person. If he did not say, do not put.

  1. Ten ciudado with literal colloquially

Business News Daily and Puro Marketing presented classic examples of poor location of an advertising phrase. Do they make sense these terms?

  • Do nothing (Assume Nothing) HSBC Bank.
  • Let it all (turn it loose) Coors.
  • Fly in leather (Fly in leather) Braniff Airlines.

In our work, we face often powerful terms and phrases for bronze incite an emotional reaction of the reader is inspired, laugh, think, etc. But if this sentence does not transmit well to the Castilian-and even less has sense- worth seeking another term itself incites the same emotion.

Consider this case:

“Every strike Brings me closer to the next home run.” Ruth -Babe

One of the icons of baseball in the United States noted that for every strike he received (or stumble on the one that was), it was closer to his home run or quadrangular (the goal).

We noted above with respect to adapt rather than translating. Except in the United States and some Latin American countries, baseball is not widespread. If we have to explain in such detail the context in which this statement is issued, no longer it makes sense to present it.

What if we changed it for a term that delivers the same signal?

“Obstacles are nothing more than a seasoning win” .- Mark Twain

  1. Be flexible social networks

The Marketing opportunities and social networks have particular requirements. You can not exceed 140 characters on Twitter, we should not spend 60 characters in the title of a blog and we should always start with the most powerful words and highlight keywords. This makes the one hand, we play with the grammatical structure of sentences in Castilian, changing the order of the sentence, the subject and predicate. Furthermore, although the terms in Castilian are longer, must be adapted anyway to 140 characters. We tend to remove items and simplify the wording. Finally, search terms and #hashtags social networks – such as acronyms or slogan- can be completely different in English and Castilian.

– The term “I’m lovin ‘it” McDonald’s is adapted to “Love”, because its literal translation, “I love you” resounds little in Castilian. (Eating a hamburger has nothing romantic).  

  1. Look after the author’s voice

It is part of branding and corporate identity. The author wants to convey any text symbols, emotions, ideas and concepts in its drafting. Much of brand value comes from its author attributes to convey in words. You must take care that both the “pen”, writing, tones, rhythms and language convey those same feelings and are well adapted to Castilian.

There are certain resources, such as candor, irony or certain cultural resources, which are extremely potent in one language, but not well adapted to another culture.

  1. localizate

According to the Content Marketing Institute , “locate” tui web presence to foreign markets with its consequent optimization is halfway. We must build our brand and links as part of a marketing strategy of content in that language.

A survey by Common Sense Advisory Group, 75% of consumers are more likely to buy a product if the information presented is written their own language.

  1. Style care

One of the main problems we have is to maintain the consistency of our material. Not only among colleagues but with ourselves. Is Inbound marketing and attraction marketing, lead or prospect, qualification or qualifications? The voice that conveys one thing in English is not the same as that delivered in Castilian. Like a manual fonts, colors and styles, it is important to integrate a glossary and a style manual for terms and acronyms.

      12. Adapta the premise of your campaign

Morry Sofer, author of The Global Translator’s Handbook states that “Translation is much more than replacing a word in the source language with another word in the target language. It is a decision – making process that involves a judgment about each word structure and the best way to translate. “

For the expert, although generally the Castilian is one of the easiest languages ​​to translate into English, in practice, technical translation is much more problematic than with German, French or Japanese.

Suggests following a checklist.

  • Is the text readable?
  • Am I familiar with the topic?
  • Do I have resources to decode words n I know?
  • Is the full text or missing something?
  • Can I do it in time?
  • Its worth doing? 
  1. Identifies the resources at your fingertips and consider seeking professional

We can be bilingual or polyglot, and manage with some ease and confidence in several languages. That does not mean that we can translate, interpret or adapt the same fluidity text – or strategy. Do we know well the terminology of the customer? Do you know the buyer person ? Do we manage with the same ease in the marketing industry English or Castilian?

Botched translation is readily perceived by the reader. Do not risk the perception of your brand and consider investing in resources to help you tailor your content marketing strategy.