You’ve got marketing or sales documents to create, and you know it’ll need to be translated into 3, 5, 10, or 20+ languages. But how do you make sure it stays clear, effective, and culturally appropriate?
The key is to write with translation in mind from the start. And a little planning upfront can go a long way.
It’s mostly about being aware of and avoiding common pitfalls that slow down the process. Here’s how to make your content easy to translate while keeping it clear, impactful, and on-brand.
Writing with Translation in Mind
How you write your content significantly impacts how smoothly (or painfully) it translates into other languages. Here are 5 tips you can follow:
1. Keep it clear and straightforward – Avoid jargon, idioms, and expressions that don't translate well. Instead of "Let's hit the ground running," write, "Let's get started right away."
2. Stick to short sentences – Aim for sentences under 20 words. They're easier to translate, especially if machine translation is involved.
3. Stick to proper grammar and punctuation – Sounds basic, but complex sentence structures can lead to misunderstandings in translation.
4. Avoid ambiguity – Be specific! Instead of "This can be changed later," write, "Users can update this setting anytime in their account preferences."
5. Use consistent terminology – If you're using a specific term throughout your content (e.g., "product tour"), avoid using different variations (ex."guided demo," "interactive tour") somewhere else. Consistency saves time and ensures accurate translations.
Formatting Your Document for Translation
How you format your content matters just as much as the words you use. A rule of thumb is that, whichever file format you use, a well-structured document speeds up translation and prevents formatting nightmares later.
1. Use automated tables of contents – No manual formatting. Your texts may be longer than the source language, depending on the target language. Let the system generate it automatically so it updates quickly after translation.
2. Keep text and graphics separate – If you're using design software like InDesign, keep text layers separate. This makes it easier to extract and translate. (Read our article on making an InDesign document easily translatable here.)
3. Use styles for formatting – Instead of manually bolding and indenting text, use paragraph styles (e.g., heading, body text). It keeps things consistent across languages.
4. Leave room for text expansion – Some languages (like German, French or Japanese) take up 30-35% more space than English—so you will win by designing the documents with flexibility in mind.
5. Use table editors, not tabs – Creating tables using proper tools (instead of manually spacing things out) ensures they stay intact during translation.
Cultural Considerations
Marketing isn't just about words—it's about emotionally connecting with your audience. However, what works in one culture might not work in another.
1. Be mindful of names and symbols – Some words, colors, or symbols may have different meanings in other cultures. Do a quick check before launching a global campaign.
2. Skip the slang – Phrases like "We're killing it!" might sound cool in English, but they don't always translate well. Keep it neutral and clear.
3. Explain acronyms – Not every abbreviation is universal. Always spell it out the first time you use it.
4. Choose a font that supports all languages – Not all fonts support characters from languages like Arabic, Chinese, or Russian. Make sure your chosen font can handle everything.
5. Give translators context – Add comments if something isn't obvious. To avoid confusion, be proactive in explaining potentially unclear words, phrases, or sentences.
Wrapping It Up
Translation isn’t just about switching words from one language to another—it’s about making sure your message still works in other languages.
And optimizing your content for translation doesn't mean dumbing it down—it just means being smart about how you write and structure it.
Remember that the most important part is to opt for simplicity and straightforward expressions. It makes a whole difference for your translators! And the better prepared your content is, the less time and moneyyou'll spend managing and fixing translation issues later.
By following these simple best practices, you can streamline the process, keep translation costs under control, and ensure your brand message shines through—no matter the language.
Hope this helps!
Cheers,
Hisako
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