Corporate blog translation: why is it important and best tips

A company blog is a valid online tool for generating traffic to your company website. Translating your company blog is even more important if you operate in an international market and need to access a multilingual target audience. Here's why.

What is a company blog?

A company blog is a section of your website reserved for posting text and multimedia content. Companies can use blogs to:

• shape their brand image;
• create a more direct relationship with their customers;
• encourage conversions, i.e., the purchase of products or services by their target markets.

Why it’s important to translate your company blog

Companies operating in international markets will know perfectly well how important it is to make people aware of their presence and brand image across various national markets.

To do so, you need to ensure your company blog is translated correctly. But first, let’s define exactly what we mean by a correct translation. A good translation:

• reads as though it was written in the target language;
• uses a register and vocabulary consistent with the text’s meaning;
• uses appropriate cultural references relevant to the target country’s culture (e.g., using the correct date format and referring to national holidays, etc.).

If your text contains the above characteristics, it will also be a geo-localised text. This type of text can be incredibly persuasive for target audiences, and as such, they are an extremely valuable way to increase conversions.

Who should translate your company blog?

To translate a company blog correctly, our advice is to always rely on a professional, mother tongue translator.

In addition to the usual language skills translators need to possess, the ideal person for the job should also have some knowledge of the sector in which your company operates and be able to use technical, sector-related jargon with ease.

Company blogs: our top tips for an effective translation

What is the right approach to take to produce accurate and useful company blog translations? We recommend bearing the following points in mind:

Always specify your blog’s purpose

Articles on company blogs can serve a variety of purposes. As such, translated content should be structured in a way that allows it to achieve its objectives. That’s why it is important to tell translators what the ultimate goal of your blog post is. That way, they can apply their skills and create translations that can help you achieve your goals.

Don’t forget about SEO

Writing (and translating) texts for the web requires some knowledge of SEO, i.e., technical expertise on how search engines work. Possessing this knowledge will allow you to write (and correctly translate) Google-friendly texts that will guide users who are looking for specific information to your website.

Find a recognisable tone of voice

Since companies use blogs to speak directly to their customers, you’ll need to define and use the same tone of voice in both your original and translated texts if you want to create a stable and instantly recognisable brand image for your customers.

Can we do all of this (and more) for your company website? Absolutely. EuroTrad’s website translation services are high in quality and available in all major language pairs. Our experts are always here to help if you need a quote!