Create New Content

Translation as an Art Form

Creating content can mean building it from nothing, or recreating existing content so much that it is essentially new. Creative content development is all about how a writer uses their mastery of language and especially their imagination. Whether working on copy decks, subtitles, or taglines, these professionals must be writers first, and linguists second.

There are many kinds of content and each may be best suited to different approaches when converting into other languages. Which service to use for which piece of content can depend on many factors. And the distinctions between the services can blur a little as needed. For example, translation, transcreation, and copywriting are actually different shades of one broad spectrum.

A simple way to think of creating multilingual content, is that it focuses on the final product. What is the purpose of this new in-language content? What is it trying to achieve? What are the unique requirements for the target language or target audience? Or for the format or platform that the content will appear in? The process is not restricted by the source, but instead is free to adapt in many ways to best reach its goal.

Best Used For

Marketing Campaigns
Radio and TV Scripts
Content Marketing
Sales Materials
Taglines and Slogans
SEO and Keywords

Why You Need It

If you spend thousands of dollars crafting the perfect messaging in English, merely translating it – or worse, running it through translation software – is throwing away that investment for your other languages. Sure, a traditional translation could communicate with your audience. But understanding your message is not the same as being affected by it.

A poor quality translation can make your content look unprofessional. But content that reads like a translation can make you seem like you don’t really care about the reader. Original content, or content that appears original, has a greater sense of authenticity. It will build better engagement. It will generate better results.

And crafting your creative content has cultural optimization already built into the process. Language is intrinsically tied to culture and identity. Don’t let your most important content ignore or offend the culture. Translators are restricted by the exact information in the source language. And machines are still terrible at sociolinguistic nuance. Only a professional writer with cultural intelligence can ensure that your content makes a human connection.

And most content will not need a full creative approach, such as with transcreation or copywriting. Let us show you the proper mix of traditional and creative content development to manage your budget and maximize your returns.

Most Popular Services

Transcreation

Copywriting

Other Common Services

Multilingual Creative Content

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