MERCADEO Versión en español
Lee Vann of Captura Group: Transcreation Will Help Maximize Your Content Efforts
Manuela Walfenzao| 26 de septiembre de 2017
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Lee Vann, Founder and CEO at Captura Group wrote a post in MediaPost about the use of transcreation instead of simple translation when creating content for a campaign in one language and then translate it to reach a multicultural audience in the U.S. or consumers in other countries. “Transcreated content will help your brand connect with your target audience and maximize your content efforts.” Vann gave some points to detail the importance and impact of transcreation. One is to know the difference between transcreation and translation, where the first is mainly about language, while the other focuses on tailoring the content to the location in which it will be distributed, making every detail work for the target audience. “Transcreation is about understanding the local culture, brand voice and messaging when creating content in another language”, he said. Transcreation may require more time and money, but it’s worth it, he explained. “Transcreated content will speak to the heart of the target audience, and a good transcreator will research and understand the target market and how best to reach them.” And also, Vann said that translation won’t help you with your SEO optimization strategy, because it does not take into account local keyword volumes and keyword usage by the target audience. For Vann, the transcreation of not only copy but images, symbols and colors, for a website can help increase engagement and conversion rates in local markets. He recommended to work with a dedicated transcreation team. “Nine out of ten times, a transcreation will take your content further” he concluded.
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