Combining writing talent with product knowledge
Language challenges abound in promotional writing: formal versus informal tone, imagery issues, different “flavors” of a single language, and more. And “translating” your brand goes way beyond a simple word-for-word exchange; it may even require complete rewrites of particular segments to accurately convey intended meaning.
But that’s not all.
Translating your marketing collateral – sales brochures, product data sheets and Web content – requires an in-depth knowledge of your products, combined with an effective writing talent in the language of your target markets.
Your translated marketing copy must sound as engaging and convincing as your original content with brand messages in place, and it must also maintain technical accuracy.
Cogen delivers both
Managed by Cogen, your marketing content is first translated by a team of translators that is dedicated to only your materials. This team knows your products inside and out. They know your end-users and are well-versed in your glossary and style guides.
Next, a team of rewriters reviews the initial translation team’s work. This team will respect the terminology and product descriptions of the translators, but rewrite the copy where needed to make it compelling to both your customers and prospects.
The final review will be by local, in-country staff. This is the team who uses your content to promote and sell your products. They may have insights into the brand messaging and sales nuances that can help fine tune not only your translation but also the messaging. In Cogen’s process, they will review the content before it gets published.
Cogen manages the complex and delicate relationships—both human and linguistic—of effective marketing content translation. We make an extra effort to work closely with corporate marketing managers, regional offices, and headquarters, to be sure the content reflects solid branding that speaks clearly, and compelling, to local audiences.
Contact Cogen today to learn more about marketing materials translation.