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Top 6 Tips for Creating Locale-Specific Marketing Content

  
  
  
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Local Marketing Content

One of the biggest and most common mistakes companies make in marketing localization is simply translating marketing copy and expecting it to win new customers. Didn’t they just spend a small fortune researching the competition, documenting key buyer demographics, designing logos and carefully-worded taglines, and interviewing focus groups about the campaign materials? Why would anyone assume the same materials will be just as impactful in a new locale, just by translating the words?

What’s So Sexy About XLIFF 2.0?

  
  
  
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Drop

Earlier this month, OASIS XLIFF Technical Committee approved the XML Localisation Interchange File Format (XLIFF) version 2.0 as an OASIS standard following several rounds of public reviews. XLIFF 2.0 replaces version XLIFF 1.2, which became an OASIS standard back in 2008.

This is a pretty big deal for the localization industry. While techies are likely already studying the new standard, we’ve developed a short backgrounder summarizing what every non-techie localization professional should know about this new standard and its potential implications for their localization processes.

When (and Why) to Spend More on Translation

  
  
  
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Spending

The debate in the translation and localization industry regarding the trifecta of price, quality, and speed of delivery continues to raise heat. Does this have to be the case? We all know how markets work: there’s buyers and sellers and … Okay, wait — maybe we really don't know how markets work but nonetheless we play along as if we do. And maybe that's because, despite all the formal studies, there is no tried and true way of predicting human behavior.

Do You Need to Customize Content from US to UK English? Starbucks Says Yes

  
  
  
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Localisation for UK

Many companies dismiss the notion of customizing US content or products for the specifics of the UK market and the UK audiences because the languages are so close. But appealing to the specific tastes and needs of British speakers may offer a major advantage — a fact that has not gone unnoticed to many savvy companies. As the Brits might say, the penny has dropped.

Will Machine Translation Be the Terminator of Human Translators?

  
  
  
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Machine Translation

Back in 1984, Arnold Schwarzenegger crouched naked and muscle-ripped next to a chain-link fence in the darkness of Los Angeles. He had just arrived, a machine sent back by other machines from a post-apocalyptic future to destroy the human resistance movement before it could ever begin.

The Right Way to Write for Google Translate

  
  
  
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Right or Wrong

The free, online machine translation service that we know as Google Translate has been with us since 2007. Nevertheless, the tool is as subject now to misunderstanding by ill-informed users as it ever was, mainly because what we want it to do (just translate!) remains as complex a task for computers as it does for humans.

Light and Full MT Post-Editing Explained

  
  
  
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Post Editing Compared

Considering the intense pressure to maximize corporate localization budget utility and speed products to foreign markets, it is no surprise that Machine Translation (MT) often comes up in our business conversations. It is well known that an MT engine can translate more quickly: tens of thousands of words overnight. Also, there is no doubt that MT can get translation done more cheaply; with no human intervention, the only cost is that of the engine. However, with no human touch, the linguistic quality and degree of faithfulness to the source text is suspect at best.

3 Absolutely Absurd "Truths" About Viral Content Marketing

  
  
  
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Content Marketing

In the wake of the social media revolution, the pace of content publishing has gone from daily to minute-by-minute. By the time the first on-the-ground news has been tweeted from the likes of a Ferguson, a Cairo, or a Kabul, the rest of the formal news publishing world is playing catch up.

A Translator and Google Translate Walk into a Bar

  
  
  
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Robin Williams as Mork, Source: ABC

As the world grieves the loss of Robin Williams, one of America’s most beloved comedians, I have been thinking about laughter.

A master of finding and exaggerating the absurd, Williams’ first TV role — the wacky space alien Mork — served as a warped funhouse mirror reflection of American culture. Despite being the butt of the joke, American audiences loved him.

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ISO 17100: 10 Questions about the New Translation Services Standard, Answered

  
  
  
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Questions

Without too much publicity, ISO 17100, the new international standard for translation services, has made it to one of the last pre-approval stages, after a journey which effectively started in 2011. It is set to be released later in 2014 or in 2015. Is this standard going to shatter the current way of providing translation services into pieces, or is this going to be just a blip without any major impact? Here’s what you need to know about ISO 17100.

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