Is Multilingual Content Creation Better Than Content Translation?

Tough question and, at the same time, not so tough. To analyse whether a content translation is a better alternative to multilingual creation from scratch, we must first keep in mind that both are very different techniques. While there are times when either can work for a given project, their distinct natures make the range of benefits different—and so are their limitations.

But, despite using one technique or the other, there’s one all-important commonality you should consider: The first step in achieving smooth and consistent communication with international clients is to define a strategy that addresses cultural diversity as a core element. Neither writing for the sake of writing nor exchanging languages as if it was a repackaging matter will accomplish much if your marketing strategy for multilingual content forgets about the richness of cultural exchange and that localisation is the key to accessing new places.

Let us take a closer look at each technique’s features. But first, we should clarify some terminological differences.

Content Translation, Localisation, Transcreation, and Origination: Are They All the Same?

The answer is a big no. Often used interchangeably, each of them refers to its own thing. Although it’s true that there is a link between them as if they were members of the same family. However, not being clear about which technique they refer to can lead to confusion and misleads when it comes to choosing the service that best suits your company’s needs for international communication. Here’s a quick distinction.

Definitions and Differences

• Translation: It’s a way of transferring the meaning of one word, paragraph, etc. to another language, almost literally. For example, translating grandmother into Spanish is abuela or 할머니 in Korean (romanised as halmeoni.) The final meaning is the same, but the way of expressing it in each language is different. 
• Localisation: It goes a little further than content translation since it’s about meeting local expectations. It takes into account aspects such as spelling (color in the US becomes colour in the UK) and word choice, e.g., for lift, ascensor is more used in Argentina, while elevador is more used in Mexico.
• Transcreation: It was born of marketing and the need to engage foreign audiences on an emotional level. This content focuses on purpose, further detaching itself from literalism, and employs cultural references to convey brand messages.
• Creation: Also known as origination, it refers to the creation of multilingual content from scratch. Here it is not about content translation, but about writing with certain KPIs in mind. For example: How to get content indexed in local search engines, or optimise conversion rates for X market. It’s not limited to an original text, so the topics it covers pursue a specific local goal.

#OptimationalTip: Don’t forget SEO. Your brand’s online visibility and reputation will always remain a primary goal. This applies to both approaches: The marketing content creation and its translation—or even better, localisation. Learn more about everything you need to know about multilingual SEO.

Content Translation or Multilingual Creation? Pros and Cons

Now, let us delve deeper into the main features of these two techniques, to understand which one might work best, according to your business requirements.

Translation

• The pros: This option may be the best in terms of speed if you need to have the content ready in a short time. Additionally, content translation allows you to run the project in several languages simultaneously if you have a trustworthy language partner that offers multilingual services. It’s also a more cost-effective option, as translation glossaries and memories help to optimise time and budget.
• The cons: It can be more difficult to meet a brand’s tone and voice requirements if you opt for a literal translation.

Multilingual Content Creation

• The pros: The main benefit of writing content in each language instead of translating it’s that it will result in an authentic piece, from all perspectives. If it’s written with a specific buyer persona in mind, it will be easy to read for the target audience and unique with respect to other texts. Moreover, you will be able to produce it with an SEO strategy in mind from the very beginning, without having to make too many tweaks.
• The cons: The time and costs aren’t the same as for content translation. Copywriting services have a higher cost, as they usually involve more time for research and creative work—which clearly also has an impact on time. In addition, while it’s easier to demonstrate the brand’s voice, it can be tricky to keep consistency if you’re working with multiple writers and there’s no well-established proofreading instance—as is the case with translation.

Read more about translation services costs.

#OptimationalTip: When it comes to creating marketing content, working with a style guide can make your life a lot easier. It ensures consistency, optimises timing and strengthens branding.

Last Thoughts: Find the Middle Ground

Only the business knows what the business needs. And only the business knows what budget it can allocate to each project. Content creation will always be a valid option if you can include a review step in your marketing plan. Only in that way, nothing will be left to chance.

However, we believe that the dispute should not be polarised between extremes: Translation or origination. You can find a middle ground, which allows you to match the benefits of the latter while being more time and cost-efficient. We’re talking about localisation: This technique can achieve the “local flavour” while allowing for SEO suitability. With this approach, you ensure that your texts can reflect your brand’s distinctive voice and that the essence of your international communications remains true across languages.

Are you wondering how to begin? Reach out to us today so we can plan your next steps.