In recent years, the confluence of digitalisation and content automation has dramatically increased the speed and extent to which businesses can reach new markets. However, this also results in increased competition for said markets, meaning that tailoring products and services to customer needs is of vital importance.
One crucial aspect of enhancing the customer experience is to make the process as easy as possible. Although it may seem obvious, this includes addressing them in their own language(s). Thanks to a cooperation with DeepL, NLG projects at Retresco can be automatically translated upon their completion. In contrast to other, similar services, texts and corresponding data will not be stored in the process. However, this is not the only advantage. This article outlines the various benefits of translating text projects as well as considerations which should be made to ensure top-quality translations.
Why translate an automated text project?
Reach new target audiences and thereby increase brand awareness:
Allowing customers access to products and services in their own native languages demonstrates a commitment to improving the customer experience by making it as smooth as possible. It also makes a product or service easier to find in search engine results when customers search for it in their own languages. Both of these factors can in turn enables a business to establish the demand for a product or service in a certain language market or geographic area.
Ensure consistent expression of content while retaining variety:
The translated texts will adhere to the same essential structure as those of the original language, while still providing the high amounts of variance and uniqueness offered by the textengine.
Create transparency and avoid language-based misunderstandings:
Customers have a better idea of what to expect when they are able to inform themselves in their native language, rather then attempting to discern the advertisement or product description in the original language. This leads to fewer misunderstandings as well increased clarity – both of which go a long way to bettering the customer experience.
Reduce costs for external translators:
By allowing the automatic translation service to perform the majority of the work, the amount of resources spent on translators can be reduced. In addition, only one tool is implemented (as opposed to the diverse software and tools used by translators in their work), which further contributes to consistency in content communication. However, while the quality of the translations is very high, it is not perfect. For both this reason as well as the nature of the technology used, it is recommended to have a translator or native speaker proofread and, if necessary, correct the output before the text(s) can be considered finished. Retresco provides the coordination of professional translators to individual projects if desired.
Clearly, the benefits offered by activating the automatic translation of text projects are manifold. Luckily, there is not much else which must be done in order to take advantage of it. We have written previously about how can data be optimised for NLG projects, but in addition to that, there are a few additional steps that can be taken in order to optimise this process:
– Correctly translated data:
The automatic translation is only applicable to the texts themselves, not the products or data upon the basis of which they are written. The data provided by should be translated already, either by an online service or by a translator.
– Clearly defined style to be used:
Furthermore, if there are any specific language-based requirements or no-gos, it is should specified whether these need to be adhered to during the translation process.
– Consistent data:
If possible, use the same data categories as in the original data set. This means if there was a field for “product colour” in the original-language data set, it should be included (if possible) in the data set for the translation. This further contributes to consistency between languages, since the concept for the structure of the text is based on original-language data.
Translating text projects offers a multitude of benefits, both for the customer and seller, while requiring very little additional effort. It is just one of the many ways the textengine supports businesses in the creation of cutting-edge content.