Over the past ten years first world countries have seen an unprecedented change in the way people communicate; today social media websites such as Twitter, Facebook and LinkedIn have become intrinsically ingrained within our lives and for many it has become the way we consume our “news”. This fundamental change from a producer-controlled and print-led content distribution means the publishing industry needs to adapt with the needs of the global consumer and drive new streams of revenue from global markets.
How do you maximise your role as a global connector of audiences to content?
Getting beyond the obvious…
Translating written content is obviously top of the list when it comes to attacking new markets (we would say this, we’re biased!)
There are a huge amount of other considerations however in approaching new territories.
This could mean looking at the type of content produced for each territory based on the content consumption in that country or adapting your current content to suit new regions – such as subtitling your videos.
Minds that are more willing, Information that is more accessible
Today’s technology has broken down the barriers between your content and what may have been a traditional media audience.
This has seen a reversal of a power balance and in many instances today there are audiences that are positively proactive in seeking out content of interest – regardless of geography.
This technological advancement means that you can now see and analyse who is visiting your website and from which country – meaning a scientific approach to website translation, media packs and brochure translations can be employed.
Tweaking Your Display Advertising Delivery
Many of our publishing clients have used sophisticated (yet ever cheaper) digital display advertising delivery on their websites and we have helped translate their advertiser’s marketing messages as an added-value service. By also implementing geo-IP filtering, publications can deliver ads in the native language of the content viewer – driving more relevancy and ROI for the advertiser!
The Peer to Peer Revolution
Undoubtedly the biggest impact that the digital revolution will (or should have) made to your publishing business is in relation to your marketing tactics. We need only refer to the incredible success of 50 Shades of Grey, which in the past may have been an abject failure if the book-reading public had only critic reviews to rely on!
Consumer to consumer advocacy is one of the most important elements of any business and it seems that within the publishing industry, social media is having an indelible impact.
We’ve seen successful clients use our services for the translation of social media communication – helping the “shareability” of content among same-language groups abroad.
Paid content and a world that awaits
Paid content forms an essential revenue stream to online publishers and with technology that is more advanced than ever, it is now far easier to serve up translated content to the reader, whichever country they may reside in. This then means exponential possibilities for growing revenues.
To highlight the effectiveness of paid content we can look at a recent study by IPG Media Lab, where it was found that native ad content was viewed for the same amount of time as editorial content.
But are companies really investing in paid content?
A resounding yes! We’ve noticed a huge amount of growth in paid content translation and brand journalism that is being adapted to fit different markets worldwide and drive better brand experiences and ROI.
Econsultancy also recently revealed its Marketing Budgets Report for 2014 and 74% of brands were planning to increase their spend on native advertising this year. If you can translate this content and seed it internationally – even more revenue awaits!
Furthermore, a recent study found that most brands now have a dedicated content marketing budget (63%) and dedicated content marketing roles (61%); these figures show a credible opportunity for helping these brands reach wider audiences through your publishing brands.
How We Can Help
At Bubbles Translation Services, we have over 3,800 translators speaking over 280 languages. We can take on demanding, challenging publishing and media projects – in fact, we thrive on it!
We work with the biggest and most discerning brands in the world to deliver translation services that compel content consumers, taking into account linguistic nuances and always retaining the context of your articles rather than translating word for word or by phrase.