Meeting tight deadlines is a crucial part of any business. But when it comes to content creation, there are many obstacles that can slow you down. Here’s how to optimize the process for maximum efficiency without compromising accuracy and quality.
GUIDELINES AND PEOPLE
Outline the core tenets of your brand message and voice. This guideline must be referred to and internalized by everyone working on your content. Content audits, brand workshops and Tone of Voice and Style Guides are all great ways to set the scene for effective, high-quality content creation.
A simple yet powerful tool for mitigating localization delays is a thorough and consistent briefing template. Detailed briefs are key to providing context for any creative process. An effective brief also enables a dedicated team of linguists to maximize optimization and streamline the content creation process.
Pick the Right Team
Selecting the right copywriters and linguists is a nuanced process that consists of three core elements: industry experience, tone and the nature of the content.
Content is subjective, so workflow delays often stem from dissatisfaction over the content’s accuracy, consistency and tone. Using teams that are already immersed in your brand voice and are compatible with the content will drastically improve timeliness, while maintaining desired quality.
Define the Scope
Deciding how many quality stages to apply depends on the nature of the content. The more linguists involved, the longer the copywriting or localization process will be.
TECHNOLOGY AND TOOLS
There are a series of actions you can take in order to create a solid foundation for fast content turnarounds.
Write for Localization
Take time from the start of the copywriting stage to localize your content. This will not only avoid time spent re-adapting your content to be more culturally appropriate, but also avoid using language and tones that may be inappropriate in other markets. Writing creative, localized content, however, does not necessarily require adding culture specific language (i.e. fish and chips). This strategy will also increase both the accuracy and consistency of your translations.
Glossary & Translation Memory Updates
Implementing and maintaining up-to-date glossaries and translation memories will speed up the workflow. These tools store approved terms and segments, which allow linguists to leverage technology to aid the translation process.
Automated File Handling
Process automation is key for any translation strategy to achieve significant scale. By using an Application Programming Interface (API), you can automate the retrieval of content from websites, CRM and CMS systems based on the date/time stamp for each item. This eliminates the need for users to manually export/import content and helps identify updated content with high precision.
QA Testing Tools
QA testing tools identify which pages have been updated at every stage of testing. This automated process reduces QA testing time so that only updated pages are tested, thus, also lowering costs. You can also use visual regression testing tools to compare multiple pages from various environments. This helps eliminate unnecessary QA tests, further reducing costs.
A TRANSPARENT WORKFLOW
Owning the ability to visualize and report on the current stage of production at any point alleviates the uncertainty and manual effort of chasing for project updates. More importantly, it allows you to evaluate the data and trends of how efficiently, or inefficiently, each stage is performing, and, therefore, identify and address bottlenecks in the system.
Guidelines and technology are invaluable for working under tight deadlines. But ultimately the people involved make the difference. Having a dedicated Project Management team that can harness all the tools available and use their experience to foresee potential challenges will help you deliver high-quality content on time.