How to ensure a good translation of your company blog? Who should be in charge of it?

Running a company blog is an inseparable element of content marketing. It makes it possible to achieve many business goals, including generating profiled user traffic to the website from search results. It also plays a role in creating the image of a professional by sharing knowledge. However, when deciding to reach foreign recipients, it is worth thinking about how to ensure a good translation of your company blog and think more thoroughly about who should be in charge of it.

What is a company blog intended for?

Basically, there are many ways to use a company blog in business activities. The first association is building the image of a professional who knows the industry, so you can trust him/her. Therefore, the implementation of this goal increases the trust of a future customer, who will thus be more willing to choose the offer of a given company. In addition, by sharing valuable knowledge with your existing customers, you look after proper relationships and strengthen their belief that your brand is the one worth coming back to.

Company blog in content marketing

The positive impact of a good company blog on its image is not the only advantage. In business practice, content marketing is gaining more and more importance. It is an approach that uses valuable content, usually blog articles, to achieve the following goals:

1. Obtaining user traffic from Google search results by publishing advisory content related to a given industry.

2. Creating content that is available only after proving an email address which is equal to acquiring leads.

3. Generating traffic to the website from advertising campaigns and then using the data for remarketing campaigns.

Approached this way, a well-managed blog is a source of valuable information about people who are potentially interested in your offer. It is worth remembering to collect and use this data at further stages of sales processes. You should also think in advance what role content marketing will play in the sales funnel and at which stage will it be used. This will enable your actions to be thoughtful, planned out and will most likely help you achieve your goals.

Good blog translation – what exactly is meant by that?

Once you are aware of the function of a company blog in content marketing, it is easier to start implementing it on a multilingual website. Obtaining a good translation of a blog must be preceded by an analysis of its goals. Slightly different issues are important when translating SEO, and different when the blog serves purely for image or sales-related purposes.

SEO-related issues in translating a blog

One of the biggest challenges in translating a blog is SEO correctness. This is due to one simple reason; each language has its own specific rules and literal translation of keywords will not always bring the desired results. It’s very important to note the fact that each language has at least several possible terms to describe an object, phenomenon or event.

Various keywords translation

What are the consequences? We’ll give you an example. Imagine that you deal with wheel rim regeneration and want to open a branch in Germany. So you’ve created an article on your blog that aims to strengthen your website’s position for keywords related to your industry.

In this case, “rim regeneration” in the literal German translation is “regeneration der Felgen”. How many people search for such a phrase on Google? According to the data from the Google Ads Keyword Planner… absolutely nobody. Could the Germans not regenerate the rims? Wrong answer! Use another possible translation, i.e. “felgenreparatur”, “felgendoktor” and “felgen reparieren”, and you will see that the Google Ads Planner estimates the potential number of searchers in total at 18,300 people per month. A huge difference that indicates how much one small mistake in translating a blog can cost.

How to translate a blog for marketing and sales purposes?

Keywords are not everything. Although you should always keep SEO-related issues in mind when creating web content, the cultural context is even more important when it comes to marketing and sales texts. Especially if the translated article includes advertising slogans based on puns. Hence, it is always worth seriously considering not only translating blog posts, but also ordering an additional proofreading service from a native speaker of a given language.

Who is a native speaker and how does he/she work to revise translation?

What does the term native speaker mean in the translation industry? It is someone who speaks a given language as a native. To clarify this even more: An Englishman is a native speaker of English, while a German-born person is a native speaker of German and so on. Inevitably, such a translator is distinguished by a great linguistic sensitivity, and above all, he/she understands all cultural nuances, which is something that is practically impossible to achieve for foreign language learners. Therefore, a native speaker is able to edit the translation so that it sounds natural and fits the cultural conditions of a given country. As a result, a foreign reader will have the impression that they are reading the text written in their native tongue, thanks to which building trust in the brand will be a much easier task.

How to translate advertising slogans?

When ordering a blog translation service, it is worth taking care of other aspects as well because the articles are supposed to generate more than just trust. Good marketing and sales content should appeal to the recipient’s imagination, remaining in their memory for a very long time. That is why to construct such forms of communication, puns and other word plays are often used.

And since we have mentioned memory, it is worth bringing up a well-known Old Spice slogan. In Poland it literally meant “Keep their smell in your memory” but in the original English version, it was “Smell like a man, man”. Both forms perfectly fulfil their role in the countries for which they were designed. What if you translated them literally? Well, in Polish it would sound just as bad as the literal English translation of the Polish slogan quoted above. What’s the conclusion? Do not translate puns or word games, but replace them with foreign-language equivalents. Provided you care about success, of course.

Who should be in charge of blog translation?

Now that you already know how to translate a blog and what to pay attention to you still have to decide who to assign this task to. There are basically three solutions to choose from: a typical translation agency, an online translation agency and a freelance translator. Which solution you choose depends on your expectations. If you care about a convenient way of placing orders, access to many translators from around the world, as well as ordering additional proofreading service provided by a native speaker, it is definitely worth choosing an online translation agency such as

How to get a good translation of your blog?

If you want to be sure that the translation of your company blog is done well, it is worth paying attention to a few issues. First of all, you should define the goal you want to achieve by running a blog. Inform the agency or person who will carry out the translation process for you. If SEO issues are important to you, and the articles themselves also have a marketing and sales role, add it in the comments to the order. This will make it possible for the translator who undertakes this task to know exactly what your needs and expectations are. Who should this task be assigned to? We encourage you to use our simple form, thanks to which you can place an order for a translation in a very convenient way. It’s easy!