How to take one product story into six languages without it drifting?

Taking one product story into a second language is rarely the hard part. The challenge is keeping the message accurate, consistent, and up to date when you publish it in six languages.

Start with one source story, not six separate versions

Before translating anything, write the original version first and make sure it is correct. This is the version that contains your product story, key claims, customer proof and any technical details. Base every other language on this version.

If you create all six versions separately, they can quickly start to differ. One version might use a different product description, and another might explain a feature differently. Over time, you can end up with six versions that no longer describe the same product.

Separate translation from localisation

Translation puts the content into another language. Localisation adapts the content to the local market.

This can mean changing an example, using a reference that local customers understand or adjusting the tone so the content sounds natural in that market. The product and the key message stay the same. The way you explain them can change depending on the market.

Keep one source for all language versions

The biggest challenge with multilingual content is often keeping every version up to date. Your product changes. You add a feature, change a price or update the way you describe the product.

If each language is managed separately, someone has to remember to make the same change six times. It is easy for one version to get missed.

Start with one original version and use it as the basis for every language. When something changes in the original, you know which other versions need to be updated. That way, all six languages still tell the same product story, instead of becoming six different versions.

Decide who checks the content before you publish

Fast machine translation is only useful if the content is accurate. Someone needs to check that technical details are correct and that the content sounds like your brand in each language.

This is especially important when your team does not speak all six languages. Machine translation can create a first draft quickly, but a person should review it before it is published.

One team, not six hires

Publishing regularly in six languages can quickly become a staffing problem. You need people who can create the content, translate it and adapt it for each market.

Instead, with Smoothly, you can work with one team that already covers content, translation and localisation across all six languages. When you want to enter a new market, you brief the team instead of hiring someone new.

It also means you can move into a new market faster. You don't have to wait for a new hire to start. You can adapt the same product story for the new market and prepare it for publishing within the week.

If you're considering entering a second market or expanding into your sixth, book a demo. We'll show you how one product story can be adapted and published across all six languages.