With more websites taking a multilingual approach to broaden their reach, the question of how to approach marketing content and copy is becoming increasingly important.
Anyone with marketing experience can testify that not all copy works perfectly. That is especially true when you're dealing with website content written in a foreign language for a foreign audience. If you want to reach those people, you're going to need to have content that is understandable and appealing.
Taking your English copy and pasting it into Google Translate will end with you in tears, so that leaves three options in terms of creating the content for your foreign language site:
Let's outline what each option entails and which might suit your specific purposes.
Translation involves a professional translator converting the English content into the target language. The translator must be a native speaker.
For example, if you wanted something translated into German, you have to use someone German—not someone who happens to speak German. A translator's concern is with honesty and accurately conveying what the original English says in the new language. One can consider it as a more "literal" approach to dealing with copy. There tends to be less leeway, which can produce content that lacks flair or sincerity as it is just expressing the words of another author from a different culture and country in another language.