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Leveraging Translation Memory (TM) for global content management

in Market Research

The use of technology to reduce cost is becoming increasingly important in modern translation. Companies able to invest in the latest translation technology are leveraging sales on the basis of their ability to offer large cost savings to clients as a result of more streamlined processes. Development of the language services industry is highly dependent on technological innovation and advancements.

However, getting to grips with language technology requires a good understanding of the translation process; knowledge that many language service buyers lack. International operations in particular must utilize language technology to improve efficiencies in the translation process and content delivery. This is especially important for companies that rely upon global content delivery to engage with their clients. Investment in multilingual content creation can carry substantial cost, but the use of language technology can help regulate this.

What exactly is language technology?

In the context of content management, language technology refers to software that permits the storage, analysis and reuse of translated content. There are two different types of language technology that aid multilingual content management:

  • Terminology Management is used to store, retrieve and update term entries that are specific to an industry or company.
  • Translation Memory (TM) is the storage and reuse of previously translated content for use in a new translation job.

What do we mean by the word ‘content’?

Content as a term has grown in prominence over the last few years owing predominantly to the growth in online marketing. However, the term isn’t limited to web based information and encompasses the entire information output of a company. This includes manuals, marketing collateral, catalogs, press releases, website copy and more.

How does Translation Memory (TM) help with global content management?

TM can be leveraged to harness previously translated sentences, paragraphs or other units. The ongoing compilation of TM is highly beneficial to the end-user as cost-reduction increases with volume overtime. An additional benefit is that quicker deployment of content across multilingual markets can be achieved, and this helps with revenue generation and customer retention on a global scale. Imagine harnessing the ability to promote your product in all major languages at launch!


What role do people play here?

Technology is only useful if applied appropriately, and with effective planning and control mechanisms in place. In the language services industry, Project Managers play an integral role in managing and controlling the delivery of translated content to vendors. Involvement of Project Managers is the enabler of language technology in the translation and multilingual content delivery process.

The combination of people and technology provides maximum results. As global trade becomes more commonplace, language barriers can be addressed through use of language technology and professional management. A diverse global revenue stream derived from a strong international presence has boosted the financial performance of many businesses as of late; with the differentiator between success and failure being efficient and rapid content delivery – something only achievable through language technology.

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