Creating Quality Content for Global Audiences

creating content

As a global professional, creating quality content for global audiences is your most important work responsibility.  Because of the impact of effective communication on others, your business and the reputations of everyone involved,  you should allocate adequate, careful thought, effort and time to it.  A well-written report, e-mail, survey or flyer that contains strong logic and solid recommendations produces results and improves your standing.  However, poorly constructed communication produces inefficiencies and destroys reputations.

Even when businesses and employees recognize the importance of good communication, they may produce bad communication.  This is particularly true when the content generated is translated into different languages and disseminated throughout the world.  Creating quality content for global audiences requires accurate certified translations and begins with producing high-quality source material, since a translated version can be only as accurate and understandable as the source.  Therefore, to produce the highest quality content, for dissemination in any language, leading writers recommend a 3-step process that follows this sequence.

Woman writing an email message at her desk

1.      Draft

Drafting a document forces writers to spend time planning, outlining, gathering information, identifying audience needs and identifying the best communication medium to transmit the message.  This step must be regarded as crucial in the process of creating quality content for global audiences.  It must not be not slighted as inconsequential or unnecessarily expensive.

2.      Write

After researching and collecting all the needed information and data to make a compelling case, the next step is to organize the material into a meaningful, logical, persuasive format that is simple to understand.  Begin by drafting the project, using intuitive visuals, familiar language and simple explanations that are persuasive, meaningful and understandable to the audience.

3.      Rewrite

Once the first draft is finished, the next step is to go back and rewrite it, not by just adding a few commas and swapping out words, but by revisioning and re-evaluating the entire project.  Since writers typically and initially write from their own perspective (what they want to say) rather than the reader’s perspective (what the reader needs to know or gain), this step may involve reorganizing material to make it less a narrative more an argument.  It also means making the document more accessible and compelling to the reader by adding new material that the reader may need to make a decision or be convinced, and deleting material that the reader may neither need nor appreciate.  Then comes  tweaking words and sections, tightening sentences and paragraphs, and adding visual cues, such as boldfacing, listing important items, adding color and white space, and underlining, to prepare it for final publication and dissemination.  During rewrite, provide roadmaps for a pathway through the document (table of contents, introductions, summaries), fill in missing details, eliminate wordiness and repetition, improve the tone, proofread and correct errors.

Once you feel confident of the quality of your document, the next step is to research and identify a quality translation service.  Always look for a company that has a long history of success, accuracy and effective cultural awareness.  Make sure that the online reviews are convincing.  If your content is sensitive, ensure the translations agency is based in the United States and has safeguards in place.

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