Statement of fact: Organizations are competing with each other. Where? In the cutthroat battlefield of market. Why? To take leadership and earn more market share. How? With strategies of all kinds, like benchmarking or marketing and sales tactics.
The single most important thing almost everyone forgets about: how a customized and well-elaborated terminology strategy could help you with all of this.
Language is the most powerful marketing medium you have at your disposal. Words are what you use for everything in business: while benchmarking, while advertising your recently launched product, while reaching out to potential customers in order to gain their trust (and yes, their money).
In today’s virtual marketplace, the most important way your customers will gain an idea about You and want to buy a “piece of your pie” is through content marketing – written language published in electronic media. Using the right words once might bring you increased revenue. Using the right words consistently will, however, have positive impacts on the long term. It will undoubtedly improve your market position and boost your business image.
It’s also true that being on top of your words can be a great challenge. The need for localization and translation in international businesses makes things even more difficult. Having a consistent and disciplined language usage in the source and target markets is something that everybody might understand as top-priority. That’s where terminology and terminology management comes in.
Some people believe terminology management is a luxurious service – the “cherry on top” – that is beneficial to invest in when running a budget surplus that can offer a predictable future return in the long-run. They are actually very right: terminology can indeed reduce costs of translation and in-country review, and improve the quality of translation. In that sense, terminology definitely offers a measurable contribution to your company.
But terminology isn’t just something to consider after the fact. There are others who – wisely – also consider the risk they would run without proper terminology management. All it takes is googling “worst translation mistakes” to understand that inaccurate terminology can cause a number of cultural, legal or regulatory issues. One small mistake can result in taking a product out of a target market, down-sizing, or even closing the doors. From that perspective, terminology has much more to offer than its direct benefits of reduced operational costs. It can save your company from making a fatal mistake.
Terminology is the shiny, attractive cherry on top of your content strategy. In a world where consistency is king, terminology means better sales chances. Your pie may look tasty, but without the cherry on top – the last finishing touch – it can be difficult to sell even the best content.
High-quality terminology is even more versatile than that. It has the power to infiltrating all “layers” of your content. It supports you not exclusively in the translation, but also in the writing and revision cycle in order to consistently ensure the use of internally approved content. And who wouldn’t want to get a piece of that pie?