Digital Havas
Localization for the Japan market


Blog marketing across global markets

Blog Marketing/Content Marketing is the hottest topics among the companies who consider localizing their contents into the Japanese market. If you already have original blog contents in English and sufficient web traffic. It seems to be easy. However, it’s not. There are some critical factors to consider when it came to localization into the Japanese market.

Let me share tips for blog marketing, especially when you translate original blog contents in English into Japanese, targeting for the customers in the Japanese market. 

Pay attention to Writing styles 

One of the most important factor is reminded that writing styles or tones of the voice are suitable for the website. If you outsource the translation to the professional translators, the contents are definitely grammatically correct. However, it is still not enough. In Japanese, writing styles are varied depending on situations or audiences as in other languages. When you target high school students or when you create business documents, writing styles are totally different. If you are not a native speaker of the language, you may not understand this mistake. That’s the pitfall. In addition to this, translator has to consider the product image and atmosphere of the website. This is the reason why in-house marketer, who deeply understands the products and the company, is valued in digital marketing industry.

Pay attention to Technical terms

You also have to consider technical terms in your industry. Translators are experts in languages, but not experts in the up-to-date industry. The tough thing is that technical terms in Japanese are not often directly translated from terms in English. The Japanese market has unique technical terms in certain cases. Thus, once translation process has been done, you have to carefully double-check the contents, ideally with the native Japanese experts in the area. Although I have many years’ experiences in the Internet industry, even I still often confused with technical terms in web market because the terms in Japanese is not corresponded with them in English. This is one of the tricky part when it comes to translating contents into Japanese.

Pay attention to trends in the local market

Last but not least, you also have to pay attention to local trends in the Japanese market. Just to make sure that you translated articles into Japanese, relevant to the Japanese market. The typical pitfall the person at the headquarters make is that he or she publish articles at the same time across the all Asian markets. Before publishing the article, you have to consider the local law, customs, and ideally the latest trends in the market. Even among the Asian countries, legal restriction is quite different. Some products have not been launched in the Japanese market yet. Some products cannot be launched in the market due to the legal regulation. Some products are launched customized into each market. You have make sure these points.