There used to be a time when there was a huge communication barrier between countries worldwide. English-speaking publications could only publish English content, meaning that stories were limited to a specific language. However, the internet has completely transformed all of that. Today, it is easier than ever before for publishers to share their stories globally and for readers to access content wherever they are and whatever language they speak.
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There is a big difference though, between making that content accessible and making it relevant. Why shouldn’t a reader be able to read a story in their native language without having to rely on the publisher to negotiate a licensing deal in that region with a local publisher? That is where the demand for intelligent translation tools in-house has appeared.
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The Appetite for Translation Technologies
Translation engines use technology to empower publishers to expand their markets, keep control of their content and utilize the benefits of the content packages they’ve already created. These international syndicated editions bring the translation experience in-house, without the associated costs, legal contracts or risks of external translation teams.
Having a resilient CMS is also key to any publishing business in this scenario. A strong CMS system is the beating tune that powers the editorial team. It allows publishers to seamlessly adapt and evolve beyond words, allowing publishers to share stories that matter.
CMS systems support a huge catalog of long-tail articles and allow publishers to benefit from that resource as new publishing styles and approaches appear.
Translation tools will completely transform the way publishers communicate but like all things, publishers will encounter challenges when embracing and implementing a new translation tool into their system.
Translation Barriers
As we know, there are always a host of limitations when it comes to implementing new and advanced technologies. Whether that be readers and publishers not fully trusting the tools and facing barriers to implementation, or simply not recognizing the full potential of these intelligent, complex tools.
One of the biggest challenges CMS tools face is Artificial intelligence’s (AI) ability to understand the nuances of our languages, especially when it comes to colloquial phrases. Despite this obstacle, over the past year, there has already been vast improvements in the way AI understands the quirks in our languages. The next step in translation tools is getting to the point where we do not need to inform readers that a story has been translated by a machine, it simply becomes the new and better normal. So, what is next?
The future of global publishing
How will these tools evolve in the next five years? Translation will be hugely important as publishers look to embrace new markets to amplify their brands to audiences that they’ve
been previously unable to reach. Tools allow publishers to embrace languages, not just locations. This will be key to the messaging. This is about allowing a French reader – whether they are in Paris, Philadelphia, or Portsmouth – to feel included, rather than just those readers who happen to be in France.
The future of translation will be guided by wherever technology evolves to next.
Technologies like machine learning are already helping to make things better within the realm of AI. You can expect that to only get stronger as the market matures, and sheer processing power and capabilities continue improving. As the technology gets better so will the associated opportunities. In the future, technology will advance to the point where we can offer readers the choice to have stories read to them in whatever language they speak, rather than reading the news themselves.
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As a result of this shift, translation tools will become more of an essential part of communication. We will see more publishers look to implement an in-house approach with more intelligent tools, rather than trusting outside licences that they sometimes struggle to control, that will give them the power to communicate seamlessly with people across the world.
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