{"id":42779,"date":"2016-03-01T09:30:52","date_gmt":"2016-03-01T08:30:52","guid":{"rendered":"http:\/\/visionarymarketing.com\/en\/blog\/?p=5322"},"modified":"2025-08-25T12:25:53","modified_gmt":"2025-08-25T10:25:53","slug":"content-marketing-inbound-marketing","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2016\/03\/01\/content-marketing-inbound-marketing\/","title":{"rendered":"About inbound marketing, translations and adaptations"},"content":{"rendered":"

Inbound marketing isn’t as easy as it may seem. We are currently\u00a0working on a content marketing <\/span>deal which involves writing content about “web to store\u201d\u00a0technology. Our text is written in English and has to be translated\u00a0into Spanish and French. “Web to store”\u00a0is what the French are calling it and the terminology makes perfect sense. The only issue is that the term, in plain English, doesn\u2019t exist or isn\u2019t used. This, in a way, is a bit of a conundrum. Should we, or should we not use it in our English pieces? We have been torn on that issue, and still are. But there are many more issues with translations.<\/em><\/span><\/p>\n

About inbound marketing, translations and adaptations<\/h3>\n

I used to be a translator\u00a0interpreter for the French Army Staff (well, that was quite\u00a0some time ago, but the lessons I was taught were not lost on me). In essence, I believe that translation is one of the most difficult exercises for the mind. Much more\u00a0difficult than solving an equation. In fact, it\u2019s a bit like\u00a0solving\u00a0two symmetrical equations expressed in two different languages and trying to get back\u00a0to a near perfect transposition of the original text.<\/p>\n

That\u00a0kind of exercice may sound easy, mostly when common languages are involved. But it\u2019s far from being the case. As a matter of fact,\u00a0languages aren\u2019t equations. They cannot be fed into\u00a0computers – or only imperfectly.<\/p>\n

This is due to the fact that a) rules are\u00a0imperfectly expressed (sometimes I read French grammar rules and I can\u2019t understand everything in them) b) a\u00a0language is not only based on a choice of words and grammar, it\u2019s based on colloquialisms and the choice of expressions which not only seem right to readers,\u00a0but also sound vernacular<\/a>\u00a0c) because translations aren\u2019t\u00a0just translations, most of the time they are\u00a0adaptations (all references to local things must be either changed or explained. In our retail example, if I mention\u00a0Asda or Argos, no Frenchman would understand what I am talking about. Conversely, if I write about\u00a0Casino or Leroy Merlin, chances are that most\u00a0Europeans would have no clue that these are retail chains unless I explain it).<\/p>\n

\"inbound<\/a>
Translation is like a key. Any translation would open any door. But the real issue is how to open one particular door when you don\u2019t always have the key and need to forge one yourself<\/figcaption><\/figure>\n

Regardless, we have decided to translate all our blog pieces carefully, both in French and Spanish, in order that the right terms appear in the right pages for the right search engine(s). This is a tad counter-intuitive in an economy which is supposedly globalised, with English as the world’s modern lingua franca. And French and Spanish for other parts of the world.<\/p>\n

To an extent, this isn\u2019t new. Assuming that in Roman times, everyone was speaking Latin in the exact same way would be foolish. And the bastardisation of the Empire’s language gave birth to Church Latin (which the French facetiously name Latin de Cuisine<\/em> to show you that, well, it isn\u2019t Latin per se). That\u2019s the funny thing about a lingua franca: being a universal language means that many speak it, but this doesn\u2019t guarantee that one will understand it. That\u2019s how certain Canadian films like the hilarious 2011 Starbuck<\/a> is subtitled for French audiences (honestly, unless he\/she has a trained ear, a fluent French speaker would not understand many of the lines spoken in that film, mostly because most are stressed. With\u00a0received pronunciation, French is spoken flat, it is almost impossible to catch anything when words are stressed in the English way (and conversely when English isn’t stressed properly).<\/p>\n

Inbound marketing requires dedication<\/h3>\n

According to many, inbound\u00a0marketing sounds like plain sailing: you plonk a few words, tweak your SEO a wee bit, and hey presto! You achieve next to nothing. Inbound marketing requires dedication on the contrary. Obviously, you may be happy with slapdash content and even try and convince yourself that\u00a0you will lure Google into believing you have understood its algorithm. Honestly, you never will. Assuming you do, it won\u2019t last long before the engineers of the Mountain View giant have worked out something to penalise your text. Inbound marketing requires dedication. Just because it is made for the Internet doesn\u2019t mean it\u2019s neither important or can be badly written. On the contrary. Readers, even online readers, deserve good food for thought. And your choice of words, in all languages will be of utmost importance. Not to mention the choice of words in a translation and adaptation of an original text.<\/p>\n

Inbound marketing and what it is called in various European countries<\/h3>\n

Talking about terminology in English, Franglais and Globish, following a discussion I had with James Barisic on the choice of words for \u201cWeb to Store\u201d technology – an expression which made perfect sense but is unusual – I thought about the term \u201cinbound marketing\u201d itself and wondered what it was called in various countries.<\/p>\n

What I found here was interesting too: “Inbound marketing” is searched in the US, but in Spain, the term “branded content\u201d seems to be more popular. in France, where it would make sense that people use the French translation \u201cmarketing de contenu\u201d they don\u2019t. But \u201cinbound marketing\u201d isn\u2019t well know either. Nor is \u201cbranded content\u201d (in essence, “branded content\u201d does not entirely equate to \u201cinbound marketing\u201d, it\u2019s only one part of it). Instead, they use Franglais \u201cbrand content\u201d following the release of my friend Daniel B\u00f4\u2019s eponymous book on the subject. He bastardised the English terminology and it became so popular that people are using it more than the original \u201cbranded content<\/a>\u201d monicker.<\/p>\n

All this probably seems stupid to many. It would be so easy if we used the same terms, and spoke the same language. I remember meeting a Scotsman who was had been living in the US for more than 20 years and had married there and had kids. He had, nonetheless, not lost his strong Scottish accent. He told me how tired he was of having people coming to him and congratulating him on the quality of his English. If we all spoke in the same way, and used the same expressions, and understood each other more easily, it would certainly be easier.<\/p>\n

But at the same time it would be so boring, and there would be no room for cultural differences. In the meantime, one will have to spend time working on our texts and adapting our stories and fine tuning our content and inbound marketing for dedicated audiences. It\u2019s not a bad thing when you come to think of it. It\u2019s a means of\u00a0reminding you that writing content is an important task and it requires dedication and care.<\/p>\n","protected":false},"excerpt":{"rendered":"

Inbound marketing isn’t as easy as it may seem. We are currently\u00a0working on a content marketing deal which involves writing content about “web to store\u201d\u00a0technology. Our text is written in English and has to be translated\u00a0into Spanish and French. “Web to store”\u00a0is what the French are calling it and the terminology makes perfect sense. The …<\/p>\n","protected":false},"author":2,"featured_media":42501,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4069],"tags":[4271,4498],"class_list":["post-42779","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-content-marketing","tag-inbound-marketing"],"yoast_head":"\nAbout inbound marketing, translations and adaptations<\/title>\n<meta name=\"description\" content=\"inbound marketing requires care and dedication, careful choice of words and adaptation. 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