Online marketing is a set of powerful tools and methodologies used for promoting products and services through the internet. And as the whole world has fallen under the influence of the internet, it has outsold traditional advertising in recent years and continues to be a high growth industry.

However, what has content writing got to do with online marketing? Because of such an exponential growth in the use of digital marketing to influence the consumers and to make them aware of a specific product, there is severe competition in this field. So how does one stand apart from the rest of the crowd? How does one get recognized?  Answering this question with innovative solution is ‘content writing’.

To fulfill these objectives of digital marketing, content writers are concentrating more on SEO writing( Search Engine Optimization).They are writing content, using more relevant words, related search terms and other parallel words to reach more people. Side by side, the language has become more interactive than before. Content writers now write in a conversational tone, anticipate user's questions and needs, and give more emphasis on long-tail keywords. They are dedicated to communicating heterogeneous group and answering multiple questions that might come from them. Like a true wordsmith, they grab the attention of the readers and create a desire among them for getting a particular product and service. In a word, they are perfectly solidifying all digital marketing strategies decided by the digital marketing experts. Professional content writers are helping the digital marketing and SEO experts to meet their desired goals and get their expected result easily.

Now where does translation come into picture in all this? In today’s day and age, it’s accurate to say that a product will go global. Rather, the whole focus of the company is to make their products’ availability throughout the world. And at this point, right here, translation becomes of significant importance. The adaptation of the content in the local culture, fulfilling the purpose of not only selling the product but making it creative enough to stand out for the consumers, is where translation plays a role. Such types of translations, also known as marketing translations, consist of not only translating from one language to another but also involves writing appealing and persuasive content in the local language that has an impact on the local audience. Marketing translation at a certain stage requires translators to work with content writers to create truly powerful content. This is known as Transcreation. However this task is not as simple as it seems. And like any other field, this field has its own traps and pitfalls.

The creative license used by the content writer to draw in consumers is an amalgamation of colloquialisms, taglines, sometimes puns, or metaphors. This type of language, though on one hand, sounds very appealing in the source language, might have a completely different (sometimes negative) impact on the target audience in the target language, if not translated properly. And as marketing translation will strengthen a brands identity on a global scale, while preserving its uniqueness in the market, it is of paramount importance to have a deep and comprehensive understanding of the target audience, the target language, and the target culture to have the same positive impact.

In a brief essay, I have tried to sum up the connection between content writing, online marketing, and translation. However, my knowledge at this stage is confined, due to my lack of experience of such kinds of translations. Nevertheless, such were the reasons for me to be a part of this internship, to be able to come across such new experiences and learn from as much as I can.

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