The Future Of Publishing: Why Localised Content Is Key To Growth

People are not just reading or watching content nowadays. They are, in fact, living it. We are thriving in an age where the audience craves authenticity, cultural relevance and representation in the content they consume.

That is why localised content is no longer an option. It is a crucial component for growth. This is especially true for publishing houses that are looking to tap into a diverse set of audiences.

Publishers must learn to adapt to the new demands of a globally connected marketplace. Brands can no longer publish one-size-fits-all content and expect it to resonate well with different audiences. This means that if the content you make doesn’t feel personal to the audience, then it seems irrelevant to them.

In this blog, let us explore more about the future of publishing and understand why localisation is the key to growth in this industry.

Why Localisation Is a Game Changer?

Localisation is about giving more importance to the audience who is consuming your content rather than focusing only on the content. It is about tailoring your content so that it meets the cultural, linguistic and regional preferences of people.

It is not just about translating words, it is about translating the meaning of your content. The Gen Z population want to see and experience themselves in the content that they consume. Whatever is the content, be it a blog post, an advertisement or a novel, they want stories that are relevant to their experiences. And, localised content is what makes that happen.

People value authenticity and the way to create genuine emotional connection with the audience is through localised storytelling. When done correctly, localisation helps audiences from different cultures to feel seen and understood, no matter where the content is from.

A perfect example of this is globally famous stories like “Harry Potter” and “The Hunger Games.” These became even more successful after being localised into different languages. It is not just about translating the language, but understanding the cultural relevance that makes the story relatable to diverse audiences.

Localised content for publishing houses is the key to unlock growth and success in the publishing market. It is a way to reach wider audiences by creating content that feels personal and connecting.

Publishing Industry Trends: Meeting Gen Z’s Demands

The publishing industry is currently focused on meeting the unique content needs of Gen Z audiences.

Gen Z expects books, blogs and other content to match their individual preferences, cultural backgrounds and values. This trend is booming in the publishing world and publishers who can make such hyper-personalised content are sure to win the hearts of the Gen Z audience.
With the rise of digital publishing, people can access content instantly on their devices. This allows publishers to localise content quickly and efficiently. Not only that, it allows for faster distribution of this content so readers can access stories that are culturally relevant to them.
Social media plays a powerful role in shaping the reading habits of Gen Z. Platforms like Twitter and Instagram give importance to localised stories and culturally relevant content.

These trends indicate why publishers must embrace publishing industry trends in order to stay relevant in the eyes of Gen Z.

Machine Translation Post-Editing (MTPE): Speed Meets Quality

As the demand for localised content is growing, how can publishers keep up, especially with time and budget constraints? That’s where machine translation post-editing (MTPE) comes in.

MTPE is an innovative approach to translation where swiftly-generated machine translations are reviewed by human editors to make them culturally and contextually sound. While machine translation platforms such as Google Translate and DeepL offer quick translations, the output may not be culturally relatable to the target audience.

The power of MTPE lies in utilising the speed of machine translations and improving the result generated with human understanding and cultural awareness.

Using machine translation directly might sometimes miss the context of the content. However, MTPE lets you localise the content so it still feels personal and authentic to the audience.

The MTPE approach is a game-changer for publishers who want to scale their localisation efforts while keeping the integrity of their content intact.

Growth Through Localisation: The Key to Future Success

Publishing houses striving to grow in a globalised world need localised content to succeed. By offering stories and information that are relatable to audiences, publishers can expand to entirely new markets.

Localised content will allow you to build connections that promote growth in audience numbers and brand loyalty.

As a publisher, if you want to create content that resonates with Gen Z whose interests and cultures are diverse, you can achieve exponential growth through localisation. This generation is leading the way, and their preference for culturally relevant and personalised experiences will shape how content is produced and consumed.

Conclusion

Localised content is more than just a necessity in the current publishing industry. In fact, it will drive the future of publishing. Content creators and publishers who want to connect, grow and thrive in this fast-paced content world should adopt localisation and new strategies like MTPE. This way not only can you keep the Gen Z audience engaged but also achieve long-term growth in the market.

In the publishing world, the new secret sauce for publishing houses is to think local — get local, or get left behind. So, think about how you can bring your stories to diverse cultures and embrace the power of localisation and MTPE. After all, it is localised content that will thrive and lead to growth.

At Kalakrit, we offer translation and localisation services while using innovative strategies like MTPE, so your content is of superior quality while connecting meaningfully with your audience. Want to know how we can help you create localised content so you can succeed in the publishing industry? Get in touch with us.

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Audiobooks, Publishing, Accessibility, Digital Content, Author Engagement