Are you suffering from poor translations, complex processes, or content mysteries to solve?
你是否正在为翻译太糟糕，流程太复杂，内容太费解而苦恼？

If you’ve ever heard someone tell you that, “The translation is bad!” and yet nobody is able to articulate why, you’re not alone. You have checked the quality that your linguists deliver – all is good. You and your LSPs set up a localization quality assessment (LQA) process and rigorously measure spelling errors, typos, and other errors: you can confidently state that the translation is, in fact, highly accurate. Yet the in-country teams still report poor-quality translation. This is a common phenomenon for any organization that produces global content.
如果有人跟你说：“这翻译太烂了！”但没人说得清楚为什么，这并不奇怪。因为你已经根据语言学家给出的质量标准进行了检查——没有任何问题。你和语言服务提供商（LSP）建立了本地化质量评估（LQA）流程，严格检查拼写错误、打印错误以及其他错误。然后你可以自信地表示，翻译非常准确。然而本地团队仍然会抱怨翻译质量很差。对于任何产出全球（语言）内容的组织来说，这都是一个普遍现象。

You need a way to find the root causes of complaints that the translation is missing its target, then take action and measure results.
你需要寻根溯源，为什么客户抱怨翻译质量没有达标？然后，采取行动并衡量结果。

Are your team and your language partners buckling under a proliferation of translation workflows and a multitude of translation memories?
你的团队和语言合作伙伴是否因为翻译工作流程过于繁琐，翻译记忆库冗杂而受到不良影响？

We see this time and again in enterprises with mature localization processes. A wasteful complexity of processes, TMs, glossaries, and style guides that are either too granular – with different versions for every group of projects – or too generic, with only top-level brand information. You want to simplify the process, but everyone claims their content is special. You need a way to identify and group terminology, style guides, and workflows – with data that shows what is, and is not, truly unique.
在拥有成熟本地化流程的企业中，总会出现这种情况。繁冗的项目流程、翻译记忆库、术语表以及风格指南，要么过于细致——每个项目组各自有不同的版本；要么过于通用，只有最顶层的品牌信息。你想简化流程，但每个人都声称自己的内容是独特的。因此，你迫切需要一套识别和归类术语、风格指南以及工作流程的方法，并用数据来说明哪些才是真正独特的，而哪些却不是。

You need a content audit.
你需要内容审核。

A content audit will categorize, quantify, and evaluate your customer experience
内容审核方将对客户体验进行分类、量化和评估。

All of these situations – and a whole lot more – can be addressed through a content audit: a structured approach to analyzing your target audience(s) and the content your company delivers to them. It’s an essential component in your toolkit for content and language strategy. Don’t confuse an audit with an inventory: the inventory only measures “how much” – you need more than stock-taking to deliver actionable, strategic plans to meet your goals.
所有这些问题（以及很多其它情况）都可以通过内容审核来解决：用一种结构化的方法来分析目标受众和公司交付给他们的内容。它是内容和语言策略工具包中的一个重要组件。不要将审核与盘点混淆：盘点只是度量“多少”。你需要的不仅仅是盘点，而是交付可操作的战略计划，以实现你的目标。

Many organizations that attempt content audits give up because they find the task overwhelming. Given the ever-multiplying volume of information that the world is producing, it might seem an impossible task (“The Calculus of Translation”). But with some well-defined goals and boundaries – and a process that involves more than a simple stock-taking of existing content – your audit will deliver much more meaningful data.
许多试图进行内容审核的组织都放弃了，因为他们发现这项任务太艰巨了。鉴于世界生产的信息总量不断激增，审核内容似乎变成了一项不可能完成的任务（《翻译演算》，英文“The Calculus of Translation”）。但是，有了一些明确的目标和边界——以及一个不只是对现有内容进行简单盘点的过程——审核将交付更多更有意义的数据。

Consider your content audit like a construction project:
将内容审核视为一项建设项目：

Define what you want to achieve: you need measurable goals for a specific purpose.
定义需实现的目标：为了达到某个具体目的，你需要可测量评估的目标。

Set the boundaries: size, scope, and budget all play a part. Define a scope that provides a representative sample of content – and beware of scope creep.
设定界限范围：大小、范围和预算都需要考虑在内。划定一个范围, 以提供具有代表性的内容样本, 但需要注意范围的广度。

Gather your tools: you will need access to your company’s marketing personas, a means to execute a content inventory, and depending on the goals of the audit, a review of your current content and/or translation processes.
利用好工具：您需要了解你们公司的用户画像，这也是一种执行内容盘点的一种方法。根据审核的目标，对您当前的内容和/或翻译过程进行检视。

Understand how the content is used. Work with others in the organization to expand on the personas and customer journeys. Where possible, observe consumers in action rather than relying on the opinions of internal teams.
明确如何利用这些内容。与组织中其他人合作，扩展用户画像，拓宽消费者旅程。如果有可能，观察消费者的行动，而不是依靠内部团队的意见。

Test the process: use a small subset of content to estimate the length of time required for the content inventory part of the audit.
测试过程：选取其中的一小部分内容，用来预估审核剩余内容部分所需的时间。

Measure twice, cut once: only start the inventory and audit when you are certain the process is ready.
检查两次，精简一次：确定流程准备妥当之后再启动盘点内容及审核。

Plan regular maintenance: you can use the same process to verify that the new content strategy still applies for the next year.
定期维护：您可以使用相同的流程来验证新的内容策略是否仍然适用于下一年度。

A well-executed content audit will enable you to drive your global content strategy, simplify translation processes, and ensure that your global content is the right fit for the person who will consume it. It will help tailor your marketing personas for customers around the globe. It can show you where you are producing too much or too little content, or where video or images would yield better results than words. And it will reveal the real reason that translated content is “bad” – a reason that likely has nothing to do with translation, and everything to do with content strategy, market appropriateness, writing style, or even product availability. Don’t you think you should find out?
执行良好的内容审核将能帮您推动全局内容策略，简化翻译过程，并确保您的全球内容适合它的使用者。它将有助于为您的全球客户量身定制用户画像。它可以告诉你，你在哪里产出的内容太多或太少，或者在哪里视频或图像会比文字产生更好的结果。它将揭示翻译内容“糟糕”的真正原因——这个原因很可能与翻译本身无关，而与你的内容策略、市场适宜性、写作风格甚至产品可及性有关。难道你不想了解下吗?

本文翻译自CSA行业洞见，原标题：Bad Translation? Audit Your Content.
翻译由上海源语兼职实习生：湖南大学2020级笔译专业5位研究生协作完成
翻译：曾真、王星颖
编辑：徐馨萌、王景怡
校对：伍泳
此文仅供了解信息使用，如有不当之处或错误，尽请谅解！