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The language industry is experiencing rapid expansion around the globe. In 2014 it was forecast that revenues from this sector would increase approximately 30% by 2018, totalling some US$47 billion globally, according to Statista.
In progress for several years, this increase, combined with developments in IT, has led to important changes in the industry, including fragmentation of linguistic services, or language services.
What is enhanced content?
Several years ago, CTC launched a service called enhanced content. In doing so, the company gave a name to a value-added service that it had already been providing many of its clients from the beginning, in 1996.
Through this initiative, CTC also followed suit with a trend that was being established in the linguistic services market: the segmentation or subdivision of traditional services of drafting, editing and translation.
But what exactly is enhanced content? An easy way to define this activity is to break down the other names it can be given, such as:
- translation by-product;
- translation subsector;
- translation re-writing.
In reading these names, we can understand that enhanced content is an operation that involves improving the source text by correcting any imperfections. The result? A text that outshines the original to a certain degree, according to the scope of the work performed by the translator.
How do we enhance or improve the source text?
What faults, errors or imperfections must be modified?
At the outset, it must be noted that only experienced translators should be assigned to enhanced content, if only because this task requires in-depth experience in communications.
The translator who chooses or accepts to enhance a source text is an experienced professional who is a virtuoso with words. In particular, the translator will:
— remove any unnecessary duplication from the test;
— render dull or unconvincing styles more interesting and sales-worthy (this is especially useful in the sales, marketing and advertising sectors);
— replace all incorrectly chosen words with the correct terms;
— improve the text’s readability (by making the style flow more smoothly, for example);
— modify the order of incorrect enumerations (making them more logical, for example);
— correct any contradictions;
— clarify unclear explanations.
Now that you have a better understanding of enhanced content, you might ask what motivates a client to request CTC for this innovative service.
There are several possible reasons:
— the source text was not written by a professional editor;;
— the source text is just a draft that the client wants to improve upon;
— the source text does not satisfy the client, who unfortunately does not have the resources to have it rewritten or edited — in-house or by a third-party editor or reviser;
— the client knows that several of CTC’s translators are also professional editors/revisers, qualifying them to deliver enhanced content.