SETTING THE SCENE FOR A GLOBAL DIGITAL EXPERIENCE
Content production, in its diverse formats and distribution channels, nowadays presents big challenges for businesses. The marketing area especially faces the challenge of achieving their companies’ positioning in international markets and guaranteeing a unique customer experience which allows them to accomplish their objectives in each specific market.
To improve customer experience in different markets, it is necessary that contents are expressed in their own respective languages. It is estimated that 72% of users spend more time browsing a website whose content is in their native language; while 56% considers having the product’s information in their language is more important than the product price.
When planning a global marketing strategy, companies which operate internationally face the following challenges:
- Content is decentralized and requires manual handling.
- The content strategy for different channels requires additional skills in order to implement it (website, images, email marketing, video, apps).
- More languages means increasing the operational workload for the commissioning and maintenance of content in the different platforms.
- Working with tight budgets while presence in international markets expands.
To face these challenges, a global content management and strategy should be set. Below are some guidelines to take into account:
How many languages should I translate my content into?
A website may be translated into a great number of languages. Besides, there is a direct correlation between the number of languages it is translated into and its financial return. More content means more profit, and it is widely verified that increasing investment in translation is directly related to a higher return in investment.
In order to reach 90% of Internet users worldwide, your website needs to be translated into 10 languages.
Advantages of global content management
Centralizing your content management by means of a unique platform, a dedicated team and a global branding governance help to achieve the following:
- Global visibility of costs of content translation and production, to invest strategically and measure the investment.
- Standardization of processes which optimize quality and delivery times.
- A correct reutilization of translation memories and termbases which reduce costs and ensure consistency.
- An improvement in client experience by ensuring consistency in your message and brand tone.
Tools for ensuring a single and consistent message