Planning and producing content that requires cross-functional input is one thing; maintaining this content is quite another. Dedicated editors can ensure that the herculean efforts companies often put into such content initiatives deliver more lasting results.
All company country websites need a critical mass of translated and localized content to be successful. The question is: how much content do you need to translate for your international websites?
Too many country web managers get CMS notifications of new or modified content that don’t apply to them. One reason this happens is because companies are not connecting content management with translation management.
How do your in-country teams know when new content is available for translation? Do they have visibility of what’s being created, updated and removed?
This is one of the most challenging parts of keeping country sites in sync. So much depends on the quality of your CMS: if it fires out change notifications to all content stakeholders in the system every time someone changes a comma, you’ll quickly find that your stakeholders bypass these notifications altogether. They can’t be bothered to go through 100 emails to find the 6 or 7 that are really relevant for them.
Large corporate brands that want to thrive in global markets need to change the way they think about localization. It needs to become a revenue enabler and a profit driver, rather than the time-consuming cost center it is too often perceived to be.
Your translations have been sent out for in-country review – but they’re not coming back. Here’s why:
It’s terribly frustrating: your team has put a lot of effort into getting a piece of new content translated, and now you’re having trouble getting your country stakeholders to perform the task of reviewing translations and then validating them.
Most multinational companies have a lot of country websites. Whether you have 5, 11, 19, or 35, these sites take up a lot of your time and budget. But how well do they perform?
This is the first of a series of posts that will address the challenges many enterprises face in managing their country websites. We’ll propose some solutions, from small quick fixes to longer-term alternatives that require a larger commitment.
When developing a global web presence, most companies have ‘tiered’ their markets – and their respective country sites — according to current revenues and growth potential. Example: your marketing manager might say ‘Poland is stable, it’s not a huge market for us, it’s not growing, stats are low, so it’s tier 3 and we’ll only localize small amounts of content’.
There are companies who rely exclusively on their subject matter experts (SMEs) to deliver content that their audiences will want to read and share. These SMEs often jealously guard this territory, telling you: ‘I know my market, I know my customers, it’s all in my head—I just need to sit down and write it’.
I was in a meeting the other day, and someone from IT asked me a question that caught me off-guard. “Does having content that is consistent from one country site to another really matter?” he asked. “After all, there’s little chance that a user in the Netherlands is going to visit out sites in Turkey or the UK. Our markets are every different. So why does consistency matter?”