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.
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.
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?”