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.
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’.
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?”
There is something in the content strategy and web community known as the “11th hour sh*tstorm”. You know: that moment two weeks before the go-live date of a major website redesign when people are scrambling around like crazed chickens because they have everything ready – except the content.