Why old-school localization is a threat
to your digital content
Marketing, sales and customer service
have changed more in the last five years
than in the previous fifty.
Digital, email, the web and mobile
changed the way we talk to customers.
changed the way they find us.
opened up new direct channels.
Today, every brand is a publisher.
Serving both internal and external
audiences every minute of every day.
Many brands publish globally –
or at least in multiple markets. And that
creates an enormous challenge.
(A challenge that
very few companies
are rising to.)
The way companies communicate has
changed enormously. The kinds of content,
channels for distributing it and the sheer
volume of content have all changed.
But the way most companies localize that
content for different markets has not. The
mindset, processes and technologies are
all still the same ones that were developed
in a slow, analog, print-centric world.
But it's a hidden crisis, where the
penalties you pay are spread throughout
the company in a thousand places.
erodes your brand,
cripples your content
and frustrates your people.
In short: legacy localization processes
don’t cut it any more.
They were designed for a world that was:
Does that sound
like the world you
live in now?
Your localization should reflect the world
you live in today:
Make no mistake, even if no one
is making a fuss about the way
you localize content (“It’s the way
we’ve always done it!”):
Old-school, analog localization
is hurting your business in
significant, measurable and
ultimately unsustainable ways.
Let’s take a short
tour of the pain
(you’ll thank us later)...
Tone of voice, the nuances of your
messaging, the user experience, and all
that sweet SEO juice – they suffer from
the disconnect between your content
goals and the localization process.
Because everything – even the things
that should be quick and dirty – goes
through the same old-school grind.
You lose who you are as you move
further away from HQ (or wherever
your content is produced).
Because they don’t recognize
the localized piece as the amazing
content it used to be.
All that money spent on making a splash
becomes a standing-order-investment
in a leaky faucet.
As your expensive, crafted content
lands with a dull thud.
(Sorry to get all
doomy... it gets
happier from here on.)
Localization can adapt to the dynamics
of digital, and deliver content that
delights, inspires, surprises and performs...
What do you need to transform
your localization so that it
multiplies your Return On Content
everywhere you publish?
A few simple but
A non-linear process
that’s agile enough to handle the last-minute
changes that happen with any digital content.
A localization practice that’s integrated
with your content production – not
removed from it. One that starts where
you start and follows the process
through your digital content plumbing.
A coordinated model for content
generation and strategy. That gives your
local market experts a strategic role – but
works with a ‘center of content excellence’
to coordinate what everybody does best.
A performance mindset that ensures
that everybody involved understands
that each piece of content’s got a job
to do for your business.
A feedback loop that allows your market
experts to inform all content and make it
Automated workflows that make sure
the whizz and hum of your content
machine don’t stop just because one of
your approvers is out of the office.
The power of automation that combines
the best of people and technology –
automating where possible, and leaving
the rest to discerning writers and editors.
So that multilingual SEO, state-of-the-art
UX, real-time updates, integrated metrics
and social media spins are an organic part
of every localization package – not just
another siloed add-on.
Your blog posts, marketing materials,
internal newsletters, customer service
communications, product videos – and
anything else you localize – land with
full impact across all your markets.
You save time and money
– but you deliver more relevant messages
across all the best channels.
You respond to your customers and
employees quickly – in their language –
delighting them in near-real-time.
You learn what works and
what doesn’t – so you can make your
next iteration work even harder.
In short: your international digital content
finally delivers a rock-star performance.
And one that your investment in a professional
localization program deserves.
This is a force multiplier for your content and
your business. Optimize your localization for
a fast, always-on, multi-channel digital world,
and the returns are enormous.
(Not really an
option is it?)
This isn’t a distant vision of a better world.
This is happening now, for many
of the world’s fastest-growing,
most customer-centric companies.
You can do this. We can help.
We’re the localization partner
for digital complexity.
We work with some of the world’s most ambitious
businesses, building an agile localization workflow right
into their content production processes, so their
content is ready to make a real-time, multilingual,
device-agnostic, personalized, omni-channel splash
the moment they hit ‘sign-off’.
Use your arrow keys
or click to navigate
The world has gone digital and it’s changed the way content is created and distributed. To keep up, your content has to be agile, omni-channel, multi-media, and quick enough to move at the speed of social.
And if you’re translating your actual product interface, it’s even more important to get every word right.
Clearly, the old-school translation process won’t cut it any more. Your localization strategy has to be digital first. And, if you are pretty far along already, then your maturing localization program needs more, better, faster – all at the speed of digital.
Read The content localization crisis to find out why you need a localization strategy that’s built for digital. Then get in touch to find out how Moravia can build a digital content strategy for you.