Think global first | Planning for content translation up-front

Global marketers are on the hook to increase demand for their products around the world.

If you’re a global content marketer, you stoke those fires with a content portfolio—blogs, reports, infographics, collateral, and more—that speaks to your audience’s interests, differentiates your company from competitors, and nurtures a carefully constructed customer experience.

It’s already a huge challenge to produce and deliver all the content your company requires in one language. But translating these assets into all the languages of your target markets can be paralyzing. If that’s your experience, you’re not alone.

60% of global marketers have no strategy for multilingual content marketing.

We surveyed 500+ global marketers in 2013, and 60% of them had no strategy for multilingual content marketing. Like many other marketers I’ve talked to, they delay thinking about translation until after their content is produced, which, at best, makes the process even more painful, tedious, and expensive. At worst, it costs their companies significant dollars in lost opportunities.


It takes 12 languages to…

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Posted on June 9, 2014 in Field of translation

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