MultiLingual Content Strategies - Redefined

Advanced LangOps Insights from the latest Expert Roundup

In an era where technology rapidly evolves, localization professionals are keenly focused on exploring advanced, scalable strategies to optimize multilingual content workflows.

At last week’s Crowdin-sponsored LocDiscussion Expert Roundup, distinguished localization industry panelists Edwin Trebels, Eddie Wise, Gregory Guttmann, Jochen Hummel, Sean McCarthy, and Fabio Minazzi. gathered to share their insights and predictions for the future of multilingual content strategy. Led by Stefan Huyghe, they tackled core obstacles, promising technologies, and the shifting priorities shaping LangOps and multilingual content.

The Priority Paradox in Localization

A common challenge faced by organizations that produce large volumes of content in multiple languages is content prioritization. Edwin Trebels, Director of LangOps at the Philadelphia Church of God, highlighted what he called the "priority paradox" the issue that arises when everything is treated as a priority, ultimately making nothing a priority. Organizations that handle millions of words each year have a need for a clear system to distinguish high-value content from the rest.

Edwin suggested a solution grounded in intelligent automation, a concept that combines data-driven insights with automated systems. By leveraging heat mapping and Google Analytics to understand user behavior and orchestrate multilingual workflows, he believes localization can shift from a manual, reactive process to a more streamlined, data-informed one. “Hyper-automated prioritization is the key. Gartner already has a term for this: ‘intelligent automation,’ and it’s the direction we need to pursue to harness analytics for real, actionable content strategy.”

Analytics and ROI-Driven Localization

For Eddie Wise , VP of Growth at 40Q , the priority question is ultimately tied to ROI (return on investment). As a WordPress engineering agency, 40Q focuses on creating localized sites that resonate with specific audiences. Wise underscored that ROI should be a primary factor in deciding which content to localize. “Organizations need to ask, what is the business value of localizing a particular piece of content? Does it align with market goals, whether brand awareness or driving conversions?”

Eddie also highlighted the importance of considering cultural nuances, especially for clients looking to enter new markets. In his view, the future of localization must go beyond translation to include the adaptation of cultural context, a move that resonates with localization experts working in the digital marketing space.

This notion of culturally attuned, ROI-focused localization was echoed by Gregory Guttmann, Director of Product for Tridion CMS, at the RWS Group. He suggested that analytics can play a pivotal role in identifying content pathways that lead to conversions. “Click-to-convert analysis allows us to understand user behavior,” said Guttmann. “It helps us identify points of friction in the user journey and optimize content to support conversion goals.” By analyzing click patterns and identifying “blockers” in the conversion funnel, organizations can prioritize content that directly impacts customer experience and ROI.

The Integration of Knowledge Graphs and AI in Multilingual Workflows

As the discussion progressed, the speakers emphasized the power of knowledge graphs and AI to further streamline content strategy. Jochen Hummel, CEO of ESTeam AB, introduced the concept of using knowledge graphs alongside GenAI to establish a robust knowledge base that can dynamically adapt to localization needs. Knowledge graphs are structured databases that organize information in interconnected ways, enabling AI systems to deliver more accurate, context-sensitive translations.

Jochen highlighted how this synergy between GenAI and knowledge graphs can enable organizations to bypass traditional content limitations. Instead of relying on static, pre-written content, Hummel envisions a future where AI dynamically generates content in real-time, customized to the user’s language, preferences, and cultural background. “Imagine content that is created based on real-time queries and individual knowledge levels,” he said. “It transforms localization into a more fluid, adaptive process.”

Edwin Trebels echoed the importance of knowledge graphs, noting their potential for improving workflow transparency and enabling real-time decision-making in content prioritization. “Knowledge graphs can serve as a centralized knowledge hub, allowing for domain-specific decisions that automate and refine workflows based on content usage, This, in turn, can make localization efforts more efficient, reducing costs and minimizing redundant work.”

Context-Aware Translation and Adaptive Content

The concept of context-aware translation emerged as a central theme. Eddie Wise underscored the importance of translating not only the language but the cultural and emotional resonance of a message. Wise explained, “Today’s AI tools are quite proficient at one-to-one translation, but the real future lies in translating context and meaning to ensure that localized content resonates with its intended audience.” For 40Q’s clients, this could mean tailoring content to the cultural expectations and values of different Spanish-speaking regions, for instance, where a uniform approach might not suffice.

Fabio Minazzi, Director of Audio Visual Services at Translated, expanded on this idea, pointing out that many organizations sit on a “goldmine” of user feedback data that could be invaluable for localization. In the entertainment industry, for example, video game design often involves painstaking localization, yet customer support data, which captures direct feedback from users, is often siloed from the localization team. By integrating this feedback loop, Minazzi suggested that companies could create adaptive content that responds to user needs in real-time, increasing engagement and retention.

Minazzi also highlighted Translated’s recent development, a large language model (LLM) named Lara, which crafts personalized translations based on user parameters, transforming multilingual content into a dynamic experience. “The future of localization lies in creating semantic translations that adapt to the user’s knowledge level and context,” he said, describing how personalized content can bridge the gap between static translation and adaptive user experiences.

Breaking Down Silos with Integrated Content Hubs

One of the recurrent challenges discussed was the fragmented nature of content workflows within many organizations. Sean McCarthy, Director of Brand and Content at Lucky Orange emphasized the need for integrated tools that allow content creators, marketers, and localization experts to work from a unified data source. He noted that many organizations operate in silos, which hinders collaboration and reduces efficiency. “Bringing content creators and localization teams together can help ensure that messaging aligns with the organization’s goals,” he said, pointing out the importance of a centralized content hub.

Guttmann supported this idea by advocating for a composable, integrated CMS and TMS workflow. He explained that Tridion users benefit from a system that allows translators to preview content in its intended context, ensuring higher-quality translations that fit the visual and functional aspects of the website. “Seeing content in context before translation can significantly improve accuracy and relevancy,” he noted, adding that more organizations should explore how centralized content hubs could benefit their localization strategies.

Edwin Trebels also envisioned a fully integrated system that combines user behavior data, CMS, and TMS tools. “Having a transparent, orchestrated data pipeline would allow multiple departments to view, analyze, and interact with the same content,” he said. “This level of integration could enable both automated and human-triggered decisions based on a holistic view of content performance across various channels.”

Moving from Monolithic Solutions to Specialized, Connected Tools

While the panelists agreed on the need for greater integration, opinions varied on the best way to achieve it. Minazzi and Hummel both advocated for specialized tools connected by flexible, low-code or no-code connectors, rather than a single monolithic platform. Minazzi explained that specialized tools allow different departments to leverage tailored solutions while remaining interconnected, facilitating a more agile approach to content management. “Monolithic solutions are rarely able to serve the nuanced needs of every department,” he argued. “A flexible, connector-based approach allows for adaptable, scalable workflows.”

This sentiment was shared by Sean, who described Lucky Orange’s move towards a composable approach that allows their heat-mapping and behavioral analysis tools to integrate with other platforms. By using connectors, organizations can maintain flexibility while ensuring that insights from user behavior feed directly into content decisions and localization strategies. “Imagine a predictive analytics tool that provides weekly reports on content performance by region, language, and user segment,” Sean proposed, highlighting how AI-powered automation could streamline content analysis.

ML Content Automation: A Flexible Platform for a Dynamic Future

As the session concluded, each panelist shared their thoughts on what’s ahead in localization. For Fabio Minazzi, the future lies in quality estimation and adaptive media localization. AI-driven quality assessment can enable organizations to prioritize content review processes based on budget and deadlines, allowing them to focus on content that matters most. Similarly, automating subtitling and dubbing for visual media will play a crucial role as visual communication becomes increasingly prevalent.

For Jochen Hummel, the synergy between GenAI and knowledge graphs is the most promising development. The combined power of implicit world knowledge from large language models and curated multilingual knowledge provides a roadmap for more accurate and context-aware content generation. “This approach can multiply the efficiency of localization by harnessing human-created linguistic assets within AI frameworks,” he explained.

Sean McCarthy’s vision focused on making qualitative behavioral data digestible at scale, turning it into actionable insights. Companies can ensure that their content strategy effectively engages diverse audiences by creating tools that monitor content resonance across cultural and linguistic segments. Greg Guttmann, on the other hand, expressed hope for a new generation of websites that prioritize emotional and cultural connections, moving away from the “cookie-cutter” approach of one-size-fits-all global websites.

Edwin Trebels emphasized the importance of connecting disparate data sources through low-code/no-code connectors, knowledge graphs, and AI-powered tools to ensure a seamless, transparent content workflow. He highlighted the “ontological approach” as a way to organize and connect data across roles and departments, predicting that this approach could revolutionize localization by providing structure and insight into multilingual strategies.

Drawing from decades of experience, Fabio Minazzi shared an anecdote from his early days in multimedia development at Philips, emphasizing the importance of collaboration across departments and technologies to create cohesive solutions. The failure of Philips’ Compact Disc Interactive (CD-i) system, due to siloed processes and shifting industry trends, underscored a critical lesson: to avoid obsolescence, localization must be nimble, adaptable, and collaborative.

This sentiment resonated throughout the discussion, as panelists agreed that the future of multilingual content hinges on building connective tissue between specialized tools—whether for content management, user behavior analysis, or translation.

Edwin Trebels, in particular, championed the potential of connectors and low-code solutions, such as those offered by Blackbird and Crowdin, to enable seamless integration of diverse tools. Crowdin’s extensive range of over 600 integrations, for instance, sets it apart as a platform that not only meets localization needs but adapts to the unique demands of each client’s workflow.

Despite the allure of fully integrated platforms, Minazzi pointed out the reality: organizations, like “little ants,” must continuously navigate their evolving ecosystems, identifying weaknesses, strengths, and the specific tools that best serve their needs. As he put it, “We are in that very moment where we have to collectively understand the landscape, go back to our organizations, and see what we learned applies.” This reflective process, combined with flexible solutions, enables organizations to adapt to shifting requirements and remain competitive in the fast-paced world of multilingual content.

As the host of this eye-opening discussion, I came away with an optimistic vision for the future, that suggests that the most successful solutions will resemble modular platforms, similar to Android or Apple’s ecosystem, which will allow organizations to select and integrate the tools they need. These platform-based models will allow localization teams to customize their workflows, combining insights from user behavior, cultural context, and business goals without sacrificing efficiency. I believe this approach will empower companies to implement functionalities tailored to their specific needs, creating a flexible and sustainable solution that grows alongside industry demands. What do you think?