The Power of Globalized Content
Welcome to our May edition of Global Ambitions! We invite you to delve into the dynamic landscape of global content creation and strategy in the localization industry. Brace yourself for a captivating exploration that goes beyond translation and embraces the art of crafting content that resonates with diverse audiences worldwide.?
Global content creation and strategy involve more than just linguistic adaptation. It's about understanding cultural nuances, adapting messaging to different regions, and creating authentic connections with international audiences. In this ever-connected world, it's essential to go beyond borders and deliver content that truly speaks to the hearts and minds of people across the globe.?
To enrich your journey into this fascinating realm, we have curated a diverse range of resources. We are thrilled to share our podcast episodes featuring in-depth conversations with industry experts. Gain insights from Jodi Shimp, former Global Content Strategist at Wayfair; Bruno Herrmann, a renowned globalization and localization consultant; Felicitas Kermarrec, former Head of Copywriting and Translation at Spread Group; and Natally Kelly, VP of Localization at Hubspot. Learn from their experiences and discover the strategies that have propelled global brands to success.?
But that's not all! We also have an exclusive Q&A session with our very own Libor Safar, VP of Growth, and a true expert in global content creation and strategy. Libor's valuable insights will provide practical advice and inspiration to enhance your own projects.?
And so much more! This edition is your gateway to understanding the intricacies of global content creation and strategy in the localization industry. Join us as we unlock the potential of cross-cultural communication, learn from industry leaders, and equip ourselves with the tools to thrive in the global landscape.?
Gain valuable insights from our latest expert, Libor Safar. In this section, Libor shares his expertise on best practices for creating successful global content, trends to keep an eye out for, and the innovative tech to keep in your arsenal during your content creation journey.
- What technologies are impacting content creation?
I would be remiss not to mention the latest developments with generative AI. It sets the new baseline for content quality for anything we humans produce. It’s turning passable creators into good creators. Content creation will become commoditized, much more than it may be now. But it also has the potential to turn good creators into amazing ones. It can decrease the admin of creating: doing research, writing first drafts, editing, and polishing, tailoring content for specific channels and audiences, etc. It allows us to focus on what really matters – the idea, the uniqueness, the impact.??
The developments also open ways for organizations to massively leverage their language assets – such as existing structured content – to build their own custom language models to cater to their specific needs. And to expand this to as many languages as needed. This includes expanding multilingual content creation, customer self-service, etc.?
???
- What do you see as the biggest thing to keep an eye on in the next five years??
I think most organizations may need to rethink and reevaluate their content strategies in general in light of these massive changes. Content will continue to be extremely important, but the space will become even more competitive than it is today. And how content is consumed will also change, impacting distribution strategies and who our audience is – and where they are.??
I think content intentionality and how unique or specific it is to our GTM, will be key. And content performance needs to be measured closely. For instance, is search going to be an important source of traffic? How will users search for information in the future? What’s the point of our blog? What user needs do we address with it? Education, or rather differentiation? Etc.??
I guess no one knows how the next five years will pan out. We don’t even know about the next year. But I think tying our multilingual content to our overall GTM and measuring what matters will continue to be important.?
- What's your top tip for someone to start creating global content???
Know what you want to achieve, why you’re doing it, and set some clear, at least intermediate goals for your global content. There is little point in creating multilingual content without clear guardrails and knowing why this is the preferred way, compared with translation (human or automated) or transcreation.??
My second tip would be to always do some proper in-country research to make sure the content you produce doesn’t fall flat. Mediocre content that doesn’t get any traction, and doesn’t perform as hoped for, is such a waste of time and effort!??
For instance, if you start with global content online, in most cases, I would argue that focusing on the bottom of the funnel will yield better initial returns. This is because there may already be awareness of the issue your product addresses. There may possibly even be awareness of your brand too. So bottom-of-the-funnel content in the given local language may help to bring measurable results, such as conversation, earlier. Always a nice thing.?
We have curated some great episodes of our podcast for you to understand how to tackle global content creation: ?
Join Jodi Shimp, former Global Content Strategist at Wayfair, as she shares how content strategy supports their global expansion. Learn how to create source content that facilitates seamless and accurate localization.?
领英推荐
Struggling with measuring your global content effectiveness? Bruno Herrmann, a globalization and localization consultant, provides practical insights on key performance indicators (KPIs) and processes to measure it effectively.
Balancing copywriting content for specific markets while localizing it for others can be challenging. Felicitas Kermarrec, former Head of Copywriting and Translation at Spread Group, shares valuable insights on delivering a seamless customer experience through international copywriting. Listen to her episode here .
Dive into native content creation with Natally Kelly, VP of Localization at Hubspot, and discover how it fits into your global marketing strategy. Uncover the powerful drivers behind it: SEO and multimedia, and learn how to create impactful content that speaks directly to local audiences. Don't miss out and listen to her episode .
You can listen to all our episodes here:?
You’ve created a stellar content marketing campaign in one local language. As part of your global marketing strategy, you need to get your message across to your audiences in different locales. So, what’s the best way to do that? Read More
You’ve probably heard of Google’s helpful content update by now, which went live in August 2022. But what does that mean for your international content? No matter if you’re translating or native copywriting your multilingual content, it’s vital that you keep this update in mind. Read More
With AI in the news everyday, it's easy to get lost in the real benefits and challenges when it comes to quality content utilizing tools like ChatGPT and JasperAI. Here's a breakdown of what AI can do, what it can't, and how you can take advantage of it without reducing the quality of your content. Read More
Don’t miss any of our content and subscribe to our Blog Newsletter here. ?
We've rounded up a bunch of awesome resources that we hope will be your secret weapons in conquering the world of content creation and strategy:?
We hope this edition helps you find inspiration on how to localize your global content, create successful strategies and continue to engage with your audience.?
See you in June!?