You want to be global, think local — three things to keep in mind while planning a localization strategy

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Recently the Contentful team had the opportunity to attend Smartling’s annual user conference, Global Ready™, in San Francisco. With over 200 attendees, the conference brought together Marketing, Technology and Localization leaders from various industries, along with thought leaders from Forrester, Google, Slack. One of the key topics was the importance of delivering content in order to achieve globalization and meet customer expectations. It became apparent throughout the conference: in today’s digital age, it’s not enough to operate in one language. To truly capture the attention of your customers, you need to speak their language.

Recently the Contentful team had the opportunity to attend Smartling’s annual user conference, Global Ready™, in San Francisco. With over 200 attendees, the conference brought together Marketing, Technology and Localization leaders from various industries, along with thought leaders from Forrester, Google, Slack.

One of the key topics was the importance of delivering content in order to achieve globalization and meet customer expectations. It became apparent throughout the conference: in today’s digital age, it’s not enough to operate in one language. To truly capture the attention of your customers, you need to speak their language.

How do you implement innovative digital strategies and meet the demands of customers at the same time? Here are 3 areas to think about when trying to globalize your organization.

1. Technology decreases time to market and increases speed to revenue

In today’s fast-paced world, successful businesses are the ones that adapt to change as it happens. They utilize technology that enables them to create and launch ideas quickly.

Technology can help shorten the distance between content created and content deployed. Simple and powerful tools can help make this a reality, such as Smartling’s new connector on Contentful.

Prior to Global Ready, Contentful and Smartling announced a partnership and integration that allows users of Contentful’s content infrastructure to seamlessly utilize Smartling’s Translation Management Platform to localize content efficiently at scale. Joining these these two cutting-edge systems allows content to be built, translated, and delivered in a quick and streamlined fashion, making it easier for organizations to expand into new markets, improve conversion, and better communicate with their customers in a localized fashion.

2. Your customers expect you to be local

Have you thought about your customers’ native language? There’s a good chance theirs isn’t the same as yours. In a few years, everyone on the planet will own some type of mobile device. Mobile is driving globalization with more languages needing to reach more people.

With this trend on the upswing, users anywhere in the world expect to find products on the internet fully available in their language - not just translated, but localized. The best products on the market, don’t feel international, they feel local.

To provide a cohesive experience to your users, put yourself in their shoes and think about the experience they are having. Those business will be the ones that find success in this global marketplace.

Don’t forget, content increases brand awareness, and helps drive traffic to your site. If you aren’t providing a localized experience, your competitors probably are.

3. Everyone is an Agile team player

Content translations are moving at the speed of light. Smartling’s CEO, Jack Welde, mentioned during his keynote that 1,000 words are translated every minute by 175K users on Smartling’s platform. How are organizations able to stay on top of such a high demand for both content creation and high quality translations?

Over the past 10 years, we’ve seen teams move from a Waterfall to an Agile methodology for project management. Fast forward to today, and Agile is no longer just for software development anymore.

Content can be created throughout an organization and Agile allows these cross functional teams to collaborate and manage localization projects in such a way that there is an ability to have a steady stream of content created and translasted on a continuous basis with real time collaboration, a must in modern organizations. It also allows for constant communication with all stakeholders, and is vital to a localization center of excellence.

Summary

With the increase in users across the globe gaining access to the internet, it is more critical than ever for organizations to be global they must act local. Luckily, new advances in technology, can help you join the globalization bandwagon quickly and efficiently.-

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