Commentary

If you want your localization project to run smoothly, you have to plan ahead. Here are some tips for making sure your project is efficient and transparent.
By - Posted Sep 22, 2016
In most ways content management is very mature, but in one important way it is not: there is too much focus on new projects, new toys, and new buzzwords, and not enough on maintaining and managing content, technology, and process lifecycles – in other words, on operations.
By - Posted Sep 09, 2016
Think of it as the secret ingredient that enables automated marketing programs to serve people-centric content. Social media, email acquisition and content publishing tools give brands the greenlight to publish directly to their audiences. Yet a publishing approach requires a journalist's mindset. And that starts with a story based on what the reader cares about, not your brand's message.
By - Posted Sep 07, 2016
This is what happens when you actually understand your audience. It's not about bombarding your customers with ads, no matter where they go, based on old behavior. It's about understanding their interests, and offering them new products or services that you think will be useful to them.
By - Posted Aug 31, 2016
Executing content globalization is about dealing with a variety of details. Performance and success depend on how successful such details are addressed. Content creators sometimes consider terminology to be a low-level task or detail. They should never do so. One wrongly used term can damage the effectiveness of content for some time. While it is quite easy for anyone to spot a terminology mistake as far as spelling or meaning, it actually goes deeper and further than an obvious glitch and spoils critical touch points in the digital experience.
By - Posted Aug 22, 2016
Native advertising has become a chosen favorite over traditional advertising due to the ability to reach consumers through branded storytelling. Syracuse University's Online Masters of Science in Communication has created a detailed infographic that explores the essence of native advertising by addressing key elements such as growth, market landscape, and the impact on publications as well as readers.
Posted Aug 18, 2016
Capturing what matters and measuring what counts: This is a global leadership imperative. And it is the best--if not the only--way to showcase that managing digital globalization and delivering international experiences effectively pay off. It is all about effectiveness and starts with the early steps in the global content value chain. A number of criteria and indicators should be on the radar screen of anyone willing to define, analyze, and leverage effectiveness holistically. Productivity may not always be at the top of the list in terms of localization benefits although it definitely drives time and cost savings, while enabling to better allocate resources and optimize timeframes. It may come up as a secondary factor or be diluted in other prominent indicators such as content accuracy or consistency.
By - Posted Jul 25, 2016
When it comes to digital and social media, companies have made tremendous strides. You'd be hard pressed to find a company that doesn't have a corporate website, or even a Twitter handle. Yet CEOs still have a long way to go in becoming truly "social." Given today's consumer-driven, always-on digital landscape, social media usage among CEOs is critical to maintain and govern a brand's reputation, build and deepen relationships with customers and employees, and drive innovation that can lead to rapid business growth.
By - Posted Jul 20, 2016
The death of the Content Management System (CMS) market has been predicted many times over the years because of constant market consolidation. But for every CMS vendor acquired, new vendors emerged. This is still happening. But in addition, CMSs are growing in capability, and both CMSs and Content Management Components (CMCs) are being integrated into all kinds of platforms and applications. Is the CMS market finally headed to death by dilution? Is it "eating the world"?
By - Posted Jul 12, 2016
Some people argue a video speaks louder and longer than text. While this might not always be true, videos fit nicely in top-notch digital experiences as dynamic and engaging components. Video creators know well they have to tap into several types of expertise to glue multiple layers of content together and define the winning combination of text, visuals, and sound. That challenge is actually replicated as many times as the number of international markets and audiences you want to target. Diversity plays out in such content which is no exception to globalization best practices.
By - Posted Jun 17, 2016
With new business tools and technology popping up on an almost daily basis, many are asking whether it can truly help brands to deliver the perfect shopping experience and if technology for technology's sake delivers any real value to the consumer. While some tools and features may be a little over-the-top, here are five things you should definitely consider to assist your customers and ensure you don't get left behind.
By - Posted Jun 09, 2016
A few weeks ago I talked to social media experts and leaders who brought up concerns about how to make the most of content from digital listening channels in general, and social media in particular around the world. Capturing user-generated content effectively is a must in the digital globalization age. Understanding and leveraging it is equally business critical to get the whole value, and often proves to be more challenging than initially expected. To a large extent this content reflects the diversity of people who create it based on their personality and their attitude.
By - Posted May 20, 2016
Concerns about forced standardization and diluted creativity are frequent pitfalls on the way to executing a global content strategy. On the one hand local or regional stakeholders may be skeptical or reluctant to digest and deploy content that their customers may not consider as actionable within their market. This viewpoint may lead to slow or no acceptance. They may even see digital globalization efforts as the output of a big factory that rolls content out in a number of geographies while focusing the role of content owners on sign-off tasks. On the other hand, global leaders want to ensure a good level of coherence and consistency so the right messages are conveyed to target markets in a way that preserves the value of brands, products or services.
By - Posted Apr 22, 2016
Who has time to create and manage content, ads and social media platforms? Let alone do it effectively? As an entrepreneur, you want to focus on the core aspects of your business rather than fret about marketing strategies and tools. That's why we're providing a list of some of these tools, recommended by those with experience.
By - Posted Mar 25, 2016
Some myths or misconceptions still affect digital globalization and lead to risky decisions or faux pas. One of them is the assumption that it is less important to localize content when it comes to engaging with business-to-business customers and employees internationally. This boils down to stating that they neither need nor deserve the same level of content quality that other valued consumers require. Some decision makers are willing to justify it by claiming that English is the universal language of business. This proves to be an opinion rather than a fact more often than not.
By - Posted Mar 18, 2016
If you're one of the many businesses who focuses exclusively on the so-called "grey pound," you're missing a trick. The boomer generation has long been associated with robust spending power and tons of disposable income, and marketers, as a result, have tended to focus on appealing to this audience alone. Read on for four reasons you need to embrace multi-generational marketing, as well as insight into how you should go about it.
By - Posted Mar 16, 2016
Data is all around us whether we use it or we are part of it. More than another trend, data is the way to move with agility and make every step and achievement tangible for those who do not see or believe it. One of the most transformational and accelerating factors of digitization is precisely how data is considered, leveraged, valued, and distilled. As data mining is not new it has become more than just a back office type of activity. It is all about turning facts into more than facts, figures into more than figures, and content into more than content.
By - Posted Feb 19, 2016
According to The New Mobile Mantra, a report from Millward Brown Digital, over half (55%) of mobile users access news on their smartphones every day. That's a lot, but desktop use is still holding on, with 50% of users accessing news every day. When Millward Brown asked respondents, "How often, if at all, do you read, watch, news using each of the following mediums?" smartphones and desktops continued to lead the pack with 93% and 92% respectively. Tablets came in behind TV and radio with just 71% of respondents choosing that option.
By - Posted Jan 25, 2016
Digital content excellence will play out more than ever before and global expansion will remain a major growth enabler for the next 12 months--and likely beyond. In other words digital customer experience across geographies and markets will be there to stay and will keep global business leaders and players busy, sometimes busier than what they planned or expected last year. Having said that we may wonder what is ahead of us this year and how it is going to impact digital globalization practices and objectives.
By - Posted Jan 20, 2016
In just under two decades we've witnessed abrupt changes in how many businesses operate. Ordering toilet paper online would have seemed absolutely absurd ten years ago. However, getting similar household items online is becoming more and more commonplace. Want to find a good restaurant? A quick Google search and some Yelp reviews will help you zero in. And businesses cannot survive without a web presence. Things have definitely changed, and this has only been accelerated by the smartphones we carry with us wherever we go.
By - Posted Jan 13, 2016
The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing by Marie Kondo struck a chord with readers last year. Everyone from pack rats to neat freaks turned to the book to help them get their homes in order. And bloggers jumped on the decluttering bandwagon, helping people who didn't read the book get some use out of it as well. But the more I read about cleaning out my closets and desk drawers, the more I realized Marie Kondo has wisdom for content marketers as well.
By - Posted Jan 11, 2016
Content marketing is every where. It's so ubiquitous it can be easy to turn a blind eye to it. if your email inbox is anything like mine, you're constantly being bombarded with white papers, newsletters, and infographics. It's easy to start ignoring them. But once in a while, an example of really great content marketing leaps out at you--often when you least expect it. Here are my favorites from 2015.
By - Posted Jan 08, 2016
Subscriptions used to be the exclusive domain of publishers, but not any more. Today, the subscription revenue model is the business strategy of choice for everything from software to snacks. There's a burgeoning business of "box" subscriptions: coffee, underwear, food, nail polish, razors, and anything else you can fit in a box and people will pay for to receive on a regular basis.
By - December 2015 Issue, Posted Dec 21, 2015
Content marketing is for failures. As this relatively new (or old, depending who you ask) discipline of digital marketing works through a few awkward-and sometimes painful-growth spurts, one pattern seems to pervade: You will almost definitely get it wrong before you get it right.
By - December 2015 Issue, Posted Dec 14, 2015
Performance-driven content sets up content for success by creating a framework for improvement and effective planning. Investment in content is predicated on how well it performs vis-a-vis business objectives and the needs of a consumer. So setting up a consistent, repeatable model that spans the full content lifecycle provides ROI.
By - December 2015 Issue, Posted Dec 09, 2015
The constant drumbeat of market-speak has nearly pushed us to the point of semantic satiation with the terms "customer experience" and "customer experience management." White papers sponsored by technology vendors, marketing messages from digital agencies, analyst research reports, trends coverage by journalists, and hundreds of conferences with "CX" in the title--it's enough to render "customer experience" meaningless.
By - December 2015 Issue, Posted Dec 07, 2015
Almost everyone speaks at least one language but that does not make everyone a language expert. It is quite sensible to recognize that fact. In the same vein, all translators are multilingual people but not all multilingual people are professional translators. This may sound obvious for anyone working in or with the language services industry. However, it remains important to point out what makes professional linguists and translators valuable resources and how they power content effectiveness to a large extent. Essentially they all make a difference because they are different - or more different than some people may think - in the way they help walk in the shoes of customers. In other words they help shape the customer experience that must be delivered around the world.
By - Posted Nov 25, 2015
"Where should it sit?" is probably one of most frequent questions I hear when it comes to determining where digital globalization makes the largest contribution to the overall business. But this question really goes way beyond finding a place within a global organization. It is actually about positioning digital globalization in the best possible way to create value, generate benefits, drive experiences, and accelerate growth around the world. There are also a few equally important organizational pitfalls or assumptions that should be avoided to turn it into more than just a service and therefore to gain visibility and effectiveness.
By - Posted Oct 30, 2015
Want to be recognised for your outstanding content? Then it's crucial you continually monitor the competition. From revealing opportunities, to highlighting failures; competitor analysis gives you invaluable insight into what works, and doesn't, as well as enables you to track how you're performing against others in the industry. Use these seven tips to keep a firm eye on the competition.
By - Posted Oct 28, 2015
We've all been there, looking at a website reading through the content and skimming it for the pertinent information. Halfway through we are so bored we check our phones to see if we have a text, a new tweet, or someone has liked our Instagram post. The truth is that it's easy to write boring content. It's tougher to take content that can be boring and make it interesting. In this post, we are going to take a look at how you can easily take potentially boring content and make it engaging.
By - Posted Oct 23, 2015
Mobile and cloud are the twin drivers that are changing the ECM world as we know it. As users increasingly demand access on the move, however there are still many issues to resolve between traditional back-office systems and the mobile world before enterprises will step out of their comfort zone.
By - Posted Oct 16, 2015
Content is a king. Marketers have been hearing this phrase for years, but in 2015 it has taken on new meaning. According to the Content Marketing Institute, 80% of marketers use content marketing to develop their online presence. Marketers should, at this point, understand that content marketing is not about writing and publishing text only. Content marketing strategy includes many different elements, such as content creation, distribution, optimization, analytics, and management.
By - Posted Sep 25, 2015
Many of the high profile examples of great branded content come from B2C companies like Red Bull or LEGO, but B2B brands are embracing content marketing as well. In fact, the CMI found that 86% of B2B marketers say they use content marketing. But when it comes to content marketings, B2B brands may have three very good reasons to partner with publishers.
By - Posted Sep 23, 2015
In the wake of the growth of native, in-feed, auto-play video, Opera Mediaworks and comScore have partnered on an industry-first study on the subject to better understand ad effectiveness of mobile-first video for native environments to help brands drive more impact with their creative. The study found that brands and agencies are seeing meaningful results from mobile-first, purpose-built video ad creative. But the results also led to creative best practices for high-level native mobile video.
By - Posted Sep 11, 2015
Did you know according to a 2014 industry survey by The Real Story Group, DAM implementations are thought to be successful only 50% of the time? However a working DAM implementation will save you hours and hours of wasted time and greatly improve your work processes. Here are a few pointers outlined by industry experts to improve your odds.
By - Posted Aug 26, 2015
When mapping global growth opportunities on a regular basis it is crucial to prioritize business requirements and to plan for actions accordingly. This means categorizing countries according to a number of criteria ranging from local demand to local competition. Although some developing or emerging markets have been listed in top tiers for some time, their positioning in business expansion has not always been reflected in effective efforts to produce content and products meeting their actual customer requirements. It might stem from the fact that, historically speaking, globalization has been driven by many Western companies.
By - Posted Aug 24, 2015
Many companies have no idea where their leads come from or how sales are finalized. They also go through periods when leads are higher or lower than normal, but they don't know what's causing these peaks and troughs. If someone has discovered you and become interested enough to inquire about your product or service, don't you want to know what led them to you and proactively make sales surges happen again? By taking control of your data analysis and taking on the challenge of measuring your marketing efforts, you'll improve the quantity and quality of sales leads while allocating your budget based on true performance and ROI.
By - Posted Aug 19, 2015
Content analytics is fast becoming a pivotal business tool as companies work to get the most value from their data as possible. But they will only get the maximum return from their investment if they plan, plan, and plan again.We should all be aware of the impact content analytics tools are having on the enterprise. Organizations are placing increasing importance on the value of big data in the decision making process and there are few successful enterprises out there today who don't try and make some sense of the data they hold.
By - Posted Aug 17, 2015
As content marketing has grown, so has the availability of content recommendation tools that help social media managers keep their feeds full. Recently, Buffer and Swayy, two popular content recommendation tools, announced that they will be closing down their content recommendations. Users of those tools need not fear, there are others that can help keep your Twitter feed overflowing with helpful content.
By - Posted Aug 12, 2015
If you were born between 1982 and 2000, congratulations, you are a millennial. There are 83 million of you in the U.S. alone, making up 26% of the population and spending about $600 billion a year, with this expected to grow to at least $1.4 trillion by 2020. A marketer's dream, right? Not so fast. Unfortunately, "narcissistic," "lazy," "indecisive," and "immature" have been some of the words used to describe millennials. Not exactly the easiest people to deal with and convince to buy your product.
By , - Posted Aug 10, 2015
Communication is one of the most fundamental elements of any business plan or strategy. Knowing how to leverage the different communication platforms at your disposal is key to making real connections with your audience. Whether the medium is your business' website, a news release, or internal document, the key message is similar, but the purpose and language used will differ. Social media is no different, but like the other tools you are using it must connect back to your brand.
By - Posted Aug 07, 2015
Starbucks is on a roll. The company, which has over 21,000 stores in 65 different countries, reported record net revenue of $16.4 billion for fiscal year 2014 (an increase of 11% from the previous year). The company that provides you with delicious (if pricey) coffee, as well as free Wi-Fi, is trying to provide you with something else -- a personal relationship. So far, the company seems to be succeeding.
By , - Posted Aug 03, 2015
Following a presentation at a recent global customer experience summit I was glad to discuss drivers and enablers of content effectiveness around the world once again. Quality and consistency came up naturally as topics of interest to many attendees and speakers. As I mentioned that I was considering consistency and coherence as major factors in globalization in general and localization in particular, it triggered a couple of immediate questions.
By - Posted Jul 22, 2015
I have to admit that much of my early SEO success could be attributed to dumb luck. When I started writing for the web, Danny Sullivan had just started his Search Engine Watch website, Google didn't exist, and SEO hadn't even been given a name. It turned out the websites I created were optimized for search because the content was optimized for our readers. In the early years, this wasn't the result of a strategic plan on my part. It was just a result of editorial instinct--years of magazine editing, ad writing, and PR. Without knowing it, I was practicing content marketing in the broadest sense of the word.
By - Posted Jun 24, 2015
A few weeks ago a peer told me a story highlighting the value of localization for training activities and deliverables. In short, materials were designed and sessions were set up by various leaders in his company to train a number of teams around the world, led by instructors virtually or face-to-face and based on e-learning modules. When the time came to capture and measure the overall effectiveness of training sessions it appeared targets were missed in some markets. Following a thorough investigation and review the root cause was found in a poor local experience generated by English-only materials and--equally important--in the format of remote sessions.
By - Posted Jun 10, 2015
If you have ever doubted the importance of content marketing before, now is the time to put your mind at ease. The phrase "Content is King" is by no means a myth, and now it is more important than ever. However, if by content you're thinking, "I'll have to get more articles out". Stop right there, as contrary to what you may think, a block of text does not sit well with the average user. Many brands have yet to experiment with anything other than written content, but there are alternatives to this that can help companies increase the heat on their content marketing game and fan the flames of consumer engagement.
By - Posted May 29, 2015
Much focus has to be put on processes--such as content authoring, asset management, internationalization, localization, or SEO--to deliver on digital content effectiveness and customer experience globally. It is equally important to think about the organizational framework where these processes become most valuable, and best practices across the board. For leaders in large and multinational organizations it often means moving toward a cross-functional evolution rather than spurring a revolution by forcing their way into silos.
By - Posted Apr 29, 2015
Disastrous CMS implementations are a dime a dozen: budget overruns, content that gets lost or doesn't migrate accurately, or worse, a system that simply doesn't work after a significant commitment of time and other resources. But here's the good news: This doesn't have to be you. These disasters happen to people who don't plan, develop a good strategy, and get help from experienced partners who can guide them through the necessary steps.
By - Posted Apr 17, 2015
In the digital age marketing and communications leaders cannot escape challenges put out by customers who are more diverse and demanding than ever. While they are aware digital is global in nature they also know that ensuring a global footprint is not an achievement anymore. Global excellence is. This is translated into efficiency and effectiveness across geographies from a strategic perspective. There is good news for global and local players as they can leverage digital globalization to enable and boost their own efforts as well, whether they have to initiate or accelerate digital evolution. These considerations are equally important to help them avoid being insulated when dealing with tactics on global scale. Let's have a look at some of these common imperatives and how to increase value for the sake of the whole business. These focal points are articulated around simplicity, innovation and growth as components of the foundation shared by all digital strategies.
By - Posted Mar 18, 2015
You hay have heard that Apple turned its homepage into a showcase for photography this week--a brilliant content marketing move. In the World Gallery Apple featured photos taken with the iPhone 6 across the globe. Not only did the company reward its notoriously loyal users, it took a swipe at competitors (like the Galaxy S6 which launched on the same day) that claim to have better cameras, and drew in photography buffs who may or may not care about iPhone cameras.
By - Posted Mar 04, 2015
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