Commentary

Ensuring content effectiveness in every country is easier said than done. Yet there are some major best practices to bear in mind to avoid costly and irreversible faux pas.
- Posted Nov 13, 2019
The following points can give you some ideas of how effective localization can get you out of trouble, whether it relates to your content, products or customers in and outside your company.
- Posted Oct 10, 2019
Although globalizers play a critical role in the digital age, a number of them feel invisible in global organizations. Elevating globalization from being a cost driver to a profit driver takes a lot of effort and time.
- Posted Sep 18, 2019
In each issue of EContent, we bring you an infographic based on the latest and more important data on a specific topic. This time, we're tackling Artificial Intelligence.
Posted Sep 02, 2019
As it is now powered by AI, language technology mimics the human ability to understand, reason and learn from cross-media content as well as to make customer-centric and data-driven decisions accordingly.
- Posted Aug 14, 2019
The impact, scope, and benefits of agile methodologies are frequent topics at global business conferences. Obvious, yet crucial questions arise for leaders dealing with localization in multinational or globalizing organizations.
- Posted Jul 24, 2019
Are you using emojis in your customer communications? You may be missing an important opportunity to connect with your audience.
- Posted Jul 17, 2019
Wondering what "gisting" is? Get a definition and learn how it fits into your content translation, globalization, and localization plans.
- Posted Jun 24, 2019
Every issue of EContent brings you insight from the industry's most influential thinkers and strategists. Now we're bringing that to you in infographic form. In this installment we look at the trends in news.
Posted May 31, 2019
For global content strategists and product leaders, ensuring brand effectiveness across multiple markets has always been a challenge. The impact of branding messages and the overall success of brands have been determined, to a large extent, by how customers perceive and receive them.
- Posted May 15, 2019
Automation and human effort come together to improve localization and effectiveness.
- Posted Apr 10, 2019
Do you need a Translation Management System (TMS)? It's a good question, and there is no simple answer. Anytime you want to know if a product or service should be purchased, start by assessing with a review of current business issues and future challenges. Reality checks are useful, and due diligence is a must when deploying and investing in globalization technology.
- Posted Mar 13, 2019
"Content drives the digital experience," says Peggy Chen, CMO of SDL. With digital experience at the heart of your relationship with customers, it's more important to make sure your web content management system—the platform at the heart of your DX—is up to the task. We asked Chen about some of the common pain points that WCM customers encounter, what the consequences of a sub-par WCM are, and how to address the problem.
Posted Feb 28, 2019
Every issue of EContent brings you insight from the industry's most influential thinkers and strategists. Now we're bringing that to you in infographic form. In this installment we look at the importance of digital experience.
Fully centralized content management in a single location is difficult to achieve from an organizational, cultural, or functional perspective. That is why setting up content hubs can be a pragmatic option. If you make the decision to adopt a distributed approach, your immediate challenge lies in how to define the scope, role, and responsibility of content hubs.
- Posted Feb 13, 2019
How can you best connect and engage with human beings? The answer is simple. Keep individual aspirations and personal values at the center of innovation and interaction.
- Posted Jan 16, 2019
Platforms cannot go global and make a local imprint without implementing best globalization best practices that all other truly global businesses have adopted around the world. Localization is at the center of international content strategies so here are a few reasons why it should be part of your considerations and actions in this area.
- Posted Dec 20, 2018
In what may seem like one of the more comically surreal moments of the Trump administration, Google's CEO Sundar Pichai testified in front of Congress to answer questions like, why does a picture of Trump show up if you Google the word "idiot." It seems like a silly question, but it shows something deeper—many of our elected officials still don't understand the internet.
- Posted Dec 13, 2018
You're used to hearing about user experience and digital experience. But what about content experience? EContent interviewed Randy Frisch, CMO and co-founder of Uberflip, a B2B content experience provider, about what content experience is and how it fits into the overall user experience.
Posted Nov 30, 2018
Every issue of EContent brings you insight from the industry's most influential thinkers and strategists. Now we're bringing that to you in infographic form. In this installment we look at the importance of content globalization, translation, and localization.
Autumn 2018 Issue, Posted Nov 16, 2018
Automation is everywhere. Whether you're checking out at the grocery store or calling your bank, automating the task is an option. New research from Quark and Information Today, Inc. says as more organizations seek to embrace digital transformation, they are turning to content automation as a way to deliver information quickly and effectively to their customers and employees. We interviewed Gavin Drake, Vice President of Marketing for Quark Software Inc. about the research and what it means for the digital content industry.
Posted Oct 31, 2018
You know about content management and digital experience. But what about content infrastructure? As technology evolves, so does the language around content. EContent interviewed Sascha Konietzke, co-founder and CEO of Contentful, about content infrastructure, the latest evolution in how we deal with content, and how it's changing the web as we know it.
Posted Oct 22, 2018
Prior to starting any effort to tackle synchronization, you should keep a few essential points in mind to transform these supply chains into value chains for your business and customers internationally. Needless to say, the more markets you are in or intend to enter the more challenging synchronization efforts are.
- Posted Oct 17, 2018
For most global content and product leaders, financial discipline implies doing more with flat budgets—or more painfully—with reduced budgets. Here are a few recommendations to make the most of your digital content budgets at various levels of your organization.
- Posted Sep 19, 2018
As voice technologies become ubiquitous, even book publishers aren't immune to how the hottest trend in digital content. EContent magazine recently had a chance to interview Bradley Metrock, CEO of Score Publishing, which owns and operates Digital Book World (DBW), about how voice is changing publishing. From the audiobook to Alexa, publishers are contending with the realities of a "voice-first" world.
- Posted Sep 18, 2018
Can we localize without translating? This question may sound provocative, or even silly, if you have been involved in global and product management for some time.
- Posted Aug 23, 2018
Data is the fuel that keeps most digital businesses running, but in recent months we've seen data practices come under fire, be regulated, and generally be subjected to more public scrutiny. While some think it's about time people wake up to how their digital data is being used to target them, others think fears about data usage is just another over-reaction to something most people don't really comprehend. EContent had a chance to interview Greg Sparrow, senior vice president and general manager at CompliancePoint about whether or not big data has become the scapegoat.
Posted Aug 17, 2018
It is crucial to incorporate monetization drivers and enablers in most localization and globalization blueprints—especially when you consider evolving experience expectations across markets in the digital age.
- Posted Jul 16, 2018
Chatbots are now expected to be part of most digital experiences for local customers and product globalization plans around the world. When designing, developing, localizing, and maintaining chatbots the first and foremost challenge is to make them engaging and immersive in a world of human customers. In other words, the most effective chatbots should be driven by personal resonance while minimizing the feeling of interacting with a robot.
- Posted Jun 27, 2018
Lean Six Sigma is a methodology that has proved to be useful in many business areas in the digital age. Specifically, it helps increase operational excellence and process agility. In my experience, content and product globalization is no exception.
- Posted May 18, 2018
If you're a marketer, you've probably been fretting about the mysterious Gen Z. They're digitally savvy and immune to your attempts to advertise to them. They're less interested in what your brand can do for them than they are in what your brand is willing to do to make the world a better place. And according to new research from MNI Targeted Media, Gen Z will account for 40% of all consumers by 2020. So now what?
- Posted May 09, 2018
Since the most obvious wins of AI-driven content solutions are found in content effectiveness--including speed, cost, and relevance--it may be useful to briefly highlight how and why both automation in general, and automated intelligence in particular, do matter in global content value chains and digital product lifecycles.
- Posted Apr 18, 2018
Consumers are changing—and so too must marketing strategies. Research from Blis exposed new "conscious consumers," and shares data-informed insights and recommendations about how to build loyalty with them. EContent interviewed Alex Wright, head of insights at Blis, about these consumers and what marketers need to know to reach them.
Posted Apr 05, 2018
Concerns about ad blocking rose to new heights when Google announced a native ad blocker for Chrome. EContent interviewed Chris Loretto, EVP of Digital First Media, about the reality of what Google's ad blocker means for advertisers and publishers.
Posted Mar 23, 2018
What are the keywords of advice you would share with anyone who needs to accelerate the introduction, adoption, and profitability of digital content and products globally in 2018? While I have been asked this question several times for the last couple of months, my answer has been very similar regardless of industry and background. Think about investing in meeting the level of authenticity and empathy that your local customers require!
- Posted Mar 19, 2018
Meredith Mavrikos leads the vision, development and go-to-market strategy for ownerIQ's CoEx Platform. Her primary focus is working with the engineering team to build out the features and functionality of the platform to make it easier for companies across industries to utilize second-party data for their digital advertising strategies. I had a chance to ask Mavrikos about data transparency, and how it continues to impact digital marketing.
- Posted Mar 14, 2018
Grayson Kemper is senior content developer for Clutch, a B2B research and reviews firm based in Washington, DC. Clutch and Ignite Visibility published a joint research report titled "How Organic and Paid Search Inform SEO Strategy." The report examines trends and the state of SEO among U.S. businesses in 2018. I interviewed Kemper about the report's findings and what it means for the future of SEO marketing.
- Posted Mar 06, 2018
Leading any digital content value chain requires a cross-functional and cross-disciplinary approach, especially when you need to coordinate with multiple content supply chains across the globe. From this perspective, effective alignment between technical and non-technical leaders is imperative as it has to bolster collaboration to drive and sustain content creation. With that in mind, making developers feel truly engaged is important, considering their key role in the seamless and timely delivery of global content.
- Posted Feb 23, 2018
You've probably heard the news by now: Unilever is threatening to pull its significant spending power out of the digital advertising marketplace if ad platforms don't clean up their acts. But the problem is more complicated than Unilever is making it sound. Can we really put the genie back in the bottle when it comes offensive content on the web?
- Posted Feb 15, 2018
Trolls. If you spend any time at all on the internet, you've encountered one. If you're a journalist on the web--especially a female journalist--trolls are part of your daily life. If you're a publisher or brand, battling the trolls who make the comments section on your site an unbearable minefield of vitriol and personal attacks, is a nearly full-time job. Meanwhile, battling trolls while trying to develop audience engagement is a tough balancing act. EContent talked to Allison Munro, Head of Sales & Marketing at Viafoura, an audience development platform, about how to walk the fine line between encouraging engagement and discussion and letting trolls run rampant on your site.
- Posted Jan 31, 2018
If "Content is King" then your digital infrastructure represents the dozens of advisors and servants that keep a kingdom running—making the King look good. Without a web of digital systems in place that can enable your employees to do their best work, and deliver the cutting-edge experiences your audiences crave, your company simply can't grow to its full potential.
Posted Jan 30, 2018
EContent got the chance to talk with some of the digital content industry's best and brightest at the Gilbane Digital Content Conference. We asked them a series of questions in the hopes that their answers will help you be better prepared for 2018's challenges. In this installment of Voices of EContent, we asked these leaders in their fields to tell us what advice they would give content creators in 2018.
Posted Jan 26, 2018
The Gallup-Knight Foundation surveyed 19,196 Americans aged 18 and older, about their media habits and belief. The research, compiled in "American Views: Trust, Media and Democracy," revealed that most Americans believe it is now harder to be well informed and to determine which news is accurate. EContent had the chance to ask Sam Gill, Knight Foundation VP for Communities and Impact, a few questions about the report's findings, what they say about us, and what the media can do to build trust among audiences.
- Posted Jan 24, 2018
EContent got the chance to talk with some of the digital content industry's best and brightest at the Gilbane Digital Content Conference. In this installment of Voices of EContent, we asked these leaders in their fields to tell us what the best use they've seen of AI in the content industry? We heard about the healthcare field, the importance of metadata, neural networking, movie trailers, and more.
Posted Jan 19, 2018
Do you need a globalization management solution? While this question has been around for quite some time the answer remains relevant and challenging for global content and product leaders. Prior to defining detailed specifications, you should bear in mind a few, more high level, business considerations tied to your expectations and goals.
- Posted Jan 17, 2018
EContent got the chance to talk with some of the digital content industry's best and brightest at the Gilbane Digital Content Conference. In this installment of Voices of EContent, we asked these leaders in their fields to tell us what trends most impacted digital content in 2017? We heard about voice assistants, data-driven approaches, and more.
Posted Jan 12, 2018
EContent got the chance to talk with some of the digital content industry's best and brightest at the Gilbane Digital Content Conference 2017. In this installment of Voices of EContent, we asked these leaders in their fields to tell us what trend they were most excited about in 2018. We heard about content marketing, personalized video, augemented reality and machine learning, automation in translation and localization, and more.
Posted Jan 05, 2018
I've lost count of how many times I've heard this sentence: "My local reviewer is bilingual!" People use this to justify why and how someone has been identified to review and sign off on localized content. Here are three reasons why linguists are invaluable resources to check localized content effectiveness, implement actual corrections, and collaborate with business experts in order to complete an in-depth and unbiased review.
- Posted Dec 22, 2017
If I were to ask you to name the movie that contains the lyrics, "Let's start at the very beginning / a very good place to start," I believe that most people would know exactly what movie I was asking about. Naturally, the answer is The Sound of Music. Seriously, I gave it away in the title. You may ask yourself, why am I reading an article about The Sound of Music? Let's focus on content marketing, and it will become clear.
Organizations investing in digital transformation initiatives to drive more of their customers to their online channels are taking a far more deliberate and bottom-line approach to site redesign—and using customer data to inform, evaluate, and iteratively improve the website customer experience. Getting started on this path requires you to think very differently about site redesign and data collection. Instead of thinking of a site redesign as a one-and-done project, you should use a measurement and evaluation process that helps you continuously optimize the customer experience.
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