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.
The role and impact of people in digital globalization comes to play in many ways. People and processes come first. This fact is a major incentive to lead the globalization of content and products like business founders would, even when leaders in that area did not initiate such efforts and took such activities over from other people. Adopting an ad hoc mindset matters as much as defining strategies to grow internationally.
- Posted Nov 29, 2017
There was a time when monolithic CMSs satisfied everyone's needs. They offered the luxury of being able to quickly create and deploy websites. Best of all, they could be handled by users who had little technical expertise or design skills. This was a small business marketer's dream, and even medium and large organizations found value in CMSs that coupled the content repository with the ability to manage webpage experiences.
"What is a customer journey map?" would seem to be a fairly self-explanatory question. It's a diagram/infographic/flowchart that depicts the steps customers go through to engage with a company. The map can show the path to buying goods or services or gather information. Simple, right? Not so fast.
I bet Facebook is a really stressful place to work these days. Last week, Facebook announced the latest step it's taking to combat "fake news." This time Facebook is focusing on transparency in advertising. But what is Google doing to solve this issue before the next election?
- Posted Oct 31, 2017
Agreeing to name content globalization properly is often a recurring issues and surprising challenge when setting the appropriate stage and sustaining it over time. A lack of convergence in this area often comes from the diversity of definitions that exist, as well as individual opinions on how to put the concept of globalization into practice.
- Posted Oct 30, 2017
With its latest iPhone announcement, Apple sent some digital marketers into a tizzy. The new Safari 11 web browser includes an "Intelligent Tracking Prevention" feature, which imposes a 24-hour limit on data tracking. EContent talked to Chris Loretto, EVP of digital marketing agency Adtaxi, to separate the hype from reality.
Posted Sep 28, 2017
It is sometimes useful to reiterate facts that are taken for granted—or expectations that are may seem obvious—in order to remind some people about the basic imperatives of content globalization. After decades of global expansion, it is surprising to hear about misconceptions or assumptions that may lead global products or services to an unexpected hall of shame. Before talking about the finish line it is necessary to define the start line and the distance to run.
- Posted Sep 27, 2017
Whenever digital globalization is initiated or accelerated the testing stage is a critical milestone to certify that global content delights target audiences and thrives in any target market. This may sound like any other testing effort regardless of scope and nature. Yet, it must be considered holistically. Leading it as a mainstream activity and prioritizing sanity checks are two typical pitfalls that put globalization testing off track and off budget. A couple of guidelines should be kept in mind to avoid ending up with unnecessary iterations and to generate cost effective takeaways.
- Posted Aug 23, 2017
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 best labels for native advertising, and the content formats marketers turn to most for their campaigns.
Posted Aug 22, 2017
During recent discussions with global product and content leaders, and language service suppliers, I noticed that a recurring topic still made relationships between these suppliers and their clients less productive than expected. They can't seem to agree on the answers to a couple of questions. What are language services and how do these services contribute to global business in general and digital experiences in particular?
- Posted Jul 26, 2017
Diversity is a key value in digital globalization. Regardless of industry--or globalization maturity stage--diversity cannot live and thrive without holistic inclusion (a major enabler of content globalization). When it comes to the mind of global leaders and performers, holistic inclusion fuels a number of aspects of global content operations ranging from processes to standards and from planning to execution. As a matter of fact, inclusion underlies success all along the way--provided it is embraced from the outset of global expansion and growth.
- Posted Jun 28, 2017
Content marketing has grown wildly popular. In fact, 88% of B2B marketers employ some kind of content strategy. In some ways, this is beneficial; it means we have more data to use in producing more content, and a network of support through publication and syndication. However, it also means a drastic increase in competition.
- Posted Jun 08, 2017
One of the best gauges you have for the success of your blog is the number of people interacting with your content (i.e., leaving comments and discussing your content on social media). It proves that your users aren't just visiting or browsing, but are actually interested in what you're saying. So what if nobody is responding to your blog? What can you do?
- Posted May 31, 2017
An announcement made the headlines just a few days ago that could help recalibrate and accelerate globalization in a sustainable way. China announced it was going to invest $124 billion in order to strengthen the new Silk Road (also know as One Belt, One Road) aiming to boost global development, trade, and cooperation.
- Posted May 26, 2017
You may have developed a quality piece of content, but if it doesn't reach the right people, it will never have the influence you want. The mark of a great blogger or content manager is knowing where to publish a piece of content for maximum exposure.
- Posted May 03, 2017
At first glance, content globalization may be seen as a cost rather than in investment. This short-term and misleading view should be challenged and used as inspiration to execute goals on time and on budget. One way to turn digital globalization from a cost center into a profit driver in the mind of stakeholders—and in everyday content operations—is to deliver highly engaging and demand generating content.
- Posted Apr 26, 2017
Keeping on top of changing user behaviour is an important challenge for businesses to face, as customers expect a fluid transition between the desktop, mobile and in-store experiences. This means that to reach this audience effectively, your marketing needs to be delivered with consistency across multiple channels.
Posted Mar 31, 2017
Digital globalization may sound like a fairly obvious process to content leaders and owners who may therefore define it in a too narrow fashion, i.e. pushing content out to the world. Like for other business processes they should mind the gap between quick assumptions and fast execution. Digital globalization entails the deployment of content across multiple markets and a multitude of steps. So it must be managed holistically and precisely to be truly efficient.
- Posted Mar 29, 2017
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 digital marketing, pushed content, and the technology that helps get the job done.
Posted Mar 03, 2017
Consistency and relevance are your best allies when grabbing the attention of global customers and keep feeding them. You should also bear in mind some dependencies and factors that are tied to digital globalization as a whole. Here are some points that are even more crucial to consider when deploying and valuing bite-sized content internationally, wherever it must be understood, consumed, remembered and shared.
- Posted Feb 24, 2017
Beyond philosophical and social dimensions, diversity fuels many tactical and strategic decisions about globalizing and localizing content effectively, whether it is internally or externally. It is part of the global success chain. Here are a few examples of areas where it is at home.
- Posted Jan 27, 2017
Why should you care about narratives? The term comes up constantly in politics and increasingly in marketing. It is, however, important to note the difference between narrative and story. A narrative is to a story what an episode is to a situation-comedy. A good narrative supports lots of stories.
Your adaptations are natural and often automatic, largely because you know your audience, speak their language, and share a common context. Contrast this with what your company has to do to present its case and sell its wares in markets around the world. It adjusts the offer, the product, the language, the website, mobile apps, SEO, marketing collateral, its way of selling, how it delivers the product, and who supports it.
While delivering content across multiple channels has been a requirement for years, we must now appreciate that customers move across channels and cannot be missed in any of them at any time. Therefore there is no surprise that omnichannel goals are embedded in digital globalization plans, and have become another facet of processes and practices to create global content, and deliver on local experiences.
- Posted Nov 23, 2016
Blockchain is a distributed ledger system that uses a network consensus to record and execute transactions. It's best known as the platform for the web currency bitcoin, which is currently revolutionizing the financial services industry. However, blockchain has recently drawn wider attention as an increasing number of business leaders recognize that the underlying technology of this transformational architecture can be applied to almost any industry.
Contextual commerce describes the situation in which a customer completes a purchase within his or her current online environment, rather than having to go to an external website, search for the item, place it in the shopping cart, and fill out payment information. Other terms that have been used to describe this type of transaction include "conversational commerce" and in the publishing and media world, "shoppable" content.
Globalizing content, and localizing it at scale, play crucial roles in the continued expansion of ecommerce across a number of markets and are therefore considered reliable business performance indicators. Here is a brief overview of a few globalization best practices powering international ecommerce.
- Posted Oct 25, 2016
Marketers, intranet managers, publishers, and the IT professionals that support them not only need to understand the specific product technologies that support core domain functions, they also need a working knowledge of the technologies they interact, integrate, and overlap with.
- Posted Oct 07, 2016
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.
- 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.
- 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.
- 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.
- 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.
- 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