To meet the agile demands of the modern marketing org, you have to streamline your team’s contributions. That’s why you go to such great lengths to choose the right content management system (CMS). It has to fit your organization’s needs, including your workflows, your team, and your goals.
You’ve invested a lot of time and money in your CMS. This includes initial research, sales calls with provider reps, getting executive buy-in, implementation, onboarding your team, maintenance, and much more. The list of (sometimes painful) tasks goes on. And you’re paying big bucks for it.
These investments can yield great returns, but only if you use the technologies and processes you put in place.
Take advantage of all CMS features: Use in-context review
The content management software sector is mature. Years of competition and attrition have forced innovation and an extensive list of standard features. If you selected the right CMS for your organization and configured it to meet your needs, you should have the capability to efficiently and effectively manage and publish content. And if you selected and implemented your CMS for multilingual publishing, your CMS should support those capabilities as well—including managing localized content.
In-context review is one of the most important CMS features for global companies, regardless of language. The fact that this feature already exists in your CMS is not only convenient, but it also produces more accurate outcomes by keeping all content within the same system.
Take advantage of the in-context editor review feature that your CMS offers and be sure to use all of the CMS’s features—from the most advanced all the way down to the most basic.
What your CMS can do for you
Did you know? Regardless of language, all modern content management systems support the ability to:
- Control access to who can view and edit content.
- Edit content in-context.
- Preview exactly how content will be presented to different audience segments and on different devices.
- Use version control so you can edit a new version of an asset while the old version is live. Many CMSs will also allow you to compare differences between versions.
- Audit and record changes made by your editors.
- Manage workflows so editors know what content tasks they need to work on.
Remember, translations are just content. And translation review is just workflow. You already have the perfect in-context review feature in your CMS.
Don’t undermine the value of your platform
One of the reasons you chose to use CMS integration was to keep your website translation workflow in your own comfortable environment—and in one place. The in-context review process should be an integral part of this platform, not an additional one.
The ideal review model enables a streamlined process that allows for accurate content rendering. A solid CMS provides 100% accurate rendering and supports personalization, dynamic content, and responsive design:
Contain your content management software
In the competitive spirit of the martech landscape, translation management software (TMS) platforms have also expanded their features. Some now allow you to review your translated content in context from within their TMS platform.
That all sounds great on the surface. But keep in mind that when you manage the editorial process outside of your CMS, you undermine the value of the platform, which can result in several drawbacks.
Some of these drawbacks include:
- No central place to check the status of an asset
- Duplicate assets with ambiguous authority
- Limited preview functionality that lacks personalization and responsive design
- Decreased process efficiency while you wait for your translator to send translation revisions
- Increased security vulnerabilities as you expose more unexpected access points to your system
Save your budget; keep it simple
You probably went through an expensive deployment to have a single UI and work environment. A translation system should integrate into that world—not compete with it. Investing in another piece of martech, such as a TMS, can cause issues like those noted above, as well as the need to manage a two-system review process across what can be up to thousands of pages.
This has a big impact on the customer experience. A solid, modern CMS will give you a 100% accurate version using one system, making in-context review easy and efficient. There’s no need to invest another $100,000 for a less-than-accurate version of your content—in addition to more complexity.
Bottom line: Before you spend your marketing budget on a new TMS, be sure to understand all the capabilities of your existing CMS—and be comfortable with them. Most likely you’ll realize that you don’t need a new translation management system. Rather, you’ve had the features you need all along to successfully manage content and translation while providing a smooth customer experience.
Be smart. Realize the power and efficiency of your CMS.
About the author
Seth Gottlieb has 15 years of experience using, implementing, and reviewing content technologies. As an integrator and consultant, he has helped businesses large and small improve the efficiency and effectiveness of their content management and publishing.
As an industry analyst, Seth has earned a reputation for integrity, technical knowledge, and writing ability for his reports on Alfresco, Daisy, Drupal, Hippo, Jahia, Apache Lenya, Magnolia, and OpenCMS. Other publications include articles for CMS Wire, Cutter IT Journal, the Web Content Management Report, and ZDNet. Seth regularly posts on his blog Content Here.