You spent significant time developing your global content strategy, and you thought it was bulletproof until the wheels came off. So, what happened? Where did your carefully planned strategy go wrong? Here at Lionbridge, we work with over 800 brands a year on executing components of the global experience with global customers, and we see a lot of what works and what doesn’t. In addition to that, we conducted two market research studies in coordination with Econsultancy and Aberdeen Group to identify five of the most common global content challenges.
Due to any combination of these obstacles, 99% of enterprise content remains un-translated today. Are you part of the statistic? Let’s find out why.
First is the unintended consequence of scale; silo’ed decision making. As marketing leaders, we create sub-teams in marketing and customer care to focus on specific areas. Everyone is aligned around core business objectives, but they aren’t talking to each other. Add to that in-market teams, distribution channels, and resources, and proper communication becomes more vital than it already was. Without planning for all of these teams to work together, silos emerge. Where there are silos, there is miscommunication, and where there is miscommunication, there is frustration. Not only is this unacceptable internally, but in today’s digitally-driven world it is manifesting itself externally, in front of your customers.
These silos are not just a byproduct of organizational designs, but also a symptom not establishing a global publishing framework. There is nothing to bring teams or efforts across markets together; no processes, no governance models, and the technology stack you need to maintain consistency and empower teams is absent. The silos, matched with the lack of framework, compound the same problem.
When those two key components are missing, the result is no global control over the content being pushed into market. While this is an HQ-driven frustration, it still matters for your brand because where there’s no control, there’s no visibility. Scale without process or tech to ensure this all works together prevents you from knowing what’s happening, and not just about what your teams are doing, but how your buyers are interacting with your brand. That is the most important part because in today’s socially mobile-connected world, it’s not just about losing one customer- as Tom Tseki discussed at the Global Marketing Symposium– it’s about losing all the customers around them from the ripple effect of one bad user experience.
The net result of this lack of visibility and framework is the inevitable loss of cost control. When you’re fighting for budget year over year to support expansion and growth, not understanding where costs are and having no control over those costs cannot be tolerated.
The good news is there are ways to save your global content strategy, which is exactly what some of today’s top brands discussed at the Global Marketing Symposium. So, ready to learn more about strategies, frameworks, and tactics you can use to overcome the five obstacles we discussed? Click here for session recordings and other assets from the Global Marketing Symposium held in Boston, or visit our blog for a more concise recap of the day’s events.