Localization
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Where Native Content Fits In Your Marketing Mix
In a perfect world, we wouldn’t need localization or transcreation to be part of the marketing mix. We’d create all local experiences natively, without the need to adapt anything at all. Source content would be the only type of content, with no need to transfer concepts back and forth between languages, where things can too…
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To Truly Delight Local Customers, Take a Lesson from KitKat
Working in B2B software, I’m often asked for inspirational examples of how the “best of the best” companies really crush it with localization. The truth? The best examples are usually not found in the B2B space. True excellence in delivering highly local products and experiences is more often found in the B2C space, where companies…
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Understanding Localization Marketing and Marketing Localization
You might come across the terms “localization marketing” and “marketing localization,” two terms that are often used interchangeably. Here, let’s take a look at the definitions of these two concepts, to understand how they are different. “Localization Marketing” Is a Strategy Driven by Digital Marketers When a marketing team decides they will generate demand in…
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What Transcreation Means, and How Leading Global Companies Use It for Marketing Campaigns
The term “transcreation” describes the process of adapting content for a given target audience to make sure that it resonates with the intended effect. To help illustrate what successful transcreation looks like, I’ll start out by sharing some fun examples of how transcreation is used within recent local and global marketing campaigns from some of…
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How to Define Localization (with 27 Examples)
Creating a web app? It’s important to make sure what you’re building can be quickly and easily localized. Here’s a list of 27 web application localization best practices to help you on your way.
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Localizing Product-Led Growth
Product-led growth (PLG) is here to stay. Many companies have started to realize the benefits of selling to users versus buyers, of giving people direct experience within a product before trying to monetize, and the many advantages of being able to identify specific usage patterns, user intent, and actions that they can link to good-fit…
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The Benefits of Internal Linguistic Teams
I’m often asked about the benefits of having an internal linguistic team at a software company. Here’s why I think having one is absolutely invaluable within a tech environment, but definitely at one where agility matters, and especially when using a CI/CD model. If you’re in a company where all of your teams are moving…
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How to Boost Sales Velocity with Localization and Content Ops
Localization and Content Operations are perhaps the most underutilized accelerants in tech sales these days, especially in B2B SaaS environments. The need for localization and content operations is heightened even further at global companies with a CI/CD model on the product side. Aligning content operations and localization has the potential to radically improve sales velocity.…
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The Rising Value of Human Translation
Ever since I began working in the language services field, I hoped to shine a light on the work of human translators. That dream came true in the form of a book I co-authored called Found in Translation. After nearly a decade of hard work and pitching publishers, it felt surreal to land a book…