For many brands, the web is the primary touchpoint for customers. Content is king when crafting a positive user experience. However, it can also be a huge challenge for brands to manage the content across multiple locations and languages. So before starting to translate content, remember not all content is equal. Translation alone may not be enough.
Give thought to the type of content you are publishing to determine its requirements for translation and design:
For eCommerce websites:
- Some brands localize content by country taking into account the specific needs of local target audiences, local holidays for promotions, payment preferences and currency.
For informative content:
- Knowledge bases and FAQs allow brands to benefit from localizing a standard piece of content by language. This approach ensures all customers can access the same information and content in all relevant markets.
For templates and content design:
- Design needs to accommodate the ways in which translations can expand or even reduce text.
When supporting clients with their global websites, we often apply “BluePrinting” technology. SDL Web allows you to set up a BluePrint that defines content as separate building blocks that can be moved, reconfigured or reused, depending on the user, location or content purpose. Taking this approach enables easy customization and an opportunity to build multiple sites with clearly defined audience-centric building blocks.
Below, is an example of a global template customized for local audiences. The image demonstrates how it is possible to deliver a consistent brand representation, while localizing with country-specific banners and smaller location-specific promotions.
Stay tuned for step 3: “Localize your global SEO”