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BizReport : Blogs & Content : March 04, 2016


Expert IDs global content drivers

Content remains a big buzzword for online businesses. There is social media content, product content, content about the business, and marketing content. Add to that the fact that an increasing number of global shoppers are looking for specific products, and content adds another challenge: translation.

by Kristina Knight

Global content isn't just about straight translation in 2016, and the challenges surrounding global content remain tough to conquer.

"The business landscape has seen a number of changes over the past decade: cloud technology, mobile communication and increased access to data have all played major roles. Today on the digital web there are no more borders. Going global won't be a competitive advantage going forward, it will become table stakes for most businesses," said Peggy Chen, Vice President of Marketing, SDL.

According to Chen, the fast growth of digital and mobile channels has helped many brands increase their market share. Those additional channels made it simpler for consumers to reach brands, to buy products, and to share those products with their friends.

"Brands increasingly need to address local market content requirements and context while managing the operational efficiency and related costs of doing business," said Chen. "Websites are global, providing access to brand information to everyone. Even brands who do are not currently deliberately expanding into new markets find themselves faced with the pleasant dilemma of market demand from many different international locations."

More from Chen and SDL next week, including how brands can address local market requirements.

Image via Shutterstock

Tags: branded content, content translation, content trends, SDL










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