Five Ways Technology Helps Brands Create Global Content

When a business is on the bleeding edge, using technology to bring about a better way to do, make or sell something, it’s fair to say they are ‘emerging’. If an emerging business is successful, usually fully utilizing the technology that got it there, the business will inevitably have to adapt, iterate or bring in newer technology as it arrives.

Technology continues to help what can now be termed an ‘evolving’ business to stay in the leading pack, even as new players join with their choice of the latest technology from the get-go. Successful evolving businesses include century-old brands who – whether you’d notice it or not – make great efforts to stay with the times. And technology is the best way to do so. Whether you’re an emerging brand that’s driven by the current mobile-first mindset or an evolving brand that is well established, technology is also the key to developing global content that helps create loyal customers, who collectively drive increased and recurring revenues around the world.

And when it comes to the translation, localization and even transcreation of your content – needed to resonate and encourage such loyalty – the technology you need is a good translation management system. Here are five features to look for and multiple benefits they offer your business:


Integration is the most important piece of the technology puzzle, as it allows earlier technology to interact with more up-to-date modern technologies. Connectors to content management systems, marketing automation, and code repositories integrate translation seamlessly into all content platforms, allowing you to manage the translation process in systems you’re already used to working in. Additionally, best-in-class translation management platforms make it possible to customize your integration in a way that works best with your existing tech stack.

Translation memory

Translation memory is the key to cutting translation and localization costs, and is the benefit that is most likely to gain the attention of your C-suite. Simply put, if 100,000 words out of 300,000 are repetitive, and you remove that repetition, your long-term cost-per-word has effectively dropped 33%. Reduced costs will not be the only return on your investment, but will be a major component of any financial ROI. And when it comes to ROI, performance metrics are gathered and presented in-platform, so you (and the board) have statistical and visual representations of progress and success.


The next way technology helps is customizable workflows, which can be set for each language, market segment, type of content and more, and puts management and distribution of content back in your control. One point of note, is that operating globally often involves multiple legal jurisdictions and local regulations for content to comply with. Checks and balances are needed to protect your brand, whichever markets you expand into, and can be achieved by adding a mandatory legal approval step into a given workflow. Once you’ve worked with workflows for some time, you’ll also be able to pinpoint stages in the process that could be more efficient and cost effective going forward.

In-context view

Then Smartling offers in-context view, which allows the translator to see if the content they are preparing will fit the space available, as well as the context of a word and any surrounding content. If cost-reduction makes the boardroom happy, in-context view removes the back-and-forth traditional translation processes demanded of translators and project managers. A good translation management platform will also provide stakeholder a direct line of communication around a given asset, making collaboration much easier, while also speeding up time-to-market of translated content and campaigns.

Style guide and glossary

Perhaps the icing on the cake is having access to an integrated style guide and glossary, which can be updated in one place by an authorized person, and be available to everyone involved in content translation and localization – across the organization and externally – the moment it is saved on the platform. Style guides and glossaries support a centralized process and decentralized implementation, and promote consistency as well as market-relevant individuality in your translated content.

In summary, the right translation management platform will:

  • Make ‘everything’ work together,
  • Reduce translation costs in a measurable way,
  • Help organize teams and set distinct processes,
  • Increase visibility and transparency of the translation process, and
  • Protect your brand by ensuring consistency across all of your content and platforms.

All of this together gives the quality, speed and efficiency both emerging and evolving businesses need to operate and compete on a global scale, and can be achieved with a relatively fast deployment of a translation management platform – minimal developer resources required.

Learn more

Watch our webinar: Powering Loyalty Anywhere and Revenue Everywhere… with Technology. The webinar featured a discussion with Juan M. Cárdenas, Director of Localization, Hilton Worldwide, and Bryan Lopuck, Localization Project Manager, HotelTonight, on how each brand successfully provides the personalized experiences that inspire loyalty in the millions, and how technology is essential in order to reach a multilingual global audience more efficiently and effectively.