Take a minute to think about all the different systems and platforms your content has to pass through before it actually reaches the consumer. You probably thought about your email or cloud storage, as well as various content management systems, marketing automation platforms, and code repositories, just to name a few. And it only gets more complicated when you take your content global.
Each of these technologies was developed to make our lives easier – and for the most part they do – but they can also be the cause of bottlenecks in the process of getting your content to international markets. Of course, some of these problems can be mitigated by considering how these applications fit in your global content creation strategy, and finding a way to make them all work well together.
Integration can be hard
A 2015 report from Forrester highlights some factors that make implementing SaaS solutions so complex. First and foremost is failing to consider how new applications will integrate into your existing tech stack. In addition to the technical headaches of making disparate systems work together, you may also face pushback from end users who face a fractured user experience as they jump from app to app just to accomplish a single task. Forrester sympathizes with users living in a world of “swivel-chair” integration.
The report also points out that if systems aren’t integrated, it becomes much more difficult to gain insights from all of the valuable data accumulated. And what is the point of accumulating all of that data on customer behavior, conversion rates, and web traffic in each platform, if you can’t leverage it as a whole to improve the quality of your global content and business decisions?
But you can make it work
Just because a system is considered ‘best-in-class’ doesn’t necessarily mean that it’s the best for your organization. When deciding which solutions to deploy in your environment, you should consider more than just the bells and whistles of any individual product, but also how it will fit in your IT ecosystem – current and planned.
In fact, Daryl Carlton, Research Director at Gartner, recently noted in an article on CIO.com that: “[C]hief executives measure value and performance of IT based on operational performance metrics rather than features and functionality.” If a new piece of software is going to cause more problems than it solves, you probably shouldn’t purchase it. That’s why it’s important to do due diligence and search out SaaS vendors that will play nice with other solutions in your environment.
There are a number of benefits achieved by managing global content creation in the cloud. Paramount among them is the agility to respond to changes in the marketplace. Because you can quickly scale up and scale down – and haven’t sunk resources into hardware and software – you can better meet your customers’ needs and provide them with a more fitting experience.
With seamless connections
As mentioned previously, the more pieces of technology your content has to pass through, the more chances your content can get lost in the shuffle. Finding a solution that connects your content creation, design, translation, and publishing systems will increase productivity and enable faster time-to-market for your global content.
When discussing the importance of integrations in a recent report, Common Sense Advisory noted that: “Such middleware can eliminate much, if not all, of the human interaction required for such handoffs.”
Harmony can be achieved
While it’s important that organizations look to find ways to make all of their varying systems work together, that is not the main objective of doing so. At the end of the day, what matters most is providing all of your customers with a seamless user experience across all of your platforms – one that should nurture mutually beneficial and longer-lasting relationships.
This can be achieved by making all of your content:
- easy to consume, and
- consistent with your brand voice.
And this has to be the case in every market you serve. Smartling’s Global Fluency Platform is built with integration in mind. Smartling’s many integrations let you quickly and easily pull translated content and activity from the tools in your tech stack directly into and out of Smartling. Your employees will no longer need to ‘swivel’ between apps, because translation and localization are available in-platform or as a micro-dashboard.
Visit Smartling’s Resources page to gain further insights into how Smartling’s Technology can help your brand accelerate the translation and localization process, while learning about best practices for translation processes, tools, technology, management, how to select the best translation software, and more.