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Cloudwords Blog

3 min read

How to Measure Your Global Marketing Price Tag

By Scott Yancey on 03/30/2016

How much does your organization spend on localization? Does your estimate include your regional websites, product and sales materials, and all your global marketing efforts company-wide?

If you don’t know, or can take a guess but are unsure, you’re not alone. Localization of global marketing content is often a highly decentralized process within organizations, creating inefficiencies in both time and money spent on the globalization of marketing programs.

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3 min read

Localization Trends in the MarTech Landscape

By Scott Yancey on 02/23/2016

 

As CEO of a SaaS company that intersects both the marketing technology and translation space, I have the unique opportunity to have conversations with both partners—martech leaders like Salesforce, Marketo, Oracle—and global customers like CA Technologies, Sherwin Williams, and Qualtrics about their global sales and marketing strategies. Our discussions often focus on the state of global marketing tools and tactics and how marketers can ‘do global better.’ As such, I thought I’d share my insights and perspectives on where I see marketing and localization trends going in 2016.

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4 min read

The Rise of Content Marketing Makes the Old School TMS Obsolete

By Cloudwords on 02/18/2016

It’s no surprise that content marketing as a process for both B2B and B2C marketers to produce and publish information to influence buyers, generate leads and increase sales has significantly grown as its own category of marketing. A key element to successful content marketing is high frequency digital content -- blogs, emails, landing pages, infographics, eBooks, and more, that is created and delivered regularly to keep content fresh and audiences engaged. And, of course, marketing automation software makes it all possible. However, the same technology that has made content marketing proliferation possible, has also made global content marketing go from hard to impossible.

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1 min read

Hitting The Right Notes With Localization

By Cloudwords on 09/03/2015

Your company is expanding and you will soon be a proud global presence. You’re getting ready to sing your song to the world: you’ve researched global markets, chosen territories that are likeliest to increase revenue, and all of your materials have been translated perfectly.

Time to press play?

Not so fast: translation is only one part of this tune.

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2 min read

The Local Glocal: The Market Next Door

By Cloudwords on 08/24/2015

It’s easy to understand the value of marketing to your global customers in their preferred language – we know that they are 34% more likely to respond, and then there is the brand halo of even trying. It’s obviously the most effective way for your message to be heard or seen and generate a return on your investment in a global operation.

It’s just as easy to forget the enormous value of doing the same thing for your domestic customers in the US. In a nation that is now “majority minority,” smart marketers are “thinking glocal” about the customer across the street. In fact, over 60 million Americans speak a language other than English at home, and most consider that a conservative estimate.

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2 min read

What Does Elvis Have to Do With Indian Language Translation?

By Cloudwords on 08/06/2015

When Mary Meeker recently released her annual Internet Trends Report, it set off a globalization craze. Armed with a treasure trove of data, marketing teams are now scrambling to expand their content, services and products into new markets.

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3 min read

Are You Complicating Things for Yourself and Your Clients?

By Cloudwords on 07/30/2015

When “going global” with marketing content, most companies focus on beating the competition. What marketers soon realize is that their biggest problem in getting the right content translated and delivered to far-flung regions is a lot closer to home. With apologies to Walt Kelly: “We have met the enemy and they is us!”

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2 min read

Going Global? Don’t Forget To Pack These 6 Essential Items!

By Cloudwords on 07/23/2015

Less than 25% of your potential market can read this sentence! Don’t let your content get lost in translation: go global. Marketing teams that expand content to markets across the world are able to seize more global opportunity and revenue for their companies. Those who don’t may be left in the dust. And that’s where translation automation platforms (TAP) come in.

Traditionally, translation and localization have been managed by using manual systems, and a network of vendors and internal staff. It takes valuable time and resources to complete, review and implement each piece of digital content, with no centralized way to track the workflow, cost or ROI.

Now, a TAP called Cloudwords streamlines the pursuit of a multilingual market with more conversions in less time and at a lower cost.

A global strategy is far more than the tools to implement it, however. If you are ready to take your company global, or expand into new markets, consider this checklist of six essential items:

  1. ___ Prioritized list of target markets: Which markets are most expected to contribute revenue? Which territories are up-and-coming? Continue monitoring potential markets to inform the next generation strategy.
  1. ___ Global editorial management: In order to fully leverage content effectively across the globe, audit your existing content to determine what is suitable for specific geographies. Research your markets to bring culturally and locally relevant content to each territory. And, back up the hypothesis with tracking and analytics.
  1. ___ Your road map: From content creation to localization to translation to review to deployment, map out your plan for each location. Translate language and content for each territory, and continue to monitor the market for any necessary changes due to localized trends or current events. Glocal is the most effective global.
  1. ___ A meeting time and place: With new hands on deck, plan ahead for longer lead times as new responsibilities and team structures are implemented. Your content needs to be translated into multiple languages and be applicable to the needs of different cultures, so plan lead times accordingly. Schedule regular – we recommend weekly – status meetings with the team to enable predictability and integration.
  1. ___ Use a globalization platform, aka TAP: To go global at scale, you need a TAP to make sure the lead times don’t get seriously long, potentially busting your budget and missing deadlines. Cloudwords is cloud-based and integrates with nearly all other marketing platforms (Marketo, Wordpress, Hubspot, etc.), as well as your preferred translation vendors, either in-house, freelance, or from Cloudwords' own translator marketplace. Within our platform, translation management is centralized and yet flexible to enable consistent brand communications at a local level. Robust reporting is also included.
  1. ___ Translation memory: Translation memory is your company’s approved library of all words and phrases ever translated. A cloud-based translation memory works across all your different translation agencies and allows for real-time updating and global access. This alone can save almost 20% of the time and effort associated with manual translation processes.

These six essentials will make a world of difference in your global marketing journey. They are a mix of strategy, execution and technology. With these items, your brand can go anywhere. We look forward to getting postcards from your favorite campaigns!

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2 min read

Glocalization Makes the Global Local

By Richard Harpham on 06/19/2015

How Do You Say….Marketing?

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2 min read

Cloudwords Brings Translation Automation to the Salesforce Marketing Cloud

By Scott Yancey on 06/11/2015

Two years ago when Salesforce announced its plans to acquire marketing software company ExactTarget, it made total sense to me. Today, Salesforce Marketing Cloud has evolved from ExactTarget and enables marketers to create personalized, cross-channel customer journeys. But personalizing those assets for global markets still remains a complex translation challenge that, for most, is still slow, with unpredictable costs and outcomes. That’s where Cloudwords comes in.

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