Content marketers are tasked with creating enough content to support marketing initiatives across all regions and that can be a challenge as it takes 12 languages to communicate with 80% of the global online audience. Unfortunately, many enterprise marketers are unable to scale their efforts across various segments due to the challenge of manually translating content into the audience’s preferred language.
Not only is content localization a time consuming process, but it can be nearly impossible to support all audiences without an effective translation management tool in place. As a result, many organizations remain focused on implementing a content strategy for their English-speaking audience, without realizing their lost opportunity. The global revenue opportunity available to companies using online communications rose to $44.6 trillion in 2012, and only a third of that amount is available to companies that communicate only in their native English language. Translating content to meet the needs of regional buyers is essential to capitalize on marketing efforts.
For those organizations that have implemented a localization tool, there is still the challenge of supporting customer interactions across all channels. In many cases, localization tools are integrated with a website, but there is still the need to scale this content across email, display, social, and mobile. It is important to find a way to leverage content across all channels a buyer might choose to engage. Content assets need to be integrated with both upstream and downstream marketing technologies in order to make this goal a reality.
With Oracle Content Marketing’s Translation Management functionality, marketers can finally plan, organize, and distribute localized content to the right audiences. Using in-app topic modeling features, marketers are able to visually plan topic themes to be distributed across various channels. Marketers can then map these topics to specific personas, enhancing the relevancy of their messaging. In order to streamline the process of translating content for audiences across multiple regions, marketers are able to create workflows specific for localization and assign workflows by language. This not only saves marketers time but also helps to enable collaboration between teams, notifying members as assets move through the necessary steps toward distribution. The content calendar provides marketers insight into the progress of various content initiatives while also ensuring content plans align with overall business goals.
Once the content asset is created, out of the box integrations with translation providers eliminate time spent copying assets between two platforms in order to facilitate collaboration. With a simple request, the marketer can initiate the translation of one finished asset into several. When those translations are complete, they are automatically pushed from the third party into the content repository. Localized assets are organized into collections that will be individually optimized for specific channels.
When integrated with Oracle’s Cross-Channel solutions, targeted content can be used to create personalized emails and landing pages. Furthermore, marketers can promote their content through social channels including Facebook, Twitter, and LinkedIn with in-app social publishing capabilities, or extend the reach by integrating with Oracle Social Relationship Management platform. Marketers also have the option to publish their content to a website, blog, content hub, or microsite, ensuring that their audience is reached across multiple channels.
Oracle’s release of translation management will change the way modern marketers deliver content to their global audiences. Our customers can now streamline their localization processes while driving engagement and conversion opportunities.
No matter the language or the geographic target for your content, get smarter about your content marketing by downloading the Modern Marketing Essentials Guide to Content Marketing.
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