Key takeaways from our International Content report [Marketing]

Published by the Econsultancy blog

Link to the original article.

Management of content across borders and languages is a real challenge for brands. Most are underperforming in their attempts to centralize governance, expand into new markets and localize content for a diverse array of audiences.
International Content: Monetizing Global Content Assets and Measuring Success is based on a survey, conducted in partnership with Lionbridge, of 278 international marketers across a variety of industries and sectors.
Organizations that are successfully measuring and comparing the impact of their content across regions (about 1 in 5 organizations) are used as a point of comparison with the mainstream. Agencies and mainstream brands can learn from these high-performers, from content ownership and ROI measurement to strategy and governance.
Keep reading for a few takeaways. The full report is available to Econsultancy subscribers here, and for a limited time thanks to underwriting from Lionbridge, you can obtain a free copy with registration here, as well.

Leaders know how to measure ROI, and that opens up their organizations to more dynamic and ambitious efforts to internationalize content.
Fifty-four percent of leaders believe their budgeting is "Very much based on a quantifiable understanding of the likely revenue uplift."
This is partly explained by what brands use for their KPIs; high performers are more likely to use scales (54 percent versus 47 percent), profit (44 percent versus 29 percent) and conversion rates (48 percent versus 30 percent) to gauge the efficacy of their content.
What key performance indicators (KPIs) do you use to understand the value of content you are publishing in local markets?

Overlapping with industry leaders, organizations with transactional websites tend to have tightly controlled content at the global level.
Transactional websites are 64 percent more likely to report being "very tightly controlled at a global level" versus non-transactional websites, compared with leaders, who are three times as likely as the mainstream to report being tightly controlled with no local autonomy.
How would you describe your organization's governance of global content?

In the report, we look at other ways transactional and non-transactional websites differ in their approaches to the management of global content.
High performing companies are more likely to use generalized content across global markets than the mainstream, but they hope to change that in the next year.
Are you planning to extend the number of markets in which you have a local web presence?

Leaders are exactly twice as likely as the mainstream to say that they plan to expand the number of markets in which they will have a local web presence, but, as of now, they are much more likely to have non-specific content programs in place for all markets in which they operate.
That isn't to say that the mainstream is where industry leadership wants to be; while mainstream companies tend to have more localized content than their high performing peers, they are much less likely to have a well-developed framework for content internationalization of localization, and believe their content management to be "ad hoc" and unstructured.
Does your organization have a framework for managing global content?

For more on the state of international content and trends of the future, download the full report here.