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International Content 2017: Monetizing Global Content Assets and Measuring Success
Econsultancy research in partnership with Lionbridge
Differentiating the leaders from the mainstream
Based on a survey of 278 global businesses and a series of interviews with senior executives at international organizations, this 36-page report looks at the role a global content strategy plays in helping leading and mainstream companies expand their brand footprint.
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KEY FINDINGS FROM THE REPORT:
The research defines international content leaders as those well equipped to compare the impact of their global content across regions and markets.
72%
of leaders exert high levels of centralized control, compared to 58% for mainstream.
60%
of leaders plan to increase technology budgets—almost double the percentage for mainstream.
60%
of leaders (4 times more than mainstream) establish clear ownership for content internationalization.
How does your organization match up?
Whether B2B or B2C, organizations across all sectors can use this report to benchmark their own endeavors and determine how to compete with leaders in the modern digital landscape.
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What industry leaders are saying
about the importance of global localization:
“If you have a global, standardized approach then your costs, including maintenance, will be significantly less because you don’t need to make changes across multiple locales. It will also enable more seamless integration with modern content management systems."
Dr. Nitish Singh, Professor at the Boeing Institute of International Business and Program Lead for Brand2Global's Certification in Global Digital Marketing and Localization
“Good content equals higher returns, but bad content equals a big problem. The number of leads generated comes down to the quality of the content, though it’s not just about lead generation. You have to measure engagement with the content to measure the quality and the impact.”
Alberto Viotto, Senior Director, Web Marketing and Strategy, DocuSign
"[...] You need to be clear about what questions you are trying to answer and what the specific client needs are. The better you understand what is required by the users across jurisdictions, the better the chance of success.”
Regula Stricker, Head of Marketing, Continental Europe, Jupiter Asset Management
“If you want to compete in the modern digital landscape you can’t just create once and publish everywhere [COPE]. You need to create different content for different channels, making sure the frontline is empowered to act in an agile way. The way to do this is to brief on objectives and not on specific pieces of content.”
Lars Silberbauer, Senior Global Director, Social Media and Video, Lego Group