Category: Content management & strategy (Page 121 of 479)

Our readers are familiar with language afterthought syndrome, a term we coined in our report on Multilingual Product Content: Transforming Traditional Practices Into Global Content Value Chains.

Language afterhought syndrome refers to that pattern of treating language requirements as secondary considerations within content strategies and solutions. Global companes leak money and opportunity by failing to address language issues as integral to end-to-end solutions rather than ancillary post-processes. Examples abound. Source and translated content that should be reusable, but isn’t. Retrofitting content to meet regulatory requirments in different regions. Lost revenue because product and marketing content isn’t ready at launch time. Desktop publishing costs that are incurred soley due to reformatting in multiple languages. The list goes on and on.

One of the most effective defenses against language afterthought syndrome is baking language requirements into the technology acquisition process, thereby embedding support into the infrastructure as it’s designed, developed, and built out. OCLC (Online Computer Library Center) recognized this opportunity when it embarked on an ambitious transformation of its web content globalization practices. Debra Lewis, web content manager at OCLC, and our friend Andrew Lawless, principal at Dig-IT Consulting, shared their experiences in a terrific session at Gilbane Boson 2010 entitled “Next Thing You Know — You’re Global!”

The presentation delivered by Deb and Andrew is available on the Gilbane conference website (follow the link and click on slides for session E3) . Highlights include Deb’s characterization of the signs of stress. On the production side:

• Spend more time finding “creative solutions” than creating new content or managing site strategy
• Use features of your CMS in ways not originally intended
• Can’t upgrade to new releases without corrupting your pages

On the business side:

• Localization addressed at the point of publication
• Turnaround for day-to-day edits increases—affects relationships with internal clients
• Distributed authors “give up” and relinquish editing rights
• Team stress increases

These stress points led OCLC to commit resources to evolving its global web content strategy.  Deb and Andrew then walked our audience through OCLC’s three-phased transformation:

1. Get a translation service provider
2. Get a new CMS that would scale
3. Get a translation management system

The portion of the presentation on selecting a web CMS with well-defined multilingual requirements will be especially valuable to any organization wanting to eliminate the negative impacts of language afterthought syndrome. Deb and Andrew described OCLC’s selection process and timeline, CMS selection criteria, prioritized globalization features, key standards that would need to be supported, text and language requirements, and requirements for integration with translation workflows.

Many global companies are now rearchitecting their web strategies for global presence and audience engagement. We see this as a major technology and investment trend for 2011. The insight offered by OCLC couldn’t be more timely.The organization’s experience offers a treasure trove of guidance for companies who are evaluating new web content management systems with language requirements among their priorities.

Thanks to Deb and Andrew for a great contribution to Gilbane Boston.

Gilbane’s webinar calendar was laden with at-your-desk educational opportunities during the final quarter of 2010. Here’s a quick round-up of the events on content globalization:

Cisco’s Localization Journey: Capitalizing on Global Opportunity. We talked with Tim Young, Senior Operations Manager at Cisco, about the company’s transition from localization and translation silos to a centralized shared services platform. Young’s presentation was chock full of great metrics. Gilbane will publish an in-depth case study in February.

The Holistic View: Connecting Global Product Content and Marketing Content. We examined the current state of practice for multilingual marketing content and the successes that global enterprises are realizing when they overlap their multilingual marketing, brand, and product capabilities, treating business content holistically rather than as separate practices.

Game-Changing Approaches to Engaging Global Audiences and Managing Brand. The online version of our presentation at Localization World in Seattle. We shared insights into how leading practitioners are improving and advancing their global content value chains for marketing content, drawing on the research for our upcoming report on multilingual marketing content:

And although this webinar on Delivering Compelling Customer Experiences with DITA and CCM wasn’t specifically about content globalization, it examined next-generation XML applications and how global companies are realizing new value with smart content. The case studies covered in the webinar and in Gilbane’s Smart Content report touch on XML for localization and translation.

Last week I was pleased to have my second paper published here at Gilbane "Content and the Next-Generation PortalExperience" that you can now register for and download (for free) from the Beacon area of our website.

For many organizations, access to back office services is becoming an essential part of the experience they need to provide their website visitors.Their external websites form the front line of customer service and their Intranets play a vital role in employee engagement as the expectations rise for both audiences on what they can do over the web. In the paper I discuss how a portal infrastructure can be a natural fit for providing this blend of relevant services and content and there is an opportunity for organizations to shift their portal infrastructure from internal workhorse to a contemporary services interface.

The downside, as many organizations have discovered is that a portal implementation can come at the cost of the primary fuel of web engagement – good quality, fresh, relevant content. In the paper I look at the reasons for behind that and suggest a possible solution of adding a contemporary web content management system.

Like any enterprise integration, the fusing together of a portal platform and a WCM has it’s own risks, principally that the resulting solution does nothing to improve the lot of the content author as it has the potential to expose these business users to multiple interfaces and complex processes. In the paper I go on to take a look at how to avoid and mitigate these risks, with the advice on some key attributes organizations need to look for when selecting the WCM system.

I hope you enjoy the paper and I’d very much like to hear your feedback – either here or you can find me on Twitter (@iantruscott)

The paper is now available from the Beacon area of our website and from e-Spirit, who sponsored the paper. You can also register for a webinar that e-Spirit will be hosting on 10th February 2011 during which I will be talking through the main points of the paper.