In today’s world, content drives sales, marketing, user engagement, and even user experience. Most successful companies have stopped competing on features and now focus on brands, and brands are primarily driven by storytelling. More than half of the purchase decisions are made before the customer even reaches out to the supplier. That is why, in the content economy, every company is a media company.
But the modern language industry is failing in this respect: New content, which comes in a variety of forms and gets continuously pushed out through various channels in small chunks, needs to become multilingual immediately. However, this just doesn’t fit the old process we’re accustomed to in the industry, a process designed for big batches, file exchange, and manual management.
So, while content delivery in the original language has become robust, multichannel, multiform, automated, and continuous, its multilingual counterpart is still manual and based on exchanging discrete pieces of content. It is like having a modern pipework system in your home that only works for some family members. To supply water to the rest, you have to take buckets and fetch water from that pipework manually. And this analogy is basically how more than 99% of language service providers still work.
But customers expect the same connected experience for translation as with their original content and product updates. So, what do they do if they can’t get the language service market to supply them with a connected translation experience? Well, they end up building their own solutions. And don’t be mistaken, there are tools out there that allow them to build these.
As an LSP, you’ve worked hard to become a winner in the traditional language industry. But that industry no longer exists. Connecting, managing, scaling, delivering, paying — every task needs to be automated in a single connected translation framework. So, step up your game and set up your connected translation framework if you want to become a winner in today’s content economy.
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