Translation and localization play a pivotal role in the modern digital experience, particularly for global enterprises with audiences that span multiple regions and countries.
According to data from CSA Research, 76% of customers prefer to purchase products with information in their own language. Translation services are essential to ensure that content is available in the correct language.
RWS Tridion Sites offers an enterprise Content Management System (CMS) enabling businesses to manage volumes of multilingual content across multiple channels. It also provides a range of translation and localization services. In this article, we’ll explore the broader applications of Tridion and how these translation capabilities fit into the modern digital content ecosystem.
The Role of Translation Services in a Globalized World
Technology and international trade advancements have led to a globalized world with fewer barriers and increased cross-cultural interactions. Access to translation services is essential for large enterprises operating in this connected world.
Expanding Reach
Enterprises with ambitions of growth and increased revenue want to expand their reach and are always looking for ways to provide their products and services to more customers globally. Those who want to expand into new markets and regions must leverage translation services to ensure customers can consume content in the correct language.
Growing Customer Expectations
Translation services enable businesses to keep up with growing customer expectations for content in their own language, thus putting the customer first. However, it also protects their own interests, as 40% of customers won’t buy from a language other than their own website.
Increased Cultural Exchange
Enterprises that leverage translation services can facilitate cultural exchange, collaboration, and community building between themselves and their customers. Teams become more adept at understanding and respecting diverse perspectives, fostering an environment of cultural adaptability.
Global Workforces
Global companies have offices in multiple countries and regions. The growth of remote work and teams means this global expansion has increased even more. Translation services are therefore required to ensure clear communication and effective collaboration among multinational and multicultural workforces.
Exploring Tridion Sites Translation Capabilities
Translation and localization are closely linked to content management, as content created in the CMS needs to be translated before being published on other channels or localized websites. With Tridion Sites, translation features are available directly in the authoring environment, opening up new possibilities for global businesses.
- Efficient Translation Management: Tridion Sites offers built-in translation management so that content can be translated in the same environment in which it’s authored.
- Integrated Workflows: Teams can configure translation workflows to reduce the time and effort required to send translations back and forth over email. This ensures editing and review processes are followed before content can be approved and published.
- Componentized Translation: Tridion Sites offers componentized translation. With this feature, sending just the section or item that needs translation instead of an entire page is possible.
- Translation Memory: Through RWS’ language technology, Tridion Sites offers the ability to store translated content in a database. This enables businesses to translate text once and not have to do it again, saving them time and money.
- Content Reuse: Content is stored in a hierarchy, so any content translated at the parent level is automatically translated at the child level. This promotes reusability so that content can be easily published across channels as well as different websites that share the same language.
For example, if a company has Canadian and Belgian websites where French is the primary language, the content can be translated once and used across websites.
- Localization: Tridion Sites includes localization so that companies can fully optimize content for different audiences, such as those that speak the same language but with dialect variations.
- Digital Content: Tridion Sites supports more than just text translation. Multimedia content, metadata, taxonomies, categories, keywords, and pages can be translated using the same processes.
- Integration: Tridion Sites easily integrates with other third-party tools and services, enabling businesses to expand their translation capabilities with custom tools.
How Tridion’s Translation Services Benefit Enterprises
Leveraging a CMS like Tridion Sites that includes translation services, can benefit enterprises in the following ways.
Improved Internal Communication
Tridion Sites provides a central hub for content creation, collaboration, and publication. Multilingual support ensures that internal communications, such as company memos and documentation, can be easily translated and shared with global teams. This also helps reach larger audiences, as with the built-in workflows and reusability, teams can build global campaigns faster without worrying about wasting time going back and forth.
Enabling Cross-border Collaboration and Trade
Enterprises that conduct trade across countries and collaborate with partners or customers in these regions must consider legal aspects when publishing content in other languages.
Legal considerations, such as accuracy and cultural nuances, are paramount in international dealings, and having a CMS like Tridion Sites ensures a streamlined translation process that reduces the risk of misinterpretation, legal complications, ensures precision and compliance with local regulations.
Increased Efficiency and Resource Allocation
Rather than managing translations through external services or going back and forth via email, spreadsheets, or other inefficient workflows, Tridion allows centralized control, making it easier to update, track changes, and maintain consistency across multilingual content. This efficiency saves time and ensures that resources are utilized effectively, contributing to a more cost-effective content localization strategy.
Better Customer Experience
Properly translated and localized content enhances the customer experience by delivering content in the customer’s preferred language. Tridion enables businesses to provide their global audience with a seamless and personalized experience.
This increases customer satisfaction while boosting engagement and loyalty, as customers feel more connected to the brand when information is presented in a language they understand. It can also result in increased revenue.
Deeper Customer Understanding
By analyzing content performance across different language segments, enterprises can gain insights into regional preferences, cultural nuances, and market trends. This allows for more targeted marketing strategies, which can provide a nuanced understanding of diverse customer bases.
Enhanced Brand Reputation
The ability to deliver accurate and engaging content in multiple languages positions businesses as culturally aware and responsive to the needs of a diverse audience. This, in turn, strengthens their brand image, building trust and credibility on a global scale.
Building a Translation Ecosystem Using Tridion
Tridion offers an enterprise-grade content management system that facilitates faster time to market for global companies. It offers translation and localization capabilities, enabling enterprises to build an efficient translation ecosystem that improves employee communication and productivity.
Content Bloom is a certified RWS Tridion partner with a wealth of experience working with Tridion, from implementing new systems, digital transformations, and multilingual implementations to support and consultancy. This applies to web and component content management and includes content delivery to multiple channels via hybrid and headless implementations.
Want to learn more about how Tridion Sites can improve your translation and localization efforts? Contact us today.
