Start here: the case for strategic content localization

Bryan Montpetit 0:00
Hi there, Catherine. Hi. How you doing? Good. How you doing? I'm doing I'm doing well. Thank you. I apologize for the sound issues that I had originally I switched over to my my headset mic. And then I found it all muffled I apologize. Rookie rookie mistake, rookie mistake. So, please, I'll let you introduce everyone on the panel. Welcome, everyone. And I'll come in when there's a few minutes left. And hopefully we can take any any q&a. And I'll let you of course moderate the the q&a session at the end as well. All right, tastic. Good luck, everyone. Thank you.

Kathrin Bussmann 0:40
We're still waiting for one more panelist, I think. I think she's here. So she's, she's coming. But let me let me introduce things here. Thanks so much for for passing the baton Brian. Yeah, it's I'm really excited to be hosting this panel today. So thanks for tuning in everybody. I'm Katherine Bussmann. I'm the president and chief strategist at verbage chino. I'm also the host of the word the Marketer Podcast. And I am currently also heading content localization at bubble which is a translation store yet look at digital marketing agency. There you go. I need more caffeine. I may not look like my profile picture right now, because it's been a year since I had a haircut almost to the day, so you'll have to forgive me. But I'm very interested in this topic that we're going to cover today. As we mentioned, the title is start here the case for strategic content localization. And I would love to introduce my fantastic panelists. We first have you can like a Sonae, who is the globalization and localization director at intento. She is joining us from the Barcelona area. Next we have Miguel Sepulveda, who is the global localization manager at King. And he is also joining us from the Barcelona area. We have Patrick newness, the Director of Global Communications and design at Rotary International. He's joining us from the Chicago area. And last but not least, I am hoping that we have Carmen Carmen Aviles, who is the localization manager at Agilent. She is joining from the Madrid area. So we have three people in Spain, one person myself in Canada, and we have Patrick representing the us today. Welcome, everybody. And I'm hoping that we'll be able to see Oh, there. There she is. Hi, Carmen. Oh, good to hear. Fantastic. All right. So let's let's dive into this. So the general theme here is, you know, content prioritization. So let's start by talking about, you know, before we can talk about what content should prioritize, we have to categorize our content. So I want to start with that as sort of the foundation for all of this. You know, based on your experience, I'd like each one of you to tell me a little bit about how you in your organization, categorize content, how you think it should be categorized based on things like the customer journey, or the stakeholder journey in the case of a nonprofit. And can you share some kind of examples of how you in your work categorize content in a way that's useful to you. And let's start with me again.

Miguel Sepulveda 3:42
Okay, icebreaker. Customer, your needs. So important, all this stuff, I'm really happy to have today the opportunity to talk about this. And also explore the connection between the customer and yummy and the content needed in image face. content drives the customer journey. And we as localization professional need to figure out how to reach potential clients with the right content in the right place, at the right time. And, and it's all about timing. And let me illustrate my point here with one example I want to talk about the customer yummy of again, that's what we do, again, great games, but actually the different stages and content categories I'm going to mention. I think they might work also for a mobile app or, or their digital services. So maybe this is something that the audience might find useful, and perhaps adapted to the product. In in a game the customer journey has three main phases. Awareness is the first one. And awareness is the critical The first step without a witness, there is no God. Hence, the goal at this stage is to create content and spread widely across as many channels as possible. In this stage, we are concerned about sale data enticement, influence influences campaign content categories in displays, for example, media coverage, advertisement in multiple channels, Instagram post tweets, social media and general customer testimonials, microsite, to name a few, all this content that we might have in that category of the of the engagement. And content at this stage should be high quality. So we make a positive first impression. Hopefully, we convince them download the game, and they start playing. And that is the second phase in the content customer journey. Therefore, in this phase, the goal of the user journey and the content categories are, are different. In this phase, women have content categories, such as in game content, tutorial LiveOps, product updates. So basically, here we have all the content related to the game that we see well interacting with the product. And then finally, we have the third phase, which is building the habit of play the game, and hopefully pay. And the content here is designed to engage users and increase monetization and content type. In this phase of the journey, it's around community forums, newsletters, scheduled blog post, surveys, user generate CANDIDATE CONTENT to its FA Q's. So with this content type, it's all about providing enough value to our users to make them want to return. This means also making them feel like part of a community and this community feeling through the content is crucial, because then we are closer to make them fun software product. And they spread out the word about how great the product is. And this is, for example, the behaviors, we see many users from Tesla or Apple V sharing their circles how great the product is. And that's a great sign now that customer journey from a country's content perspective, it's, it's going in the right direction.

Kathrin Bussmann 7:30
You you're more in the b2b space. How would you categorize content in a different way from what media is just describing? Can you talk a bit about how you do that in Central? Yeah, you've done it in other roles that you've led?

Yuka Nakasone 7:46
Yeah. in b2b space, I don't think there's lots of difference between b2c b2b and b2c If we talk about digital channel, because some things said about B to B is a myth. Like, we can do more in English for b2b, maybe it's it's not true. So localization is key for b2b b2c. But if I talk about not a big operations, like startup, I do small companies. And in this space, we don't have lots of budget. So we really have to look at what's effective, and what needs to be done rather than doing everything. So categorizing through first, in this type of companies, I have to categorize food cutting functions like marketing, legal support, product may be product comes first, for example, this type of categorization and by talking that, for example, intento helps global brands to effectively and efficiently translate their content into other languages by using by leveraging AI and machine translation, which means there's more to give for the same budget. And we are reaching to more functions. So categorization for me comes with functions, more or less.

Kathrin Bussmann 9:56
Yeah, it does. It does makes a lot of sense. Carmen, how do you care? categorize your content at Agilent. In terms of the customer journey that you have to think about,

Carmen Avilés Suárez 10:05
it's it's very interesting because he can relate to the things that Miguel said and things that you can set. We are b2b. And we are part of a technology industry, we sell big instruments here. And for us, it's, it's true that the assumption is like, Okay, we, we deal with scientists, scientists speak English. Well, that's not so true. They might speak English. But that doesn't mean that they want to consume content information in English, right? That that was the first breakthrough with my teams, we actually did a couple of customer surveys where they clearly said, Yeah, we understand you. But in my free time, I don't want to read you in not only I mean, it's an extra effort we're not willing to do. So as part of that exercise, we got a little bit more of push for localization. And we were built as part of the content journey, customer slash content journey, mapping. And in that scenario, was very interesting. Because as part of we mapped the whole journey for different personas, we were matching, where the content fits. And we were identifying different pain points for customers. So we were able to see how content fits to mitigate those pain points customer currently half, so called the organization was more or less what Miguel was saying, right? It's the whole our to decide journey. And then the onboarding and support. Deal, hopefully, I mean, they might leave, but it's it's these two buckets, its product information and support information for making decisions. And then you have all the aware. So for they are worried was No, no, it's all the ads, email marketing, all the booths, that in local language, because if not, you won't get attention from customers. And then you have all the product information separated in different buckets for us, right, that it's even consumed on the side piece, or in the support part. Right. So it's quite interesting.

Kathrin Bussmann 12:19
And Patrick, I mean, of course, you're in the nonprofit sector, and you don't have customers, you have, you know, members and stakeholders. And, and, you know, you're you're at the Global Headquarters, but you have chapters, you know, Rotary chapters all over the world. And of course, also Rotary International has been around for over 100 years at this point, I think. Right? So it's not so much of a discovery at this point for you. It's, so how do you categorize your content in useful ways for your purposes? Yeah,

Patrick Nunes 12:53
thanks, Catherine. I think it's interesting, because for us, we have because of the size of the organization, and because we're truly from the ground up, right, the clubs are everywhere in the world, basically, there are a lot of competing priorities right? So I think one of the main things for us is to help our internal stakeholders to understand that there is such a thing as the customer journey, right? There is such a thing, because generally, the the idea or the desire is to come up with content and just push it out, right, just push it out, check the boxes, we've done our part great. But people don't think of the whole cycle and where their customers are, right? So we have competing priorities. For example, if we're talking about what's the purpose overall, right? Is it philanthropy? Is it membership engagement? Is it gaining memberships and retaining memberships? So there are a lot of things in that spectrum. And generally, when we try to present to our internal stakeholders to help them visualize the journey is a simple question of where are they like, what are we trying to achieve overall, and sometimes they don't quite get it. So we try to break it down by saying, What are you trying to achieve? Is it everybody that needs awareness of this situation? Or is that everybody's that about desire? So if we're asking for if it's a fundraising campaign, is it about the fact that they are not aware that the campaign exists, is it the fact that they don't have the desire to donate is that they don't know how to do it didn't know where to go to to do the donations? Or they don't, it's not a matter of reinforcement, they're just donors that we have. And even from that perspective, if I'm thinking of one portion of what we do, which is the philanthropy side, which is donations, sometimes we have to work with stakeholders to help them understand where their customer is, right? Is it a major donor, somebody who's already been there, it's a matter of recognizing what they do. So for us, you know, within each segment of our organization, we might have different types of categorization of the content to help them prioritize, to the to the point of how, what means you're going to use right how are you going to communicate? Is there going to be a video is there going to be an ad in the magazine? What so there are a lot of layers there that we try to help in the communications group overall. So that One very important thing that works very well for us, we work very closely with the whole communications group. So when we're talking about positioning and category, categorizing content, we're not just talking from the localization perspective, we're just part of this overall strategy for communications and marketing and positioning of that we need to do

Kathrin Bussmann 15:18
alright, so there's you have to collaborate obviously, with with other internal stakeholders to figure out these categories that are going to be the ones you're going to go with to to make these kinds of decisions, right, you have to talk to your marketing department, your content creation, people, of course, and, of course, always keep in mind what the immediate goals of the organization are, as well. So once you've created your categories, and and you kind of know where everything fits in terms of the the customer journey, or the stakeholder journey, within each category, like how do you decide what's going to get localized? First, I mean, assuming you can't localize everything all at once, and that certain things need to be done first, before launch, you know, let's say in the case of a new product or service. And then then other things can come later, you know, when it's when you have the bandwidth or when there's a demand for it in the new locale that you're targeting. What what kinds of factors do you have to think about when you make those decisions about how you prioritize, prioritize within these categories? Does do things like the medium within have the the medium of the content? And by that I mean, you know, whether it's, you know, a piece of text, whether it's a video, whether it's, you know, maybe a piece of audio content, you know, does that affect, you know, where you rank it in, in order of priority, because, you know, some things are gonna require more resources and others less and so you kind of, does that enter the calculation? And, and can you give me some examples? Let's start with Carmen.

Carmen Avilés Suárez 17:00
Turn. So, for us the recess lie. I mean, we approach things slightly different if it's a market, and we are currently how we prioritize content for established markets, or if it's new markets, we want to entry. Right. So for current markets, as I was saying, Before, we mainly focus on all the research that has been done based on customer journeys and pain point, we prioritize those areas, or those content types that are mitigating the pain points. In other words, the the content that customers have said already, hey, we need it, right? in local language. In our industry, we have also set of requirements there for prioritization, that it's not really related to customers, it's related to legal and regulatory requirements. As soon as we get into medical devices, or in vitro diagnosis. Priorities get a little bit easier, because it's actually dictated by by the country or regional regulatory bodies, right. And they normally have quite a strict rules for EU markets. It's for us, it's key to do customer research, right, we need to understand the customer before we prioritize. We beating the bus to prioritize based on our what we thought we they wanted, and it was not really success. So that's alerting I was here, try to narrow your customers with facts and data, rather than just do what you think it should be done. And to your question on on how to deploy content. So Agilent, we are not there yet. 100%. But the whole idea of omni channel, it's actually being able to display the content in the different formats based on customer needs. So the whole question around priority prioritizing the channel, it's, it's somehow gone. Because if you really achieve omni channel, you will be able to deploy in different I mean, in whatever the preferences are from customers. Yep. That's

Kathrin Bussmann 19:22
your power. What would you add to that? How, in your experience, what are some good ways to decide what to localize first and what to leave until Yeah.

Yuka Nakasone 19:34
It was very interesting what Carmen said, because I didn't know that the the priority is dictated by the author authorization, I mean, you can't read to random thing, you you have the order and you have to present in such a way that it's it's fit into the market and it's it's legal in the region, but what I do This is totally different. And this is not what I do at intento. But one of my, my acquaintance shared with me when he was talking about his localization experience. He has lots of ecourse content, and he wanted to localize it. So he localized it with a localization company, and costed $200,000, because He's based in New York. And when he wanted to launch, he suddenly realized, realize that he can't, because he didn't have the backend system to support this content, meaning there is no support agent is they didn't think about how to support all the people coming in to consume this localized version. So he lost $200,000. I mean, he couldn't launch. So before privatization, I mean, for the small businesses, or those who are going global. Right now, I'm not talking about corporate like Kalman, or we get a Patrick, those who are going global right now. First, we need to think what is going to be needed before privatize it? You know, so, for that, you need a specialist? Yes. Coming?

Kathrin Bussmann 21:33
Yeah, that makes a lot of sense.

Carmen Avilés Suárez 21:35
Sorry to add on these, but I so I relate to that so much. Yeah, the kind of project here, where? Well, I learned like, oh, we go the middle grade. Let's do a web chat with the lead all the web chat interface. We read everything lalala we deployed. And then the business I use came and said, Who is going to report this? On my team? We don't we don't want them to unprocessed right. So we someone came from to us and say we need these in nine languages. Like okay, let's do it. We did all the testing all the fun, but no one wants to own it. end to end process. And who is going to support that? Yeah. So yeah, so that happens more often than we think which

Yuka Nakasone 22:19
Eric who decided to do localization of this content?

Carmen Avilés Suárez 22:24
The product owners and the people in digital channel decided that that was the feature they wanted to deploy? Did they talk with the business did they build and they are? What I see, normally? We're not I'm not sure if companies or at least my company fails is to make the strategy operational. Right, they think at the strategic level, but no one really thinks on how to implement that. So we see often a gap there, which is very scary, because you do an investment on the strategy, but then it never gets implemented, or it gets poorly implemented.

Yuka Nakasone 23:01
I have a question. If you were included in this discussion, when they're making strategy, you could have said that?

Carmen Avilés Suárez 23:11
Well, yes, but this is even above me. Right? This is, to some extent, common sense. Like how no one thought about support for a web chat.

Yuka Nakasone 23:21
Yeah, but you know, this is this is common thread. I mean, my acquaintance didn't think about it. He's a very business oriented person. And your company's very professional. So this is a common thread that really needs to be there to support all these kinds of

Carmen Avilés Suárez 23:40
end to end process. content doesn't live in a bubble alone, right? Content we were discussing the other day, right? Content feeds a purpose, what is the purpose? And where does it go? And

Kathrin Bussmann 23:51
that's where the customer journey, you know, that's exactly yet right? You have to always keep it in mind. Even if some things get priority, it doesn't mean that you're not absolutely going to need these other things down the road. And just because they're not prioritized, doesn't mean you're not going to need them eventually. So yeah, good points. Miguel, what would you what would you add to this conversation about, you know, what needs to be localized first, and on what basis? Do you decide that?

Miguel Sepulveda 24:22
Yeah, in our case, what needs to be localized? We approach it balancing four factors. Some of them mentioned, as Carmen was saying earlier. The first one is the English proficiency in the market we want to penetrate. We all know that some countries feel more comfortable with English. So the approach is going to be different if if we want to have something for my Swedish colleagues that they have a super high English level, or here in Spain. So the tolerance of the English it's an important factor for the content type and the priority. The second or variable is the complexity of the market and are the challenges of the technical implementation. For example, I've been involved in some projects that implementing internationalization best practices to include Arabic, it face different challenges from font selection to the implementation of the font in the game engines to mirroring the duplex layout. So that has impact not only the what needs to be localized, but also when it's to be localized. The disability of the content is the parameter. For example, the tutorial in a game, it has to have big priority when it comes to decide what gets translated. That tutorial needs to be top notch quality, because otherwise, when my friend to build engagement if the players don't understand how to play, so that's super important there. And cost is the is the other vital factor we need to balance because we all of us, we operating finit budgets. So that's, that's also important. So yes, summarizing, it's, it's a combination of the English proficiency, the complexity of the market, this last internationalization challenges, basically took the content cost.

Kathrin Bussmann 26:25
Patrick, what would you add to, to this point about what the how you decide what to localize first within categories,

Patrick Nunes 26:33
and those are very good points. And generally, I think when I'm hearing this situations, I think of a common situation that happens with folks coming up with the solution without identify what the problem really is, right? So for example, we had a situation that somebody came I stakeholders said, we have this increase in donations in this part of the world. So now we need to make this platform localized to them. And one might say, well, that's great, right? It makes sense, because, you know, we have to tailor to that. But the question really is, what do they really need? Right? I they able to operate in the English platform right? Now it looks like they they are because the donations are increasing, right? So that doesn't seem to be the problem. So then we dug deeper in this conversation to say, Okay, what do they say? What, again, I think, and Carmen mentioned that listening to your customer, right? What do they actually need Is it really because it's a direct correlation of the nation's are increasing, we need to cater. And then it was interesting, because through that exercise, we're able to identify that the best solution or the prioritization, the type of content that we needed for that segment at that point, was to create content from scratch that was not from English, in their language, recognizing all the good things that we're doing and organizing simulations, they were doing, how that was coming back to the community. So actually, with that recognition, donations increases even more. And then, as you mentioned, very well gathered, it doesn't mean that we wouldn't do it eventually. But it was not maybe the right time at the right place to do that specific authorization of that type of content, based on a piece of information, which was very important was very relevant, but just about how you put that in, place that puzzle or that piece of the puzzle to make everything come together.

Kathrin Bussmann 28:22
Well, let's talk about how these decisions then affect the method of localization that you choose. Because you know, these days, of course, we have all kinds of different options. Some are more automated, some are more manual. How does? How does the customer journey and the purpose of the content you're dealing with effect your choice of, of the method of localization? And how do you new technologies like NMT, for instance, affect your decisions around prioritization in general, like, are there things that you might not have prioritized, you know, 10 years ago, but now because it's much more doable because of n t, you can suddenly prioritize these things, which would have been unthinkable, you know, some years ago? Let's start with Yuka.

Yuka Nakasone 29:24
Okay, yeah. It's, it's, it's, it's a good question. And it's not just localizing, but we have to think about what Patrick was saying that the content originated from the local market. I mean, this this, this has a very important way in the content creation world because we really have to think that localization is used because it It's cheaper than creating in the local market. That was the first thought we can translate it translate the content without creating a local market, which is much more expensive. But depending on the budget, and depending on the purpose, we have to mix locally originated content with localized localized, I mean, translated content, I think, and being said that content creation in English is sometimes a low position. Meaning I'm based in Spain, so people who may write in English is not native. So we have to be very careful of what's really source who is writing. And I jump into the technology right now, because we don't have too much time. Not just translation, but creation is going for machine right now. For example, GTP, three is not perfect, not not maybe usable. But we are seeing that we can create the content, multilingual content, using machine and actually, in Japan, there's big one of the biggest PR companies, media company. I know, they're using AI to create the source content in Japanese. And sometimes they can't really, people can really tell, which is machine AI, which is human. So this is where we are getting to

Kathrin Bussmann 32:03
Carmen, how, at Agilent? How does the customer journey influenced how you decide how to localize certain things? And how to localize other things? And how, how has, you know, have new technologies affected? That kind of prioritization for you?

Carmen Avilés Suárez 32:21
So for athletes, it's I guess, mixture? Um, so as we were discussing before, right, it's based on what do we want the content for? What is the goal of the content? Well, I mean, it's not the same are we trying to pursue on buying? Or is it just user generated content first for or what is it for? Right? So that would be the main piece to it. And then another thing that, again, it's very unique to my industry, it's the risk that such content expose to Ireland, right? It's, it's, I believe regulated, is what it's going on legally. And with that content, so dependent on on these two things. And also the customer research that I was naming before and the pain points, we tend to prioritize, right. And it's a mixture on what customers want and what I didn't want to push to customers. So it's not only what they want to consume is what they want, what we want them to consume. drinking, drinking. So that's, that's how we also prioritize on how we define what process or workflow we want it to be. It's also important to consider, especially on the aware to the side, the cultural differences and who is the author of the content and what is the style because then you get to some content types that you might want to go through transpiration or really directly create regionally, and others that localization Williams effects while other ones it's okay to use neural machine translation, even though for us on the technology side, we are somehow limited. Natasha within my team presented today around our and empty case. Any technology we want to use you the regulatory requirements need to be vetted by it and legal. We were able to use neural machine translation for the community portal. Right and it's very nice. Use here. We're then priority for Thai they use it they want to have this to bird there is no right. They want to have it and they want to have it now. They cannot wait for for us to localize it. Probably Additionally, there is such a volume that we cannot afford to localize it manually. And it's online, online conversation, it's low risk from a regulatory perspective, right? So it's how all these puzzles come together. And you have what we create is a matrix with all the parameters I described. In this example.

Kathrin Bussmann 35:27
I hope you can make all the complex. Yeah, Miguel? I mean, how do you handle these decisions that came around how to localize certain things and how to localize other things and how to leverage new technologies to help you and and how does all that kind of play into your prioritization process.

Miguel Sepulveda 35:53
It's somehow a little bit similar to what Cameron was describing of the matrix. And they're different pieces of the puzzle. Because the way we do it is that basically, there are three main localization approaches, professional human translators, machine translators, translation, and machine translation with post editing. And then we have the different types of content. But the key word is the visibility. So depending on the visibility of the content itself, it goes to one or the other. So being asked specifically, we are talking about marketing content, probably what you want, that is the best professional, you can hire to create creative transcreation. The same goes when it comes to legal, but probably if you are dealing with tweets, forums, in the games, maybe in machine translation is a good solution for this. Because it's, it's, it's fine at that level of visibility. And if you are into, I don't know, customer support, maybe something in between, like machine translation with some proof editing and post editing. So it's basically trying to connect the visibility of the content and the complexity. Because each type of content merits its own translation approach. It's just this kind of matrix of visibility, quality of the localization approach, and the tolerance to the mistakes.

Kathrin Bussmann 37:33
Patrick, how about you? How does the the type of content you're dealing with inform your approach to how it's going to get localized? And? And does technology play a role in prioritizing things or not prioritizing other things?

Patrick Nunes 37:49
Yeah, and it's very much the same as as described by my fellow panelists. It's about visibility. It's about you know, how fascinated you go, who's going to see it, what's the impact, what's the purpose of the content, what you're trying to achieve with it. And for us, the most important thing of usage of technology, as part of our strategists, global communications is really to leverage on what you can was mentioned at the beginning, we have a priority that we have over always digital first. And we have been leveraging more and more social media as part of our conversation with the universe, as many of us have been doing for many years. And we shifted that conversation from being, you know, a localization approach to really being that original content creation. So for us, that's when technology is key is to be able to allocate time and resources to focus on those more meaningful conversations that are really relevant because they're originally created and engage the consumer or the customer or the stakeholder in a much higher level. And, of course, cope with the high volume, low budget, and you know, the day to day operations of the things that still need to happen, that we cannot just ignore or push away because they don't just disappear because we want them to do so. Well,

Kathrin Bussmann 39:05
I want to ask each one of you, if you're sitting down with someone who just wants to pick your brain about how they can make their content strategy, their localization strategy at their organization, better, more efficient, more more, more efficient, and maybe find some efficiencies as well. And more effective. Of course, that's ultimately the goal is to be effective. Content always has a purpose, as we said, what would be your main piece of advice to someone over a cup of coffee, about, you know, in your experience, how can you make the localization strategy create, how can you make your localization strategy more effective, more efficient, and what are some ways that you can that You have personally been able to do that at your organization with with maybe an example or two. I'll start with you, Patrick. Sure,

Patrick Nunes 40:07
yeah. So one of the things that have been very important to us is really to, again, not act alone, right is bring those allies that you that you have in your organization. And I mentioned earlier, did we take the approach for content through a whole communications group, so we're embedded in the communications group, but the whole communications group really tackles content together. So we're not we it took us a long time to get there. But we used to be as many of us are in that in that process at the end tail of things, right, your second thought and all that. So now we're in a much better and more strategic position that we actually we are part of something that we formalize and put some structure around, that we actually have a content strategy board that's formed by members of the communications group, and we have a voice at the table, we have a seat. So when stakeholders through the organization are coming to us and throwing that they need a video, or they need that or the conversation, when it takes those two steps back, and then we have the dialogue. And the idea in doing that. And we use a lot of the, you know, appreciative inquiry model of like, why do you try really to achieve and so it's also important to have, that that alliance with others that own content are going to help you to shape content through different means, and mainly ask the right questions, right, because I think that really helps the stakeholders that bit the other business units to understand that shared ownership, that the success of the content is not just on me, and communications, not just on me as localization as part of that process. But if we really think together for me to think about the right questions to ask, we take the customer journey into consideration. We are while win, right? We your success is my success. So that's it takes a while. But I think that's been the most effective way of achieving, and putting better strategy behind content and helping folks understand the importance of content, the customer journey, and everything that comes with it.

Kathrin Bussmann 42:09
Just realize we're running out of time here. But I do want to get your key takeaways, each one of you maybe you can quickly in a nutshell, began Do you have do you have a one key takeaway that that you would like to impart about, you know, your advice for approaching a localization strategy in a better way?

Miguel Sepulveda 42:29
I think already mentioned the content bolt. And I think that that's something that we need to emphasize a lot. The the concept of partnership together is better. That's something that localization professionals will hear very often that we are an afterthought, bla bla bla bla bla bla. So then what we need to ensure is that we partner with content creators and marketing teams in the company to have a good understanding of the types of content and marketing plans. And once that partnership is there, then we set the content localization strategy with as we've been discussing today, depending on the disability, you will be due to that, but definitely the partnership. So we are not in silos. It's super important.

Kathrin Bussmann 43:16
Carmen, would you like to say something?

Carmen Avilés Suárez 43:18
Well, it's basically adding to what the Patrick and Miguel already said. For me, it's even more than partnership. It's we're all content. Right? It's not that we're Yeah, something aside. It's yeah. Localization in language content, and how I call it internally, actually, its content. And we're all part of the same thing. Right. It's a it's the same processes, same journey. Same everything is just one of us. A one groups take care of the original or headquarters, customers and the rest we take care of. Yeah. regional customers.

Kathrin Bussmann 44:00
You got to you got you have a quick final word.

Yuka Nakasone 44:04
Yeah. I mean, I resonate with all of them. And approach a Patrick has is mine as well ask great questions, good questions. And I step back one step. More. I question, what's global? What's globalization? There? I start, you know, so many people don't know that there's no such thing as a global market, the global market, it's a collection of your local market. There's no one fit. Oh, global market. This is where I start.

Kathrin Bussmann 44:41
A good way to end the wrap the discussion? I don't know if we have time for questions. I think we're almost out but maybe one or two,

Bryan Montpetit 44:48
we have three and a half minutes left, so we can definitely address some of them. No, no problem. I think it was a dynamic discussion. So there were questions of course, I don't know. Katherine, do you have access to them? Would you like to know I'm

Kathrin Bussmann 45:00
gonna go through. So if you want to

Bryan Montpetit 45:03
just I can kick them off. Definitely. Yeah, please. We had the original question. From info translate starts in the awareness stage, Miguel was describing. So it's going back to a while back now, what would be best investing on localization or creating content for the target markets directly in their language, sort of through a transcription effort? I know we discussed this throughout, but perhaps you can just touch on that.

Miguel Sepulveda 45:28
To build awareness, taking transcreation approach is its is the best approach. Because you are going to engage locally with the potential users. It's more expensive. So that's something that it needs to be always balancing the budget. But if if the budget is there, definitely creating content in local language from scratch is the best possible approach.

Bryan Montpetit 45:55
Right. A second question. What is your opinion on G? P T three Sales Marketing Product generator? It's an open question. I don't know if anybody wants to jump in.

Yuka Nakasone 46:09
What did you say that for marketing?

Bryan Montpetit 46:12
Yeah, so the GPT three Sales Marketing Product generator, and it just opinions with respect to it?

Yuka Nakasone 46:19
Yeah, I tested it a little bit. And it's it can bring some interesting creation. And definitely, for example, for AHL, I think work, like great job posting, it's just general thing, you know. So you can you can try, and it's, it works for maybe sales as well.

Bryan Montpetit 46:44
And we have a last one, and we're just about at time. So we're going to try and squeeze it in? How do you manage quality of translation at source? Do you have guidelines for authoring source copy? Do you have source QA? How do you actually go about that process? And this, again, is open. So anyone?

Carmen Avilés Suárez 47:01
So for us, we have a writing style guide? For source? Right? It's a corporate one, actually, I grabbed the whole company, most of our content authors, are you seeing authoring support like agrilinks? Right. It's key to have also, we have a corporate terminology, terminology standard terminology board. So these three for us at least are the highlights for content offerings, although it's still a day to be decentralized. Yeah. Some things to still do. They're

Bryan Montpetit 47:38
great. We have literally 30 seconds left. Any any final words that anybody wants to throw in? Nope.

Kathrin Bussmann 47:47
I mean, I think I think any of the panelists are would probably be open to, you know, fielding some questions, you know, later, as part of, you know, on LinkedIn, or whatever. So, I know.

Bryan Montpetit 48:00
Yeah, we definitely we do have questions going on in the community. So definitely check that out. Because I know a lot of people are going to be probably asking questions there after the after the panel. I also wanted to thank everybody that, you know, that participated today. The the discussion again, and we saw the comments going by was fantastic. A lot of people were just saying, you know, it's common sense. And yet, you know, we're talking about it, because it's not or not everybody's aware of it. So thank you very much for all the input, all the perspective. It was great. And thank you have a great, great day.

Thank you. Thanks, everybody. All right.