Multilingual Marketing Content: Growing International Business with Global Content Value Chains

By Vince Emery, Karl Kadie, and Mary Laplante of Outsell's Gilbane Services 

Today's marketing and brand management groups are on the front lines of business mandates to grow international revenue, increase worldwide market share, and strengthen the impact of global brands. Businesses reaching for such goals face an environment of unprecedented pressures. How are companies dealing with the demands of multilingual marketing? How are marketers handling new online media and swelling volumes of content? How are they providing consistent customer experiences across dissimilar languages and cultures? How are they controlling costs? What obstacles prevent the alignment of multilingual marketing content with businesses' larger goals? Which investments deliver the most impact?

To help global businesses address these questions, Outsell's Gilbane Services conducted research on the state of practices for managing global marketing content. The resulting report, Multilingual Marketing Content: Growing International Business with Global Content Value Chains, is to our knowledge the first study ever to focus specifically on managing multilingual marketing content.

As the only analyst firm with a dedicated organization focusing on content globalization, Outsell's Gilbane Services provides unique resources to help businesses improve their international marketing operations. Multilingual Marketing Content is based on original primary research that aggregates the real-world experiences of organizations that compete in multinational markets. The report describes proven approaches to increasing the value of content as a key component of strategic brand management and marketing communications, citing examples of how industry leaders have succeeded and failed. Brand and marketing managers, business executives, content strategists, and language professionals will gain new insight into how to improve their global content operations, determine which investments generate new competitive advantage, and bring their practices in line with larger business goals.

Download this Report (pdf, English)  

Webinar: Presented by Mary Laplante, Vice President, Senior Analyst at Gilbane Group, a Division of Outsell, Inc. 

In this informative one-hour webcast, Mary Laplante shares highlights from Gilbane’s research on Best Practices for Multilingual Marketing Content, including insights into how leading practitioners are improving and advancing their global content value chains for marketing content to create new competitive advantage and bring their practices into closer alignment with larger business goals.

View this Webinar Replay