As more companies expand across continents, website globalization—the process of launching an adapted, multilingual version of a company's core website into different regions throughout the world—is becoming a crucial initiative for business of all sizes and industries.

Marketers preparing to launch global websites should consider several factors, including how to localize content marketing, divide responsibilities between central and local marketing teams, and maintain brand consistency.

Though website globalization is a bit unnerving to many marketers, technology can simplify the process.

As the foundation to any website and content marketing initiative, Web-content management (WCM) platforms are the first step in technology decisions.

Here are some considerations for marketers as they look for a WCM platform on which to successfully globalize their websites.

1. Give marketers control

With more international websites and content to manage than ever, marketers need a WCM platform that empowers them to easily edit Web-page layouts and templates, and readily publish and re-use Web content without the help of IT.

It's impossible for marketers to effectively build and manage their brand globally if they are hamstrung by technical challenges. As opposed to their on-premise counterparts, 100% SaaS-based WCMs are built with the non-technical user in mind, and as a result, they give marketers more control over Web content and presentation, so that they can provide compelling content experiences. For example, Interface, one of the world's largest designer, maker, and seller of carpet tile, was able to cut its time-to-publish from two days to just two minutes by giving their marketers more control of Web content using a SaaS-based WCM.

2. Share content across multiple sites

A regional website is an adapted version of the company's core website with content that has been translated and/or altered to match the region that it serves. Nearly 35% of marketers manage 11 or more regional sites. However, more than half of them said that between 20-60% of the content on their regional websites is out of date or behind at any one time.

Enter your email address to continue reading

Four Considerations for Successfully Globalizing Your Website

Don't worry...it's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin


ABOUT THE AUTHOR

image of Noah Logan

Noah Logan is general manager of Clickability at Upland Software, an enterprise software provider.

LinkedIn: Noah Logan

Twitter: @logannoah