675: Avoid These Mistakes When Localizing Your Content w/ Craig Witt

ABOUT THIS EPISODE

In this episode we talk to Craig Witt, EVP of Global Sales, Marketing, & Go-To-Market of MotionPoint.

Click here to connect with this guest on LinkedIn.

There's a ton of noise out there. So how do you get decision makers to pay attention to your brand? Start a podcast and invite your ideal clients to be guests on your show. Learn more at sweet fish Mediacom. You're listening to the B tob growth show, a podcast dedicated to helping be tob executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Craig wit he's evp of global sales, marketing and go to market at motion point. Craig, how you doing today? Thanks for having me, I am I'm really excited to chat with you today, Craig. We're going to be talking about globalization in content marketing and how companies that are entering new markets and different parts of the world how they need...

...to be thinking about their contents as it gets translated into into new markets. But before we get into that, you guys are, you know, motion points doing some incredible things in the space. Can you explain what what motion point is for for listeners that aren't familiar with you guys and really help them understand why you're that got to be talking about this. Sure, sure, so, thank you. The what motion point does, and what we set out to do, is solve the operational complexity and cost websites and digital channel localization. We have, you know, technology and workflows from a turnkey perspective that are built to translate, deploy and operate multilingual websites and the goal there is to really optimize the customer experience across all of their digital channels. I love it so so, Craig, we're just going to die right and we've...

...got a lot of stuff that I want to talk about. But when it comes to you're going into a new market, we're going to first start with talking about written content. So, as we're thinking about globalization, of handling the translation and localizing content, you talked earlier about a need for a style guide, having a glossary. Can you talk to us really dive into specifics of what the brands need to be thinking about when they first start to kind of take on content marketing in a part of the world that is that is foreign to them? My experiences that I've had on this topic is really working backwards. So it's the it's the market that you're targeting to go into understanding all the appropriate cultural nuances and making sure that, if you're using, as an example, English as your origin site or origin for just content and specific...

...not necessarily a website, that you work backwards and create style guides, create the appropriate glossary for how you want certain phrases, certain segments, certain words, to be translated and represented, and also looking at it from a branding perspective and making sure that there's definitions and how you want that brand represented locally so you get the proper experience and engagement by the targeted audience and those local market. And someone is trying to figure out what those cultural nuances are. What have you found for the for the content marketer that is tasked with of this undertaking? Are there things they can do or their resources they can they can leverage to really kind of inundate themselves to in understanding like, okay, who are who are these folks that were actually trying to reach? How can I learn the culture and nuances as a matter of actually going there, doing...

...a site visit or there are so many resources online that you can do it virtually. What are your thoughts? Are Correct? Great questions. So there's resources online that you can that you can study and try to understand those types of things. How how the content should be received to be appropriately how it should be written to be appropriately received. But you can go to, you know, organizations that are very similar to what motion point does, who has the you know, years and years of experience and assisting brands go into new markets and getting that getting that Intel on how it's been done for like brands, like products, and get the get the proper guidance. That's you know, that's what we do for our customers and we've we've gone into every market available worldwide and really give that proper guidance. But you don't have to just...

...get it from motion point. You can get it online, you can get in from other resources that are available to understand that. We've actually I've actually also seen to where there have been small sample groups that go before the content is getting written and spend some time with the speaking with the target audience that they're trying to engage with, and not just from the when you expand from the written content also understanding what digital channels are important to them, how they how they want to consume the content across those channels and then if they're if they're interested in video, audio and other forms of displaying content. Got It all right? Another thing that you and I talked about. CRAG offline talked about. You know, how so many people they put so much effort in and they focus on all different types of optimization and they put so much emphasis...

...on their origin site, but they don't they tend to neglect the translated content that they've created. Can you speak to that a bit and why that's a mistake that people need to avoid, especially as they're approaching of creating content new markets? Yeah, it's a very common mistake that's made and you know there's there's certain ways from a design perspective, in the way that you're looking at how your content and what channels it's going to reside on. But, believe it or not, James, most of the time it's forgotten. It's forgotten that so much emphasis is being put on the origin side that they forget about the other the other channels and making sure that the the the content is written and put into the right format. That really will get the highest level of Seo and it's really bringing it to their attention that, hey, it's important.

Just because your origin side has been optimized for for search engine doesn't mean that you're translated website or your translated channels well, will behave in the same fashion and we've worked with organizations and consulted and there's technologies out there that that can be put into place to ensure that all translated websites receive the same level of planning and quality that the that the origin does. I'm really ashamed to admit this, but we went the first three years of our business without having a single case study. I know, pretty ridiculous. So I finally broke down and had cap ninety nine create a couple case studies for us. We sent them some examples of other case studies that we really liked, then we sent them the stories and the results that we wanted to include. After a...

...few rounds of revisions, we now have two beautifully designed case studies that we send to pretty much every one of our prospects. When you sign up with Cap Ninety nine, you get unlimited graphic design and unlimited revisions for just three hundred nine nine bucks a month. Head over to BEB growth showcom design and try out their fifteen day free trial. That's BEB growth showcom design. Let's get back to this interview. So, Craig, we were talking off line, you know, we were talking about this idea of hiring local resources to translike content, which I could totally see why that makes sense. You want somebody local to that area, that that you know can understand some cultural nuance and but talk to us about why that's actually not the direction that you want to go when you're thinking about how you're going to get this content translated. Sure, what happens is is is the brand becomes very inconsistently represented across the...

...market. So if you work backwards the local the translation will probably be spot on, the localization will be spot on, but what gets lost is the actual representation, the consistency of the representation of the brand. So through my experiences and working with companies of that have been, you know, tackling this big challenge is that we start with the origin, we start with here's the definition, here's how we want our brand to be represented in specific markets, and then work towards those markets with the translation and localization being done in that fashion. A lot of companies out there to say a will to hire employees, with the hire employees were put them in the markets. Will have them look at some of our content, will have them translate the content, but they don't have the full picture of view of how that brand needs to be consistently represented across all markets. Yeah, it makes perfect sense. Not having...

...hiring someone local, not having that context is not necessarily something I would have I would have considered. So I appreciate you sharing that, Craig. This last piece that I want to talk about has to do with video. It seems like everybody in their mom wants to talk about video and the importance of video and how you need to be doing videos. So when it comes to entering a new market and you need video content that you know is translated to that the local market that you're that you're trying to serve, what do people need to be thinking about, you know, as they approach video content in foreign markets? So my experiences is that it's very similar to the to the to the written content. But they also need to need to take into consideration because it also becomes very expensive if you have your your origin video and then also want to produce locally that, you know, video just to meet the,...

...you know, the appropriate cultural nuances. What we have found and there's alternatives in the marketplace. It just so happens that motion point addresses this. is to be able to take the video from the conception and can be on, you know, the origin website or can be some some other digital channel, be able to take that, translate it, translate the close caption piece, translate, of course, the audio and then, based on what is put into the Gloss Room in the style guides, actually translate and adjust the images that will be represented in the in the local markets. It's a hard problem to solve and it really takes a lot of thought and preparation and it really takes technology to do it. Got It. So the video that you're talking about is video that has stock imagery, so it's not it's not like...

...a talking head video or, you know, overly, you know, like produced videos. It's it's you're talking about video. They can have background content that can be replaced so that it's contextual to the area. Exactly. Got It. Wonderful, awesome, Craig will. I appreciate you. You sharing this insight with us. Is Not something I don't I'm not sure that we've ever talked about this on me to be growth. So I appreciate you coming in and sharing your wisdom with us. If there's somebody listening, I want to stay connected with you. They want to learn more about motion point, what's the best way for them to go about doing that? So I can I can be found on Linkedin. Name again, is Craig. Craig with Watt, very active on Linkedin. Share a lot of a lot of thought leadership content. And then of course there's some there with with motion point, but also motion point has a as a linkedin homepage, landing page, and then our website is full of really good thought leadership content. And that's just...

...the motion pointcom awesome. Chraid will, thank you so much for your time today. This has been fantastic and I really appreciate it. There are lots of ways to build a community and we've chosen to build the beadd growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, will talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a be tob growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be toob growth dinnerscom. Thank you...

...so much for listening. Until next time.

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