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Following part 1, we continue our blog series for using translators in marketing campaigns that adopt the internationalisation approach.

This week we take a whistle-stop look at setting up the global aspect of internationalisation.


Internationalisation (often shortened to i18n) is a process for planning and implementing products and services at a global or central level so they can easily be adapted to specific local languages and cultures, a process called localisation.

The ultimate goal behind this approach is digital transformation to ensure each customer has the optimal experience when interacting with the brand.


In the first part of the guide we used Marcia Riefer Johnson’s analogy comparing a body’s circulatory system to global and local teams successfully combining to create a successful content marketing process. Namely:

  1. Marketing headquarters pumps content, messaging, and brand guidelines to local offices the way the heart pumps blood.
  2. The system only works when the heart uses what the extremities (local offices) deliver back to inform new phases of content and new initiatives

The first and most vital step here is for the global team to be open to the two-way flow of ideas to help the local teams to deliver and develop content.

If this mind shift away from one-way communication is universally accepted then the measures put in place will have a greater likelihood of acceptance and it avoids the global vs local tensions that frequently exist.

Content Evangelist

Marcia recommends the use of a ‘content evangelist’ who ensures the global content is spread on a local level and who represents the local teams to ensure their concerns and suggestions are taken on board at the global level.

This conduit between global and local is a vital role for ensuring the smooth delivery of a brand’s strategic and tactical objectives for content marketing. They identify the bumps in the road that could lead to poor execution and results. The recruitment and skills of such a person can vary from role to role. They are expected to have a marketing background and relevant qualifications.


We also advise the content evangelist is multilingual, as this means they have an inherent understanding that how things are expressed in one language can vary in another.

This would naturally lead to a healthy analysis of the content first developed by the chief content officer (or similar job role) and the need to have flexibility built into the localisation process.

If necessary, the content evangelist can help set up the local teams to appropriately adapt the global content.

An added skill would be to have someone who has an understanding of the technical aspects of creating assets for different platforms and the flexibility needed for rolling out templates for content delivery.

This will help in the early stages of creating content and will help avoid the sorts of costly mistakes made when not taking it into account.

Localisation enablement program

The content evangelist (or similar role) can, along with the chief content officer, create a localisation enablement program. This ensures that the content being created globally is successfully delivered locally.

We can simplify this program by dividing it into two aspects:

Software & hardware enablement

  • Allowing space in user interfaces (e.g. hardware labels, help pages, online menus) for translation into languages that use more characters.
  • Developing with products (like Web editors or authoring tools) that can support international character sets (Unicode)
  • For software, ensuring data space so that messages can be translated from languages with single-byte character codes (like English) into languages requiring multiple-byte character codes (like Japanese Kanji)

Content & asset enablement

  • Creating print or website graphic images so that text labels can be translated inexpensively
  • Building flexibility into the graphic design to take account of text length in different languages
  • Using written examples and images that have global meaning, where possible
  • Maintaining a terminology database with words and phrases to use or avoid in each market. Use this internally and with partners, to save time and resources as you go through each iteration or marketing cycle

Having created content with global adaptability and made sure the software and hardware is adapted, it can now be distributed to the local teams, ready for deployment.

The next, and final, part of our blog series will follow shortly, where we will take a look at the local aspect of the internationalisation process and the use of translators to help deliver this successfully.

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