Presentation with Adam Busbin, the mastermind in charge of the multilingual features of Ingeniux CMS, during Ingeniux's 2017 User Conference. Ingeniux's new release (v10) is sexier and more language-ready than ever with the incorporation of asset management into the translation workflow. In this presentation, we review best practices on how to broaden your audience through localization and how Ingeniux is a forerunner in the race for best multilingual CMS support.

1. Creating a World-class
Translation Strategy
Jose Palomares, Venga Global
Adam Busbin, CMS Engineer, Ingeniux

2. Why do I even need to
translate?
• Visitors stay twice as long on a website if
it is in their language
• 90% of all searches are performed in a
user’s native language
• 4x more likely to purchase if content is in
their own language
• Only 3.5 countries of 18 with the highest
e-commerce penetration use English as
their main language
• Demonstrates that you care about/know
your customer
• Soft/hard compliance requirements might
apply

3. So how does localization work?
Localization Types
Machine
Translation
Human
Transcreation Copywriting

4. Global Translation
Strategy

5. Identifying
your global
footprint
What is your
current target
audience?
What is your
desired target
audience?
Where do you want
to be?

6. Create Categories and
Phases
• What: Do you need to translate the whole site
or only parts of it?
• Define the necessary pages / levels
• Identify content and assets that need to be
translated
• Select which countries / regions to target
• Define which languages are required
• Define which products / services will be
offered in which region

7. Align Categories and Phases
Phase Pages Additional Content Territory Language Products /
Services
Phase 1 Level 1 None Americas Latin American
Spanish, French
Canadian
All
Phase 2 Level 1-2 Videos, PDFs Americas Latin American
Spanish, French
Canadian
Simplified
Chinese, Hindi
All

8. Create a Content Matrix
Tier Pages Additional Content Territory Language Products /
Services
Phase 1 All Pages Video, PDFs Japan Japanese All
Phase 1 All Pages Video, PDFs China Traditional
Chinese /
Simplified Chinese
All
Phase 2 Level 1-2 None France French No Xbox,
Windows Phone,
Entertainment
Phase 2 Level 1-2 None Brazil Brazilian-
Portuguese
No Surface,
Xbox
Phase 3 Level 1 only None Egypt Modern Standard
Arabic
All
Phase 3 Level 1 only None German German No Xbox,
Windows Phone,
Entertainment

9. Perform
Cultural
Analysis
• Analyze elements for cultural
appropriateness
• Numbers and dates
• Colors
• Culturally local expressions
• Calls to action
• Brand-specific expressions
• Historical/political views

10. Plan for Multilingual SEO
Multilingual SEO is not straight
translation
• Direct translation may be accurate but not what
people are searching for. Make sure you are
consistent with culturally local expressions
• Example: The keyword “weekend getaways” may
work perfectly in the US, but in the UK, users are
most likely to search for “weekend holiday” or
“city-break” instead
It usually needs to be researched in-
country

11. Challenges of localization
So, what are the challenges?
• Making the site multilingual
• Getting the content out and then back in
• Handling updated content
• Keeping languages in sync
• Validating the content
• Helping users find the content

12. Get Everyone
Together
• Introductions and kick-off
meeting
• Introduce both internal and
external team members
• Review and agree upon the
statement of work (SOW)
• Align expectations
• Determine communication
policies
• Review the workflow and plan
• Satisfy everyone’s curiosity

13. Establish Update Strategy
• Deciding when and how you update your multilingual site
is important
• Having no update plan can create confusion, increase
costs and augment turnaround time.

14. Keep Things In Perspective
COSTS
Content creation vs. Translation
REVENUES
One audience vs. Many

15. Ingeniux
Worldview
• Ingeniux Worldview Solution
• Standard locale support
• Ingeniux supports all .Net
standard cultures
• Supports custom localization (es-
us, de-be)
• Language smart copy

16. What is new with v10
Version
10
Asset
Support
Assets
are now
content
too
Assets support all the same
language-related operations as
pages, components, and other
content in Worldview
Smart copying assets
Local targeting
Easy tracking and management
in Translation Manager