The need for speed of global content

Within content enterprises, the continuous delivery of content in multiple languages has quickly become a basic need. How did we get here and how can we ensure meeting customer demands?

Text by Dave Ruane


The need for speed of global content

In 1998, software releases for a large desktop suite could be separated by up to 18 months, and even more for an operating system. Translated versions of the software could take even longer. Simultaneous shipping (Sim-ship) of different language versions was a pipe dream. At the time, translated versions of software could ship three to nine months after the English product – a gap that was commonly known as the "language delta".

Fast forward to the present day. Customer requirements have changed significantly and so has the ability to meet those demands. Audiences are used to receiving new content on an ongoing basis, and expect this. Companies like Hubspot and Marketo never stop producing content and constantly feed their audiences with updated and relevant information they can access through different channels. This "new normal" has driven investment and a focus both on customer ...