Why content creation is nearing a tipping point – and what you can do about it

Content creation is nearing a point where a machine-first approach is becoming a reality. This is largely due to the fact that going global has never been more important for companies, yet despite the opportunity that comes with accessing untapped markets and driving exposure in unchartered territories, expansion overseas is not without its challenges. Deloitte Private recently launched its first global business survey,analysing the objectives and results of almost 2,000 private company leaders in 30 countries. The report found that private companies are just as reliant on overseas markets as their larger public counterparts, and that 57 percent of private-company executives said global trade is important to their supply chain, compared to just 16 percent who said it’s not.A big piece of the ‘going global’ puzzle seems common-sense to many, but is something few are able to master. This is the ability to address customers in their native languages, which is essential to gaining their trust, loyalty and ultimately – business. Unfortunately, accurate translation, achieved at scale, is too often overlooked by marketers when it comes to developing a robust content strategy. Due to the fact that creating, translating and delivering locally relevant content is no simple or quick task, humans acting alone are fighting a losing battle trying to keep up with the pace. Failing to meet these demands can lead to compromising the customer experience. So how do companies keep ahead of the tide in today’s market? Keeping up with the internationals: The key issue when it comes to content and companies wanting to go global is sheer volume. According to the 2018 Forrester study, companies said they’re simply struggling to keep up with the growing volume and velocity of content they’re currently offering, with 93% saying they are even planning to increase this further within the next two years.