In today’s world, content drives sales, marketing, user engagement and even user experience. Most companies now focus on branding, and most businesses choose to “tell stories” to promote their brands. More than half of purchasing decisions have already been made before a customer contacts a supplier. That is why every company is today a media company in the content economy.
But the modern language industry is falling behind in this respect: New content, in a variety of ways and continuously generated through different channels in small pieces, needs to be available in multiple languages immediately. However, this is no longer consistent with the traditional process that the industry has been quite familiar with. Those processes are designed for handling large batches of manually processed text files.
So while original language content delivery has become powerful, omnichannel, diverse, automated, and continuous, multilingual partners are still manual and based on the exchange of disjointed pieces of content. It’s like you’ve built a modern water pump but supply water by carrying buckets of water one by one. On the whole, more than 90% of language service providers are still operating this way today.
Clients are expecting to experience instantly delivered translation solutions as they create new content, or, at least, that the new language delay will be significantly reduced to an acceptable level. Specifically, instead of having to wait more than a day to get a multilingual translation of their new content, today clients only need to wait a few hours, even just a few seconds.
So what should LSPs do to meet this need? Google Translate is a temporary solution as, with the help of this tool, they are able to provide multi-language translations incredibly fast. However, there are still certain limitations but many clients can accept them. Translation companies have also gradually built data and AI engines for translation, some of which have been successful, such as SmartCAT AI, XTM Cloud and Memsource.
A client’s requirements do not stop at the need for an instant translation, they need maximum automation. That is, they will have to do nothing but approve the payment or the payment will even be automatically approved. It is the world of connected translation. All administrative and project management tasks are integrated and automated.
As an LSP, you have worked hard to become a winner in the traditional language industry. But that industry is slowly withering away. Connecting, managing, scaling, delivering, paying – every task needs to be automated in a single Connected Translation framework. So step up your game and set up a Connected Translation framework if you are to be a winner in today’s content economy.