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12 Jun

Harnessing disruptive innovation

Top 8 Trending Topics from Localization World, Dublin

Localization World, the leading conference for international business, translation, localization and global website management, reported the highest ever attendance in its 25-year history with 650+ delegates from around the world gathering at the Convention Centre in Dublin on June 5th / 6th.

The conference tackled drivers for global success given that disruptive innovation is the new norm. LOGOS - represented by Diana Ballard, Business Development Manager – was a speaker presenting on the Impact of Localization on Content Strategy Panel Discussion.


The panel discussed the leaked ‘Innovation’ report by the New York Times.

Panel discussing the Impact of Localization on Content Strategy (from left): Diana Ballard (LOGOS) Buddy Scalera, (Ogilvy CommonHealth Worldwide), Scott Abel (The Content Wrangler) – Moderator, Ann Rockley, (The Rockley Group), Andrew Bredenkamp (Acrolinx), Rahel Anne Bailey (Intentional Design Inc.)

 ‘We face a revolution. We look through the lens of content not strategy’ says Diana kicking off the Q&A debate, referring to the Innovation report.  ‘Strategy is implicit in the skills and craft of knowledge workers to interpret, create, translate and localize content. But now, strategy is as important – if not more important - than the content itself. All assets become useless without metadata to ensure recoverability. Content excellence by itself doesn’t guarantee success or longevity. The finest journalists and contributors including world leaders have crafted excellent content destined for the traditional newspaper, but the future of The New York Times now depends on their ability to tag, structure and package a massive archive of content and to do so quickly to gain audiences back from the tech-savvy disrupters winning ground in on-line news distribution’. 

As the publishing industry is shocked to its foundations by the Innovation report, LOGOS brings you the top 8 trending subjects in multilingual content management today from the event.

  1. ‘Content is the lifeblood of an organization’ - Global content strategy is an imperative for any organization planning for success in the digital switchover from traditional communication methods. ‘Intelligent Content’ – Structurally rich and semantically categorized content is an imperative to harness disruptive innovation in a multi-channel world. Tagging is the science of surfacing the right piece of content at the right time as the core of a thriving business.
  2. ‘Intelligent content meets content marketing’ Scott Abel, the Content Wrangler showed in ‘The Making of ‘The Language of Content Strategy’ event a best-in-class presentation to prove that - if you start early, it doesn’t have to break the bank nor take long to implement multi-channel publishing from a single source.
  3. ‘User style and tone of voice wins business’ – Tone of voice helps a product win. Informality is delivering higher revenues at Microsoft where style and tone of voice are aligned to the user. The next challenge is unlocking the winning formula and adapting the voice to be as effective across languages and cultures.
  4. ‘Grow your audience - know your client’ – Content personalization is being driven by ever more devices, channels and social media creating a continuous digital consciousness. Adaptive content delivers the right information, exploiting the capability of the device and channel, the moment the user needs it.  ‘Two-way communication’ expects feedback from users and rewards us with context-rich content earning loyalty.
  5. ‘Newness is a virtue’ – Unless information is available at point of need, it loses value. Agile and continuous localization strategies are maturing thanks to cloud technologies enabling simultaneous international and feature releases across all languages synchronized with agile product sprints. Context-rich re-use and automated workflows guarantee fast effective content re-use of topics, chunks and fragments of content. We’re encouraged  ‘to follow the sun’ to take advantage of localization teams working 24/7 as traditional workflows lose their potency, overtaken by flexible models, responsive to change offer greater scalability.
  6.  ‘Partnerships are more important than ever’ - The main barrier to intelligent content strategies leveraged across the organization are the silos between divisions and departments preventing collaboration. Success requires real collaboration across the organization, starting with full executive buy-in for intelligent content strategies from the top.
  7. ‘Reclaim the future’ – ‘Society was for centuries cyclical. Lives and lifestyles did not change. Technology did not bring new opportunities. Ideas were seen as eternal. And so on. For the past century, we have lived in a progressive world where change has been the norm, captained by technology that relentlessly transforms magic (like Telepathy) into something we can use everyday (like Twitter).’ Magnus Lindkvist, one of the world's leading and most respected futurists gave a key note address, calling us to reclaim the future and received a standing ovation by a conference eager for a positive perspective to a world where disruptive innovation is the new norm. 
  8. The future is chaotic and exciting. Focus on your ability to persist. Be bold about the future and keep doing what you know how to do.’ Suzanne Sowinska, Director at Microsoft reflects on disruptive innovation generally and specifically organizational change at the top of Microsoft.

Read more Global Content Strategies from LOGOS and industry heavy weights – Overview and Practical Insights.