Global Content Archives - Page 2 of 2 - Rubric


On June 4th Microsoft announced its plan to acquire the popular developer platform GitHub for $7.5 billion, with the acquisition set to close later on in the year. While this news shouldn’t come as a surprise to those in the tech industry — after all, since Satya Nadella became CEO Microsoft has positioned itself as a key player in the open source community and is currently the single largest contributor to GitHub — many nevertheless feel that the move is a cause for concern.

As a quick refresher, GitHub is a website that developers use to store and share code. Founded in San Francisco in 2008, the site has grown into a platform used by over 27 million developers around the world, and currently hosts over 80 million code repositories. GitHub is not only the most used developer platform in the world, it has additionally come to represent the developer community as a whole; particularly the open source ethos of sharing and collaboration across traditional boundaries.

For businesses with multilingual customers around the world, GitHub plays a pivotal role in creating Global Content that can easily be adapted to different regions. For example, Global Content Partners interconnect directly with their clients’ GitHub repositories thereby greatly reducing developer effort required to roll out languages.

What does the acquisition entail?

According to the terms of the deal, the GitHub platform will become a part of Microsoft’s cloud computing unit. Furthermore, founder and CEO Chris Wanstrath will become a technical fellow at Microsoft. Satya Nadella has also released a statement about the acquisition, assuring the community that it will in no way detract from the utility and availability of the GitHub platform:

“We recognize the responsibility we take on with this agreement. We are committed to being stewards of the GitHub community, which will retain its developer-first ethos, operate independently and remain an open platform. We will always listen to developer feedback and invest in both fundamentals and new capabilities.”

What does this mean for businesses that use GitHub?

If Microsoft and its CEO are to be taken at face value, businesses who use GitHub have nothing to worry about: their code will continue to be hosted on the platform and their developers will continue to be a part of the community.

Looking at Microsoft’s track record, there is reason to assume this will be the case. When LinkedIn was acquired by Microsoft in late 2016, for example, the site was largely unchanged for its users continued to operate with a significant degree of independence.

The true test, however, will be whether Microsoft’s key competitors decide to take their code off GitHub turn to another platform — or, as it quite possible, create a platform of their own. If this happens, the developer community risks becoming fragmented and losing its core philosophy of sharing and collaboration.

If you’re interested in learning about the benefits of a Trusted Global Content Partner, and how your company can navigate the ever-changing international business environment, get in touch with a member of the Rubric team today.

Photo by Anthony Garand on Unsplash


In 2014, Amway introduced The Voice as a platform for its independent business owners to communicate, collaborate, and share ideas. But while The Voice looked great on paper, Amway quickly realized that facilitating clear and productive communication was more complicated than they had initially expected. Amway Business Owners (ABOs) come from all corners of the globe, speaking a combined total of over 60 languages.

It’s great to have a phenomenal product and the desire for it to be accessible on a global level. But that means ensuring that your business processes are ready to meet your clients’ expectations in all your target markets. For localization to be successful, however, it’s vital that you implement a company-wide strategy. This will greatly assist your localization team to achieve their goals and ensure high-quality work.

Several strands make up a successful strategy:

  • Corporate-focused:

This strand centres on the granular details of a company: How to differentiate yourself from your competitors, the finer details of your services or products, and the specifics of your target market.

  • Processes:

This strand focuses on what globalization processes should be or have been implemented in your organization. More specifically, it revolves around what those localization processes are or need to be for every department to ensure that localization is optimal across the board for each region targeted.

  • Content:

The content strand outlines exactly which content you want to be localized in order to reach your target audiences and ensure your customers have a phenomenal customer experience.

By implementing these three strands, you are successfully executing on your localization strategy, which will have a better chance of success. Let’s take a look at the advantages of integrating these strands on a granular level:

  • By thinking of the global picture from the outset of product (or service) development, you are in a much better position to cater for various markets from the get-go instead of having to adapt products later on, which could prove costly or impossible.
  • Excellent and high-quality localization means cooperation and collaboration between all key departments such as product development, marketing and sales. By getting them on the same page early, your localization efforts will be born out of teamwork, which means that those efforts are more likely to be successful.
  • ‘Ad hoc’ localization efforts are invariably disjointed, expensive and misaligned with company goals. Even ‘cost-effective’ ad hoc solutions turn out to be expensive if they mean making changes to services or products or recreating content entirely. That’s why a localization strategy that forms an integral part of the company’s product development is so important.

If the idea of implementing localization strategies makes perfect sense to you and you think it will transform your globalization efforts, then here are some things you can do to start implementing them.

See that localization is communicated to the entire company so that its value is seen across departments. Once there is understanding and buy-in from individuals throughout the company, strategies can be rolled out as part of the company’s overarching strategy. It’s a good idea to take a look at cold hard facts and figures when showing colleagues the value of localization. Take a look at what additional revenue might be generated because of localization, and then take a look at the localization budget vs. the return on investment due to localization.

It’s especially important to ensure that upper management sees the value of localization, so ensure that they understand the return on investment that it can provide. If you have them on board it will be infinitely easier to get buy-in from the rest of the company and to get solid plans for localization woven into the fabric of the company’s primary business processes.

Once you have the key stakeholders on board, it’s crucial to explain to each of the departments how beneficial the process is if tasks are executed properly the first time. Localization can become costly when tasks need to be reworked or redone entirely. This can have a domino effect on different areas of the company. Making sure everything is done right the first time means that identifying exactly which markets your company will focus on right at the beginning is vital. Think carefully about which markets you want to target. Consider analyzing the value of each market to your company – both in terms of actual figures and where you would like to be into the future. Once you have analyzed them, apply a tiered rating. This will give you and your company greater understanding of which markets to focus on.

Once you have tiered the markets, do a content audit to determine what content is already available and then figure out which should be leveraged and localized for each tier. This is a big job and should probably be done in stages and department by department.

Keep in mind that the stakeholders that commission the implementation of localization are often not involved in the strategy. That’s why it’s so important that they understand the overarching themes, ideas, markets, and goals. You need to make sure that communication is clear and directed to those who will execute the tasks. It’s essential that everyone is on the same page and clearly understands what needs to be done.

If the localization strategies are poorly implemented or non-existent, you are probably going to see people scramble to complete last minute jobs. This means that things can’t run smoothly, processes can’t be customized and implemented across the board, and the right tools probably won’t be used. It will undoubtedly affect both the quality and the delivery of localized content.

Do you feel that implementing solid localization processes and strategies is definitely right for your company but not sure where to start or worried about how time-consuming it would be? Then contact us at Rubric. We can discuss your localization needs and the ample benefits of implementing the Localization Maturity Model, ensuring that your company is truly able to go global.


Global Content is the bread and butter of a successful international marketing strategy. If you get it right, your company can enjoy heightened success in overseas markets; but if your Global Content is lacking, then you risk jeopardizing not only expansion into new markets, but your overall brand reputation as well. This is why it’s so important to ensure that all of your Global Content is designed for international use right from the start.


Expanding into global markets is an exciting prospect for any business. It holds the promise of reaching new customers, driving profitability, and adding international depth to the brand’s reputation. But as with every opportunity, there is a degree of risk and uncertainty. Will your brand messaging be effective at addressing local cultural sensibilities? Will local markets respond to your product design and packaging?

February 27, 2018

Once you’ve invested time and resources into developing a Global Content strategy, it’s important to know what to look out for to ensure that everything is on track and going as planned.

By its very nature, a Global Content strategy is a broad undertaking with many moving parts. This large-scale focus can make it tricky to identify quick wins or notice immediate results. After all, organizing Global Content is ultimately about redefining the status quo—effecting change on a fundamental level to positioning the company for consistent and long-term international success.

That being said, any strategy worth its weight in gold—that is, demonstrable ROI—offers a number of ways for its executioners to know they’re on the right track. The trick: simply knowing where to look.

Here’s what to look out for to know your Global Content Strategy is working:

International sales are the benchmark

The biggest measure of a successful Global Content strategy will inevitably be its impact on international sales. If global customers are engaged by high-quality content, then they’ll be more inclined to purchase your product or service. If you segment international markets and contrast international sales with the expenditure of each, you’ll end up with a general indication of the effectiveness of your Global Content strategy in terms of ROI.

Keep an eye on your international helplines

Another interesting metric is to look at is the number of calls logged with your international helplines. When your Global Content messaging is unclear, poorly translated, or simply doesn’t click with a certain overseas market, your company is likely to see an uptick in calls asking for clearer information. If you do see such an increase, try to link those customers to the corresponding content (or lack thereof) and make adjustments to improve its suitability.

Your website is a great source of data

The performance of your international web site should directly correlate with the success of your Global Content strategy. Just make sure you pay attention to the right metrics and conduct regular analysis. Key website performance metrics include the number of visitors, the length of their stay, and how well the site ranks for certain keywords. It’s also useful to track the geographic location of your visitors with a tool like ClustrMaps, so you can see the direct impact of new Global Content on traffic from targeted regions.

By organizing your Global Content, your company will be in a better position to capitalize on globalization and enter new international markets with consistent success. If you would like to discuss these benefits, please get in touch.

February 27, 2018

When many key decision makers in a business think about translating their content for new international markets, they view it as a reluctant cost. It usually sounds something like this: “We already have the content…and now we need to shell out for translation? What a pain!”

But this is a misleading way of looking at the issue. Translation isn’t a cost to be begrudgingly accepted. Rather, it’s an opportunity for your brand to grow and reach corners of the globe never before possible. And from a financial standpoint, the benefit of having content that’s accurate, engaging, and culturally on-point far outweighs the cost, as there will be a significant increase in potential revenue from new international markets.

But considering that it’s rarely feasible to translate your Global Content in its entirety, how much translated material do you actually need?

Your translation investment should match market potential

Companies often segment international markets according to their potential size and profitability. For instance, if 50% of all products are shipped to China while only 5% are shipped to Norway, then China would constitute a larger market than Norway.

This can be a handy guide for determining how much translated material you need for any given region. The bigger the market, the more value you are likely to receive for high-quality translated content. To use our previous example, a large market like China might qualify for translated brochures, product descriptions, website, and videos, while a smaller market like Norway might only receive translated brochures.

Above all, your Global Content should be useful

The most important factor that should be driving your Global Content efforts is usefulness. If certain content would increase in value—and usefulness—through translation, then by all means it will likely be worth the investment. A few key indicators of the usefulness of Global Content include: impact on your brand’s reputation, legality in the country of distribution, relevance to the target market, and how easily people can find it through strategic promotion and online SEO best practices.

If you would like to talk to someone about organizing your Global Content for international success, do connect with Rubric.

February 23, 2018

Humans are estimated to have used spoken language for over 100,000 years. Written language, on the other hand, dates back only to around 6,500 years ago. This is why hearing words spoken to us comes far more naturally than reading them on a page. After all, infants start speaking naturally from 18 months old, while it can take up to seven or eight years to learn how to read.

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