Is Your CMS Holding You Back in International Markets?

With content volumes on the rise, and increasing demand for personalized digital experiences, a CMS that works for all your markets is key to staying competitive.

A good CMS (content management system) makes it simple to create, store, update, and publish content to inform and engage your audience. But managing that content in multiple languages and cultures can be a step too far for many platforms—and a major source of stress for our clients.   

At Rubric, we’ve helped clients navigate plenty of CMS challenges, from keeping translations in sync to saving time and money on website management. Whatever issue you’re facing, we have the experience to guide you to a solution.

Your CMS claims to have multilingual capabilities, so why won’t your translators use it? Well, it tends to be more efficient for translators to work in a TMS (translation management system), which includes custom localization workflows and features like glossaries, machine translation capabilities, and a project manager interface.

So, how do you bridge that gap and get everyone working together?

With our flexible connectors, we can extract content from just about any platform you use—we’ve worked with Contentstack, WordPress, Salesforce, Optimizely, and many others. Alternatively, we can use regular file-sharing tools like DropBox, Google Drive, or SharePoint. We plug the extracted content into our TMS (or yours, if you prefer), translate it, and push the localized, quality-assured results back into your platform of choice.

We customize our approach to suit the way you work. So you always get the right content translated, with optimum results—saving costs and accelerating time to market.

If you’ve sent content out for translation, and subsequently make an edit in your CMS, the translated version will be lagging. Then, when the localized content is reintegrated, there’s a mismatch. You’re left puzzling over conflicting versions, and potentially giving your international customers a sub-par experience.

We use our RubricCatcher tool to compare versions and catch any inconsistencies or anomalies. We do the heavy lifting, so you can be confident you’re always delivering accurate, up-to-date translations to all markets.  

We’re all for consistency, but in reality, your international websites won’t all be identical. Markets may have different products or pricing structures, local promotions, or specific regulatory requirements. Managing all these variations yourself—because your CMS isn’t flexible enough—is hugely time-consuming and carries a high risk of errors.

We work with you to identify content that can be reused across sites and standardize it. Having that “single source of truth” saves you time and money on managing duplicates or very similar pieces. Then we pull out the items that need to be tailored for a specific market. This makes it straightforward for you to deliver hyper-localized experiences without blowing the budget.

It’s not just video, with its obvious linguistic content, that needs to be localized for different markets. You may also need to vary your images to be culturally relevant and appropriate. Because all media tends to be stored in a generic “bucket” in your CMS, you can end up spending a lot of time and effort making sure each market sees the right version.

We help you identify which media assets can be reused across markets, and which are the exceptions to be localized. We then manage the process for you, freeing you up to focus your time and energy elsewhere.

Not all CMSs are created equal, and some more basic platforms (such as those used for email marketing) simply don’t support multilingual content development. Source-language items have no link to their translated equivalent, making it difficult to track translations and ensure consistency.

We’ve helped lots of clients overcome this with our quality assurance solution. As content moves through your localization pipeline, every translation is tagged and identified when it’s pushed into the email template. This cuts out manual steps and prevents potentially costly errors, by making sure the right message gets to the right market, every time.

If you’re buying a new CMS, it’s worth exploring its multilingual capabilities before you commit. Bear in mind, though, that these features are often something of an afterthought, so managing complex multilingual content is rarely plain sailing.

But don’t panic if your current platform isn’t quite cutting it. Whatever challenges your CMS throws at you, Rubric can find a solution that works for you and your content strategy. Our tools integrate seamlessly with yours to reduce effort, save you time and money, and give all your users a positive experience.

Don’t let your CMS hold you back—contact Rubric for a smarter way to manage your multilingual content.