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CONTENT

If there is any certainty about the future of web content, it’s that there will be a lot more of it—and in more languages and formats. As content grows in size and complexity, so too will the costs of managing it. As a result, expect companies to keep a close eye on how content is created and managed, no matter what the language.

A Few Good Editors

Human translation isn’t going to get any less expensive in the years ahead, so expect to see companies looking more closely at the words they choose to translate. Many larger companies will find that the savings generated by careful editing could pay for a full-time editor. In addition, expect to see companies not only editing down text, but also writing text with translation in mind. It won’t be unusual to see marketers write in “global” English, knowing that the text will be localized for different markets, including the U.S. From a writer’s standpoint, a universal approach to writing may indeed be easier in the long run, as it forces a focus on global themes and benefits, and limits localized humor and clichés. The universal text can then be more easily and quickly localized country by country.


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