Three highlights from Econsultancy’s International Content report
Econsultancy columnist Arliss Coates has published three highlights from the company’s International Content report.
Coates says, “Management of content across borders and languages is a real challenge for brands. Most are underperforming in their attempts to centralize governance, expand into new markets and localize content for a diverse array of audiences.
International Content: Monetizing Global Content Assets and Measuring Success is based on a survey, conducted in partnership with Lionbridge, of 278 international marketers across a variety of industries and sectors.
Organizations that are successfully measuring and comparing the impact of their content across regions (about 1 in 5 organizations) are used as a point of comparison with the mainstream. Agencies and mainstream brands can learn from these high-performers, from content ownership and ROI measurement to strategy and governance”.
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