More than half (60%) of companies that market globally have no overarching multilingual content marketing strategy, accord to a recent report by Cloudwords.

Moreover, most marketers surveyed (67%) are unsure which technology tool, if any, they use to manage translation projects; and nearly one-third (31%) don't know how long it takes to complete translation projects.

As for annual spend, 69% of global marketers have no insight into their current budget, and 41.8% don't know their plans for the future.

Below, additional key findings from the report, which was based on data from a survey of 500 attendees of the Content Marketing World conference.

Current Practices

  • 8% companies that market globally do not translate any content at all.
  • Of those that do, the average number of languages that content is translated into is eight.
  • The top five languages that global marketers translate English materials into are French, Spanish, German, Chinese, and Japanese.

Need for Translation

  • Website materials are the most common type of content translated (79%).
  • Next are brochures and product literature (42%), blogs and social media content (23%), and press releases (23%).

Difficulties With Translation

  • 30% of survey respondents whose companies market globally say the biggest challenges to localization are high costs and slow turnaround times.
  • 20% of participants cited the complexities of keeping branding and messaging consistent globally.
  • 19% have experienced difficulties in managing multiple translation vendors and projects.

About the research: The report was based on data from a survey of 500 attendees of the Content Marketing World conference.

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Most Global Marketers Lack Multilingual Content Strategy

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji