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Global Content Operating Model

The Content Opportunity

We’ve all seen the power of the digital world transform interaction with our customers. In this world, content is currency. 

The right content drives the customer journey and unifies each and every customer touchpoint. But to manage this content on a global scale across channels in multiple languages requires a new approach. 

It demands the right combination of technology and processes across the entire content supply chain from creation, to translation and delivery. The Global Content Operating Model (GCOM) is a comprehensive strategic approach to:

  • Manage content across departments and platforms.
  • Apply processes that address global content creation, translation and delivery.
  • Select and benefit from technology and services that lead to growth and sales.
Forrester Consulting Study: Remove Translation Barriers That Obstruct Digital Experience Success

Discover the Global Content Operating Model

SDL's Global Content Operating Model (GCOM) defines how your content processes and technology support your content creators to achieve your business goals. By using this approach, organizations can mature their content supply chain from ad-hoc to autonomous as they align people, processes and technology. 

Continuous & Engaging

Across the entire customer journey.

Global & Local

Effective and impactful content delivered worldwide.

Intelligent & Automated

The best of human & machine.

Personal

Relevant, engaging & consistent.

Scalable

For every market, brand, channel and language.

Simultaneous

Across devices, channels & touchpoints.

Treat Your Content as Currency

As the shifts in customer expectations, journeys and transformation converge, content becomes the currency of the customer experience.

  • SDL_GCOM_2pp_Report_preview_665pxCustomer experience (CX) is a priority. 54% of respondents responded that improved CX was a top goal. 
  • Personalization is a must. Over 31% agreed that this needed further improvement.
  • Content operations impacts topline performance. Nearly half believe that content operations contributes at least 21% to revenues.

 Read more on the research on content strategies applied by businesses today across the globe.

Maturity Through Transformation

Each company is in its own stage of maturity, and grows as it transforms digitally to optimize the customer experience in support of any customer journey. 

Where Are You Now?

Before you can apply a comprehensive strategy to your global content, you must first assess your current state of affairs in the context of what you want to achieve. Digital content demands the right combination of technology and processes across the entire content supply chain. Each company is in its own stage, and develops proficiency as it optimizes the customer experience, customer journey and digital transformation.
Stages of the Model
  • Ad-Hoc:  Without a global content operating model, creating, translating and delivering every piece of content becomes a new, undocumented ad-hoc process.
  • Repeatable:  In response to this inefficiency, companies move to repeatable highly manual steps, relying on hand-offs between each stage.
  • Managed:  In order to scale, companies then deploy technology and extensive automation to manage and integrate these workflows and business functions.
  • Optimized:  Optimizing this process requires centralized strategy, supporting budget, and dedicated roles that span the entire process.
  • Autonomous:  With this in place, companies are well positioned to deploy artificial intelligence in support of the day-to-day operations for creating and delivering global content.

Where Do You Want to Go?

Companies who want to operate globally are under increased pressure to find better processes, technology and ways of working to deliver the content that will help them reach their global ambitions.

Three key drivers that propel companies forward in this journey are the need for:

  • Simultaneous delivery  of multilingual experiences across regions, platforms, channels and touchpoints. 
  • Acquire more customers by expanding your optimized processes into new markets. 
  • Global growth  by expanding beyond one region to become truly international. 

Each of these goals requires a holistic and comprehensive approach to content across creation, translation and delivery.

How Can You Get There?

By modeling your company’s business objectives, operations and technology to your content requirements and long-term strategy, you can identify and prioritize your future investments, organizational requirements and process needs. Only by understanding the gap between where your company is now and where you want to go, can you apply a holistic strategy that will ensure your success.

Simultaneous Delivery
Reach More Customers
Grow Globally
Simultaneous Delivery

Do you have customers in multiple countries? Are you constrained by technology and processes when it comes to synchronizing content across regions? 

Companies who serve markets in multiple countries and work with distributed teams often struggle with content silos, lacking integrated processes and technology. Frequently, this results in slower time to market and difficulty providing a uniform customer experience. 

You may need to consider changes to your content supply chain. In addition, you may find both cost and efficiency benefits from technology that automates content management, translation and delivery.

Reach More Customers

Do you already excel in your home market, with optimized processes to deal with single language content? Do you want to expand outside of your existing region or country? 

Increasingly, even companies with a strong home market are facing little growth due to market saturation. As emerging markets strengthen and digital channels to new possibilities, their global ambition is driven by the need to increase their customer base. 

While these organizations may be well-equipped to sell in their home market, they require a new strategy that will support expansion. In addition, they need to learn and apply best practices for content and translation on a global scale that will also support the customer experience across multiple regions, channels and product lines.

Grow Globally

Do you currently have a regional focus, but want to expand into new areas? Do you need to adopt new processes and technology to support delivering multilingual content at scale? 

Organizations that have traditionally operated within one region or continent face new challenges when trying to expand globally. With a centralized yet restrictive organizational structure, they may lack the processes, automation and technology to support their growth. 

As a result, they not have a holistic strategic view that would help them assess their global content needs as well. To move forward, the Global Content Operating Model can help you determine your content creation, translation and delivery requirements that will support your global ambitions.

Discover how SDL can help