The Bureau Works Blog

THE NEW GLOBALIST

Aaron Schliem

Aaron is the chief marketing officer for Bureau Works. He also loves to tickle the ivories and is a wiz at designing cocktails.

Recent Posts

What Is Glocalization? Understanding the Terminology of Global Content

Aug 15, '19 by Aaron Schliem

Let’s be honest. Alongside words like globalization, internationalization, and the ever-abbreviated l10n, “glocalization” sounds like yet another mashup term made up by money-hungry marketers.

The truth is actually far more interesting.

Due to its surprisingly deep history, “glocalization” may be the sole grandfather of all the other fabricated labels floating about in the localization industry today. This circa-1980s term defines a new way of thinking about global business. Companies of all sizes are still working to adopt a more “glocal” (global+local) mindset today.

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Data-Driven Global Marketing Strategy: 5 Sure-Fire Tips for Startups

Jul 30, '19 by Aaron Schliem

When your startup decided to go global, how did you choose which markets to enter? Your team probably put a lot of effort into researching demographics, economic data, competitors in your industry, and legal information⁠—the pillars of any good global marketing strategy. But most companies forget to consult the data on one crucial point: language.

The truth is, from the moment you put out a website, app, or software, your company already has a global presence. Online users all over the world are already examining your product and comparing it with alternatives in their own markets. The real question is where, how, and when to localize content for those markets. And localization has everything to do with language.

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The Latest Translation Technology—6 Features You Should Expect

Jul 23, '19 by Aaron Schliem

How do you know your localization software is good enough?

Most language service providers market themselves as having the best and latest technology. They all claim to be “the best localization solution on the market,” “the leading translation management platform,” or “the top provider of localization automation.” Marketing is marketing, you might say. Nobody takes those messages seriously.

The truth is, after using these big-box LSPs for a year, product managers realize their translation technology isn’t actually cutting edge. They’ve missed out on major functionality and crucial tools that would make the localization process easier, faster, and cheaper.

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Globalization vs Localization: What the Difference Means in Action

Jul 18, '19 by Aaron Schliem

Globalization. Localization. Looking at the words alone, you might think they mean opposite things. This could be part of the reason why the terms are not often well understood. The real truth is that they work hand-in-hand. And if they’re not already working for you, it’s high time to put the wheels in motion.

Let’s look more closely at globalization vs localization—and particularly at their meaningful intersection points.

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Localization Strategy Examples: DOs and DON’Ts For Eager Startups

Jul 16, '19 by Aaron Schliem

Localization is a goldilocks kind of business when done right. You need to localize just enough content but not too much. You need to localize quickly but not rush the process. When companies find those perfect sweet spots of what, when, and how to localize, they’re able to see real results and reap a much higher ROI.

If you’re new to the localization industry, it might be difficult to visualize how a great localization strategy might look. We recommend learning from what other companies have already done.

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5 Reasons You Need Business Translation Services to Localize Your Content

Jul 11, '19 by Aaron Schliem

Companies on the brink of globalization may still misunderstand translation and localization. Now is the time to get clear on the critical steps forward to avoid common mistakes and to reap the full advantages that lie ahead. The best business translation services actually go beyond translation alone to help you prepare and plan for comprehensive localization. Don’t miss out.

 

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Frequently Asked Questions About Marketing Translation

Jul 2, '19 by Aaron Schliem

Every successful global marketing strategy depends on translation. Marketing managers know this. You seek out language vendors to take your existing content and transform it for use abroad. The problem is that many companies jump into localization way too quickly and end up paying more than they intended for translations that don’t meet their expectations.

By learning more about marketing translation and the localization industry as a whole, you can avoid these pitfalls and create a localization strategy that actually works in your favor. It all starts with getting answers to the most important questions so you’re prepared to sign with a vendor and begin localization the right way.

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Choose the Best Translation Project Management System for Your Startup

Jun 25, '19 by Aaron Schliem

If you’ve used a translation project management system, you know it’s a valuable aid. It can speed up certain tasks and better organize your ecosystem. But with a system like this in place, isn’t it still true that one or more of your amazing human beings are stuck in their chairs, clicking buttons and moving stuff around?

Yes, there are still aspects of professional translation and localization that call for dedicated human attention—and probably always will. All the more reason why you want to take advantage of automation and AI where you can so you can concentrate the human time and effort where it really matters.

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How to Recognize the Best Professional Translation Services

Jun 20, '19 by Aaron Schliem

Within the competitive translation industry, how can you identify which providers are worthwhile? How can you translate their promises to evaluate the real value of their services?

It’s important to second-guess what professional translation services are selling. And a good way to do that is to review what your big goals and objectives really are on the global stage. Because it’s not just about having some words translated by end of day.

Where are you really hoping to take your product and your company? And who is going to be a strong and reliable partner to help you get there?

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How to Integrate Localization Testing: A Checklist for Product Managers

Jun 13, '19 by Aaron Schliem

Sometimes, the biggest problem with localization is not a technical glitch but an outlook. Far too often, localization is an afterthought, taken up only at the end of product development. And then localization testing comes as an after-afterthought. This attitude can have serious consequences that are difficult to reverse.

 

There are two big risks of running localization testing only at the last moment:

  1. Delays
  2. Brand damage
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