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

How to Find a Translation Vendor Worth Your Investment

Sep 12, '19 by Aaron Schliem

Finding a good translation vendor is difficult for a number of reasons. For one, the language industry offers a wide array of services that aren’t differentiated very well in the way they’re advertised. Every company claims to provide exactly what you need. Yet, behind the scenes, they differ vastly in operational function, price, and quality. Without some insider knowledge, it’s difficult to determine which services you actually need.

If you’re translating a handful of web pages into a single target language, a basic SLV (single language vendor) might be enough. But if you’re translating software, a mobile app, or extensive elearning content, you’re actually looking for way more than a translation vendor.

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Start Planning Marketing Strategies for International Markets—The Sooner, the Better

Sep 10, '19 by Aaron Schliem

Marketing can be a genuinely transformative experience, especially international marketing, as you face new demands and take new approaches to problem solving. Planning marketing strategies for international markets early in your campaign can save you immeasurable time, money, and effort by setting you on a sure course from the very beginning. Read more about these strategies that can help your company to know itself better, to be deliberate with localization, to be infinitely scalable, and to solidify expert support.

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Why Digital Content Localization Is Your Future

Aug 27, '19 by Aaron Schliem

Globalization is the inevitable culmination of economic growth. Even though this phenomenon has been in full force for nearly five decades, there is no end in sight. According to data from the KOF globalization index, Switzerland, the Netherlands, and Belgium were the most globalized nations in the world as of December 2018. Meanwhile, the United States measured at #23⁠—meaning there’s compelling room for expansion.

As businesses are becoming more global, content is becoming more digital. The compounding of these two unstoppable trends means that global content is in your company’s future—and in the future of almost every other business. We’re entering the Wild West of global content expansion.

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Software Localization Best Practices: 6 Steps to Becoming a Global Business

Aug 22, '19 by Aaron Schliem

The software industry moves fast. That has always been the case, and with the advent of agile development, that pace has picked up even more. This increases the pressure to localize too, giving you more to do to keep up with your product’s development—never mind expanding your markets.

In this high-pressure environment, localization is at risk of being swept under the rug as developers concentrate intensively on the tasks immediately in front of them. While it’s understandable, this kind of procrastination will set you far behind the competition. To counterbalance this stagnation, there are software localization best practices that will help you build a firm foundation for manageable growth into global markets.

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Localization vs Internationalization: Why the Comparison Matters to Your Startup

Aug 20, '19 by Aaron Schliem

You’ve probably heard the saying, “It’s not the destination but the journey that matters.” As technology continues to shrink our world and expand our possibilities, the journey becomes more and more important. We can already reach the other side of the world in a virtual instant, but what are we going to do with that opportunity?

When you’re considering localization vs internationalization for your business, it’s a mistake to think of them as destinations along your global marketing trajectory. They are dynamic and integral elements of your ongoing round-the-world journey.

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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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