Transcreation Transforms Digital Marketing in All Industry Sectors

As the Internet grows global businesses and shrinks physical boundaries, there is increasing demand for transcreation as part of localization programs. Transcreation’s rapid growth is made essential because it satisfies a hunger for content in markets outside of the English speaking digital space.

Through transcreation, global brands can establish owned media as a marketing strategy for international distribution of good quality content and start to nurture new leads into future customers.

It is a common perception that transcreation is a technique used only for highly creative marketing and advertising materials. Taglines, advertising straplines, clever online banners, logos, imaging and other digital promotional activities, all of these marketing content types require transcreation in the localization process to effectively reach multicultural audiences.

Many global content and brand marketers are fully aware that some marketing content does not work when linguistically translated and requires “recreating” to meet language and cultural needs in multiple markets. However, transcreation is not just those involved in marketing localization. Customers and stakeholders interact with many different types of branded content across the whole globalization journey, from legal content through to online customer support. Even the most logical and technical content may require transcreation.

Transcreation in Software Localization

In the localization process for software and UI, there are many techniques that can help successfully and accurately create software for local markets. Menu commands and strings do need translation by a native speaking translator; however, consideration must be taken into other components. Is the color of the interface appropriate for the audience? Is the tone of the customer support appropriate? Do users in every market recognize a “thumbs up” icon? Do Western software users scan the screen in the same way as those in Asian markets? Even though software localization may be seen to be more technical and straightforward, cultural habits and traits play a key role; therefore, transcreation techniques must be applied in the process.

Transcreation in Compliance and Regulatory Materials

Another area where transcreation is required to interpret content for multiple audiences is compliance and regulatory materials. In some legal or employee communications, there may be local terms used to describe scenarios that will not translate. For example, the term “whistle blower” is often used in certain English legal documents; however, the term does not correctly translate. Another phrase must be used that conveys the same message outlined in the source material. Similar scenarios apply for employee and health and safety communications. Facts may remain the same, yet the overall message and context will vary between local markets.

Transcreation in Technical Communications

Many technical documents, especially those used in manufacturing, require high levels of accuracy. This is especially true for scientific detail, product instructions and measurements. These facts must be translated to 100% accuracy to ensure full, safe operation of equipment.

Context and the tone of voice will need to vary across markets to make sure communications resonate with local users. For many products in manufacturing and automotive sectors, the product itself is often physically adapted, with different features targeting different geographical markets. The same approach applies to any supporting content, whether marketing or otherwise.

Simply translating the source technical or product manual is no longer enough. The content for each market must communicate and instruct the local user experience. This involves engaging a translator who is a native speaker and has subject matter expertise, as well as someone who is familiar with the culture of the target market and helps create the desired customer experience in getting the facts and the message right.

Transcreation in Learning Materials

Learning and educational techniques vary across countries and markets. Some learning content must be transcreated to allow for different habits and styles, including examinations and tests. Asian markets prefer continuous assessment and exams; whereas, US students prefer online coursework.

In the wider context, the overall learning experience may require overall transcreation to hit the right tone of voice and style of the local student. With the right transcreation service, you can access global audiences by outputting high quality localized content.

In order for any global content to be effective, it needs to be made relevant and developed with the end user in mind. This related to text and images being placed in the correct context. In a multilingual marketing arena, transcreation is the ultimate leveraging tool for all types of content in every industry.


Louise Law is Global Communications Manager at Welocalize.

Technically Speaking at Welocalize LocLeaders Local 2016 Germany

Guest interview with Christian Weih, Chief Sales Officer at Across Systems GmbH and panelist at LocLeaders  Local 2016 Germany

christianweihWelocalize will hold the first German LocLeaders Forum in Stuttgart on November 8. The discussion will be held in German. The theme of the German LocLeaders Local is “Technically Speaking.” Localization leaders will gather to openly discuss topics and share experiences relating to the localization of technical communications and how global brands can optimize style, tone and quality in multiple languages. The event features a special panel discussion, including guest panelists from IKEA, Amadeus, Rockant Training & Consulting and Across Systems GmbH.  

The following is an interview with Christian Weih from Across in advance of the event.  For more information and to register for LocLeaders Local Germany 2016 in Stuttgart, click here.

What are some of the key challenges in the localization and translation of technical content?

First and foremost, there needs to be more priority and emphasis from global organizations on translation. Documentation is a global business. Many companies spend huge amounts of money and resource developing source materials and campaigns, then little respect is shown to translating content. If you add up the cost of writing, designing and publishing source content, including the content management system (CMS) and compare this to the amount budgeted for translation, then the difference is vast. A key challenge is to increase the importance and significance of localization and translation activities. Good global content enables international business.

Many organizations also want to automate as much as possible to increase speed and efficiency, but they find it challenging because they’re not ready. Multinational companies in regulated sectors like pharmaceutical, medical devices and heavy machinery, need speed and high levels of accuracy in their global content. Automation is crucial to success.  Implementing technology and translation automation tools, like machine translation (MT), requires the company to be progressive in its’ content management and translation approach.

How has the translation of technical communications evolved?

Translation measures and KPIs are no longer about achieving literal or linguistically accurate translations. It’s all about getting the meaning right and ensuring the corporate style and tone of voice comes through in content. Some technical communications have strict guidelines and defined structures. Adapting the style and tone for each target audience is how organizations can differentiate themselves and create competitive advantage.

Technical content itself has evolved. People often perceive technical communications as dusty, 500 page manuals and it just isn’t like that anymore. There are some new ways for publishing and accessing technical communication, for example, use of apps, websites and multimedia. The rise in media publishing platforms like YouTube, has also opened up new ways to convey highly complex information and this also impacts the overall translation process.

What are some key tips for translation of technical information?

Get the source right. If you create the source content with localization and translation in mind, then any subsequent translated versions will be more on target. A better source document also allows for more opportunity for automation, using MT, to increase efficiency. If you mess up the source files, you can’t automate. Organizations must also be aware of information security when they use automation – where the translated content is held.

locleaders-stuttgartHow do you think events like Welocalize LocLeaders helps the industry and localization professionals?

There are very few events like this held in Germany, at a local level. This is the perfect opportunity for anyone working with global content to see that they’re not alone in their challenges and pains. The open discussions and shared experiences will help attendees to move their organizations forward to get ready for more efficient and successful multilingual communications. I’m looking forward to being part of this unique event.

For more information and to register for LocLeaders Local Germany 2016 in Stuttgart, click here.

Interview by Louise Law, Global Communications Manager, Welocalize.






Welocalize Top Ten Blog Posts of 2015

Thank you to our dedicated followers of the Welocalize Innovators Blog.  We are committed to share knowledge and thought leadership about current trends and topics related to globalization strategies, localization best practices, innovation, translation tools and resources, as well as expertise from Welocalize team members and industry leaders.

As we wave good-bye to 2015, we thought we would share with you the top 10 most visited Welocalize posts this year.

#1: Top B2B Global Marketing Trends for 2015

Global Marketing is always evolving and with the growth of the Internet and digital business, the landscape has changed on how we connect with global customers and enter new geographical markets. This blog identifies top trends for B2B global marketing and is great reading for anyone involved in global content planning, production and localization.

#2: Four Key Technical Communication Trends for 2015

Guest blogger and Fellow of the Institute of Scientific and Technical Communicators (ISTC) David Farbey wrote this excellent blog which looks at the upcoming trends that he thinks will influence technical communications. From responsive design and adaptive content to augmented reality and wearable technology, David covers some important concepts in this blog.

#3: Examples of Successful Transcreation

Transcreation is the cultural adoption of a message from one language to another, beyond translation and localization. This blog shares some instances where global brands usage of transcreation was a good idea.

#4: Three Localization Trends in the Oil and Gas Industry

Companies in the oil and gas sector have to meet growing a global demand for energy. In all their activities, they have to consider regulatory, safety and environmental concerns for employees and communities all over the world. Localization and translation plays an important role and this blog identifies three trends in the oil and gas sector that impact localization.

#5: Consider Cultural Differences when Marketing Global Brands

Culture affects our beliefs and values, how we perceive the world and even the way we market to consumers. Localization goes beyond language. This blog highlights three areas to consider when developing and localizing global brand materials.

#6: Highlights from LocLeaders and LocWorld 2015 Berlin

Global business leaders, localization experts and colleagues gathered at two important events in June: LocWorld 28 and Welocalize LocLeaders Forum 2015. Find out more about the conversations and discussion topics at these events in Berlin.

#7: The Internet of Things and How it Affects Localization

The Internet of Things (IoT) is an important concept and was included in many discussions and reports in 2015. This blog looks at the potential impact of the IoT on localization and translation.

#8: What is Your Localization Strategy Missing to Succeed?

This blog looks at the various components required to drive a localization strategy, including how to overcome common challenges and what actions need to be taken to guarantee success.

#9: Good Localization Habits from Top Global Brands

When it comes to global brands, image and reputation is everything. Using some of the global brands featured in the report, Interbrand’s Best 100 Global Brands of 2014, this blog looks at how top global organization have managed to keep their appeal worldwide and continue to build brand equity in new markets.

#10: Five Best Online Media Channels for Global Content Marketing

Driving a global content strategy is the most viable way to get brand attributes and content seen and heard around the world in a cost-effective manner. There are a number of online media channels used to effectively push out digital marketing content. This post highlights five of the best.


MUST-READ POST: How To Predict the Future, by Smith Yewell, Welocalize CEO. This keynote discussion caused a great stir when Smith presented his thoughts on predictive analytics at the LocWorld29 event in Silicon Valley. A must-read post for anyone in globalization and localization. If you want to learn more about the presenter, take a look at Getting to Know Welocalize CEO, Smith Yewell.

What was your favorite Welocalize blog in 2015? We would love to hear.

The Welocalize Marketing team would like to wish everyone a Happy New Year and we look forward to publishing even more compelling content and blogs in 2016!


Terminology Management for Translating Technical Communications


The localization and translation industry deals with a wide variety of clients, content, industries and projects. No two projects assigned to us by our clients are ever the same. For this reason, we need to ensure that our localization programs are tailored to our client’s unique needs and their business sector.

One very important aspect of customer-centric approach is making sure we use consistent terminology that is appropriate and correct for each client and applicable industry sector(s). Translating technical content types needs particular focus on good terminology management. Often, industry-specific technical information and diagrams are authored with high levels of expertise; therefore, any subsequent translation must be delivered with the same level of quality and accuracy as the original source. Quality is essential.

According to an in-house survey conducted by Welocalize of some of Europe’s leading manufacturers, 75% of respondents claimed that “inconsistent terminology” has caused them the greatest frustration and challenge when creating and translating content.

Terminology is a set of defined words used by a particular brand, vertical market sector, company or product type, often specific to an industry. One such example of this can be found in the German language, where every tool and piece of equipment or machinery has a specific name, to explain exactly what it does, rather than the often-vague descriptions used in the English language. In English, a simple word such as pump can mean anything from a water pump to a bicycle pump, or an automotive pump to a large equipment pump. In German; however, a different word is used depending on the function of the device and what it the pump is required to “pump.”

Businesses require a meticulous and precise translation regarding their products, with little or no tolerance for error. Due to the highly technical nature of some documentation and instructions, errors could in fact be fatal. Incorrect usage of words or terms in certain health and safety or compliance content could have high risk and even compromise the safety of the end-user.

To this end, a terminology database must be established to effectively manage specific terms. Even if you utilize a simple shared spreadsheet or implement a terminology language technology solution, consciously applying time and resource to managing terminology within the organization will ensure better quality technical translations. Welocalize utilizes offers terminology management programs and technologies to assist with this component of the translation workflow.

Translators are in a better position to deliver high quality translations when they are armed with information, terminology and style guides for any translation and localization projects they are working on for a client. If different translators use different words and different sources, the process becomes confusing, inconsistent and leads to a loss of accuracy. In the end, it can result in wasting time and money. This is also likely to affect the reputation of the brand, if not managed correctly.

The Annual tekom and tcworld 2015 Conference takes place in Stuttgart, Germany, November 12-14.  I will be attending and I looking forward to talking with attendees and sharing knowledge and experience in the area of technical communications and documentation, translation, localization and terminology management. You can learn more about the event at If you are planning to attend, please reach out to me at


Based in Germany, Tobias is Business Development Director at Welocalize.

Further Reading:

The Role of Technology in Localizing Technical Translations

Welocalize and Global Manufacturing: The Importance of Effective Terminology

Welocalize Terminology Management Solution – Teaminology:  

Technologies Reinventing Global Manufacturing

Are new technologies in the global manufacturing industry driving the next industrial revolution? The answer to this question will be on full display and central to many of the topics discussed at two big global manufacturing events taking place this week: M2M World Congress 2015 in London and Smart Manufacturing Summit in Indianapolis, USA.

Core to both event agendas, how manufacturing is being reinvented for the 21st century.  New technologies and movements such as additive printing, the Industrial Internet, the Internet of Things and M2M remote monitoring means new global expansion and new ways of doing business for industrial manufacturers around the world.  These along with the way we share information today via the cloud, mobile, wearables means languages, translation and localization play an important role for these innovations to take full effect.

As an example, manufacturing companies do face challenges in the areas of technological skills gap. Recruiting and training is global. The impact on the supply chain plus changing world economics means many manufacturers are having to face re-shoring production activities to make the books balance. In addition to training materials, translation of technical documentation and content must be localized when operating a multinational supply chain.

In this blog, I want to look at these key technologies that are changing the face of manufacturing, possibly driving a new industrial revolution and consider the impact on globalization.

3D or additive printing is the process of making a 3D solid object of virtually any shape from a digital model. “Manufacturing on demand” is now a production reality. Gartner analysts said worldwide 3D printer shipments are set to double, year-over-year. Advances in additive manufacturing technology indicate a growth in small, local production units, providing on-demand 3D printing which means increased demand for localization of user manuals and training materials. Manufacturing-heavy sectors, like energy, oil and gas, are seeing an increased use of additive production methods, leading to more specialist requirements in the translation of technical communications.

The Internet of Things (IoT) is a well-known, heavily used media term used to apply to a system where microprocessors are in everyday items – cars, credit cards, domestic white goods (see: The Internet of Things and How it Affects Localization). From a localization perspective, the IoT has significant implication and opportunity. For example, more communications will exist on smaller screens, smart devices and rely more heavily on imaging and iconography – all of which have to be localized for local markets.

Machine to Machine (M2M) refers to technologies that allow both wireless and wired systems to communicate with other devices of the same type and is an important part of the overall IoT movement and enables the Industrial Internet.  M2M uses a device, such as a sensor, to capture an event like temperature or inventory levels, which is then relayed through a network to an application that translates the event into meaningful information. This meaningful information, relayed to an internet-connected IT infrastructure, must be understood by other machines and ultimately, humans.

Although the language between machines is universal, we don’t all speak the same language therefore information must be localized for the intended audience. As production sites shift, seeking lower cost alternatives or to a more local unit for on-demand 3D printing, each locale and every user and workforce must be considered.

For global manufacturers, translation and localization of data and information is crucial for all content types, including user interfaces, training materials, technical manuals, software localization and internationalization. All this content has to be localized by specialists, experienced translators and language service providers that are experts in working with global manufacturing leaders.

All these interconnected innovations – the IoT, 3D printing, M2M, the Industrial Internet – are all technologies that are driving the global economy towards a connected world with intelligent machines and processes. They will have a big impact on manufacturing supply chains and the skills required by the manufacturing workforce. We know universal computer codes and languages exist and can smoothly communicate with each other. However, even in this climate of innovation and change, one fact that remains is that humans will always speak different languages and will ultimately be managing and operating this intelligent machinery.

Even if machines become super-intelligent, global communications will be still fundamentally driven by people and not machines.


Louise Law is Global Communications Manager at Welocalize.

For more information on Welocalize services in the manufacturing sector, click here.

Four Key Technical Communication Trends for 2015

463742985In this guest blog, David Farbey, a Fellow of the Institute of Scientific and Technical Communicators (ISTC), looks at the upcoming trends that he thinks will influence the field of technical communications this year.

Making predictions can be a treacherous game and recent advances in consumer and cloud technology have shown that you can never know what’s coming next. The extensive use of mobile technology wasn’t predicted by anyone and its incredible popularity has had far-reaching effects. Its arrival changed the world of technical communications. We now have to make sure content is available for tablet and smartphone users, as well as for users of desktop and laptop computers. As technical communicators, one of the first trends we need to be aware of for 2015 is the growing importance of responsive design and adaptive content.

Trend One: Responsive Design and Adaptive Content

Responsive design means that we must ensure that the content displayed on our web page appears correctly on whatever device our reader happens to be using. At a basic level, responsive design can be achieved by web programmers using a ‘media query’ element in their CSS. Technical communicators should ensure that the need for responsive design is considered and should check that the resulting pages actually appear as intended.

While the success of responsive design can be judged by objective criteria – either the page displays correctly on a smartphone or it doesn’t – adaptive content is much more subjective. The technical communicator needs to make sure that the content they are delivering makes sense for the reader in whatever context it is being read. This is far more challenging. It would be wrong to assume that just because a page is being read on a tablet, the reader is only interested in some options and not others. The need for research into what users actually want to do has never been greater.

This means that the technical communicator needs to be involved in a great deal of planning before any content is actually written. If content needs to be delivered in multiple languages, then the technical communicator needs to consider the best strategy for localization as well.

Trend Two: Augmented Reality and Wearable Technology

At the Technical Communication UK Conference (TCUK) in September 2014, one vendor demonstrated how intelligent information can be obtained when a smartphone camera is used. Software installed on the smartphone recognizes the camera image and overlays it with hotspots that can be activated to display relevant information. This is a form of “augmented reality”, where a technological device enhances your interaction with a physical device and is becoming more and more widespread. Technical communicators need to be deeply involved in planning and developing content for augmented reality applications. Typically, augmented reality content will be segmented into very specific elements that are relevant to the part of the device the user is looking at and may be restricted to brief reference content, but may often contain links to longer, procedural content.

Wearable devices (“body-born computers”) are a slightly different take on augmented reality. Google Glass, for example allows users – or wearers – to use voice commands to take pictures and videos, send messages and call up information, such as identifying a route or a landmark. Other kinds of wearable technology will probably be with us soon and they will present technical communicators with a double challenge: how to assist users of these devices to get the most out of them by providing useful help and guidance; and how to make use of these new technologies as a platform for delivering timely and relevant information. Once again, choosing the right technical communication and localization partner for any wearable technology project is crucial.

Trend Three: How Technical Communicators Work

As well as these developments in technology, what will be happening to the working environment of technical communicators in the coming year? While great advances in the use of structured and modular documentation have taken place in the last 10 years, I am not convinced that this is a trend that will trickle down from major corporations to smaller businesses at any time soon. Structured documentation, using XML-based systems such as DITA, has been shown time and again to bring significant savings in both in content development time and in translation costs through content reuse. However, these savings need to be offset against the costs of setting up a component content management system (CCMS), acquiring new tools for content authoring, and training both writers and reviewers in new ways of working. Larger businesses can absorb these costs and reap the longer-term benefits, but as far as I can tell smaller businesses still cannot do so. We still haven’t seen the “killer” low-cost CCMS that will make this work for companies with only a few hundred pages of documentation to maintain, rather than the tens of thousands of pages that larger companies deal with.

Trend Four: Bringing Technical and Marketing Content Creation Closer

What I do see happening this year is a convergence in content creation between technical communicators and marketing departments. Traditionally, these two groups have kept away from each other. Marketing functions have concentrated on pre-sales literature, extolling the virtues of a product rather than explaining its detailed functions. In contrast, technical literature has been seen as a post-sales artifact. Today’s consumer is becoming much more sophisticated and is likely to want to know how a product operates in daily use. They are going to use search engines and social media to find out as much as they can from third parties as well as from the vendor. That means that the vendor’s technical content must also be available and find-able so that potential customers can see it at an early stage. It seems that the messages that content strategists and technical communicators have been promoting in the last few years – that the web does not “contain” content but that it “is” content – are finally getting through. This is good news for technical communicators, as it is recognition of their importance in product promotion, but ultimately it is good news for consumers too. And we are all consumers.

David Farbey is a Fellow of the Institute of Scientific and Technical Communicators (ISTC) and is currently ISTC Council Member responsible for Professional Development and Recognition. From 2012 to 2014 David was Chair of the ISTC’s annual Technical Communication UK Conference (TCUK) David’s personal blog is Marginal Notes

Role of Technology in Localizing Technical Communications

96220781There are different priorities when it comes to translating and localizing technical content. Translated technical documentation must be as concise as the source content. Key focus points include consistency, correct terminology and technical accuracy.

What role does technology play in producing high quality technical documentation? One often assumes each word and diagram must be addressed and managed by human translators. Actually, there are a number of tools that can be used to help produce ongoing, high quality technical translations while managing deadlines and budgets.

Machine Translation (MT) for Technical Communications.

When translating and localizing technical content, MT can be a great tool. Machine translations is not a standalone tool, nor a magic wand that can fix the mismatch of growing content volumes and decreasing budgets. It is a productivity tool within the content translation supply chain. To continue to achieve high quality, MT with post-editing can still speed up the translation cycle, faster and cheaper than using 100% human translators. With these strengths particularly beneficial to technical communication, it is hard to ignore MT.

“It’s the reality of our industry now,” says Nicole McColgan, Senior Project Manager at Welocalize. “Machine translation is not a replacement, but a progression. Quality is still valued, so this is where post-editing comes in.” Post-editing is becoming an increasingly valued skill with the rise of MT to increase the quality of the MT output.

Terminology Management for Tech Docs.

The terminology used in technical communications can be quite specialized. You should consider the in-house terminology that each client utilizes and apply it appropriately. In her blog, Welocalize Senior Translator Sarah Evans, recommends building a spreadsheet of extracted key technical terms for each client using a specialist tool like MultiTerm Extract. This helps you to speak the clients’ language.  This is especially crucial as clients tend to use technical content internally, so communication between the vendor and client needs to be clear to gauge exactly what the client wants in translations. Click here to read Sarah’s blog, The Importance of Effective Terminology Management.

“Welocalize focuses on the client’s needs, making any suggestions for improvement and listening to them,” notes Nicole McColgan. “Managing terminology effectively ensures that the translation process is faster, as there is less time spent on researching terminology for specific clients. It also reflects well on your company, as consistently accurate and timely technical translations are a top priority for the client.”

Management Systems: Translation and Content.

The adoption of a content management system (CMS) helps content to be translation-ready, resulting in a quicker turnover time, benefiting the client and the language service provider (LSP). CMS’s may not be a direct tool for localizing and translating technical content; however, they certainly help in the preparation of content. Using a CMS will benefit clients in the long run with all types of content being effectively and centrally managed. A CMS also can run in tandem with the translation management system (TMS) used by the LSP, making the whole process smoother and more automated. The TMS also benefits both the client and LSP with its terminology database, translation memory and automated localization workflow.

Even complex technical documentation requiring high levels of accuracy and quality can benefit from automation. Technology systems like MT, CMS, TMS and terminology management tools play an important role in the overall translation process and can help organizations produce more high quality content to their global audiences.


Louise Donkor is a member of Welocalize’s global marketing and business support group.

Influencing Technical Communications

by Christian Zeh, Welocalize Business Development

Christian at TEKOMThe big event in the European technical communications industry, tekom and tcworld conference 2014, took place this month in Stuttgart, Germany. I spent three days talking to delegates, clients and vendors and also delivered a presentation in German on the localization of user generated content (UGC) that you can reference below. Living near Stuttgart and in my role as Business Development Manager at Welocalize, I am primarily focused on the German market so this event is always a pleasure.

Over the course of the three day conference, this year’s event gave me the chance to meet many technical communication professionals and also speak with several technology and CMS providers that the tekom and tcworld conference attracts each year. It was my second time as a presenter at tekom and I was delighted that my presentation about localizing UGC attracted so many delegates. This is indicative of how people within the technical communication space are looking beyond the traditional methods of authoring, publishing and translating content and looking at emerging content types, like UGC and social media to improve technical content.

Technical communication materials are very different to other types of content, such as marketing and software materials. The localization of technical communications requires a high level of subject expertise including good terminology management, knowledge of required in-country standards (legal and otherwise) and high quality output to ensure the optimum end-user experience. A poorly localized technical instruction manual can result in the failure of a global product launch or even a lawsuit. Accuracy is of the utmost importance so these localization tools for technical communication must be carefully assessed for suitability.

I attended several excellent sessions at tekom. A very interesting presentation was given by Tony O‘Dowd from KantanMT, talking about measuring the performance of Statistical MT. This presentation was very accessible and provided good insight to how MT and training of the MT engines are currently working.  As an example, looking at how “fuzzy matches” in the MT output explained how automated utility scoring works in the real world. This aligned with my presentation materials. Special note:  Welocalize also hosted a presentation on The MT Engine Lifecycle that you can view here.

Historically, technical content may not have sat within the overall central content strategy at an organization. Separate authors and translators can result in an inconsistent customer experience, which can be confusing to the client. If the marketing materials promised a certain type of brand and customer experience and the technical instructions don’t look anything like that promise, you could be in big trouble!

Often centralizing the creation and localization of all content, including technical communications, ensures consistency. By developing a key relationship with a global localization provider, like Welocalize, we can together achieve consistency for the end users. We can maximize the return of investment made in technical content, by using trained and dedicated translator and reviewer teams and up-to-date technology tools. For companies in industries like manufacturing and automotive, who are producers of large volumes of technical communications, content could be one of their biggest business assets. Simple steps like setting up glossaries and terminology management programs can contribute significantly to the global content strategy and quality of localized technical content.

In a recent Welocalize survey, technical communications is one of the top five priorities in 2015.  Is it one of your priorities?  How are you thinking about UGC and social media in relationship to your technical communications. Let’s continue the conversation if you attended tekom or if you would like to discuss my presentation (in German or English) and how we can help you. Send me an email at


PRESENTATION:  Tekom 2014 – Nutzergenerierte Inhalte – kostengünstige Lösungen zur mehr… (User-generated content – cost-effective solutions for multilingual publication)




Welocalize to Present at tekom and tcworld conference in Germany

Frederick, Marytcworld 2014land – November 5, 2014 – Welocalize, global leader in innovative translation and localization solutions, will be exhibiting and presenting at the tekom and tcworld annual conference, taking place in Messe Stuttgart, Germany, November 11 – 13, 2014. The tekom annual conference together with the tcworld conference and tekom fair is the largest global event and marketplace for technical communication.

“Welocalize has many years of experience working with companies who generate large volumes of technical communication content,” said Christian Zeh, director of business development in Germany at Welocalize. “We’re looking forward to bringing in-depth industry insights to this year’s tekom and tcworld conference and sharing best practices on how companies can better drive international revenue by developing innovative global content strategies.”

Welocalize will be presenting at the following sessions:

Tuesday, November 11 at 11:15am – Christian Zeh, Welocalize director of business development in Germany will present “User-generated content – cost-effective solutions for multilingual publication.” He will discuss localization of user-generated content (UGC), including the challenges and solutions for translating this growing content type.

Tuesday, November 11 at 1:45pm – Derek Coffey, Welocalize SVP of technology will deliver a tools presentation entitled, “GlobalSight Translation Management System Supports COTI to Enable CMS.” He will provide insights into the latest developments of Welocalize’s GlobalSight, including the new COTI connector.

The Welocalize team will be meeting with attendees at exhibition booth 2G09 to meet with technical communication experts.  Welocalize will share expert insight and best practices for the localization and translation of technical documentation and related content types.

For more information or to attend the tekom and tcworld conference, please visit

About Welocalize – Welocalize, Inc., founded in 1997, offers innovative translation and localization solutions helping global brands to grow and reach audiences around the world in more than 125 languages. Our solutions include global localization management, translation, supply chain management, people sourcing, language services and automation tools including MT, testing and staffing solutions and enterprise translation management technologies. With over 600 employees worldwide, Welocalize maintains offices in the United States, UK, Germany, Ireland, Japan and China.