A century ago, offering the best product in the market would alone be the most effective method for a company to hold a strong place in the market. Because consumers would go out and find you wherever you are for their sole expectation was the product you offered for sale. However, technology has developed tremendously and many market players have emerged since then, offering the same types of products with similar quality. Today, being visible and having something different to say has become the only method of outpacing competitors. On the other hand, this method has brought forward the need for product marketing plans that are costlier than the product itself and probably much more complicated than the production planning processes needed.
Throughout their journey from medium to high levels of management, such marketing plans started to be processed into projects, materials and campaigns. In early 1980s, companies began to use and maintain their brands, which they created in the early 1980s, in their hierarchical organizational structure. This need was only a part of the concept of content management which we are focusing on.
After all the marketing history of companies, archived mostly by their marketing departments, is coupled with their external communication materials that are of public relations nature, those companies needed find ways to grow their data integration and management capacity extensively. This, as time progressed, revealed the need for enterprise content management. While data integration and management is believed to be requiring physical storage and processing capacity, marketing experts point out that what is required indeed is a subjective memory.
In today’s business management, intangible assets, like brand equity, corporate intellectual value, vision, mission and so on, have more critical importance than they had in the past. A company, prospering in its core operations, would easily damage its holistic success by employing flawed methods sharing its values with the market or by using the wrong or incompatible language in its brand recognition or vision documents. That is the reason of Corporate content management bears great importance on successful expression of the company.
Right at this point, all foreign-language inputs serving as a source for your company, as well as those inputs that your company generates for your enterprise or business partner abroad become probably the most sensitive part of this process. All such foreign language inputs flowing into your company need to be translated into your native language, just as your native language data needs to be translated to an internationally spoken language.
Examples of such data may include training materials developed by your UK-based HR department for use in Turkey, user’s guides that come with your products or with your medical equipment placed on the Egyptian market, or other materials you may intend to use in your country or on a global scale. We can give hundreds of other examples, but the common point of them is that they all need to be translated.
All such materials are your corporate assets or, in other words, your corporate content. Since forming an in-house unit to handle translation process is not financially feasible (or affordable), companies generally outsource 95% of their translation needs. In light of the reasons discussed in the sections above, any translation services provider you will assign to create your corporate content is supposed to offer services that are much more sophisticated than basic translation services.
Based on all these facts, we believe that an integrated operation across the enterprise can bring success in the translation process. Our primary goal is to ensure that any corporate content we create in any language speak the words spoken by the customer. That is why, for the best corporate content management, we act professionally in order to convey the texts of our customers to the target group in the most accurate way.
With its in-house Content Management System, cutting-edge technology and highly qualified workforce, Universal archives all customer content, periodically updates them using feedbacks from its Project Coordination Department, and finally renders them usable in future projects of the related customers. This corporate memory, growing in the course of time, helps our translators and editors think and create projects the same way as our customers do. This process, guaranteeing an optimum level of corporate content integration, helps your content reach all users virtually through a single vision-mission emphasis and also helps you obtain the expected result at the maximum level possible.
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