Inside Brightspot: Why We Built Our Powerful Translation Capabilities

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Publishing has gone global, and regardless of a publisher’s industry, being able to communicate via multiple languages is essential. What’s more, keeping that messaging consistent across languages and locations is also business critical.

Here are a few examples of this business need, as it applies to several industries that Brightspot commonly serves:

  • For companies focused on brand storytelling, audiences and customers are often global, meaning that content, messaging and delivery must be localized to communicate the brand story effectively.
  • For companies building intranets, it’s the global workforce that matters. After all, your employees in Dallas are just as important to your organizational success as the ones in Paris.
  • For media companies, the opportunity to expose users to content (and advertising) isn’t limited to just the United States; in many ways, news is now global, and publishing those messages in multiple languages only benefits the storytellers.
  • For educational institutions, students are also global, so many universities need to customize their websites to communicate effectively with potential applicants and current students around the world.

While creating multilingual content is crucial, it’s also potentially time-consuming, which can significantly tax editorial teams. Enter Brightspot Translations, which attempts to carry some of that weight for editors.

Let’s consider the Brightspot workflow when it comes to a single asset—in this case, an article. To begin the translation process, an editor simply selects a source piece of published content. Note that Brightspot can support translating from any source locale, so your writers are not limited to writing in English.

In just a few clicks, the content you've selected can be instantaneously translated to French, German, Portuguese, Spanish, Swedish or another language. An editor can then review the draft translation and make any needed changes before publishing. (You can watch a video of this translation process here: https://www.brightspot.com/how-to-seamlessly-translate-content-within-the-cms)

When it comes to the actual method of translation, our customers have several choices:

  • Manual: Manual translation would be done by a CMS editor; meaning, a human being must review the content and write the translated version. For smaller publishers who are focused on one or two locales, this approach works well.
  • Automatic: Automatic translation delegates to a third-party service. There’s no shortage of businesses that offer automatic translations, and we offer built-in integrations with Google Translate and Lingotek, plus we can support most other third-parties, including World Server and others.

Once content has been translated, editors have the ability to view diffs and data comparisons between sourced content and any translations of that content. More critical, Brightspot maintains relationships between the original source content and any translated versions, allowing for easy access to versions. Brightspot also notifies editors when source content has changed, to indicate that it may need to be given an additional translation workflow. Edits can be made in this view for better context.

To make content creation more efficient, editorial teams can identify any piece of content with a locale. This will help with translation workflows to translate content appropriately.

We know that publishing content in the digital era means talking to global audiences, and reaching those audiences in their own language is an essential step in connecting with them in an authentic way. Thanks to Brightspot’s powerful translation feature, editorial teams can quickly and efficiently create and disperse content to a global readership.

About the Author
Meredith Rodkey is VP of Platform Product Management & Solutions at Perfect Sense. She has focused on product management for nearly 10 years, contributing to major Brightspot engagements from U.S. News & World Report to Source Media and Healthgrades. In her previous life, Meredith worked as a homepage editor and writer for AOL.com, curating a daily experience for millions of users.
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