CONTENT MANAGEMENT & OPERATIONS Thirty-four percent of marketers said their organization translates content into different languages using a variety of methods. Nearly three out of four who translate content also localize it, mostly using in-house teams. D o e s Y o u r O r g a n i z a t i o n T r a n s l a t C e B2B Organizations’ Approach to Translation o n t e n t I n t o D i ff e r e n t L a n g u a g e s ? ( T r a n s l a t i o n i s d e fi n e d a s t h e p r o c e s s o f c h a n g i n g In-house team (or regional offices) 46% c o n t e n t i n t o a n o t h e r l a n g u a g e . ) Ad hoc freelance translators (as needed) 38% Enterprise translation service 37% 34% ■ Yes (outsourced human + technology solutions) ■ No Automated translation (technology solutions) 20% Other 5% Unsure 4% 66% 0 10 20 30 40 50 Content Marketing Institute/MarketingProfs Base: Content marketers whose organizations translate content into different languages. Aided list; multiple responses permitted. I 13th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2022 n A d d i t i o n t o T r a n s l a t i o n , D o e s Y o u O r r g a n i z a t i o n A l s o L o c a l i z e C o n t e n t ? ( L o c a l i z a t i o n i s d e fi n e d a s t h e p r o c e s s o f a d a p t i n g c o n t e n t t o m e e t t h e n e e d s o f l o c a l c u l t u r e o r t a r g e t m a r k e t . ) B2B Organizations’ Approach to Localization ■ Yes In-house team (or regional offices) 82% 27% ■ No Ad hoc localization freelancers (as needed) 31% Enterprise translation/localization service 22% 73% Other 5% Unsure 2% 0 20 40 60 80 100 Content Marketing Institute/MarketingProfs Base: Content marketers whose organizations translate content into different languages. Aided list; multiple responses permitted. 13th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2022 27