Reach New Markets with Crowdsourced Content Translation

Lora Bentley

Last month I contemplated the role that crowdsourcing-involving your online community to accomplish business goals-can play in risk management, or more specifically, in enhancing a company's reputation as a socially responsible corporate citizen. As Huffington Post blogger Paul Massey pointed out then, such big names as Pepsi and Target have done so quite effectively.


For many, though, the word "crowdsourcing" is synonymous with "cheap labor." But should it be? Not necessarily.


Recently I had the chance to speak with Lingotek CEO Rob Vandenberg, who said the company sees crowdsourcing as a means of reaching new customers in new markets, as well as better supporting existing customers and partners in current markets.


A Draper, Utah-based company, Lingotek offers a Web-based translation platform it likes to call "collaborative translation." Vandenberg explains:

[A] core part of Lingotek's strategy has been connecting with content containers that are the sources, and sometimes the generators, of content. Connecting natively to these content containers we can ingest that into Lingotek, and then we can assign different workflows.

For those leading Lingotek, propagating community involvement through shared interest in the content that's being translated is the most fascinating part. Crowdsourcing "opens up new roles and new opportunities," he told me. And nowhere are those opportunities more apparent than for content owners who operate on a global scale.


Vandenberg noted:

Really, when you translate content into more languages, you're supporting more markets, as well as the people in those markets-your employees, your existing customers and resellers-and you're really trying to engage more deeply with new customers in those markets.

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