"Multicultural content strategy" may sound like "translations," but that doesn't tell the whole story. Words have different meaning in different contexts. With the complexity of translating ideas in different languages, we need to consider how people understand the context so that words are meaningful and accurate. Companies may assume that simply translating their website or marketing materials is akin to having a multicultural content strategy. However, poor translations, counterproductive imagery, and incomplete experiences (such as lacking customer support in the user's language) could increase distrust and frustration in their target audience.
This talk advocates for multicultural content strategies that go beyond translations and consider the intended audience holistically.
