In the competitive e-bike industry, Tern manages nearly 40 language variants on its global branding website, leveraging Drupal for seamless localization and content management. This session is tailored for content managers, digital strategists, and marketers aiming to enhance multilingual content workflows and optimize digital marketing.

We’ll explore how Tern’s website supports global branding and marketing goals, the role of localization in delivering contextually relevant content, and strategies for tailoring campaigns to diverse audiences. Attendees will also learn practical approaches to managing translations, handling content across multiple languages, and using AI tools to improve efficiency.

In this talk, I will cover the following topics:

- Localization Matters
Why translations vary by country and context, and how to deliver the most relevant content.
- Connecting with Global Audiences
Adapting campaigns for diverse audiences, gracefully suggesting languages, and addressing missing translations.
- Content Management Strategies
Updating translations, decoupling content creation for campaigns, and leveraging AI tools for efficiency.