You lead a localization team in a company where new content is produced every day. That content decides the existence of your company in the market, and you are asked to bring them to new markets where the users don’t care because they don’t understand what your content is about. How do you win them over? How do you build a localization strategy to make total strangers in every corners around the globe, who share different ideologies, beliefs and perspectives, start to notice your content, then fall in love with your content, and become loyal users of the content your company provides. 

If UI Localization is a technique, then Content Localization is an art. Content Localization needs to be liked. Do global users spend hours to compare the English caption with the subtitle translation? No, they don’t. They simply choose to read your content in their mother language. They judged the localized content by their emotions. And at the end, if they tell everyone they know: “Hey, I just learnt that course content in Coursera! And it’s in Urdu! So awesome!”, then you should be proud!

With that user-focused approach in mind, would you build your content localization strategy differently?