At every stage of the user journey, content is the key to making connections and inspiring action. Whether it be in-person or online, text or video, what you create and share plays a pivotal role in attracting, converting and retaining customers.

During this interview series, you’ll hear from experts exploring three popular Contentful use cases: global marketing and localization, agile ecommerce and knowledge base. Contentful’s Director of Platform Strategy Andrew Kumar interviews digital leaders in the MACH (microservices based, API-first, cloud-native, headless) space on how they have used digital platforms and MACH architecture to address business challenges.

In this episode, Steve Shaw, Technical Director at Kin + Carta, discusses why the customer journey starts with global marketing and localization. More specifically, he shares:

• How organizations are seeing greater demand in digital and how those that respond capitalize on emerging markets

• The importance of clear governance and workflows when dealing with multilingual content

• How Contentful supports cross-functional teams and streamlines content authoring