Planning your Global Content Strategy
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Planning your Global Content Strategy

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  • Local expectations are important. The classic story here is Gerber Baby Food. In the US, we sell Gerber Baby Food in jars with pictures of a fat baby with puffy cheeks on the label. This meets our cultural expectations. In Africa, the cultural expectation – because literacy is low – is that the picture on the outside of the jar is of the ingredients. So a picture of a baby with fat cheeks says that the baby food consists of … you guessed it … ground up baby! A lesson Gerber learned very, very painfully.

Planning your Global Content Strategy Planning your Global Content Strategy Presentation Transcript

  • Planning YourGlobal ContentStrategyVal SwisherFounder & CEO@contentrulesinc © 2013. Content Rules, Inc. All rights reserved.
  • Who We AreProfessional services firm specializing in:  Content strategy  Content creation  Global readiness Founded in 1994 12 full-time employees Network of 2000+ fully-screened consultants across U.S. Managed, contract, and placement services © 2013. Content Rules, Inc. All rights reserved.
  • What We Do - Content StrategyWork closely with The Rockley Group to provide: Substantive Audit Content Modeling / structured authoring Taxonomy WorkflowGlobal content strategy services: Global content audit Globalization planning Vendor selection Integrated workflow © 2013. Content Rules, Inc. All rights reserved. View slide
  • What We Do - Content CreationCreate and modify content  Technical Documentation  Marketing Collateral  Training Materials  ILT  ELT  Video  eBooks © 2013. Content Rules, Inc. All rights reserved. View slide
  • What We Do - Content Global ReadinessEnsure content is global-ready  Readability  Grammar and style  ReuseEvaluate and improve content quality using state-of-the-art tools  Reports  Metrics  Recommendations  FixesSave money on translation  Specialized reporting and editing © 2013. Content Rules, Inc. All rights reserved.
  • © 2013. Content Rules, Inc. All rights reserved.
  • First…A DefinitionA global content strategy is a structure for managing all ofyour content that is consumed by people who speak or readlanguages other than the source. © 2013. Content Rules, Inc. All rights reserved.
  • Why Do You Care?1. Save money localizing and translating content2. Improve content quality in all languages3. Save time localizing and translating content4. Someone told you that you need to figure out this mess (see 1-3, above) © 2013. Content Rules, Inc. All rights reserved.
  • Planning your Global Content Strategy  Locate your content  Create a catalog  Know who all of your vendors are and what content each is responsible for  Locate, identify, and have possession of your TMs  Understand methods of handling global content  KISS your source content © 2013. Content Rules, Inc. All rights reserved.
  • It’s 10PM. Do You Know Where Your Content Is?  To create a strategy, you must locate your content  Everyone is creating content, all over your company  How much of it is being translated? Where? By whom? © 2013. Content Rules, Inc. All rights reserved.
  • Content – Everybody’s Doing itThree ways content can be created and translated:  By your team, managing your translation vendors  By other teams, managing different vendors  By people in each geography, writing in their native language © 2013. Content Rules, Inc. All rights reserved.
  • Create a Catalog Who wrote the content What group is responsible for localizing/translating Which languages List each translation vendor, per language Where are the TMs Who is assigned to review the translation What process per language: translation, localization, transcreation, pivot © 2013. Content Rules, Inc. All rights reserved.
  • © 2013. Content Rules, Inc. All rights reserved.
  • Know Thy LSPs 9 8 2How many vendors do you need? 10Pros  Redundancy Cons  Organization 4 5  Expertise  Multiple TMs7 1  Competition  Modalities  Inefficiency 3 6 12 © 2013. Content Rules, Inc. All rights reserved.
  • Standardize Your Translation Memory Single repository of translation memory Take ownership of your translation memory, not your LSP © 2013. Content Rules, Inc. All rights reserved.
  • Methods of Handling Global Content Translation – Word for word Localization – Culture-sensitive, retain meaning and intent Transcreation – New content for specific audience Pivot – Leave content in source or pivot language © 2013. Content Rules, Inc. All rights reserved.
  • Methods of Handling Global Content Translation Localization Transcreation The content stays the The meaning stays the Different content same same developed to meet business objectives Language Literal word-for -word Translate the meaning of Developed in local translation of everything the words in a way that is language; English may be culturally appropriate used as part of the brand vocabulary Images No change Change to fit local Change to fit local expectations / product expectations / product needs needs Layout No change Minimize changes Change to fit local expectations Brand No change No change Enhance and expand Vocabulary © 2013. Content Rules, Inc. All rights reserved.
  • Pivot Language Intermediary language used for translation between many different languages Default language for content that is not being translatedExamples  U.S. Standard English  U.K. English  Other source language © 2013. Content Rules, Inc. All rights reserved.
  • © 2013. Content Rules, Inc. All rights reserved.
  • Exercise: Analyze Ikea WebsiteWork backwards and articulate what you think the strategyis for translation, localization, and transcreation at Ikea bygeo, content type, and/or mediaSee if you can find an instance of each technique © 2013. Content Rules, Inc. All rights reserved.
  • Exercise 1: Analyze Ikea WebsiteLook for instances of Countries: Translation  Australia (Perth) Localization  United Kingdom Transcreation  Denmark  Dominican Republic (Santa Pivot Domingo)  CanadaNotice  United States  France Efficiencies Inefficiencies Lost opportunities Anything else? © 2013. Content Rules, Inc. All rights reserved.
  • Look for:  Translation  Localization  TranscreationExercise 2: Analyze Ikea Website  Pivot Pick a product family Countries: Search for it in multiple countries  Australia (Perth) Analyze the results  United Kingdom  Denmark  Dominican Republic (Santa Domingo)  Pick a specific product Canada  United States Search for it in multiple countries  France Analyze the results © 2013. Content Rules, Inc. All rights reserved.
  • KISS Your Source Content Keep it short and simple Writing for translation | Global English | Simple English | International English best practices 8 Simple Steps to Make Your Content Global-Ready Now Send me an email and I’ll send you a copy vals@contentrules.com © 2013. Content Rules, Inc. All rights reserved.
  • KISS Elements1. Reduce word count2. Increase use of identical sentences3. Decrease word variability4. Reduce sentence length and complexity5. Eliminate word usage errors (idioms, jargon) © 2013. Content Rules, Inc. All rights reserved.
  • Tell ‘Em What You Told ‘Em  Locate your content  Create a catalog  Know who all of your vendors are and what content each is responsible for  Locate, identify, and have possession of your TMs  Understand methods of handling global content  KISS your source content © 2013. Content Rules, Inc. All rights reserved.
  • Val Swishervals@contentrules.com@contentrulesinc © 2013. Content Rules, Inc. All rights reserved.
  • Val SwisherCEO & Foundervals@contentrules.com@contentrulesinc