Content Strategy in a Multilingual World

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"Global content strategy" should be redundant, but it isn't, because very few content strategies take localization into account. LocWorld presentation by Sarah O'Keefe.

Published in: Technology, Business

Content Strategy in a Multilingual World

  1. 1. contentstrategy101.com Content Strategy in a Multilingual World Sarah O’Keefe Scriptorium PublishingFlickr: hmomoy
  2. 2. Sarah O’Keefe ❖ Founder and president, Scriptorium Publishing, www.scriptorium.com, North Carolina ❖ Coauthor of Content Strategy 101 ❖ Interested in intersection of content, publishing, and technology ❖ Bilingual, English-German
  3. 3. Only 18% of Americans speak a language other than English. Source: http://www.forbes.com/sites/collegeprose/2012/08/27/americas-foreign-language-deficit/ Europeans? 53%
  4. 4. What is content strategy? Flickr: hmomoy
  5. 5. Support the organization’s business goals using information and information products.
  6. 6. Global content strategy should be redundant.
  7. 7. Globalization is a common business driver for content strategy.
  8. 8. Efficient localization is a prerequisite for success in a global economy. flickr: light_seeker
  9. 9. Localization efficiency is mainly driven by the quality of the input.
  10. 10. Low-quality source content = inefficient localization flickr: dominicspic
  11. 11. Image: NASA In a multilingual workflow, inefficiency = death.
  12. 12. Content strategy provides the justification to improve content development.
  13. 13. Flickr: brittanyg
  14. 14. Know the business.
  15. 15. Align the business goals with your content strategy.
  16. 16. Increased focus on international markets
  17. 17. Style guides and terminology
  18. 18. Automated formatting
  19. 19. Reuse Flickr: brittanyg
  20. 20. Velocity Flickr: brittanyg
  21. 21. Flickr: lizhenry
  22. 22. http://www.richardingram.co.uk/downloads/content_strategy_approaches.pdf
  23. 23. Each language needs content strategy work.
  24. 24. Content development Content style guide Editorial strategy Audience personas Advertising models SEO …
  25. 25. Content has never been for the faint of heart… I
  26. 26. We must adapt to changes… Images: NASA
  27. 27. Dinosaurs didn’t survive. Image: NASA
  28. 28. At least not in the original form. Flickr: ganesh_raghunathan
  29. 29. Flickr: kirinqueen Operations need to be impeccable.
  30. 30. Authoring Flickr: pedrosz
  31. 31. Editing Flickr: nicokaiser
  32. 32. Production Flickr: dingopup
  33. 33. Flickr: WI Department of Natural Resources, mstharpe, daysofthundr46 Distribution
  34. 34. Localization Flickr: furphotos
  35. 35. Maturing content strategy Flickr: rwwh
  36. 36. One last thing… Flickr: tambako
  37. 37. Questions?
  38. 38. Contact me ❖ Sarah O’Keefe, Scriptorium Publishing ❖ www.scriptorium.com ❖ Email: okeefe@scriptorium.com ❖ Twitter: @sarahokeefe ❖ Skype: okeefe.scriptorium

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