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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.

"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

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