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The Bottom Line: Globalization and the Dependence on Intelligent Content

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What is intelligent content's role in global markets? How does the content lifecycle affect business results? Though we are often concerned with cost of translation when developing content for global …

What is intelligent content's role in global markets? How does the content lifecycle affect business results? Though we are often concerned with cost of translation when developing content for global markets, traditional cost reduction practices (translation memory, reduced rates) simply aren't enough. Instead, we need to establish a profitable revenue stream by delivering quality product in global markets. By employing intelligent content with attention to globalization, we can ensure that the information we produce meets market and delivery demands in a timely manner. Delivered by Bill Swallow at the Intelligent Content Conference, February 2014.

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  • 1. The Bottom Line Globalization and the Dependence on Intelligent Content Bill Swallow, @billswallow #ICC2014, @scriptorium flickr: epSos .de
  • 2. Bill Swallow, @billswallow ❖ Technical Consultant, Scriptorium ❖ Global tech comm practices, process improvement, localization
  • 3. You Are Here
  • 4. Your Audience Is… …Anywhere
  • 5. Basic Project Steps Delivery Implementation Concept
  • 6. Basic Project Steps Delivery Implementation Concept
  • 7. Here Be Monsters
  • 8. Dead End
  • 9. Basic Project Steps Implementation Concept Source Language Delivery Target Language Delivery
  • 10. Chasing Savings Flickr: kenteegardin www.seniorliving.org
  • 11. Flickr: stuartpilbrow
  • 12. The Bottom Line Revisit The Goal What’s the Bottom Line? Flickr: See-ming Lee
  • 13. A Better Model Delivery to all Implementation Concept intelligent content & internationalization global planning
  • 14. Content Appropriateness
  • 15. Example: “home run”
  • 16. Example: “home run” • Widely understood in North America • Understood but meaning/use may vary in other countries • Not well understood in some countries
  • 17. Example: “home run” • Make note of the meaning and intent • Work with local resources • Develop an equivalent approach for each unique market need
  • 18. Global Framework Concept • Determine content types (unique, adaptable, or global) • Build a semantic taxonomy • Identify gaps and potential issues
  • 19. Content Types
  • 20. Content Types
  • 21. Content Types Tech Comm Marcom
  • 22. Content Types Machine Translation Transcreation
  • 23. The Bottom Line • Translation isn’t something you tack on at the end • When you plan your content, you should plan for all targets • Keep your target deliveries in sight
  • 24. Questions?
  • 25. Contact information Bill Swallow @billswallow bswallow@scriptorium.com info@scriptorium.com scriptorium.com

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