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 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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The Bottom Line: Globalization and the Dependence on Intelligent Content

  1. 1. The Bottom Line Globalization and the Dependence on Intelligent Content Bill Swallow, @billswallow #ICC2014, @scriptorium flickr: epSos .de
  2. 2. Bill Swallow, @billswallow ❖ Technical Consultant, Scriptorium ❖ Global tech comm practices, process improvement, localization
  3. 3. You Are Here
  4. 4. Your Audience Is… …Anywhere
  5. 5. Basic Project Steps Delivery Implementation Concept
  6. 6. Basic Project Steps Delivery Implementation Concept
  7. 7. Here Be Monsters
  8. 8. Dead End
  9. 9. Basic Project Steps Implementation Concept Source Language Delivery Target Language Delivery
  10. 10. Chasing Savings Flickr: kenteegardin
  11. 11. Flickr: stuartpilbrow
  12. 12. The Bottom Line Revisit The Goal What’s the Bottom Line? Flickr: See-ming Lee
  13. 13. A Better Model Delivery to all Implementation Concept intelligent content & internationalization global planning
  14. 14. Content Appropriateness
  15. 15. Example: “home run”
  16. 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. 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. 18. Global Framework Concept • Determine content types (unique, adaptable, or global) • Build a semantic taxonomy • Identify gaps and potential issues
  19. 19. Content Types
  20. 20. Content Types
  21. 21. Content Types Tech Comm Marcom
  22. 22. Content Types Machine Translation Transcreation
  23. 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. 24. Questions?
  25. 25. Contact information Bill Swallow @billswallow