0
Planning Your
Global Content
Strategy
Val Swisher
Founder & CEO
@contentrulesinc

© 2013.
Content Rules, Inc.
All rights r...
Who We Are
Professional services firm specializing in:
 Content strategy
 Content creation
 Global readiness






...
What We Do - Content Strategy
Work closely with The Rockley Group to provide:





Substantive Audit
Content Modeling ...
What We Do - Content Creation
Create and modify content




Technical Documentation
Marketing Collateral
Training Mater...
What We Do - Content Global Readiness
Ensure content is global-ready




Readability
Grammar and style
Reuse

Evaluate ...
© 2013.

Content Rules, Inc.
All rights reserved.
First…A Definition

A global content strategy is a structure for managing all of
your content that is consumed by people w...
Why Do You Care?

1.
2.
3.
4.

Save money localizing and translating content
Improve content quality in all languages
Save...
Planning your Global Content Strategy

 Locate your content

 Create a catalog
 Know who all of your vendors are and wh...
It’s 10PM. Do You Know Where Your Content Is?

 To create a strategy, you must locate your content

 Everyone is creatin...
Content – Everybody’s Doing it

Three ways content can be created and translated:
 By your team, managing your translatio...
Create a Catalog









Who wrote the content
What group is responsible for localizing/translating
Which language...
© 2013.

Content Rules, Inc.
All rights reserved.
2 9 8
1
5
4
701
1
3 6

Know Thy LSPs

How many vendors do you need?

Pros

Cons

 Redundancy

 Organization

 Expertise...
Standardize Your Translation Memory

 Single repository of translation memory

 Take ownership of your translation memor...
Methods of Handling Global Content

 Translation – Word for word
 Localization – Culture-sensitive, retain meaning and
i...
Methods of Handling Global Content
Translation

Localization

Transcreation

The content stays the
same

The meaning stays...
Pivot Language

 Intermediary language used for translation between
many different languages
 Default language for conte...
© 2013.

Content Rules, Inc.
All rights reserved.
Exercise: Analyze Ikea Website

Work backwards and articulate what you think the strategy
is for translation, localization...
Exercise 1: Analyze Ikea Website

Look for instances of





Translation
Localization
Transcreation
Pivot

Countries:
...
Look for:



Exercise 2: Analyze Ikea Website

 Pick a product family
 Search for it in multiple countries
 Analyze t...
KISS Your Source Content

 Keep it short and simple
 Writing for translation | Global English | Simple English |
Interna...
KISS Elements

1.
2.
3.
4.

Reduce word count
Increase use of identical sentences
Decrease word variability
Reduce sentenc...
Tell ‘Em What You Told ‘Em

 Locate your content

 Create a catalog
 Know who all of your vendors are and what content
...
Val Swisher
vals@contentrules.com
@contentrulesinc
© 2013.

Content Rules, Inc.
All rights reserved.
Val Swisher
CEO & Founder
vals@contentrules.com
@contentrulesinc
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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.
  • Transcript of "Planning Your Global Content Strategy"

    1. 1. Planning Your Global Content Strategy Val Swisher Founder & CEO @contentrulesinc © 2013. Content Rules, Inc. All rights reserved.
    2. 2. Who We Are Professional 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.
    3. 3. What We Do - Content Strategy Work closely with The Rockley Group to provide:     Substantive Audit Content Modeling / structured authoring Taxonomy Workflow Global content strategy services:     Global content audit Globalization planning Vendor selection Integrated workflow © 2013. Content Rules, Inc. All rights reserved.
    4. 4. What We Do - Content Creation Create and modify content    Technical Documentation Marketing Collateral Training Materials     ILT ELT Video eBooks © 2013. Content Rules, Inc. All rights reserved.
    5. 5. What We Do - Content Global Readiness Ensure content is global-ready    Readability Grammar and style Reuse Evaluate and improve content quality using state-of-the-art tools     Reports Metrics Recommendations Fixes Save money on translation  Specialized reporting and editing © 2013. Content Rules, Inc. All rights reserved.
    6. 6. © 2013. Content Rules, Inc. All rights reserved.
    7. 7. First…A Definition A global content strategy is a structure for managing all of your content that is consumed by people who speak or read languages other than the source. © 2013. Content Rules, Inc. All rights reserved.
    8. 8. Why Do You Care? 1. 2. 3. 4. Save money localizing and translating content Improve content quality in all languages Save time localizing and translating content Someone told you that you need to figure out this mess (see 1-3, above) © 2013. Content Rules, Inc. All rights reserved.
    9. 9. 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.
    10. 10. 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.
    11. 11. Content – Everybody’s Doing it Three 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.
    12. 12. 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.
    13. 13. © 2013. Content Rules, Inc. All rights reserved.
    14. 14. 2 9 8 1 5 4 701 1 3 6 Know Thy LSPs How many vendors do you need? Pros Cons  Redundancy  Organization  Expertise  Multiple TMs  Competition  Inefficiency  Modalities © 2013. Content Rules, Inc. All rights reserved.
    15. 15. 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.
    16. 16. 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.
    17. 17. Methods of Handling Global Content Translation Localization Transcreation The content stays the same The meaning stays the same Different content developed to meet business objectives Language Literal word-for -word translation of everything Translate the meaning of the words in a way that is culturally appropriate Developed in local language; English may be used as part of the brand vocabulary Images No change Change to fit local expectations / product needs Change to fit local expectations / product needs Layout No change Minimize changes Change to fit local expectations Brand Vocabulary No change No change Enhance and expand © 2013. Content Rules, Inc. All rights reserved.
    18. 18. Pivot Language  Intermediary language used for translation between many different languages  Default language for content that is not being translated Examples  U.S. Standard English  U.K. English  Other source language © 2013. Content Rules, Inc. All rights reserved.
    19. 19. © 2013. Content Rules, Inc. All rights reserved.
    20. 20. Exercise: Analyze Ikea Website Work backwards and articulate what you think the strategy is for translation, localization, and transcreation at Ikea by geo, content type, and/or media See if you can find an instance of each technique © 2013. Content Rules, Inc. All rights reserved.
    21. 21. Exercise 1: Analyze Ikea Website Look for instances of     Translation Localization Transcreation Pivot Countries:  Australia (Perth)  United Kingdom  Denmark  Dominican Republic (Santa Domingo)  Canada Notice  United States      France Efficiencies Inefficiencies Lost opportunities Anything else? © 2013. Content Rules, Inc. All rights reserved.
    22. 22. Look for:   Exercise 2: Analyze Ikea Website  Pick a product family  Search for it in multiple countries  Analyze the results Translation Localization  Transcreation  Pivot Countries: Australia (Perth)  United Kingdom  Denmark   Pick a specific product  Search for it in multiple countries  Analyze the results  Dominican Republic (Santa Domingo)  Canada  United States  France © 2013. Content Rules, Inc. All rights reserved.
    23. 23. 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.
    24. 24. KISS Elements 1. 2. 3. 4. Reduce word count Increase use of identical sentences Decrease word variability Reduce sentence length and complexity 5. Eliminate word usage errors (idioms, jargon) © 2013. Content Rules, Inc. All rights reserved.
    25. 25. 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.
    26. 26. Val Swisher vals@contentrules.com @contentrulesinc © 2013. Content Rules, Inc. All rights reserved.
    27. 27. Val Swisher CEO & Founder vals@contentrules.com @contentrulesinc
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