Taking Your Content
Strategy Global
Val Swisher
Founder & CEO
@contentrulesinc

© 2013. Content Rules, Inc. All rights res...
Who Am I?

 Founder and CEO of Content Rules
 25+ years in content arena
 Specialty areas:
 Global content strategy
 ...
What is Content Rules?
 Professional services firm specializing in:
• Content strategy / Global content strategy
• Conten...
© 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 ...
Global Content Strategy Components

Understand Goals

Content Lifecycle
Analysis

Content Audit

Gap Analysis

Workflow
Re...
Understanding Goals
 Identify business goals for global content strategy
 Identify current issues preventing the achieve...
Common Goals Of Global Content Strategy







Increase sales by expanding into additional markets
Lower the cost of...
Goal Setting

 Talk to stakeholders
• Product management / Brand management
• International managers / Region representat...
Content Lifecycle Analysis
 Identify issues associated with global content

• Creating source content
• Translating conte...
Content Lifecycle Common Issues







Lack of communication between and among groups
Lack of common goals
Lack of c...
Content Audit







What do you have?
Who created it?
How is it organized?
Are there missed opportunities for reuse...
Content Audit (Continued)







What content is translated? Localized? Transcreated?
Which vendor is translating wh...
Gap Analysis
 How far off is the current situation from the goals?
 How does current situation map to industry best
prac...
Recommendations
Usually fall into three areas:
 Tools / infrastructure improvements
 Content global readiness improvemen...
Tools / Infrastructure Recommendations






Content management system
Terminology management
Translation management
...
Content Global-Readiness
•
•
•
•
•
•

Reduce word count
Increase use of identical sentences
Decrease word variability
Redu...
Workflow Recommendations
Workflow needs to be an end-to-end process that starts
with content creation and ends with worldw...
Summary Of Seven Components








Understand goals
Analyze current content lifecycle and workflow
Audit existing ...
What You Can Expect To Achieve
Global content that is:
 Easier to manage
 Cheaper to translate
 Easier to find
 Easier...
© 2013.

Content Rules, Inc.
All rights reserved.
Val Swisher
CEO & Founder
vals@contentrules.com
@contentrulesinc
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The Seven Components of a Global Content Strategy

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Everyone's talking about global content strategy these days. But few actually show you how to do it. In this presentation, you learn about the seven components of a global content strategy.

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  • Why are you going into particular marketsWhat are you trying to achieveWhat are your main concernsWhat is the criteria against which we will measure success for this project
  • The Seven Components of a Global Content Strategy

    1. 1. Taking Your Content Strategy Global Val Swisher Founder & CEO @contentrulesinc © 2013. Content Rules, Inc. All rights reserved.
    2. 2. Who Am I?  Founder and CEO of Content Rules  25+ years in content arena  Specialty areas:  Global content strategy  Terminology management  Content quality  Single-sourcing / XML / DITA  Finishing third book, “Global Content Strategy,” due out in 2014 © 2013. Content Rules, Inc. All rights reserved.
    3. 3. What is Content Rules?  Professional services firm specializing in: • Content strategy / Global content strategy • Content creation • Content quality / Global readiness     Based in Silicon Valley Founded in 1994 Acrolinx Authorized Services Provider Authorized provider of The Rockley Strategic Method™ © 2013. Content Rules, Inc. All rights reserved.
    4. 4. © 2013. Content Rules, Inc. All rights reserved.
    5. 5. 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 in addition to the source. © 2013. Content Rules, Inc. All rights reserved.
    6. 6. 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.
    7. 7. Global Content Strategy Components Understand Goals Content Lifecycle Analysis Content Audit Gap Analysis Workflow Recommendations Content-Specific Recommendations Infrastructure Recommendations © 2013. Content Rules, Inc. All rights reserved.
    8. 8. Understanding Goals  Identify business goals for global content strategy  Identify current issues preventing the achievement of the goals  Outline criteria for successful global content management © 2013. Content Rules, Inc. All rights reserved.
    9. 9. Common Goals Of Global Content Strategy       Increase sales by expanding into additional markets Lower the cost of translation Increase the quality of global content in all languages Lower cost of maintaining global content Improve time-to-market for global content Respond to region-specific feedback on global content © 2013. Content Rules, Inc. All rights reserved.
    10. 10. Goal Setting  Talk to stakeholders • Product management / Brand management • International managers / Region representatives • Content creators • Localization managers • Others  Write it down • Identify common issues • Look for consensus for success criteria © 2013. Content Rules, Inc. All rights reserved.
    11. 11. Content Lifecycle Analysis  Identify issues associated with global content • Creating source content • Translating content • Managing global content • Delivering global content  Look at current processes and tools © 2013. Content Rules, Inc. All rights reserved.
    12. 12. Content Lifecycle Common Issues       Lack of communication between and among groups Lack of common goals Lack of consensus on audience Loss of control over content creation Loss of control over translation process Outdated or isolated tools • CMS, TMS, MT, Terminology Management, others © 2013. Content Rules, Inc. All rights reserved.
    13. 13. Content Audit       What do you have? Who created it? How is it organized? Are there missed opportunities for reuse? Is it properly tagged for multilingual search? Is it global-ready? © 2013. Content Rules, Inc. All rights reserved.
    14. 14. Content Audit (Continued)       What content is translated? Localized? Transcreated? Which vendor is translating which content? How many translation memories do you have? Where are the TMs? How are the TMs being used? Is your pivot language acceptable? © 2013. Content Rules, Inc. All rights reserved.
    15. 15. Gap Analysis  How far off is the current situation from the goals?  How does current situation map to industry best practices?  Outline each area for improvement © 2013. Content Rules, Inc. All rights reserved.
    16. 16. Recommendations Usually fall into three areas:  Tools / infrastructure improvements  Content global readiness improvements  Workflow improvements © 2013. Content Rules, Inc. All rights reserved.
    17. 17. Tools / Infrastructure Recommendations      Content management system Terminology management Translation management Authoring environment Site-specific infrastructure: • Country Code Top Level Domain (ccTLD) • Geolocation © 2013. Content Rules, Inc. All rights reserved.
    18. 18. Content Global-Readiness • • • • • • Reduce word count Increase use of identical sentences Decrease word variability Reduce sentence length and complexity Eliminate word usage errors (idioms, jargon) Evaluate and change offensive, meaningless imagery © 2013. Content Rules, Inc. All rights reserved.
    19. 19. Workflow Recommendations Workflow needs to be an end-to-end process that starts with content creation and ends with worldwide delivery:     Interaction between people and tasks Touch points and handoffs between groups Dependencies Governance © 2013. Content Rules, Inc. All rights reserved.
    20. 20. Summary Of Seven Components        Understand goals Analyze current content lifecycle and workflow Audit existing content Analyze the gap Recommendations for tools and infrastructure Content global-readiness Workflow that enhances success © 2013. Content Rules, Inc. All rights reserved.
    21. 21. What You Can Expect To Achieve Global content that is:  Easier to manage  Cheaper to translate  Easier to find  Easier to read  Quicker to market  Better aligned with sales and product goals © 2013. Content Rules, Inc. All rights reserved.
    22. 22. © 2013. Content Rules, Inc. All rights reserved.
    23. 23. Val Swisher CEO & Founder vals@contentrules.com @contentrulesinc
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