How to develop a truly global content strategy

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  • 1. How to create a truly global content strategy Beverley  Brown   Director,  Interna2onal  Content   &  CMS  Strategy,  PayPal  
  • 2. Globalization Practitioner •  Director  of  Interna2onal  Content   &  CMS  Strategy  at  PayPal   •  Part  of  the  Globaliza2on  organiza2on   •  Previously  Global  Content  and  SEO  Strategist   at  SGS  Geneva   •  10+  years  in  online  Content  Crea2on  &   Management  
  • 3. “Our  aim  at  PayPal  is  to  create     content  experiences  our  customers   –  anywhere  in  the  world  -­‐  will  love”  
  • 4. CORPORATE OR CUSTOMER-CENTRIC?
  • 5. How to create a truly global content experience content strategy
  • 6. Terminology •  Content  Strategy  is  your  approach  to   managing  your  company’s  content  across  all   func2ons  and  markets   •  Content  Experience  is  how  an  individual   customer,  in  any  country  and  whatever  the   language,  actually  engages  with  your   company  through  your  content  
  • 7. So what is a TGCE? The  crea2on  of  experiences  our  customers   will  love:   •  Informa2ve,  relevant  &  useful  content   •  Invisible  transla2on   •  Integrity  &  con2nuity  of  experience   •  Inspiring  trust  
  • 8. Why have a Global Content Strategy? •  In  order  to  manage  the  crea2on   of  experiences  customers  will  love   •  A  coherent  approach  to  global  content   •  Mee2ng  business  goals   •  Ensuring  efficient  processes  for  the   development  of  all  global  content  
  • 9. “IF YOU WANT TO GO THERE, I WOULDN’T START FROM HERE”    
  • 10. Legacy Content •  Inconsistent  experience  (within  a  single  site,   across  country  sites)   •  Irrelevant,  confusing  and  out-­‐of-­‐date  content   •  Prolifera2on  of  mini-­‐sites     •  Bad  transla2ons   •  Low  standards,  minimum  viable  quality   •  Lack  of  responsibility/ownership  of  content   •  Error  messages,  broken  links  and  a  frustra2ng   user  experience  
  • 11. Challenges •  Applying  brand  messaging  consistently  across   all  form  func2ons  and  disciplines   •  Achieving  legal  and  compliance  approval   •  Addressing  stakeholder  requirements   •  Mee2ng  local  regulatory  and  cultural  needs  
  • 12. DEVELOPING A TGCE
  • 13. Manuals                       “…  here  are  a  few  specific  topics  this  book  inten2onally  does  not  cover  (at  all,  or  in  detail):   -­‐  Content  management  system  strategy   -­‐  Transla2on  and  localiza2on  …”   Kris-na  Halvorson,  Content  Strategy  for  the  Web  
  • 14. Strategy Development 1        Planning  &  SeZng  Goals   2  Assessing  the  Content   3  Defining  the  Content  Lifecycle   4  Crea2ng  an  ‘Implementa2on   Workbook’  for  Global  Content    
  • 15. 1 Planning & Setting Goals •  What  plans  does  the  business  have  to  enter   the  global  market?   •  What  can  your  high-­‐level  content  strategy  do   to  support  global  expansion?   •  So,  what’s  stopping  you?   •  Developing  &  documen2ng  goals  
  • 16. 2 Assessing the Content   …  if  you  can   •  Audit  your  exis2ng  content   (if  it’s  not  hard-­‐coded)   •  Review  &  assess  your  content   •  Establish  source  and  target   languages   •  Iden2fy  cri2cal  areas  for   improvement  
  • 17. 3 Defining the Content Lifecycle Ideate  &   Create   Re2re,   Archive  or   Delete   Adapta2on,   L10n,  QA   Central  Source   of  Content   Deploy;   Globally  or   Locally   Refine,  Re-­‐ Use,  Re-­‐ Purpose   Manage,   Share,   Update  
  • 18. 4 Creating an ‘Implementation Workbook’ for Global Content •  •  •  •  •  Technology  &  Tools   Processes  &  Workflows   Global  Readiness   Interna2onal  Content   Governance  
  • 19. GLOBAL ELEMENTS OF THE IMPLEMENTATION WORKBOOK    
  • 20. Technology & Tools •  CMS  Infrastructure   •  Terminology  Management   in  all  languages   •  Transla2on  Memory  
  • 21. Processes & Workflows •  Collabora2ve  interac2on  between   func2ons   •  Project  support  as  the  content  moves   through  the  workflow   •  Dependencies  which  affect  2melines,   quality  and  consistency  
  • 22. Global Readiness •  G11n  =  I18n  +  L10n  –  is  your  content  ready   to  be  fully  localised?   •  Ensure  the  context  of  the  content  does  not   make  specific  assump2ons:   – Language   – Culture   – Country  
  • 23. International Content •  Resourcing  –  where  will  your  global  content   staff  be  located?   •  Text  vs  design  implica2ons   •  Code-­‐based  requirements   •  Bi-­‐direc2onal  text  
  • 24. Governance •  If  you  are  going  to  use  your   content  globally  you  create   it  for  a  global  market   •  Governance  should   encompass  all  aspects  of  the   content  lifecycle   •  Documenta2on/guidelines   provide  vital  support  for   global  content  crea2on  
  • 25. AN EFFECTIVE STRATEGY?
  • 26. Output is not just a strategy document •  It  is  the  means  to  improve   the  customer  experience   across  the  world   •  The  process  doesn’t  end   with  a  strategy  document  
  • 27. The Measure of Success You  will  have  created  content  experiences  your   customers  love  by  providing:     –  Informa2ve,  relevant  &  useful  content   –  Invisible  transla2on   –  Integrity  &  con2nuity  of  experience   –  Inspiring  trust  
  • 28. THANK YOU – ANY QUESTIONS?