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Developing a Global Content Strategy that Works
 

Developing a Global Content Strategy that Works

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Presentation at LavaCon 2011 focusing on the higher level (extremely important) details for taking your content strategy global, both within your organization and throughout your target markets.

Presentation at LavaCon 2011 focusing on the higher level (extremely important) details for taking your content strategy global, both within your organization and throughout your target markets.

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    Developing a Global Content Strategy that Works Developing a Global Content Strategy that Works Presentation Transcript

    • Developing a Global Content Strategy that Works Bill Swallow Manager, Content Solutions GlobalScript/LinguaLinx
    • Developing a Global Content Strategy that Works
    • What is a global content strategy?
      • Many content types
      • Diverse audience
      • Diverse authors
      • Aligns with corporate goals
      • Strengthens corporate brand
      @techcommdood @globalscript #LavaCon
    • A global content strategy is not…
      • A single actionable plan
      • A technology implementation
      • A siloed activity
      • A translation workflow
      @techcommdood @globalscript #LavaCon
    • Who should be involved?
      • Writers
      • Product development
      • Product management
      • Marketing
      • Sales
      • Support
      • Localization
      • Any group involved or impacted
      @techcommdood @globalscript #LavaCon
    • Involve everyone from beginning to end
      • Every group brings unique and critical insights to the table
      • Needs vary and may conflict; plan for it
      • Meet regularly
      • Keep market needs and expectations in mind
      @techcommdood @globalscript #LavaCon
    • Basic framework
      • Start with the end in mind
      • Leave the strategy open to change
      • Strategy may involve multiple plans
      • 360 degree needs analysis
      @techcommdood @globalscript #LavaCon
    • Audience Analysis
      • Cultural understanding is critical
      • People consume and react to information differently
      • Easier to plan up front than backpedal later
      • Linguistic and localization analysis and testing
      • Develop appropriate information for the appropriate audience, in the appropriate manner, for the greatest value
      @techcommdood @globalscript #LavaCon
    • Soft tools for solid gains
      • Style guides
      • Glossaries and terminology lists
      • Workflows and processes
      • Clear, open, direct communication
      @techcommdood @globalscript #LavaCon
    • Strategy versus implementation
      • Put down the hammer!
      • Tools should not dictate your approach, but respond to it
      • Consider all aspects of content development and curation
      • Structure might be king…
      @techcommdood @globalscript #LavaCon
    • Consistency is key
      • Structured authoring can ensure consistency
      • Unstructured authoring can as well, though requires additional effort
      • Reuse/repurpose content
      • All hail the Editor!
      • Linguistic analysis/QA tools (Acrolinx)
      @techcommdood @globalscript #LavaCon
    • Consistency in unique content is also important
      • Targeted messaging
      • Time-sensitive information must still conform
      • Supporting information for transcreation (document your content)
      • Keep your brand intact
      @techcommdood @globalscript #LavaCon
    • Ongoing assessment
      • Issues will arise; prepare to address them
      • Don’t get lost in the weeds; keep the goal in mind
      • Don’t be afraid to change direction
      @techcommdood @globalscript #LavaCon
    • Regarding localization (that global part)
      • Localization is not a project-end activity
      • Start planning for it from the very beginning
      • Every aspect of your content strategy impacts and is impacted by localization
      @techcommdood @globalscript #LavaCon
    • Considering localization from the beginning
      • Keeps a diverse audience in mind
      • Strengthens adherence to style
      • Identifies potential issues for target markets
      • Keeps technology decisions in check
      • Allows you to plan for exceptions
      • Keeps costs down
      • Ensures translators are prepared with the correct approach
      @techcommdood @globalscript #LavaCon
    • Content translation options
      • Human translation
      • Machine translation
      • Crowdsourced translation
      @techcommdood @globalscript #LavaCon
    • Human translation
      • Performed by professional linguists fluent in both language and subject matter
      • Highest accuracy and quality in translation
      • Able to transcreate content where appropriate
      • Linguists can be engaged in strategy development
      • Higher cost and longer duration
      @techcommdood @globalscript #LavaCon
    • Machine translation
      • Performed by software
      • Questionable accuracy and quality in translation
      • Unable to transcreate content
      • Linguists needed for editing
      • Low cost and shorter duration
      @techcommdood @globalscript #LavaCon
    • Crowdsourced translation
      • Performed by a mix of people
      • Variable accuracy and quality in translation
      • Able to transcreate content where appropriate
      • Linguists may be needed for editing
      • Lower direct cost and shorter duration
      • Best suited for “living” content (blogs, web content, wikis)
      @techcommdood @globalscript #LavaCon
    • Recap…
      • Building a global content strategy will take time and is an organic process
      • To be successful, you need a diverse team directly involved 100%
      • Consistent content is critical
      • Tools/technology should respond to strategy, not inform it
      • Localization happens at the beginning
      @techcommdood @globalscript #LavaCon
    •  
    • Thank You!
      • Bill Swallow
      • Manager, Content Solutions
      • GlobalScript, a division of LinguaLinx
      • globalscript.com
      • lingualinx.com
      • [email_address]
      @techcommdood @globalscript #LavaCon