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.

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Developing a Global Content Strategy that Works

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