Content Strategy for International Markets
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Content Strategy for International Markets

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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.

Content Strategy for International Markets Content Strategy for International Markets Presentation Transcript

  • Content Strategy forInternationalMarketsVal SwisherFounder & CEO@contentrulesinc © 2012. Content Rules, Inc. All rights reserved.
  • Who We Are Professional services firm specializing in content development and global content strategy Founded in 1994 12 full-time employees Network of 2000+ fully-screened consultants across U.S. Managed, contract, and placement services © 2012. Content Rules, Inc. All rights reserved.
  • What We Do Help companies create and modify content  Technical Documentation  Marketing Collateral  Training Materials  eBooks Evaluate and improve content quality using state-of-the-art tools  Reports  Metrics  Recommendations  Fixes Save money on translation  Specialized reporting and editing © 2012. Content Rules, Inc. All rights reserved.
  • Key Clients © 2012. Content Rules, Inc. All rights reserved.
  • What We Will Cover Common problems associated with globalizing content Successful approaches to globalizing content How to evaluate your website for problems and successes Best practices for creating global content © 2012. Content Rules, Inc. All rights reserved.
  • Agenda 9:15 – 9:20 Why We Are Here 9:20 – 10:10 Getting the Analytic Juices Flowing10:10 – 10:20 Break10:20 – 11:00 Exercise #111:00 – 11:25 Best Practices11:25 – 11:40 Exercise #211:40 – 11:45 Q & A / Wrap Up © 2012. Content Rules, Inc. All rights reserved.
  • What We Promised You Smack down between Legendary Systems versus Massive Systems Both are large multinational companies © 2012. Content Rules, Inc. All rights reserved.
  • What We KnowAbout Legendary SystemsLarge sales teamHuge infrastructureRevenue growth is laggingNot getting its “fair share” of global revenue © 2012. Content Rules, Inc. All rights reserved.
  • What We KnowAbout Massive SystemsEvery bit as large as Legendary SystemsInfrastructure just as largeDifference comes in revenue growthGrowing 3x as fast  with much of the growth coming ininternational markets © 2012. Content Rules, Inc. All rights reserved.
  • ArchetypesWikipedia definition of archetypes: A universally understood symbol, term, or pattern of behavior upon which others are copied, patterned, or emulated. Often used in myths and storytelling across different cultures © 2012. Content Rules, Inc. All rights reserved.
  • How can you tell if your company is Legendary vs.Massive? Diagnostic Tool of Choice: The Company’s Website © 2012. Content Rules, Inc. All rights reserved.
  • Legendary Systems - Our Laggard  Muji is a specialty retailing company out of Japan  www.muji.com  Known for its minimalist aesthetic  Sell direct off their website and through a network of 20+ stores  We like their products a lot © 2012. Content Rules, Inc. All rights reserved.
  • Symptoms of a Legendary Problem Symptom #1: Can’t find the front door Symptom #2: Perplexing inconsistencies Symptom #3: Impossible navigation Symptom #4: Inconsistent branding © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #1: Can’t Find the Front Doorwww.muji.com © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #1: Can’t Find the Front DoorIf I click on the circles: © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #1: Can’t Find the Front DoorUh oh. © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #1: Can’t Find the Front DoorFinally found it. But… © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #2: Perplexing Inconsistencies www.muji.co.uk © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #2: Perplexing Inconsistencies www.muji.us © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #2: Perplexing InconsistenciesNav bar for U.S. site is down another level: © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #2: Perplexing Inconsistencies U.S. U.K. © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #3: Impossible NavigationLet’s try to find the site for Italy: © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #3: Impossible NavigationNot here again. © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #3: Impossible NavigationAh ha! © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #3: Impossible NavigationWait, this isn’t Italian? © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #3: Impossible NavigationOh, all the way down there at the bottom: © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #3: Impossible NavigationFinally, Italian. Translation of EU site. © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #4: Inconsistent BrandingCommon branding elements of Muji: © 2012. Content Rules, Inc. All rights reserved.
  • Symptom #4: Inconsistent BrandingWait! What happened here? © 2012. Content Rules, Inc. All rights reserved.
  • To Recap: Legendary Problems Difficulty finding the site I need Inconsistencies from site to site Navigation that is cumbersome Inconsistent branding © 2012. Content Rules, Inc. All rights reserved.
  • Massive Systems - Our Leader  Lush is a specialty cosmetics company out of the United Kingdom  www.lush.com  Known for its handmade soaps, lotions, shower gels, shampoo, and so on  They have 830 stores in 50 countries, in addition to online shopping  We like their products a lot, too © 2012. Content Rules, Inc. All rights reserved.
  • What Makes for a Massive Success? Success #1: Easy and obvious entry point Success #2: Consistent branding Success #3: Culturally significant branding Success #4: Country-specific imagery Success #5: Culturally sensitive layout © 2012. Content Rules, Inc. All rights reserved.
  • Success #1: Easy and Obvious Entry Point www.lush.com © 2012. Content Rules, Inc. All rights reserved.
  • Success #2: Branding Begins on First Page (andcontinues throughout) © 2012. Content Rules, Inc. All rights reserved.
  • Success #2: Branding Continues www.lushusa.com © 2012. Content Rules, Inc. All rights reserved.
  • Success #3: Culturally Significant Branding www.lush.com.auDifferent seasonality dictates different product mixAussie pride © 2012. Content Rules, Inc. All rights reserved.
  • Success #4: Inclusion of Country-Specific Imagery www.lushjapan.com © 2012. Content Rules, Inc. All rights reserved.
  • Success #4: Inclusion of Country-Specific Imagery Distinctively Japanese branding element © 2012. Content Rules, Inc. All rights reserved.
  • Success #5: Culturally Sensitive LayoutJapanese grid isprototypically Japanese: © 2012. Content Rules, Inc. All rights reserved.
  • Success #5: Culturally Sensitive LayoutContrast withUS grid © 2012. Content Rules, Inc. All rights reserved.
  • To Recap: Massive Success Simple to find the site I need Corporate branding consistent on all sites Regional changes to branding Images designed for particular countries Layout sensitive to cultural norms © 2012. Content Rules, Inc. All rights reserved.
  • Exercise #1 Analyze the web presence of Sony  Look at U.S., U.K., Germany, China, and Japan Is this company “Legendary” or “Massive”? A laggard or a leader when it comes to global readiness? Point back to the company’s web presence to back up your story © 2012. Content Rules, Inc. All rights reserved.
  • Best PracticesObviously our goal is to get every laggard to morph into aleader © 2012. Content Rules, Inc. All rights reserved.
  • Best Practice #1: Have a Plan Yes. Sounds obvious. No. Most companies don’t. © 2012. Content Rules, Inc. All rights reserved.
  • Best Practice #2: Locate Your Global Content Who is creating content for global?  At HQ?  Regionally? Anyone single-sourcing? Where is all of this content and who is responsible for it? © 2012. Content Rules, Inc. All rights reserved.
  • Best Practice #3: 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! © 2012. Content Rules, Inc. All rights reserved.
  • KISS Elements1. Reduce word count2. Increase use of identical sentences3. Decrease word variability4. Reduce sentence length and complexity5. Eliminate word usage errors (idioms, jargon) © 2012. Content Rules, Inc. All rights reserved.
  • Best Practice #4: Standardize Your Translation Memory Single repository of translation memory Take ownership of your translation memory, not your LSP © 2012. Content Rules, Inc. All rights reserved.
  • Best Practice #5: Use the Best Method: Translation,Localization, or Transcreation  Know the differences  Process  Function  Cost  Best places to use each  Determine which content falls under which method © 2012. Content Rules, Inc. All rights reserved.
  • Methods of Handling Global Content Translation Localization Transcreation The content stays the The meaning stays the Different content same same developed to meet business objectives Language Literal word-for-word Translate the meaning of Developed in local translation of everything the words in a way that is language; English may be culturally appropriate used as part of the brand vocabulary Images No change Change to fit local expectations / product Change to fit local expectations / product needs needs Layout No change Minimize changes Change to fit local expectations Brand No change No change Enhance and expand Vocabulary Example Lush Canada Lush Australia Lush Japan © 2012. Content Rules, Inc. All rights reserved.
  • Frequency / Cost of These Three Techniques Translation Localization Transcreation The content stays the The meaning stays the Different content same same developed to meet business objectives Incidence Cost Impact © 2012. Content Rules, Inc. All rights reserved.
  • Exercise #2: Analyze Ikea WebsiteWork backwards and articulate what you think the strategyis for translation, localization, and transcreation at Ikea bygeo, content type, and/or mediaSee if you can find an instance of each technique © 2012. Content Rules, Inc. All rights reserved.
  • Exercise #2: Analyze Ikea WebsiteAnalyze home page for:AustraliaCanadaUnited KingdomUnited States © 2012. Content Rules, Inc. All rights reserved.
  • Exercise #2: Analyze Ikea Website Search for Hemnes in U.S., Canada, U.K., Australia Analyze the results Search for the Hemnes Mirror cabinet with 1 door Analyze the results © 2012. Content Rules, Inc. All rights reserved.
  • Q&A © 2012. Content Rules, Inc. All rights reserved.
  • Val SwisherCEO & Foundervals@contentrules.com@contentrulesinc