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Content Strategy Across Geographies and Platforms with Melinda Flores

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When creating websites and apps for a multinational organization like IBM or GE, how do you ensure that global content is easily adaptable and translatable? Especially when you're creating content that needs to be accessed via tablet, phone and desktop? This presentation covers the basics of creating global content strategy for audiences with varying needs based on geography and language.

This presentation was given at Content Strategy Applied USA on November 17-18, 2014

Published in: Technology
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Content Strategy Across Geographies and Platforms with Melinda Flores

  1. 1. !PRESENTED BY! Melinda Flores! Associate Director, Content Strategy! VSA Partners Global Content Strategy Don’t Get Lost in Translation November 18, 2014
  2. 2. @melindarox 2 Agenda •  Big in Japan: the Japanese digital experience •  Defining global content strategy •  Taking your content on the road •  Don’t get lost in translation: Best practices •  The case for localization GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  3. 3. @melindarox 3 Big in Japan GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  4. 4. @melindarox 4 Does this baby make me look fat? GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  5. 5. @melindarox 5 Shopping online in Japan GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  6. 6. @melindarox 6 “The coordinates are easy at longish length!” GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  7. 7. @melindarox 7 Rakuten Global Market site GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  8. 8. @melindarox 8 Content overload? Not in Japan. GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  9. 9. @melindarox 9 Why is the Japanese experience so different? GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS •  Character comfort •  Need for a high degree of information and assurance •  Mobile, mobile, mobile •  Lack of hierarchical contrast •  Low adoption of new programming languages http://randomwire.com/why-japanese- web-design-is-so-different/
  10. 10. @melindarox 10 Product pages are packed with information GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  11. 11. @melindarox 11 Simplified English product page GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  12. 12. @melindarox 12 Simplified English product page, 6 months ago GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  13. 13. @melindarox Go global or go home GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 13
  14. 14. @melindarox What is global content strategy? GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 14 The planning, creation and management of content, in terms of: Governance Workflow People Work Global content strategy is concerned with scaling content for global markets ! in a way that is efficient, consistent, relevant and sustainable. ….around the world Substance Structure
  15. 15. @melindarox The benefits of a global content strategy GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 15 •  Tell a consistently compelling story about your offering, ! no matter where audiences find you •  Make sure your content is ready to scale for global markets •  Streamline translation and publication workflows to ! save money and time •  Improve content reach and performance
  16. 16. @melindarox Taking your content on the road GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 16 •  Less is more (cheaper and faster to translate!) •  Replace idioms and obscure language with common expressions •  Adhere strictly to English grammar rules •  Be exceptionally clear, e.g., use nouns with the words ! this, that, these, and those •  Be aware of visual cues that may be irrelevant or even offensive in other cultures •  Create a corporate glossary (!!!)
  17. 17. @melindarox Why a corporate glossary? GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 17 •  Safeguards your product and company branding •  Preserves your company trademarks, service marks, copyrights, and so on •  Ensures that everyone in your organization uses the same terminology to describe the same things •  Makes your content easier to read for people of all reading levels •  Lowers the price and time it takes to translate the content into multiple languages •  Helps to ensure the quality and consistency of the translations http://www.contentrules.com/blog/simple-rule-3-real-editors-dont- do-it-without-a-terminology-manager/
  18. 18. @melindarox Translation: Best practices GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 18 •  Use native-speaking translators who are ideally based in the target country for translations (at least ! 1 person to translate and another for QA) •  Find translators who are subject matter experts 
 and skilled at marketing translations, whenever possible, to nail style and tone •  Create separate experiences for each country ! (not language) and don’t forget about differences among dialects—there are significant differences between French Canadian and the language spoken ! in France •  Store and track all translations in an owned terminology database to save time and money
  19. 19. @melindarox Translation vs. localization vs. transcreation GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 19 Translation Localization Transcreation Content No change (direct translation of existing content) May be altered to be more culturally appropriate/ relevant New content may be developed to suit local needs Design No change (same images) May be altered to be more culturally appropriate/ relevant Change to suit new content/ local needs UX No change (same layout) May be altered slightly as required by content needs Change to suit new content/ local needs Adapted from: http://www.slideshare.net/IntelligentContent/ planning-your-globalcontentstrategyswisher
  20. 20. @melindarox The case for localization GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 20 Global UX: Design and Research in a Connected World, Szuc/Quesenbery
  21. 21. @melindarox Lost in translation GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 21
  22. 22. @melindarox Localization means addressing user needs GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 22
  23. 23. @melindarox Localization win or fail? GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 23
  24. 24. @melindarox Global markets require localized, 
 culturally relevant content GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 24
  25. 25. @melindarox Additional Global Content Strategy resources GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 25 •  Contentrules.com and anything written by Val Swisher on Slideshare—she knows her stuff! •  Milengo.com global content strategy blog •  Global UX: Design and Research in a Connected World, Szuc/Quesenbery
  26. 26. @melindarox Questions? GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 26
  27. 27. @melindarox Thank you! GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 27

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