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Globalising Content for an International Audience


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More than ever before, we’re operating in a global business environment. While this presents massive opportunities, it also puts pressure on brands to create content that’s relevant to an international audience. Most businesses understand the need for translation but underestimate the importance of globalising their content. Every day organisations around the world experience self-inflicted brand damage by not considering how their content will be perceived in other countries. Even when language is not the issue, cultural differences can hamper the effectiveness of your content marketing initiatives.

In this session, content marketing consultant Sarah Mitchell shares experience and advice gleaned from more than 20 years working in corporate environments outside her home country. You’ll receive guidance on how to globalise your content to attract a culturally diverse audience with definite recommendations on things to do and what to avoid doing. At the end of the session, you’ll have a clear idea on how you can attract customers from every corner of the world.

This presentation was originally created for Content Marketing World Sydney - 2014.

Published in: Marketing, Business, Technology
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Globalising Content for an International Audience

  1. 1. #cmworld Globalising Content for an International Audience Sarah Mitchell Global Copywriting • @globalcopywrite
  2. 2. #cmworld Your topic of presentation Your favorite topic to discuss Hello Sarah Mitchell @globalcopywrite
  3. 3. #cmworld Mamao y Toto
  4. 4. #cmworld Show of hands  Global Brand  Working at company headquarters  Working in a regional office  Doing business globally from single location
  5. 5. #cmworld Less than 6% of the world’s population speaks English well enough to conduct business. Consider this
  6. 6. #cmworld 99% of consumers on earth do not live in the Australia/Oceania region. Image credit: - World Internet Usage and Population Statistics (June 2012)
  7. 7. #cmworld
  8. 8. #cmworld Asian Century Over 1 billion internet users – 45% of the world’s total – live in Asia.
  9. 9. #cmworld And yet…
  10. 10. #cmworld “Many of us treat the world-wide web like the Ohio web or the American English web. Marketers are overwhelmed and unprepared.” Scott Abel, The Content Wrangler
  11. 11. #cmworld Over 60% of global marketers attending CMWorld USA admitted they have no strategy in place for global content marketing. Cloudwords Survey
  12. 12. #cmworld That’s important because . . .
  13. 13. #cmworld “We’re inching closer to a linguistically local internet, in which people no longer have to leave their native languages to get where they want to go.” John Yunker, Global by Design blog
  14. 14. #cmworld How does Australian business reach the other 99%?
  15. 15. #cmworld By making globalisation part of your strategy
  16. 16. #cmworld
  17. 17. #cmworld
  18. 18. #cmworld
  19. 19. #cmworld Translation is not enough
  20. 20. #cmworld
  21. 21. #cmworld
  22. 22. #cmworld “I’ve come across too many texts translated into a different language via Google Translate. Agencies selling ‘native speakers’ should sound warning bells.” Nenad Senic, Disput
  23. 23. #cmworld
  24. 24. #cmworld
  25. 25. #cmworld WHY? Global Content Considerations Brand Consistency Cost Efficiency Communication Effectiveness
  26. 26. #cmworld “How to strike that balance between global and local is really an art and a science.” Pam Didner, Global Integrated Marketing Manager, Intel
  27. 27. #cmworld Brand Consistency
  28. 28. #cmworld Is your brand global?
  29. 29. #cmworld Is your product local?
  30. 30. #cmworld
  31. 31. #cmworld
  32. 32. #cmworld Localising Content It’s Complicated
  33. 33. #cmworld You’re probably both The Grand Picture or The Big Picture
  34. 34. #cmworld
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  36. 36. #cmworld Cost Efficiency
  37. 37. #cmworld 1. Creating foreign language content factories 2. Trying to do it all from head office (Expensive) Traps
  38. 38. #cmworld Circle the Wagons
  39. 39. #cmworld Communication Effectiveness
  40. 40. #cmworld “I might commence to spend provided that viable chopping it up that has a fellow geek, every one of the even though not selling anything.”
  41. 41. #cmworld
  42. 42. #cmworld “October is the time of year when most companies lock in plans and budgets for next year.” #GlobalFail marketing company
  43. 43. #cmworld Globalisation = (Translation + Localisation) x Number of localities
  44. 44. #cmworld Tip Know Your Audience
  45. 45. #cmworld
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  48. 48. #cmworld Colours Holidays Sports Religion Fiscal Years Superstitions Local Considerations
  49. 49. #cmworld Paper  Size of documents  Hole Punches
  50. 50. #cmworld  s vs. z  er vs. re  ‘our’ words  medical terms Spelling
  51. 51. #cmworld Quid • Buck • Dosh Slang
  52. 52. #cmworld Same Word, Different Meanings  Gong  Football  Rug  Powerpoint
  53. 53. #cmworld Colloquialisms Robot vs. Traffic light Speed bump vs. Sleeping policeman
  54. 54. #cmworld
  55. 55. #cmworld Units of Measure Engineering • Cooking • Pharmaceuticals
  56. 56. #cmworld Currency Expressions Nickel • Dime • Quarter
  57. 57. #cmworld Sports Terminology  Knocked for six  That’s not cricket  Hit a home run  Knock it out of the park
  58. 58. #cmworld Accents Not all English speakers can understand an Aussie accent
  59. 59. #cmworld Religion
  60. 60. #cmworld CustomsCustoms
  61. 61. #cmworld  Sister  Rooms  Theatre  ED Medical Terms
  62. 62. #cmworld Superstition 13 4 8
  63. 63. #cmworld  Corporate Marketing drives the globalisation initiative  Regional offices navigate the content for local audiences  Managed under a separate project plan Path to Success
  64. 64. #cmworld  Don’t try to globalise ALL your content. Select key pieces.  Focus on top 20% of your content Intel Method
  65. 65. #cmworld Collaborate, don’t legislate
  66. 66. #cmworld
  67. 67. #cmworld Make sure everyone has skin in the game  Budgets  Accountability towards performance
  68. 68. #cmworld “Think global, publish local.” Sarah Mitchell, Global Copywriting
  69. 69. #cmworld Your topic of presentation Your favorite topic to discuss Questions? Sarah Mitchell @globalcopywrite
  70. 70. #cmworld