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LOCALIZING CONTENT FOR
A GLOBAL AUDIENCE
What Every Content Marketer Should Know
Sarah Mitchell
Lush Digital Media
@global...
HELLO
Sarah Mitchell
@globalcopywrite
@globalcopywrite • #CMWorld
MAMAO Y TOTO
@globalcopywrite • #CMWorld
SHOW OF HANDS
 Global Brand
 Working at company headquarters
 Working in a regional office
 Doing business globally fr...
Less than 6%
of the world’s
population speaks
English well enough
to conduct business.
Consider this
@globalcopywrite • #C...
@globalcopywrite • #CMWorld
AND YET…
“Many of us treat the world-wide web
like the Ohio web or the American
English web. Marketers are
overwhelmed and unprepar...
Over 60%
of global marketers
attending CMWorld USA
(2103) admitted they have
no strategy in place for
global content marke...
@globalcopywrite • #CMWorld
That’s important because . . .
“We’re inching closer to a linguistically
local internet, in which people no longer
have to leave their native languages t...
SO HOW DO YOU
REACH THE
OTHER 94%?
@globalcopywrite • #CMWorld
@globalcopywrite • #CMWorld
By making localization
part of your global strategy
@globalcopywrite • #CMWorld
@globalcopywrite • #CMWorld
@globalcopywrite • #CMWorld
@globalcopywrite • #CMWorld
TRANSLATION IS NOT ENOUGH
@globalcopywrite • #CMWorld
@globalcopywrite • #CMWorld
“I’ve come across too many texts translated
into a different language via Google
Translate. Agencies selling ‘native speak...
@globalcopywrite • #CMWorld
@globalcopywrite • #CMWorld
“How to strike that balance between global
and local is really an art and a science.”
PAM DIDNER,
Author, Global Content M...
@globalcopywrite • #CMWorld
LOCALIZING CONTENT
It’s Complicated
ONE SIZE DOESN’T FIT ALL
The
Grand
Picture
or
The
Big
Picture
@globalcopywrite • #CMWorld
@globalcopywrite • #CMWorld
@globalcopywrite • #CMWorld
ADDRESSING
Communication
Effectiveness
@globalcopywrite • #CMWorld
“I might commence to spend provided
that viable chopping it up that has a
fellow geek, every one of the even
though not se...
@globalcopywrite • #CMWorld
“October is the time of year when
most companies lock in plans and
budgets for next year.”
#GLOBALFAIL
marketing company
@...
Localization Equation
(Translation + Localization) x
Number of localities
@globalcopywrite • #CMWorld
@globalcopywrite • #CMWorld
Know Your Audience
Tip
@globalcopywrite • #CMWorld
@globalcopywrite • #CMWorld
@globalcopywrite • #CMWorld
LOCAL CONSIDERATIONS
Colors
Holidays
Sports
Religion
Fiscal Years
Superstitions
@globalcopywrite • #CMWorld
@TwitterHandle • #CMWorld
PAPER  Size of documents
 Hole Punches
 z vs. s
 er vs. re
 ‘or’ words
 medical terms
SPELLING
@globalcopywrite • #CMWorld
Quid • Buck • Dosh • Loonie
SLANG
@globalcopywrite • #CMWorld
Ute • Bakkie • Pickup
SLANG GONE MAINSTREAM
@globalcopywrite • #CMWorld
Same Word, Different Meanings
 Gong
 Football
 Rug
 Powerpoint
@globalcopywrite • #CMWorld
COLLOQUIALISMS
Robot vs. Traffic light
Speed bump vs.
Sleeping policeman
@globalcopywrite • #CMWorld
@globalcopywrite • #CMWorld
Units of Measure
Engineering • Cooking • Pharmaceuticals
@globalcopywrite • #CMWorld
Nickel • Dime • Quarter
@globalcopywrite • #CMWorld
CURRENCY EXPRESSIONS
Sports Terminology
 Knocked for six
 That’s not cricket
 Hit a home run
 It’s in my wheelhouse
@globalcopywrite • #CMW...
ACCENTS
Do you need
subtitles or
voiceovers for
your video
content?
@globalcopywrite • #CMWorld
RELIGION
@globalcopywrite • #CMWorld
CUSTOMS
@globalcopywrite • #CMWorld
 Sister
 Rooms
 Theatre
 ED
Medical Terms
@globalcopywrite • #CMWorld
13
@globalcopywrite • #CMWorld
SUPERSTITION
4 8
 Don’t try to globalize ALL your content.
Select key pieces.
 Focus on top 20% of your content
INTEL METHOD
@globalcopyw...
@globalcopywrite • #CMWorld
Collaborate, don’t legislate
@globalcopywrite • #CMWorld
Make sure everyone has
skin in the game
 Budgets
 Accountability towards performance
@globalcopywrite • #CMWorld
“Think global,
publish local.”
@globalcopywrite • #CMWorld
SARAH MITCHELL,
Lush Digital Media
Questions?
Sarah Mitchell
@globalcopywrite
@globalcopywrite • #CMWorld
@globalcopywrite • #CMWorld
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Localizing Content for a Global Audience: What every content marketer should know

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Too often, content marketers confuse localization with translation. Creating effective content for a global marketing exercise is more complicated than finding a way to put your words into a new language. You also need to be aware of context, cultural sensitivities, colloquialisms and much more. Unfortunately, too many marketers take a ‘one size fits all’ approach, believing content they create in their home country will be suitable for every market.

Sarah Mitchell draws on over 25-years of international business experience to deliver advice on what brands can do to create content that’s effective all over the world. Content marketers attending this talk come away with a checklist of areas needing special attention when marketing to a global audience. If you’re creating content for distribution across international borders, this presentation offers practical advice and great examples any company can use to improve their global content marketing.

Published in: Marketing
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Localizing Content for a Global Audience: What every content marketer should know

  1. LOCALIZING CONTENT FOR A GLOBAL AUDIENCE What Every Content Marketer Should Know Sarah Mitchell Lush Digital Media @globalcopywrite @globalcopywrite • #CMWorld
  2. HELLO Sarah Mitchell @globalcopywrite @globalcopywrite • #CMWorld
  3. MAMAO Y TOTO @globalcopywrite • #CMWorld
  4. SHOW OF HANDS  Global Brand  Working at company headquarters  Working in a regional office  Doing business globally from single location @globalcopywrite • #CMWorld
  5. Less than 6% of the world’s population speaks English well enough to conduct business. Consider this @globalcopywrite • #CMWorld
  6. @globalcopywrite • #CMWorld AND YET…
  7. “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 @globalcopywrite • #CMWorld
  8. Over 60% of global marketers attending CMWorld USA (2103) admitted they have no strategy in place for global content marketing. Cloudwords Survey @globalcopywrite • #CMWorld
  9. @globalcopywrite • #CMWorld That’s important because . . .
  10. “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 @globalcopywrite • #CMWorld
  11. SO HOW DO YOU REACH THE OTHER 94%? @globalcopywrite • #CMWorld
  12. @globalcopywrite • #CMWorld By making localization part of your global strategy
  13. @globalcopywrite • #CMWorld
  14. @globalcopywrite • #CMWorld
  15. @globalcopywrite • #CMWorld
  16. @globalcopywrite • #CMWorld TRANSLATION IS NOT ENOUGH
  17. @globalcopywrite • #CMWorld
  18. @globalcopywrite • #CMWorld
  19. “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, PM, poslovni mediji @globalcopywrite • #CMWorld
  20. @globalcopywrite • #CMWorld
  21. @globalcopywrite • #CMWorld
  22. “How to strike that balance between global and local is really an art and a science.” PAM DIDNER, Author, Global Content Marketing @globalcopywrite • #CMWorld
  23. @globalcopywrite • #CMWorld LOCALIZING CONTENT It’s Complicated
  24. ONE SIZE DOESN’T FIT ALL The Grand Picture or The Big Picture @globalcopywrite • #CMWorld
  25. @globalcopywrite • #CMWorld
  26. @globalcopywrite • #CMWorld
  27. ADDRESSING Communication Effectiveness @globalcopywrite • #CMWorld
  28. “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.” @globalcopywrite • #CMWorld
  29. @globalcopywrite • #CMWorld
  30. “October is the time of year when most companies lock in plans and budgets for next year.” #GLOBALFAIL marketing company @globalcopywrite • #CMWorld
  31. Localization Equation (Translation + Localization) x Number of localities @globalcopywrite • #CMWorld
  32. @globalcopywrite • #CMWorld Know Your Audience Tip
  33. @globalcopywrite • #CMWorld
  34. @globalcopywrite • #CMWorld
  35. @globalcopywrite • #CMWorld
  36. LOCAL CONSIDERATIONS Colors Holidays Sports Religion Fiscal Years Superstitions @globalcopywrite • #CMWorld
  37. @TwitterHandle • #CMWorld PAPER  Size of documents  Hole Punches
  38.  z vs. s  er vs. re  ‘or’ words  medical terms SPELLING @globalcopywrite • #CMWorld
  39. Quid • Buck • Dosh • Loonie SLANG @globalcopywrite • #CMWorld
  40. Ute • Bakkie • Pickup SLANG GONE MAINSTREAM @globalcopywrite • #CMWorld
  41. Same Word, Different Meanings  Gong  Football  Rug  Powerpoint @globalcopywrite • #CMWorld
  42. COLLOQUIALISMS Robot vs. Traffic light Speed bump vs. Sleeping policeman @globalcopywrite • #CMWorld
  43. @globalcopywrite • #CMWorld
  44. Units of Measure Engineering • Cooking • Pharmaceuticals @globalcopywrite • #CMWorld
  45. Nickel • Dime • Quarter @globalcopywrite • #CMWorld CURRENCY EXPRESSIONS
  46. Sports Terminology  Knocked for six  That’s not cricket  Hit a home run  It’s in my wheelhouse @globalcopywrite • #CMWorld
  47. ACCENTS Do you need subtitles or voiceovers for your video content? @globalcopywrite • #CMWorld
  48. RELIGION @globalcopywrite • #CMWorld
  49. CUSTOMS @globalcopywrite • #CMWorld
  50.  Sister  Rooms  Theatre  ED Medical Terms @globalcopywrite • #CMWorld
  51. 13 @globalcopywrite • #CMWorld SUPERSTITION 4 8
  52.  Don’t try to globalize ALL your content. Select key pieces.  Focus on top 20% of your content INTEL METHOD @globalcopywrite • #CMWorld
  53. @globalcopywrite • #CMWorld Collaborate, don’t legislate
  54. @globalcopywrite • #CMWorld
  55. Make sure everyone has skin in the game  Budgets  Accountability towards performance @globalcopywrite • #CMWorld
  56. “Think global, publish local.” @globalcopywrite • #CMWorld SARAH MITCHELL, Lush Digital Media
  57. Questions? Sarah Mitchell @globalcopywrite @globalcopywrite • #CMWorld
  58. @globalcopywrite • #CMWorld

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