How to create a truly global
content strategy
Beverley	
  Brown	
  
Director,	
  Interna2onal	
  Content	
  
&	
  CMS	
  S...
Globalization Practitioner
•  Director	
  of	
  Interna2onal	
  Content	
  
&	
  CMS	
  Strategy	
  at	
  PayPal	
  
•  Pa...
“Our	
  aim	
  at	
  PayPal	
  is	
  to	
  create	
  	
  
content	
  experiences	
  our	
  customers	
  
–	
  anywhere	
  ...
CORPORATE OR
CUSTOMER-CENTRIC?
How to create a truly global
content experience
content strategy
Terminology
•  Content	
  Strategy	
  is	
  your	
  approach	
  to	
  
managing	
  your	
  company’s	
  content	
  across	...
So what is a TGCE?
The	
  crea2on	
  of	
  experiences	
  our	
  customers	
  
will	
  love:	
  
•  Informa2ve,	
  relevan...
Why have a Global
Content Strategy?
•  In	
  order	
  to	
  manage	
  the	
  crea2on	
  
of	
  experiences	
  customers	
 ...
“IF YOU WANT TO
GO THERE,
I WOULDN’T
START FROM
HERE”	
  
	
  
Legacy Content
•  Inconsistent	
  experience	
  (within	
  a	
  single	
  site,	
  
across	
  country	
  sites)	
  
•  Irr...
Challenges
•  Applying	
  brand	
  messaging	
  consistently	
  across	
  
all	
  form	
  func2ons	
  and	
  disciplines	
...
DEVELOPING A TGCE
Manuals
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
“…	
  here	
  are	
  a	
  few	
  specific	
  topics	
  this	...
Strategy Development
1	
  	
  	
  	
  Planning	
  &	
  SeZng	
  Goals	
  
2  Assessing	
  the	
  Content	
  
3  Defining	
 ...
1

Planning & Setting Goals

•  What	
  plans	
  does	
  the	
  business	
  have	
  to	
  enter	
  
the	
  global	
  marke...
2

Assessing the Content	
  
…	
  if	
  you	
  can	
  

•  Audit	
  your	
  exis2ng	
  content	
  
(if	
  it’s	
  not	
  h...
3

Defining the Content
Lifecycle
Ideate	
  &	
  
Create	
  
Re2re,	
  
Archive	
  or	
  
Delete	
  

Adapta2on,	
  
L10n,...
4 Creating an ‘Implementation
Workbook’ for Global Content
• 
• 
• 
• 
• 

Technology	
  &	
  Tools	
  
Processes	
  &	
  ...
GLOBAL ELEMENTS OF THE
IMPLEMENTATION WORKBOOK	
  
	
  
Technology & Tools
•  CMS	
  Infrastructure	
  
•  Terminology	
  Management	
  
in	
  all	
  languages	
  
•  Transla2on	...
Processes & Workflows
•  Collabora2ve	
  interac2on	
  between	
  
func2ons	
  
•  Project	
  support	
  as	
  the	
  cont...
Global Readiness
•  G11n	
  =	
  I18n	
  +	
  L10n	
  –	
  is	
  your	
  content	
  ready	
  
to	
  be	
  fully	
  localis...
International Content
•  Resourcing	
  –	
  where	
  will	
  your	
  global	
  content	
  
staff	
  be	
  located?	
  
•  T...
Governance
•  If	
  you	
  are	
  going	
  to	
  use	
  your	
  
content	
  globally	
  you	
  create	
  
it	
  for	
  a	
...
AN EFFECTIVE
STRATEGY?
Output is not just a
strategy document
•  It	
  is	
  the	
  means	
  to	
  improve	
  
the	
  customer	
  experience	
  
...
The Measure of Success
You	
  will	
  have	
  created	
  content	
  experiences	
  your	
  
customers	
  love	
  by	
  pro...
THANK YOU
– ANY QUESTIONS?
How to develop a truly global content strategy
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How to develop a truly global content strategy

  1. 1. How to create a truly global content strategy Beverley  Brown   Director,  Interna2onal  Content   &  CMS  Strategy,  PayPal  
  2. 2. Globalization Practitioner •  Director  of  Interna2onal  Content   &  CMS  Strategy  at  PayPal   •  Part  of  the  Globaliza2on  organiza2on   •  Previously  Global  Content  and  SEO  Strategist   at  SGS  Geneva   •  10+  years  in  online  Content  Crea2on  &   Management  
  3. 3. “Our  aim  at  PayPal  is  to  create     content  experiences  our  customers   –  anywhere  in  the  world  -­‐  will  love”  
  4. 4. CORPORATE OR CUSTOMER-CENTRIC?
  5. 5. How to create a truly global content experience content strategy
  6. 6. Terminology •  Content  Strategy  is  your  approach  to   managing  your  company’s  content  across  all   func2ons  and  markets   •  Content  Experience  is  how  an  individual   customer,  in  any  country  and  whatever  the   language,  actually  engages  with  your   company  through  your  content  
  7. 7. So what is a TGCE? The  crea2on  of  experiences  our  customers   will  love:   •  Informa2ve,  relevant  &  useful  content   •  Invisible  transla2on   •  Integrity  &  con2nuity  of  experience   •  Inspiring  trust  
  8. 8. Why have a Global Content Strategy? •  In  order  to  manage  the  crea2on   of  experiences  customers  will  love   •  A  coherent  approach  to  global  content   •  Mee2ng  business  goals   •  Ensuring  efficient  processes  for  the   development  of  all  global  content  
  9. 9. “IF YOU WANT TO GO THERE, I WOULDN’T START FROM HERE”    
  10. 10. Legacy Content •  Inconsistent  experience  (within  a  single  site,   across  country  sites)   •  Irrelevant,  confusing  and  out-­‐of-­‐date  content   •  Prolifera2on  of  mini-­‐sites     •  Bad  transla2ons   •  Low  standards,  minimum  viable  quality   •  Lack  of  responsibility/ownership  of  content   •  Error  messages,  broken  links  and  a  frustra2ng   user  experience  
  11. 11. Challenges •  Applying  brand  messaging  consistently  across   all  form  func2ons  and  disciplines   •  Achieving  legal  and  compliance  approval   •  Addressing  stakeholder  requirements   •  Mee2ng  local  regulatory  and  cultural  needs  
  12. 12. DEVELOPING A TGCE
  13. 13. Manuals                       “…  here  are  a  few  specific  topics  this  book  inten2onally  does  not  cover  (at  all,  or  in  detail):   -­‐  Content  management  system  strategy   -­‐  Transla2on  and  localiza2on  …”   Kris-na  Halvorson,  Content  Strategy  for  the  Web  
  14. 14. Strategy Development 1        Planning  &  SeZng  Goals   2  Assessing  the  Content   3  Defining  the  Content  Lifecycle   4  Crea2ng  an  ‘Implementa2on   Workbook’  for  Global  Content    
  15. 15. 1 Planning & Setting Goals •  What  plans  does  the  business  have  to  enter   the  global  market?   •  What  can  your  high-­‐level  content  strategy  do   to  support  global  expansion?   •  So,  what’s  stopping  you?   •  Developing  &  documen2ng  goals  
  16. 16. 2 Assessing the Content   …  if  you  can   •  Audit  your  exis2ng  content   (if  it’s  not  hard-­‐coded)   •  Review  &  assess  your  content   •  Establish  source  and  target   languages   •  Iden2fy  cri2cal  areas  for   improvement  
  17. 17. 3 Defining the Content Lifecycle Ideate  &   Create   Re2re,   Archive  or   Delete   Adapta2on,   L10n,  QA   Central  Source   of  Content   Deploy;   Globally  or   Locally   Refine,  Re-­‐ Use,  Re-­‐ Purpose   Manage,   Share,   Update  
  18. 18. 4 Creating an ‘Implementation Workbook’ for Global Content •  •  •  •  •  Technology  &  Tools   Processes  &  Workflows   Global  Readiness   Interna2onal  Content   Governance  
  19. 19. GLOBAL ELEMENTS OF THE IMPLEMENTATION WORKBOOK    
  20. 20. Technology & Tools •  CMS  Infrastructure   •  Terminology  Management   in  all  languages   •  Transla2on  Memory  
  21. 21. Processes & Workflows •  Collabora2ve  interac2on  between   func2ons   •  Project  support  as  the  content  moves   through  the  workflow   •  Dependencies  which  affect  2melines,   quality  and  consistency  
  22. 22. Global Readiness •  G11n  =  I18n  +  L10n  –  is  your  content  ready   to  be  fully  localised?   •  Ensure  the  context  of  the  content  does  not   make  specific  assump2ons:   – Language   – Culture   – Country  
  23. 23. International Content •  Resourcing  –  where  will  your  global  content   staff  be  located?   •  Text  vs  design  implica2ons   •  Code-­‐based  requirements   •  Bi-­‐direc2onal  text  
  24. 24. Governance •  If  you  are  going  to  use  your   content  globally  you  create   it  for  a  global  market   •  Governance  should   encompass  all  aspects  of  the   content  lifecycle   •  Documenta2on/guidelines   provide  vital  support  for   global  content  crea2on  
  25. 25. AN EFFECTIVE STRATEGY?
  26. 26. Output is not just a strategy document •  It  is  the  means  to  improve   the  customer  experience   across  the  world   •  The  process  doesn’t  end   with  a  strategy  document  
  27. 27. The Measure of Success You  will  have  created  content  experiences  your   customers  love  by  providing:     –  Informa2ve,  relevant  &  useful  content   –  Invisible  transla2on   –  Integrity  &  con2nuity  of  experience   –  Inspiring  trust  
  28. 28. THANK YOU – ANY QUESTIONS?

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