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Global Content Strategy 
Don’t Get Lost in Translation 
November 18, 2014 
!PRESENTED BY! 
Melinda Flores! 
Associate Dire...
@melindarox 2 
Agenda 
• Big in Japan: the Japanese digital experience 
• Defining global content strategy 
• Taking your ...
@melindarox 3 
Big in Japan 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
Does this baby make me look fat? 
@melindarox 4 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
@melindarox 5 
Shopping online in Japan 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
“The coordinates are easy at longish length!” 
@melindarox 6 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
Rakuten Global Market site 
@melindarox 7 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
Content overload? Not in Japan. 
@melindarox 8 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
Why is the Japanese experience so different? 
• Character comfort 
• Need for a high degree of information and assurance 
...
Product pages are packed with information 
@melindarox 10 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
Simplified English product page 
@melindarox 11 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
Simplified English product page, 6 months ago 
@melindarox 12 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
@melindarox 
Go global or go home 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 13
What is global content strategy? 
The planning, creation and management of content, in terms of: 
@melindarox 
….around th...
The benefits of a global content strategy 
• Tell a consistently compelling story about your offering, ! 
no matter where ...
Taking your content on the road 
• Less is more (cheaper and faster to translate!) 
• Replace idioms and obscure language ...
Why a corporate glossary? 
• Safeguards your product and company branding 
• Preserves your company trademarks, service 
m...
Translation: Best practices 
• Use native-speaking translators who are ideally 
based in the target country for translatio...
Translation vs. localization vs. transcreation 
Translation 
Localization 
Transcreation 
@melindarox 
GLOBAL CONTENT STRA...
Global UX: Design and Research in a Connected World, 
Szuc/Quesenbery 
@melindarox 
The case for localization 
GLOBAL CONT...
@melindarox 
Lost in translation 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 21
Localization means addressing user needs 
@melindarox 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 22
@melindarox 
Localization win or fail? 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 23
Global markets require localized, 
culturally relevant content 
@melindarox 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / ...
Additional Global Content Strategy resources 
• Contentrules.com and anything written by Val Swisher on 
Slideshare—she kn...
@melindarox 
Questions? 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 26
@melindarox 
Thank you! 
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 27
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Global Content Strategy: Don't Get Lost in Translation

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Taking your content on the road—best practices for global expansion with regard to translation and localization of content. Includes information about Japanese web design and e-commerce giant Rakuten's global content strategy as they move into new markets.

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Global Content Strategy: Don't Get Lost in Translation

  1. 1. Global Content Strategy Don’t Get Lost in Translation November 18, 2014 !PRESENTED BY! Melinda Flores! Associate Director, Content Strategy! VSA Partners
  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. Does this baby make me look fat? @melindarox 4 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. “The coordinates are easy at longish length!” @melindarox 6 GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  7. 7. Rakuten Global Market site @melindarox 7 GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  8. 8. Content overload? Not in Japan. @melindarox 8 GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  9. 9. Why is the Japanese experience so different? • 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/ @melindarox 9 GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  10. 10. Product pages are packed with information @melindarox 10 GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  11. 11. Simplified English product page @melindarox 11 GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  12. 12. Simplified English product page, 6 months ago @melindarox 12 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. What is global content strategy? The planning, creation and management of content, in terms of: @melindarox ….around the world GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 14 Workflow Governance Structure Substance People Work Global content strategy is concerned with scaling content for global markets ! in a way that is efficient, consistent, relevant and sustainable.
  15. 15. The benefits of a global content strategy • 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 @melindarox GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 15
  16. 16. Taking your content on the road • 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 (!!!) @melindarox GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 16
  17. 17. Why a corporate glossary? • 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/ @melindarox GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 17
  18. 18. Translation: Best practices • 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 @melindarox GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 18
  19. 19. Translation vs. localization vs. transcreation Translation Localization Transcreation @melindarox GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 19 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. Global UX: Design and Research in a Connected World, Szuc/Quesenbery @melindarox The case for localization GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 20
  21. 21. @melindarox Lost in translation GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 21
  22. 22. Localization means addressing user needs @melindarox 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. Global markets require localized, culturally relevant content @melindarox GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 24
  25. 25. Additional Global Content Strategy resources • 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 @melindarox GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 25
  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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