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Global Content Strategy: Don't Get Lost in Translation

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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.

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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