Content Strategy in a Multilingual World

•

3 likes•1,280 views

"Global content strategy" should be redundant, but it isn't, because very few content strategies take localization into account. LocWorld presentation by Sarah O'Keefe.

Technology Business

contentstrategy101.com
Content
Strategy

in
a
Multilingual
World
Sarah O’Keefe
Scriptorium PublishingFlickr: hmomoy

Sarah
O’Keefe
❖ Founder and president, Scriptorium
Publishing, www.scriptorium.com,
North Carolina
❖ Coauthor of Content Strategy 101
❖ Interested in intersection of
content, publishing, and
technology
❖ Bilingual, English-German

Only
18%
of
Americans
speak

a
language
other
than
English.
Source: http://www.forbes.com/sites/collegeprose/2012/08/27/americas-foreign-language-deﬁcit/
Europeans?
53%

What
is

content
strategy?
Flickr: hmomoy

Support
the

organization’s
business

goals
using
information

and
information

products.

Global
content
strategy

should
be
redundant.

Globalization
is
a

common
business
driver

for
content
strategy.

Efﬁcient
localization
is
a

prerequisite
for
success
in
a

global
economy.
ﬂickr: light_seeker

Localization
efﬁciency
is

mainly
driven
by
the
quality
of

the
input.

Low-quality
source
content
=

inefﬁcient
localization
ﬂickr: dominicspic

Image: NASA
In
a
multilingual
workﬂow,

inefﬁciency
=
death.

Content
strategy
provides
the

justiﬁcation
to
improve

content
development.

Align
the
business
goals

with
your
content
strategy.

Increased
focus
on

international
markets

http://www.richardingram.co.uk/downloads/content_strategy_approaches.pdf

Each
language
needs

content
strategy
work.

Content
development
Content
style
guide
Editorial
strategy
Audience
personas
Advertising
models
SEO
…

Content
has
never
been
for
the

faint
of
heart…
I

At
least
not
in
the
original
form.
Flickr: ganesh_raghunathan

Flickr: kirinqueen
Operations
need

to
be
impeccable.

Flickr: WI Department of Natural
Resources, mstharpe, daysofthundr46
Distribution

Contact
me
❖ Sarah O’Keefe, Scriptorium Publishing
❖ www.scriptorium.com
❖ Email: okeefe@scriptorium.com
❖ Twitter: @sarahokeefe
❖ Skype: okeefe.scriptorium

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