Global content strategy meetup 10_16_14

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The document discusses the challenges of managing global content and provides recommendations for addressing those challenges. It recommends understanding goals, analyzing the content lifecycle, auditing content to identify gaps, and assessing tools, infrastructure, global readiness, and workflow in order to lower translation costs, improve quality, reduce maintenance costs, speed time to market, and ensure brand consistency internationally.

Marketing

Translation is too expensive!
Translation
takes too
long!
You want it
when?
You want that in
HOW MANY
languages?

Taking Your Content
Strategy Global
Val Swisher
CEO, Content Rules, Inc.
@ContentRulesInc

Understand
Components
Goals
Content Lifecycle
Analysis
Content
Audit
Gap
Analysis
Infrastructure
Recommendations
Content-Specific
Recommendations
Workflow
Recommendations
Analyze
Recommend

Lower translation cost
Increase quality
Lower maintenance cost
Improve time-to-market
Respond to feedback
Goals

Lack of
Communication
Common
Control
over
Content
Outdated /
Isolated
Tools
Audience Goals
Consensus
Control
over
T11N
Lifecycle Issues

Who
What
Where
When
Multilingual SEO
Pivot Language
Translation Memory
Global Readiness
How
LSPs
Content Audit

Recommendations
Content Management System
Terminology Management
Translation Management
Authoring Tools
Site-Specific Infrastructure

Workflow
Interactions
Touchpoints
Handoffs
Dependencies
Governance

Recap
Understand
goals
Analyze
content
lifecycle
Audit content
Gap
Tools and
infrastructure
Global
readiness
Workflow

Val Swisher
Founder & CEO
vals@contentrules.com
www.contentrules.com
@ContentRulesInc

The post-digital world has brought with it a multitude of transformational mandates for the entire horizon of business. The imperatives for achieving content excellence as a core marketing and customer relationship practice mean bringing in methodologies foreign to the majority of business models and practice that are undergoing transformation. These include the often-cited content and media network management capabilities of media companies; but also include methods of non-profits, NGOs, governments and other civil society institutions. This session will go deep into an approach for content-enabled transformation in the context of large global organizations, addressing requirements for alignment across all levels of the organization, and also the vital role of parallel initiatives that both enable and are enabled by content initiatives and the the goals they serve, such as customer engagement platform development and human resource change management.

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Content strategists come from a variety of backgrounds and talents, and have developed the skill set that it takes to succeed in the field we now call content strategy. It’s not a matter of knowing which tools to use – after all, the music is not in the violin, but the musician. If you want to work as a content strategist, which of your existing skills can you leverage, and what skills do you need to gain? What area of content strategy do you want to work in, and how do you move into that area? This slide deck was part of a webinar series sponsored by MindTouch. MindTouch creates software that can help you build social communities around your product and user assistance documentation. For more information on how MindTouch can help you deliver exceptional and engaging product help experiences, contact MindTouch at info@mindtouch.com or visit them on the web at www.mindtouch.com. You can learn more about content strategy by visiting Rahel Bailie's blog: www.intentionaldesign.ca. To contact Scott Abel: scottabel@mac.com. Or, check out his blog: www.thecontentwrangler.com.

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Global content strategy meetup 10_16_14

1. Translation is too expensive! Translation takes too long! You want it when? You want that in HOW MANY languages?

2. Taking Your Content Strategy Global Val Swisher CEO, Content Rules, Inc. @ContentRulesInc

3. Global Content is: Difficult to manage Expensive to translate Difficult to find Difficult to read Slow to market Inconsistent with brand Why?

4. Understand Components Goals Content Lifecycle Analysis Content Audit Gap Analysis Infrastructure Recommendations Content-Specific Recommendations Workflow Recommendations Analyze Recommend

5. Lower translation cost Increase quality Lower maintenance cost Improve time-to-market Respond to feedback Goals

6. Talk Product Managers Brand Int'l Managers Managers Region Reps Content Creators L10N Managers Others

7. Analyze Manage Create Translate Deliver

8. Lack of Communication Common Control over Content Outdated / Isolated Tools Audience Goals Consensus Control over T11N Lifecycle Issues

9. Who What Where When Multilingual SEO Pivot Language Translation Memory Global Readiness How LSPs Content Audit

10. Gap Analysis

11. Recommendations Content Management System Terminology Management Translation Management Authoring Tools Site-Specific Infrastructure

12. Global Readiness

13. Workflow Interactions Touchpoints Handoffs Dependencies Governance

14. Recap Understand goals Analyze content lifecycle Audit content Gap Tools and infrastructure Global readiness Workflow

15. Content Health Check

16.

17. Val Swisher Founder & CEO vals@contentrules.com www.contentrules.com @ContentRulesInc

Global content strategy meetup 10_16_14

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