How to Extend Your Content Marketing Plan to a Global Audience
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You're churning out amazing content and working tirelessly to get that content in front of your best prospects. But if you're only creating content in English, you might be ignoring copious amounts of potential customers. 71% (gasp!) of the global market prefers to be spoken to in a language other than English. How do you reach these prospects without breaking the bank? Good news: it's not nearly as difficult as you think it is. View our webinar, “How to Extend your Content Marketing Plan to a Global Audience,” to learn best practices for creating content that's easy to translate and localize. You'll also discover workflow processes that make the whole process easier, so you can realize maximum ROI. For more detail, please copy and paste the following link itnto the browser of your choice: http://www.sdl.com/olp/language/how-to-extend-your-content-marketing-plan-to-a-global-audience.html
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How to Extend Your Content Marketing Plan to a Global Audience
- 1. How to Extend Your Content Marketing Plan to a Global Audience Jeffrey Constantin SDL Business Consultant
- 2. Większość ludzi nie docenia wartości tłumaczenia do chwili, kiedy nie są w stanie czegoś zrozumieć. #GlobalMarketing @sdl @jeffconstantin
- 3. #GlobalMarketing @sdl @jeffconstantin Most people don’t recognize the value of translation until they can’t understand something.
- 4. #GlobalMarketing @sdl @jeffconstantin Language plays a role at every step of the customer journey
- 5. #GlobalMarketing @sdl @jeffconstantin Poll How would you describe your current approach to translation as part of your global content marketing strategy? ○ We have every asset translated. ○ We select key assets to translate. ○ We only have content translated when someone requests it. ○ Why would we need content in different languages?
- 6. Pam Didner Global Content Marketing How to create great content, reach more customers, and build a worldwide marketing strategy that works “Creating content to help, educate, support, assist, or entertain your customers is more cost-effective than an ad buy”
- 7. Copyright 2014 by Common Sense Advisory, Inc. Unauthorized reproduction & distribution prohibited Reasons for Abandoning Foreign Websites 100%0 10 20 30 40 50 60 70 80 90 International Average Russian Spain Brazil Indonesia Germany France Egypt China Turkey Japan I accomplished what I came for and left The navigation is not in my language The site requests too much personal information The site keeps reverting to English The site is slow to load and crashes I abandoned the shopping cart due to transaction problems There is too much animation or too many graphics 31% 23% 12% 10% 10% 9% 5% 42% 19% 9% 15% 7% 4% 4% 39% 25% 6% 10% 9% 8% 3% 39% 32% 12% 5% 8% 9% 4% 39% 11% 11% 6% 13% 13% 7% 36% 22% 12% 7% 9% 8% 6% 31% 23% 10% 17% 8% 9% 2% 29% 18% 19% 9% 9% 7% 9% 22% 27% 10% 12% 17% 7% 5% 19% 31% 15% 11% 6% 9% 9% 17% 31% 11% 10% 13% 12% 6% Can’t read, won’t buy
- 8. #GlobalMarketing @sdl @jeffconstantin Project brief $360.00 Script creation $720.00 Voice over $1,250.00 Sound effects $200.00 Sound track $500.00 Illustration/Animation $780.00 Video editing $840.00 Video rendering $240.00 Total: $4,890.00 1 2 3 4 5 6 7 8 Creation of a 5-minute video:
- 9. #GlobalMarketing @sdl @jeffconstantin Project brief $360.00 Script creation $720.00 Voice over $1,250.00 Sound effects $200.00 Sound track $500.00 Illustration/Animation $780.00 Video editing $840.00 Video rendering $240.00 Total: $4,890.00 1 2 3 4 5 6 7 8 Creation of a 5-minute video: Subtitling $325.00 per language Voice-Over $575.00 per language Dubbing $950.00 per language 14Additional Markets 8Additional Markets 5Additional Markets Localization of a 5-minute video:
- 10. #GlobalMarketing @sdl @jeffconstantin Creating engaging content in every language
- 11. Your content is A-OK! Unless you’re in Europe or South America, in which case this hand gesture actually means “you’re a jerk.”
- 12. #GlobalMarketing @sdl @jeffconstantin 1. Numbers, colors, and animals 2. Dates and seasons 3. Colloquial expressions 4. Maps, flags 5. Cultural references 6. Social norms Six things to look out for when driving marketing content to a global audience “Not going that way!”
- 13. #GlobalMarketing @sdl @jeffconstantin Getting Started
- 14. #GlobalMarketing @sdl @jeffconstantin Style Guide … establishes standards for writing and designing documents that describes writing conventions, from spelling, punctuation and word use, to structural and formatting issues Getting Started o Mission statement o Social media guidelines o Campaign briefs o Editorial guidelines o Tone of voice Glossary … enables access and integration with enterprise content and data from various sources, including content management systems Getting Started o SEO keyword list o Taglines o Trademarks o Company values Translation Memory Getting Started … stores "segments", which can be sentences, paragraphs or sentence-like units (headings, titles or elements in a list) that have previously been translated, in order to aid human translators o English and translated versions of the same document
- 15. #GlobalMarketing @sdl @jeffconstantin To transcreate or not to transcreate, that is the question… Transcreation “… is the process by which new content is developed or adapted for a given target audience.” Bilingual Copywriter(s) Concept or paragraph-based translation with or without TM Paid by the hour 800 to 1,200 words per day Translation “…is the communication of the meaning of a source-language text by means of an equivalent target-language text.” Translator Sentence-based translation with TM Paid by the word count 1,500 to 2,000 words per day Informative, factual (Product descriptions, marketing campaigns) Motivational, inspirational (Tag lines or highly targeted content)
- 16. #GlobalMarketing @sdl @jeffconstantin Translation Transcreation “The World Awaits” O mundo à sua porta O mundo espera
- 17. #GlobalMarketing @sdl @jeffconstantin Categorize your content
- 18. #GlobalMarketing @sdl @jeffconstantin Poll What type of marketing content are you considering expanding to non-English speaking regions? ○ Website & SEO content ○ eBooks, Whitepapers and Infographics ○ Social Media Postings ○ Email campaigns ○ Mobile apps ○ Video
- 21. #GlobalMarketing @sdl @jeffconstantin Leave available space for text expansion Marketing Collateral
- 22. #GlobalMarketing @sdl @jeffconstantin Have access to your editable source files Marketing Collateral
- 23. #GlobalMarketing @sdl @jeffconstantin Consider Unicode fonts as part of your brand guidelines Marketing Collateral
- 24. #GlobalMarketing @sdl @jeffconstantin Avoid using images with embedded text Marketing Collateral
- 25. #GlobalMarketing @sdl @jeffconstantin Web content & architecture Use global templates Determine what information is global and what is local Will sites be localized by language or by country?
- 26. #GlobalMarketing @sdl @jeffconstantin Web content & architecture Translatable URLs, Titles, Meta descriptions, H1, alt. SEO friendly Ensure Unicode encoding Unicode encoding Allow auto-resize of text boxes and content frames Auto-size frames Separate text from graphics Separated text from graphics Avoid Flash, use HTML 5 where practical HTML 5
- 27. GER PAGE ENGLISH PAGE FRA PAGE SPA PAGE JPN PAGE CHS PAGE
- 28. #GlobalMarketing @sdl @jeffconstantin Search Engines across the globe
- 29. #GlobalMarketing @sdl @jeffconstantin SEO Share your English Keyword list with your Language Service Provider
- 30. #GlobalMarketing @sdl @jeffconstantin SEO Allocate time for keyword research and validation before the actual translation of your web content
- 31. #GlobalMarketing @sdl @jeffconstantin SEO Use hreflang tags to help search engines languages index your sites rel=“alternate” hreflang=“LANG”
- 32. #GlobalMarketing @sdl @jeffconstantin SEO Integrate a multilingual XML sitemap
- 33. #GlobalMarketing @sdl @jeffconstantin SEO Allow users to navigate using a user-friendly & clearly visible Language Selector
- 34. #GlobalMarketing @sdl @jeffconstantin Video marketing Source: “Press Play: Quick Introduction to Video Localization” by Rebecca Ray Common Sense Advisory, Inc., August 2014 YouTube.com ○ Over 1 billion unique visitors per month ○ More than 80% of its traffic now comes from outside the United States Beyond YouTube.com ○ Brazil: UOL, Vimeo, YouTube ○ China: iQiyi, PPS, Youku Tudou ○ India: Storypick, Upworthy, YouTube ○ Turkey: Dailymotion, Vimeo, YouTube ○ Russia: RuTube, YouTube
- 35. #GlobalMarketing @sdl @jeffconstantin VIDEO Create content with international references that appeal to a global audience
- 36. #GlobalMarketing @sdl @jeffconstantin VIDEO Consider using voice-over while limiting the use of on-screen speakers
- 37. #GlobalMarketing @sdl @jeffconstantin VIDEO Obtain, preserve and re-use audio narration scripts
- 38. #GlobalMarketing @sdl @jeffconstantin VIDEO Limit text appearing in the bottom third of the frame
- 39. #GlobalMarketing @sdl @jeffconstantin VIDEO Receive and share audio assets as separate tracks i.e. 1-narration, 2-sound effects, 3-music
- 40. #GlobalMarketing @sdl @jeffconstantin Mobile strategy Internet access by mobile phone is more common than via PC in many countries Ensure your platform supports mobile display formatting App localization may need to be incorporated into your strategy Apps can be inexpensive to localize - you may want to support more languages there than on the website
- 41. #GlobalMarketing @sdl @jeffconstantin MOBILE APP Avoid concatenating strings when coding your content
- 42. #GlobalMarketing @sdl @jeffconstantin <?xml version="1.0" ?> <!DOCTYPE "http://sdl.com/dtd/sample.dtd"> <vxml version="2.0"> <property name=“sample" value=“app" /> <prompt count=“1">The tree is </prompt> <prompt count=“2">The leaf is </prompt> <prompt count=“3">The cars are </prompt> <prompt count=“4">green</prompt> <?xml version="1.0" ?> <!DOCTYPE "http://sdl.com/dtd/sample.dtd"> <vxml version="2.0"> <property name=“sample" value=“app" /> <prompt count=“1">L’arbre est </prompt> <prompt count=“2">La feuille est</prompt> <prompt count=“3">Les voitures sont </prompt> <prompt count=“4">vert</prompt> The tree is green The leaf is green The cars are green L’arbre est vert La feuille est vert verte Les voitures sont vert vertes
- 43. #GlobalMarketing @sdl @jeffconstantin MOBILE APP Perform a pseudo-translation cycle prior to translating your app to identify any missing content
- 44. #GlobalMarketing @sdl @jeffconstantin MOBILE APP Perform linguistic & functional testing on mobile platforms for each of the target languages
- 45. #GlobalMarketing @sdl @jeffconstantin Email/Campaign Translation Multilingual Chat Customer Reviews/UGC Website Localization Transcreation/ Marketing Translation Cultural Consulting International SEO/SEM Technology/ Platform Video LocalizationMobile/Apps Brand/Competitive Analysis
- 46. Attending Content Marketing World?
Editor's Notes
- Talk Track Speaker: Moderator & Jeffrey Moderator: Marketers are investing heavily in Content Marketing, creating a large volume and diverse array of marketing assets including website content, eNewsletters, social media, blogs, case studies, videos, infographics, and more. Attaining ROI requires you to get that content in front of as many eyeballs and eardrums as possible. But many marketers are failing to extend their marketing to the 72% of the global market where prospects prefer a la:nguage other than English. Jeffrey: We’ll discuss how to get started with translation. We will tackle some best practices for creating content that is easy to translate as well as talk through some strategies that make it easier to deliver your content to global audiences.
- Talk Track Speaker: Jeffrey
- Talk Track Speaker: Jeffrey
- Talk Track Speaker: Jeffrey Importance of personalization - 80% of marketers admit that personalization increases ROI Nothing more personal than language. Impact of language on the customer journey and the importance of
- Talk Track Speaker: Moderator Suggestion: Personal knowledge or experience with translation, while walking through the question and inviting folks to answer the survey.
- Talk Track Speaker: Jeffrey Content marketing is all about creating content which is of interest to our customers. It is something that, contrary to an ad, endures over time and creates the long tail effect marketers need to help customers.
- Talk Track Speaker: Jeffrey Common Sense Advisory is an independent market research firm, who focuses its research on the globalization, localization, interpreting, and translation industry. Global #CX increasingly comes down to content—but not just in English. It takes 48 languages to reach 99% of the total economic opportunity online. Highlight the importance of language in the online customer experience.
- Talk Track Speaker: Jeffrey Food for thought slide Video localization is affordable and will allow you to reach more markets Developing a strategy to reuse content across markets and channels can allow you to build a global presence and increase ROI.
- Talk Track Speaker: Jeffrey Food for thought slide Video localization is affordable and will allow you to reach more markets Developing a strategy to reuse content across markets and channels can allow you to build a global presence and increase ROI.
- Talk Track Speaker: Jeffrey How to create engaging content in every language?
- Talk Track Speaker: Jeffrey The goal is being global, but local makes it or breaks it. There are many ways a message can go sideways when it’s localized, and a lot of those can be avoided by being vigilant when writing the initial source content.
- Talk Track Speaker: Jeffrey It’s imperative to take cultural relevancy into account – here are a few examples: Provide anecdotes about each of the elements: Numbers/Colors/Animals: sacred cows of India Dates/Seasons: Christmas with snow vs at the beach Expressions: Hitting it out of the ballpark Maps/Flags: French for France or Canada Cultural references: 4/death in Chinese Social norms: Pixar’s Inside Out swapped out the broccoli-related temper tantrum because Kids in Japan love broccoli (green peppers) A good marketing-savvy localization team – either your internal team or a third party like SDL – will guide you through the treacherous waters of creating global marketing content. But the more aware you are of these best practices, the smoother and faster (and cost effective) the process will be.
- Talk Track Speaker: Jeffrey One of the goals of this webinar was to share some tips for translating all types of content, even tricky ones like video, multimedia, and mobile apps.
- Talk Track Speaker: Jeffrey When getting started with translation, one of the first questions you’ll be faced withi: “Do you have linguistic assets?” Walk-through the common common types of assets and how to easily build them.
- Talk Track Speaker: Jeffrey Transcreation is trending nowadays, but what is it exactly? Comparaison between Translation and Transcreation. What’s important to keep in mind is that both should be of high and equal quality.
- Talk Track Speaker: Jeffrey An example of a translation v.s. transcreation project.
- Talk Track Choose the best translation method for your content based on its value within the customer journey. Its worth to customers Its shelf life Where it is consumed How it is used The stage in the sales cycle Brand impact
- Talk Track Speaker: Moderator Suggestion: Walk through the question and invite folks to answer the survey (choose all that apply)
- Talk Track Speaker: Jeffrey One of the goals of this webinar was to share some tips for translating all types of content, even tricky ones like video, multimedia, and mobile apps.
- Talk Track Speaker: Jeffrey When creating marketing collateral, it’s important to think of where and how content will be consumed. Letter paper size is very common in the US, Canada, Mexico, Chile, but elsewhere, the standard paper size is A4, which is longer, but narrower. Printing documents can become a headache.
- Talk Track Speaker: Jeffrey Not only does the paper size change, but the length of the content will vary based on the target language: Spanish, French, Portuguese and Arabic may result in text expansion of 15-30% Dutch and German may expand 35% and more Asian languages may contract between 10-50%
- Talk Track Speaker: Jeffrey A PDF is far from ideal to work with for translating content. It’s important to request from your graphic designer or agencies to provide editable source files such as an InDesign file with fonts and graphics.
- Talk Track Speaker: Jeffrey You’ve found this great looking font which really matches your brand’s look and feel, but then you realize that you can’t use any accented characters for Spanish, French, etc.
- Talk Track Speaker: Jeffrey You cannot directly translate a JPG, so ideally you’ll have access to the photoshop files, but you can also establish a rule-of-thumb that images will not contain any text or content elements, which require translation. EX: Logos with taglines; images of charts with numbers and currencies; etc.
- Talk Track Speaker: Jeffrey Plan ahead and establish how your content will be managed. For example, an eCommerce site will benefit from being localized by country, taking into account the currency and shipping requirements. Informative content such as a knowledge base could benefit from being localized by language – content may be leveraged across markets. What you will want to do is create global templates which accomodate the text expansion.
- Talk Track Speaker: Jeffrey Present different strategies on how to approach web content and manage it through the translation process.
- Talk Track Speaker: Jeffrey One important component of web content is SEO. What’s important to understand is that from a language perspective, the SEO work that will be done is to build upon your current strategy. You won’t rank on the first page because you had your keywords transcreated. You’ll rank on the first page if you work closely with your language service provider to extend your SEO strategy to new markets.
- Talk Track Speaker: Jeffrey Understanding that, although Google is the world’s largest and most popular Search Engine, that other search engines are popular in a given market.
- Talk Track Speaker: Jeffrey Extend your SEO strategy to your target markets by establishing terminology. It’s also a great way to start building a glossary or a styleguide for your brand.
- Talk Track Speaker: Jeffrey A translator can typically translate 250 words per hour – this amounts to roughly 2,000 words per day. Performing keyword research means: brainstorming on a given term identifying keyword variations and synonyms researching the terms via keyword tools such as Keyword Planner defining the proposed primary and alternative keywords These steps will require more effort and time – productivity is anywhere between 4-6keywords per hour, so you will want to allocate time to get this done right ahead of the translation process.
- Talk Track Speaker: Jeffrey HTML attributes can be highly effective to facilitate the indexing of your web content, for example: Your content has small regional variations with similar content in a single language. For example, you might have English-language content targeted to the US, GB, and Ireland. Your site content is fully translated. For example, you have both German and English versions of each page
- Talk Track Speaker: Jeffrey XML sitemap can help differentiate translated content between localized sites – it can also drive SEO, should properly established keyword be used throughout the map.
- Talk Track Speaker: Jeffrey It creates a much better customer experience when the user can navigate between the different language options – refer back to the CSA report.
- Talk Track Speaker: Jeffrey Address the popularity of YouTube, while highlighting the presence of other highly popular video channels across the globe.
- Talk Track Speaker: Jeffrey When scripting a video, it’s easy to use Marc, Jennifer and Heather from New York, Seattle and L.A., but if you’re planning on having this video content made available across the globe, you will benefit from using more international references: names, locations, phone numbers, currencies, etc.
- Talk Track Speaker: Jeffrey It can become costly to localize a video with many on-screen speakers and content needs to be translated in a time-sensitive manner, while creating audio recordings which will be synched to the video. When possible, using a video with off-screen voices can facilitate the video localization process.
- Talk Track Speaker: Jeffrey Script availability means you won’t need to pay for transcription and it also means it can be leveraged for captions on channels such as YouTube, which has an impact on search relevancy and SEO.
- Talk Track Speaker: Jeffrey If you are considering having your videos subtitled or may utilize the closed captions offered by video players, you’ll want to limit the amount of text appearing in the bottom portion of the screen to avoid text overlapping and important information being hidden.
- Talk Track Speaker: Jeffrey This will facilitate the video localization and greatly improve the overall quality of your video content as the audio will be edited in a way that preserved the important sound effects, while editing the narration and replacing it with the appropriate audio.
- Talk Track Speaker: Jeffrey Importance of establishing a localization process which aligns with your mobile strategy.
- Talk Track Speaker: Jeffrey Concatenating strings can become a headache when translating content as plural, gender and sentence structure are not handled in the same way across languages.
- Talk Track Speaker: Jeffrey Pseudo-translation is a process by which your language service provider can replace content within your files by translated or modified content to provide an overview of how the app will convert into its localized version – it’s a great way to identify any issues with the coding – such as hard-coded content which is not part of the translated files.
- Talk Track Speaker: Jeffrey Translation will likely be performed on RESX or XML files, so the translator may not always be in a position to translate the content in context. Ideally, you would be using a tool such as SDL Passolo, which allows you to visualized content as you are translating, but if that is not the case, you’ll want to plan time to perform linguistic and functional testing prior to releasing the app.
- Talk Track Speaker: Jeffrey Highlight the importance of adopting a complete global marketing solution, which aligns with all your various components.
- Talk Track Speaker: Jeffrey SDL will be at Content Marketing World - stop by the booth and be a global content marketing rock star in our photo booth. We’ll be raffling an Apple Watch and We are also thrilled to be sponsoring a content marketing workshop presented by Pam Didner.
- Find us, and join the conversation