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Michael Goldberg - Building a Global Content Ecosystem is Like Finding Unicorns in a Blizzard: You can Do It, But You have to Know where to Look
- 1. BUILDING A GLOBAL CONTENT ECOSYSTEM BUT YOU HAVE TO KNOW WHERE TO LOOK… YOU CAN DO IT. IS LIKE FINDING A UNICORN IN A BLIZZARD.
- 2. M I C H A E L G O L D B E R G G L O B A L D I R E C T O R , C O N T E N T M A R K E T I N G D U N & B R A D S T R E E T
- 5. “DID YOU KNOW THE WORD FOR “PUMPERNICKEL” COMES FROM THE GERMAN WORDS “PUMPER” AND “NICKEL,” WHICH LOOSELY TRANSLATES TO “FART GOBLIN?” HOWARD WOLOWITZ
- 7. 72% *Common Sense Advisory Report ,2016 SPEND MOST OR ALL OF THEIR TIME ON WEBSITES IN THEIR OWN LANGUAGE 82% MORE LIKLEY TO BUY A PRODUCT WITH INFORMATION IN THEIR OWN LANGUAGE 56% SAY THE ABILITY TO OBTAIN INFORMATION IN THEIR OWN LANGUAGE IS MORE IMPORTANT THAN PRICE
- 10. WORDS &IMAGES ARE EXTREMELY IMPORTANT TO CONSIDER OKAY?
- 11. OTHER THINGS TO CONSIDER C U L T U R A L R E F E R E N C E S D A T E S , S E A S O N S , & H O L I D A Y S C O L O R S M A P S & F L A G S C O L L O Q U I A L E X P R E S S I O N S
- 12. BUILDING A GLOBAL CONTENT MARKETING ROADMAP OPEN TO LOCALIZATION • PRODUCT CONTENT • LOCAL CONTENT THEMES (NEWS, EVENTS, ETC.) • LOCAL WRITERS • CTAs • DISTRIBUTION MAP AT A GLOBAL LEVEL • MISSION STATEMENT (NORTH STAR OF PROGRAM) • CONTENT ARCHITECTURE (PILLARS, THEMES, TOPICS) • EDITORIAL GUIDELINES
- 13. INTEGRATED MARKETING GLOBAL CONTENT IS THE HEART OF MARKETING PERSONAS (GLOBAL) PRODUCTS (GLOBAL & LOCAL) KPIs (GLOBAL & LOCAL) CONTENT CORE CONTENT PILLARS (GLOBAL) LOCAL IDEATION
- 14. 2018 CONTENT PILLARS DERIVATIVE CONTENT ASSETS BLOG POSTS, INFOGRAPHICS, VIDEOS, SLIDESHARES MICRO-CONTENT Social Posts, Case Studies, Elevate, Micro-Graphics Q 1 A N A L Y Z E A N D S E G M E N T Q 2 M U L T I - C H A N N E L T A R G E T I N G Q 3 E M P O W E R S A L E S Q 4 E N G A G E & N U R T U R E GLOBAL NARRATIVE, LOOK & FEEL. TRANSLATION SERVICE EMPLOYED ALWAYS-ON CONTENT: THOUGHT LEADERSHIP, NEWS, EVENTS, MARKET TRENDS GLOBALGLOBAL+ LOCAL LOCAL CONTENT PLANNING STARTS WITH A SINGLE IDEA
- 15. TOPIC BRAINSTORM CONTENT CREATION GLOBAL REVIEW DESIGN TRANSLATION PUBLISH CONTENT PRODUCTION: GLOBAL END-TO-END PROCESS
- 16. Translation
- 18. GOOD TRANSLATION IS LIKE LOOKING IN A MIRROR
- 19. K E E P T E X T C L E A R & C O N C I S E K E E P W O R D C O U N T I N M I N D DON’T GET LOST IN TRANSLATION U S E T H E S A M E W O R D , E V E R Y T I M E A V O I D S L A N G
- 22. LOCALIZATION
- 23. TRANSCREATION
- 24. N O D I C T A T O R S B U T B E A W A R E O F W H A T T H E Y A R E D O I N G M A N A G E W O R K F L O W S W I T H T E C H N O L O G Y KEY TAKE-AWAYS L O O P L O C A L T E A M S I N T O P L A N N I N G P R O C E S S E V A N G A L I Z E C O N T E N T E V E R Y H W R E
Editor's Notes
- Building a Global Content Ecosystem Is Like Finding Unicorns in a Blizzard: You Can Do it, But You Have to Know Where to Look
- Intro, what I do at Dun & Bradstreet
- That means making sure there’s content for multiple markets various languages across the globe.
- That’s because content is universal. Everyone understands the value it brings to business. It’s no longer about selling, it’s telling. And good stories are appreciated across the world, and has been for some time. But while content is universal, words are not.
- Esteemed fictional phystict from the Big Bang Theory summed it best. Content is universal, but language isn’t. Words can mean different things to different people.
- It’s important to understand that language is unique. What means one thing in one dialect can have a completely different meaning elsewhere. When you’re writing content, you have to keep that in mind, as hard as it may be. You’re never writing for just one market, you're writing for multiple markets, and they expect to be talked to in their native tongue. Just how important is that?
- Language plays a major role at every step of the buyers journey . It influences purchase decisions, naturally. That has to be kept in mind when developing a content marketing at scale. But it’s not just about the words.
- Can anyone tell me what’s wrong with this picture? Beside it being a terrible stock photo?
- Theya re all smiling. Tuen s out that’s a big no-no for some in the UK market, as I was told. I cant use this on the cover, have to make new images. Good input to have, lets find one picture that works across the board. You don’t always want to have unique versions . Think global.
- So, its not just the copy, it’s the visuals. Words and images are critical aspects of a global content strategy, okay? Umm, of course, with that okay symbol I just completely offended a number of European nations and Brazil, since it turns out that symbol for okay is NOT okay to other cultures.
- So, before we start planning how to implement a truly global strategy, it’s important to consider a few things: Stay away from these types of things to have to avoiding doing multiple versions, and getting people offended. Of course, you can do this for local markets, but globally you need to think broad.
- From the very beginning of your content planning, local markets must understand the framework they are working within and what is set at global level and what is open to local flexibility. This allows for other owners to understand what they have to work with and where they can step in and make changes. We always recommend that the global program framework elements above are created ahead of the content program and then communicated to local markets as soon as possible.
- Global ideation that hits the ‘sweet spot’ where all market priorities overlap and has the buy-in from local markets ensures content has scalability and is relevant to across multiple audiences globally.
- If a native speaker has trouble understanding the source content, or could possibly interpret the text in more than one way, the translator and subsequent target audience will have a difficult time understanding. Most languages are longer than English by 15%. Russian, for example, can be 40% longer. Allow room for text expansion to cover layouts and descriptions – we have word countminimums on our global sites for instance Synonyms get in the way of clarity. Write the same thing, the same way, every time you write it. Finding different ways to write a single concept will not only affect the overall consistency of translation, but it will also reduce the related translation memory leverage. This can lead to decreased quality, increased cost, and increased turnaround. Using consistent phrases and regular brand vocabulary will help the source and localized versions to be more effective. This will also benefit your translators and speed up their process.
- THINK GLOBAL ACT LOCAL That’s critical. You need to decide what conetn will be used across the board –meaning the words, images, themes, remain static and only undertgoe basic transaltion, with no room for improvement. At the same time, ther needs to be a loca aspect to some cotent.
- The local teams must have some authority and some self-determination to make content work on the local level
- LOCALIZATION This is adapting the original content to a new target audience, and requires more work and finesse than translation (e.g. changing measurement systems, adding or changing words to help a local reader). TALK ABOUT B2B STUDY FIELD TWO DIFFERENT AUDEINCES, SPLIT IT UP SPEAK TO IMPORTNT ISSUES TO EAHC SIDE OF THE POND
- TRANSCREATION - – This top-level process is rewriting in another language, changing the message itself if needed, to adapt to cultural differences.
- KEY TAKE AWAYS BE MINDFUL OF WHAT LOCAL IS DOING – GOOD TO BE UNIQUE, BUT STAY ON BRAND, ON MESSAGE EVANGLIZE CONETNT TO ALL TEAMS LET LOCAL FEEL PAR TOF THE PROCESS – NO DICTATORS FIND A SYSTEM THAT BRINGS IT ALL TOGTHER, HARD TO WORK IN SILOS AND MULTIPKE EMAILS PROCESS IS KEY