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Content Strategy for
International
Markets

Val Swisher
Founder & CEO
@contentrulesinc




                       © 2012. Content Rules, Inc. All rights reserved.
Who We Are


 Professional services firm specializing in content development
  and global content strategy
 Founded in 1994
 12 full-time employees
 Network of 2000+ fully-screened consultants across U.S.
 Managed, contract, and placement services




                                                © 2012. Content Rules, Inc. All rights reserved.
What We Do

 Help companies create and modify content
     Technical Documentation
     Marketing Collateral
     Training Materials
     eBooks
 Evaluate and improve content quality using state-of-the-art tools
     Reports
     Metrics
     Recommendations
     Fixes
 Save money on translation
     Specialized reporting and editing               © 2012. Content Rules, Inc. All rights reserved.
Key Clients




              © 2012. Content Rules, Inc. All rights reserved.
What We Will Cover


 Common problems associated with globalizing content
 Successful approaches to globalizing content
 How to evaluate your website for problems and
  successes
 Best practices for creating global content




                                         © 2012. Content Rules, Inc. All rights reserved.
Agenda


 9:15 – 9:20    Why We Are Here
 9:20 – 10:10   Getting the Analytic Juices Flowing
10:10 – 10:20   Break
10:20 – 11:00   Exercise #1
11:00 – 11:25   Best Practices
11:25 – 11:40   Exercise #2
11:40 – 11:45   Q & A / Wrap Up


                                        © 2012. Content Rules, Inc. All rights reserved.
What We Promised You


 Smack down between
  Legendary Systems
  versus Massive Systems
 Both are large
  multinational companies




                            © 2012. Content Rules, Inc. All rights reserved.
What We Know


About Legendary Systems

Large sales team
Huge infrastructure
Revenue growth is lagging

Not getting its “fair share” of global revenue


                                              © 2012. Content Rules, Inc. All rights reserved.
What We Know


About Massive Systems

Every bit as large as Legendary Systems
Infrastructure just as large
Difference comes in revenue growth

Growing 3x as fast  with much of the growth coming in
international markets

                                           © 2012. Content Rules, Inc. All rights reserved.
Archetypes


Wikipedia definition of archetypes:

 A universally understood symbol, term, or pattern of
  behavior upon which others are copied, patterned, or
  emulated.
 Often used in myths and storytelling across different
  cultures



                                           © 2012. Content Rules, Inc. All rights reserved.
How can you tell if your company is Legendary vs.
Massive?



 Diagnostic Tool of Choice: The Company’s Website




                                          © 2012. Content Rules, Inc. All rights reserved.
Legendary Systems - Our Laggard


   Muji is a specialty retailing company out of Japan
   www.muji.com
   Known for its minimalist aesthetic
   Sell direct off their website and through a network
    of 20+ stores
   We like their products a lot



                                           © 2012. Content Rules, Inc. All rights reserved.
Symptoms of a Legendary Problem


   Symptom #1: Can’t find the front door
   Symptom #2: Perplexing inconsistencies
   Symptom #3: Impossible navigation
   Symptom #4: Inconsistent branding




                                             © 2012. Content Rules, Inc. All rights reserved.
Symptom #1: Can’t Find the Front Door

www.muji.com




                                        © 2012. Content Rules, Inc. All rights reserved.
Symptom #1: Can’t Find the Front Door
If I click on the circles:




                                        © 2012. Content Rules, Inc. All rights reserved.
Symptom #1: Can’t Find the Front Door

Uh oh.




                                        © 2012. Content Rules, Inc. All rights reserved.
Symptom #1: Can’t Find the Front Door
Finally found it. But…




                                        © 2012. Content Rules, Inc. All rights reserved.
Symptom #2: Perplexing Inconsistencies
                                         www.muji.co.uk




                                          © 2012. Content Rules, Inc. All rights reserved.
Symptom #2: Perplexing Inconsistencies

                                         www.muji.us




                                           © 2012. Content Rules, Inc. All rights reserved.
Symptom #2: Perplexing Inconsistencies
Nav bar for U.S. site is down another level:




                                               © 2012. Content Rules, Inc. All rights reserved.
Symptom #2: Perplexing Inconsistencies


 U.S.                 U.K.




                                         © 2012. Content Rules, Inc. All rights reserved.
Symptom #3: Impossible Navigation
Let’s try to find the site for Italy:




                                        © 2012. Content Rules, Inc. All rights reserved.
Symptom #3: Impossible Navigation
Not here again.




                                    © 2012. Content Rules, Inc. All rights reserved.
Symptom #3: Impossible Navigation
Ah ha!




                                    © 2012. Content Rules, Inc. All rights reserved.
Symptom #3: Impossible Navigation
Wait, this isn’t Italian?




                                    © 2012. Content Rules, Inc. All rights reserved.
Symptom #3: Impossible Navigation
Oh, all the way down there at the bottom:




                                            © 2012. Content Rules, Inc. All rights reserved.
Symptom #3: Impossible Navigation
Finally, Italian. Translation of EU site.




                                            © 2012. Content Rules, Inc. All rights reserved.
Symptom #4: Inconsistent Branding
Common branding elements of Muji:




                                    © 2012. Content Rules, Inc. All rights reserved.
Symptom #4: Inconsistent Branding
Wait! What happened here?




                                    © 2012. Content Rules, Inc. All rights reserved.
To Recap: Legendary Problems


   Difficulty finding the site I need
   Inconsistencies from site to site
   Navigation that is cumbersome
   Inconsistent branding




                                         © 2012. Content Rules, Inc. All rights reserved.
Massive Systems - Our Leader


   Lush is a specialty cosmetics company out of the
    United Kingdom
   www.lush.com
   Known for its handmade soaps, lotions, shower
    gels, shampoo, and so on
   They have 830 stores in 50 countries, in addition to
    online shopping
   We like their products a lot, too

                                           © 2012. Content Rules, Inc. All rights reserved.
What Makes for a Massive Success?


   Success #1: Easy and obvious entry point
   Success #2: Consistent branding
   Success #3: Culturally significant branding
   Success #4: Country-specific imagery
   Success #5: Culturally sensitive layout




                                              © 2012. Content Rules, Inc. All rights reserved.
Success #1: Easy and Obvious Entry Point
                                      www.lush.com




                                           © 2012. Content Rules, Inc. All rights reserved.
Success #2: Branding Begins on First Page (and
continues throughout)




                                         © 2012. Content Rules, Inc. All rights reserved.
Success #2: Branding Continues
                                 www.lushusa.com




                                    © 2012. Content Rules, Inc. All rights reserved.
Success #3: Culturally Significant Branding
                                          www.lush.com.au

Different seasonality dictates different product mix
Aussie pride




                                              © 2012. Content Rules, Inc. All rights reserved.
Success #4: Inclusion of Country-Specific Imagery
                                       www.lushjapan.com




                                          © 2012. Content Rules, Inc. All rights reserved.
Success #4: Inclusion of Country-Specific Imagery




 Distinctively Japanese branding element




                                          © 2012. Content Rules, Inc. All rights reserved.
Success #5: Culturally Sensitive Layout


Japanese grid is
prototypically Japanese:




                                          © 2012. Content Rules, Inc. All rights reserved.
Success #5: Culturally Sensitive Layout


Contrast with
US grid




                                          © 2012. Content Rules, Inc. All rights reserved.
To Recap: Massive Success


   Simple to find the site I need
   Corporate branding consistent on all sites
   Regional changes to branding
   Images designed for particular countries
   Layout sensitive to cultural norms




                                                 © 2012. Content Rules, Inc. All rights reserved.
Exercise #1

 Analyze the web presence of Sony
    Look at U.S., U.K., Germany, China, and Japan
 Is this company “Legendary” or “Massive”?
 A laggard or a leader when it comes to global readiness?
 Point back to the company’s web presence to back up
  your story




                                                     © 2012. Content Rules, Inc. All rights reserved.
Best Practices


Obviously our goal is to get every laggard to morph into a
leader




                                            © 2012. Content Rules, Inc. All rights reserved.
Best Practice #1: Have a Plan


 Yes. Sounds obvious.
 No. Most companies don’t.




                                © 2012. Content Rules, Inc. All rights reserved.
Best Practice #2: Locate Your Global Content


 Who is creating content for global?
  At HQ?
  Regionally?
 Anyone single-sourcing?
 Where is all of this content and who is responsible for it?




                                              © 2012. Content Rules, Inc. All rights reserved.
Best Practice #3: KISS Your Source Content


 Keep it short and simple
 Writing for translation | Global English | Simple English |
  International English best practices
 8 Simple Steps to Make Your Content Global-Ready
  Now!
  Send me an email and I’ll send you a copy!




                                               © 2012. Content Rules, Inc. All rights reserved.
KISS Elements


1.   Reduce word count
2.   Increase use of identical sentences
3.   Decrease word variability
4.   Reduce sentence length and complexity
5.   Eliminate word usage errors (idioms, jargon)




                                              © 2012. Content Rules, Inc. All rights reserved.
Best Practice #4: Standardize Your Translation Memory


 Single repository of translation memory
 Take ownership of your translation memory, not your LSP




                                            © 2012. Content Rules, Inc. All rights reserved.
Best Practice #5: Use the Best Method: Translation,
Localization, or Transcreation

   Know the differences
     Process
     Function
     Cost
     Best places to use each
   Determine which content falls under which method




                                                 © 2012. Content Rules, Inc. All rights reserved.
Methods of Handling Global Content

              Translation                 Localization                   Transcreation

              The content stays the       The meaning stays the          Different content
              same                        same                           developed to meet
                                                                         business objectives

 Language     Literal word-for-word       Translate the meaning of       Developed in local
              translation of everything   the words in a way that is     language; English may be
                                          culturally appropriate         used as part of the brand
                                                                         vocabulary


 Images       No change                   Change to fit local
                                          expectations / product
                                                                         Change to fit local
                                                                         expectations / product
                                          needs                          needs

 Layout       No change                   Minimize changes               Change to fit local
                                                                         expectations

 Brand        No change                   No change                      Enhance and expand

 Vocabulary
 Example      Lush Canada                 Lush Australia                 Lush Japan
                                                                       © 2012. Content Rules, Inc. All rights reserved.
Frequency / Cost of These Three Techniques


              Translation             Localization              Transcreation

              The content stays the   The meaning stays the     Different content
              same                    same                      developed to meet
                                                                business objectives

 Incidence

 Cost

 Impact




                                                              © 2012. Content Rules, Inc. All rights reserved.
Exercise #2: Analyze Ikea Website


Work backwards and articulate what you think the strategy
is for translation, localization, and transcreation at Ikea by
geo, content type, and/or media

See if you can find an instance of each technique




                                              © 2012. Content Rules, Inc. All rights reserved.
Exercise #2: Analyze Ikea Website


Analyze home page for:

Australia
Canada
United Kingdom
United States




                                    © 2012. Content Rules, Inc. All rights reserved.
Exercise #2: Analyze Ikea Website


 Search for Hemnes in U.S., Canada, U.K., Australia
 Analyze the results

 Search for the Hemnes Mirror cabinet with 1 door
 Analyze the results




                                           © 2012. Content Rules, Inc. All rights reserved.
Q&A




      © 2012. Content Rules, Inc. All rights reserved.
Val Swisher
CEO & Founder
vals@contentrules.com
@contentrulesinc

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Content Strategy for International Markets

  • 1. Content Strategy for International Markets Val Swisher Founder & CEO @contentrulesinc © 2012. Content Rules, Inc. All rights reserved.
  • 2. Who We Are  Professional services firm specializing in content development and global content strategy  Founded in 1994  12 full-time employees  Network of 2000+ fully-screened consultants across U.S.  Managed, contract, and placement services © 2012. Content Rules, Inc. All rights reserved.
  • 3. What We Do  Help companies create and modify content  Technical Documentation  Marketing Collateral  Training Materials  eBooks  Evaluate and improve content quality using state-of-the-art tools  Reports  Metrics  Recommendations  Fixes  Save money on translation  Specialized reporting and editing © 2012. Content Rules, Inc. All rights reserved.
  • 4. Key Clients © 2012. Content Rules, Inc. All rights reserved.
  • 5. What We Will Cover  Common problems associated with globalizing content  Successful approaches to globalizing content  How to evaluate your website for problems and successes  Best practices for creating global content © 2012. Content Rules, Inc. All rights reserved.
  • 6. Agenda 9:15 – 9:20 Why We Are Here 9:20 – 10:10 Getting the Analytic Juices Flowing 10:10 – 10:20 Break 10:20 – 11:00 Exercise #1 11:00 – 11:25 Best Practices 11:25 – 11:40 Exercise #2 11:40 – 11:45 Q & A / Wrap Up © 2012. Content Rules, Inc. All rights reserved.
  • 7. What We Promised You  Smack down between Legendary Systems versus Massive Systems  Both are large multinational companies © 2012. Content Rules, Inc. All rights reserved.
  • 8. What We Know About Legendary Systems Large sales team Huge infrastructure Revenue growth is lagging Not getting its “fair share” of global revenue © 2012. Content Rules, Inc. All rights reserved.
  • 9. What We Know About Massive Systems Every bit as large as Legendary Systems Infrastructure just as large Difference comes in revenue growth Growing 3x as fast  with much of the growth coming in international markets © 2012. Content Rules, Inc. All rights reserved.
  • 10. Archetypes Wikipedia definition of archetypes:  A universally understood symbol, term, or pattern of behavior upon which others are copied, patterned, or emulated.  Often used in myths and storytelling across different cultures © 2012. Content Rules, Inc. All rights reserved.
  • 11. How can you tell if your company is Legendary vs. Massive? Diagnostic Tool of Choice: The Company’s Website © 2012. Content Rules, Inc. All rights reserved.
  • 12. Legendary Systems - Our Laggard  Muji is a specialty retailing company out of Japan  www.muji.com  Known for its minimalist aesthetic  Sell direct off their website and through a network of 20+ stores  We like their products a lot © 2012. Content Rules, Inc. All rights reserved.
  • 13. Symptoms of a Legendary Problem  Symptom #1: Can’t find the front door  Symptom #2: Perplexing inconsistencies  Symptom #3: Impossible navigation  Symptom #4: Inconsistent branding © 2012. Content Rules, Inc. All rights reserved.
  • 14. Symptom #1: Can’t Find the Front Door www.muji.com © 2012. Content Rules, Inc. All rights reserved.
  • 15. Symptom #1: Can’t Find the Front Door If I click on the circles: © 2012. Content Rules, Inc. All rights reserved.
  • 16. Symptom #1: Can’t Find the Front Door Uh oh. © 2012. Content Rules, Inc. All rights reserved.
  • 17. Symptom #1: Can’t Find the Front Door Finally found it. But… © 2012. Content Rules, Inc. All rights reserved.
  • 18. Symptom #2: Perplexing Inconsistencies www.muji.co.uk © 2012. Content Rules, Inc. All rights reserved.
  • 19. Symptom #2: Perplexing Inconsistencies www.muji.us © 2012. Content Rules, Inc. All rights reserved.
  • 20. Symptom #2: Perplexing Inconsistencies Nav bar for U.S. site is down another level: © 2012. Content Rules, Inc. All rights reserved.
  • 21. Symptom #2: Perplexing Inconsistencies U.S. U.K. © 2012. Content Rules, Inc. All rights reserved.
  • 22. Symptom #3: Impossible Navigation Let’s try to find the site for Italy: © 2012. Content Rules, Inc. All rights reserved.
  • 23. Symptom #3: Impossible Navigation Not here again. © 2012. Content Rules, Inc. All rights reserved.
  • 24. Symptom #3: Impossible Navigation Ah ha! © 2012. Content Rules, Inc. All rights reserved.
  • 25. Symptom #3: Impossible Navigation Wait, this isn’t Italian? © 2012. Content Rules, Inc. All rights reserved.
  • 26. Symptom #3: Impossible Navigation Oh, all the way down there at the bottom: © 2012. Content Rules, Inc. All rights reserved.
  • 27. Symptom #3: Impossible Navigation Finally, Italian. Translation of EU site. © 2012. Content Rules, Inc. All rights reserved.
  • 28. Symptom #4: Inconsistent Branding Common branding elements of Muji: © 2012. Content Rules, Inc. All rights reserved.
  • 29. Symptom #4: Inconsistent Branding Wait! What happened here? © 2012. Content Rules, Inc. All rights reserved.
  • 30. To Recap: Legendary Problems  Difficulty finding the site I need  Inconsistencies from site to site  Navigation that is cumbersome  Inconsistent branding © 2012. Content Rules, Inc. All rights reserved.
  • 31. Massive Systems - Our Leader  Lush is a specialty cosmetics company out of the United Kingdom  www.lush.com  Known for its handmade soaps, lotions, shower gels, shampoo, and so on  They have 830 stores in 50 countries, in addition to online shopping  We like their products a lot, too © 2012. Content Rules, Inc. All rights reserved.
  • 32. What Makes for a Massive Success?  Success #1: Easy and obvious entry point  Success #2: Consistent branding  Success #3: Culturally significant branding  Success #4: Country-specific imagery  Success #5: Culturally sensitive layout © 2012. Content Rules, Inc. All rights reserved.
  • 33. Success #1: Easy and Obvious Entry Point www.lush.com © 2012. Content Rules, Inc. All rights reserved.
  • 34. Success #2: Branding Begins on First Page (and continues throughout) © 2012. Content Rules, Inc. All rights reserved.
  • 35. Success #2: Branding Continues www.lushusa.com © 2012. Content Rules, Inc. All rights reserved.
  • 36. Success #3: Culturally Significant Branding www.lush.com.au Different seasonality dictates different product mix Aussie pride © 2012. Content Rules, Inc. All rights reserved.
  • 37. Success #4: Inclusion of Country-Specific Imagery www.lushjapan.com © 2012. Content Rules, Inc. All rights reserved.
  • 38. Success #4: Inclusion of Country-Specific Imagery  Distinctively Japanese branding element © 2012. Content Rules, Inc. All rights reserved.
  • 39. Success #5: Culturally Sensitive Layout Japanese grid is prototypically Japanese: © 2012. Content Rules, Inc. All rights reserved.
  • 40. Success #5: Culturally Sensitive Layout Contrast with US grid © 2012. Content Rules, Inc. All rights reserved.
  • 41. To Recap: Massive Success  Simple to find the site I need  Corporate branding consistent on all sites  Regional changes to branding  Images designed for particular countries  Layout sensitive to cultural norms © 2012. Content Rules, Inc. All rights reserved.
  • 42. Exercise #1  Analyze the web presence of Sony  Look at U.S., U.K., Germany, China, and Japan  Is this company “Legendary” or “Massive”?  A laggard or a leader when it comes to global readiness?  Point back to the company’s web presence to back up your story © 2012. Content Rules, Inc. All rights reserved.
  • 43. Best Practices Obviously our goal is to get every laggard to morph into a leader © 2012. Content Rules, Inc. All rights reserved.
  • 44. Best Practice #1: Have a Plan  Yes. Sounds obvious.  No. Most companies don’t. © 2012. Content Rules, Inc. All rights reserved.
  • 45. Best Practice #2: Locate Your Global Content  Who is creating content for global?  At HQ?  Regionally?  Anyone single-sourcing?  Where is all of this content and who is responsible for it? © 2012. Content Rules, Inc. All rights reserved.
  • 46. Best Practice #3: KISS Your Source Content  Keep it short and simple  Writing for translation | Global English | Simple English | International English best practices  8 Simple Steps to Make Your Content Global-Ready Now!  Send me an email and I’ll send you a copy! © 2012. Content Rules, Inc. All rights reserved.
  • 47. KISS Elements 1. Reduce word count 2. Increase use of identical sentences 3. Decrease word variability 4. Reduce sentence length and complexity 5. Eliminate word usage errors (idioms, jargon) © 2012. Content Rules, Inc. All rights reserved.
  • 48. Best Practice #4: Standardize Your Translation Memory  Single repository of translation memory  Take ownership of your translation memory, not your LSP © 2012. Content Rules, Inc. All rights reserved.
  • 49. Best Practice #5: Use the Best Method: Translation, Localization, or Transcreation  Know the differences  Process  Function  Cost  Best places to use each  Determine which content falls under which method © 2012. Content Rules, Inc. All rights reserved.
  • 50. Methods of Handling Global Content Translation Localization Transcreation The content stays the The meaning stays the Different content same same developed to meet business objectives Language Literal word-for-word Translate the meaning of Developed in local translation of everything the words in a way that is language; English may be culturally appropriate used as part of the brand vocabulary Images No change Change to fit local expectations / product Change to fit local expectations / product needs needs Layout No change Minimize changes Change to fit local expectations Brand No change No change Enhance and expand Vocabulary Example Lush Canada Lush Australia Lush Japan © 2012. Content Rules, Inc. All rights reserved.
  • 51. Frequency / Cost of These Three Techniques Translation Localization Transcreation The content stays the The meaning stays the Different content same same developed to meet business objectives Incidence Cost Impact © 2012. Content Rules, Inc. All rights reserved.
  • 52. Exercise #2: Analyze Ikea Website Work backwards and articulate what you think the strategy is for translation, localization, and transcreation at Ikea by geo, content type, and/or media See if you can find an instance of each technique © 2012. Content Rules, Inc. All rights reserved.
  • 53. Exercise #2: Analyze Ikea Website Analyze home page for: Australia Canada United Kingdom United States © 2012. Content Rules, Inc. All rights reserved.
  • 54. Exercise #2: Analyze Ikea Website  Search for Hemnes in U.S., Canada, U.K., Australia  Analyze the results  Search for the Hemnes Mirror cabinet with 1 door  Analyze the results © 2012. Content Rules, Inc. All rights reserved.
  • 55. Q&A © 2012. Content Rules, Inc. All rights reserved.
  • 56. Val Swisher CEO & Founder vals@contentrules.com @contentrulesinc

Editor's Notes

  1. Local expectations are important. The classic story here is Gerber Baby Food. In the US, we sell Gerber Baby Food in jars with pictures of a fat baby with puffy cheeks on the label. This meets our cultural expectations. In Africa, the cultural expectation – because literacy is low – is that the picture on the outside of the jar is of the ingredients. So a picture of a baby with fat cheeks says that the baby food consists of … you guessed it … ground up baby! A lesson Gerber learned very, very painfully.