Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Content Strategy Goes Global

581 views

Published on

In this presentation, we analyze two global websites to see what makes a global content strategy successful and what makes it fail. We also discuss best practices for creating a global content strategy.

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Content Strategy Goes Global

  1. 1. Global Content StrategyVal SwisherFounder & CEO@contentrulesinc © 2012. Content Rules, Inc. All rights reserved.
  2. 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. 3. What We Do Help companies plan their global content strategy Create and modify all types of content Evaluate and improve content quality using state-of-the-art tools Help companies save money on translation with our global readiness services © 2012. Content Rules, Inc. All rights reserved.
  4. 4. Key Clients © 2012. Content Rules, Inc. All rights reserved.
  5. 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. 6. Symptoms of an Unsuccessful Global Content Strategy 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.
  7. 7. Our Laggard  Muji is a specialty retailing company from 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.
  8. 8. Symptom #1: Can’t Find the Front Doorwww.muji.com © 2012. Content Rules, Inc. All rights reserved.
  9. 9. Symptom #1: Can’t Find the Front DoorIf I click on the circles: © 2012. Content Rules, Inc. All rights reserved.
  10. 10. Symptom #1: Can’t Find the Front DoorUh oh. © 2012. Content Rules, Inc. All rights reserved.
  11. 11. Symptom #1: Can’t Find the Front DoorFinally found it. But… © 2012. Content Rules, Inc. All rights reserved.
  12. 12. Symptom #2: Perplexing Inconsistencies www.muji.co.uk © 2012. Content Rules, Inc. All rights reserved.
  13. 13. Symptom #2: Perplexing Inconsistencies www.muji.us © 2012. Content Rules, Inc. All rights reserved.
  14. 14. Symptom #2: Perplexing InconsistenciesNav bar for U.S. site is down another level: © 2012. Content Rules, Inc. All rights reserved.
  15. 15. Symptom #2: Perplexing Inconsistencies U.S. U.K. © 2012. Content Rules, Inc. All rights reserved.
  16. 16. Symptom #3: Impossible NavigationLet’s try to find the site for Italy: © 2012. Content Rules, Inc. All rights reserved.
  17. 17. Symptom #3: Impossible NavigationNot here again. © 2012. Content Rules, Inc. All rights reserved.
  18. 18. Symptom #3: Impossible NavigationAh ha! © 2012. Content Rules, Inc. All rights reserved.
  19. 19. Symptom #3: Impossible NavigationWait, this isn’t Italian? © 2012. Content Rules, Inc. All rights reserved.
  20. 20. Symptom #3: Impossible NavigationOh, all the way down there at the bottom: © 2012. Content Rules, Inc. All rights reserved.
  21. 21. Symptom #3: Impossible NavigationFinally, Italian. Translation of EU site. © 2012. Content Rules, Inc. All rights reserved.
  22. 22. Symptom #4: Inconsistent BrandingCommon branding elements of Muji: © 2012. Content Rules, Inc. All rights reserved.
  23. 23. Symptom #4: Inconsistent BrandingWait! What happened here? © 2012. Content Rules, Inc. All rights reserved.
  24. 24. Recap: Common Problems in Global Content Strategy Difficulty finding the site I need Inconsistencies from site to site Navigation that is cumbersome Inconsistent branding © 2012. Content Rules, Inc. All rights reserved.
  25. 25. What Makes for 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.
  26. 26. Our Leader  Lush is a specialty cosmetics company from 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.
  27. 27. Success #1: Easy and Obvious Entry Point www.lush.com © 2012. Content Rules, Inc. All rights reserved.
  28. 28. Success #2: Branding Begins on First Page (andcontinues throughout) © 2012. Content Rules, Inc. All rights reserved.
  29. 29. Success #2: Branding Continues www.lushusa.com © 2012. Content Rules, Inc. All rights reserved.
  30. 30. Success #3: Culturally Significant Branding www.lush.com.auDifferent seasonality dictates different product mixAussie pride © 2012. Content Rules, Inc. All rights reserved.
  31. 31. Success #4: Inclusion of Country-Specific Imagery www.lushjapan.com © 2012. Content Rules, Inc. All rights reserved.
  32. 32. Success #4: Inclusion of Country-Specific Imagery Distinctively Japanese branding element © 2012. Content Rules, Inc. All rights reserved.
  33. 33. Success #5: Culturally Sensitive LayoutJapanese grid isprototypically Japanese: © 2012. Content Rules, Inc. All rights reserved.
  34. 34. Success #5: Culturally Sensitive LayoutContrast withUS grid © 2012. Content Rules, Inc. All rights reserved.
  35. 35. Recap: Success Global Content Strategy Elements 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.
  36. 36. Best PracticesOur goal is to get every laggard to morph into a leader © 2012. Content Rules, Inc. All rights reserved.
  37. 37. Best Practice #1: Have a Plan Yes. Sounds obvious. No. Most companies don’t. © 2012. Content Rules, Inc. All rights reserved.
  38. 38. 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.
  39. 39. 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!  Email me and I’ll send you a copy! © 2012. Content Rules, Inc. All rights reserved.
  40. 40. KISS Elements1. Reduce word count2. Increase use of identical sentences3. Decrease word variability4. Reduce sentence length and complexity5. Eliminate word usage errors (idioms, jargon) © 2012. Content Rules, Inc. All rights reserved.
  41. 41. 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.
  42. 42. Best Practice #5: Use the Best Method: Translation,Localization, and 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.
  43. 43. 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 © 2012. Content Rules, Inc. All rights reserved.
  44. 44. Q&A © 2012. Content Rules, Inc. All rights reserved.
  45. 45. Val SwisherCEO & Foundervals@contentrules.com@contentrulesinc
  46. 46. © 2012. Content Rules, Inc. All rights reserved.

×