Content Strategy Across Geographies and Platforms with Melinda Flores
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Transcript of Content Strategy Across Geographies and Platforms with Melinda Flores
!PRESENTED BY!
Melinda Flores!Associate Director, Content Strategy!VSA Partners
Global Content Strategy Don’t Get Lost in Translation November 18, 2014
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Agenda
• Big in Japan: the Japanese digital experience • Defining global content strategy • Taking your content on the road • Don’t get lost in translation: Best practices • The case for localization
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
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Big in Japan
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Does this baby make me look fat?
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Shopping online in Japan
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“The coordinates are easy at longish length!”
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Rakuten Global Market site
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Content overload? Not in Japan.
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Why is the Japanese experience so different?
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• Character comfort • Need for a high degree of information and assurance • Mobile, mobile, mobile • Lack of hierarchical contrast • Low adoption of new programming languages
http://randomwire.com/why-japanese-web-design-is-so-different/
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Product pages are packed with information
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Simplified English product page
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Simplified English product page, 6 months ago
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Go global or go home
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What is global content strategy?
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The planning, creation and management of content, in terms of:
Governance
Workflow
People Work
Global content strategy is concerned with scaling content for global markets !in a way that is efficient, consistent, relevant and sustainable.
….around the world
Substance
Structure
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The benefits of a global content strategy
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• Tell a consistently compelling story about your offering, !no matter where audiences find you
• Make sure your content is ready to scale for global markets • Streamline translation and publication workflows to !
save money and time • Improve content reach and performance
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Taking your content on the road
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• Less is more (cheaper and faster to translate!) • Replace idioms and obscure language with common
expressions • Adhere strictly to English grammar rules • Be exceptionally clear, e.g., use nouns with the words !
this, that, these, and those • Be aware of visual cues that may be irrelevant or even
offensive in other cultures • Create a corporate glossary (!!!)
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Why a corporate glossary?
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• Safeguards your product and company branding • Preserves your company trademarks, service
marks, copyrights, and so on • Ensures that everyone in your organization uses the
same terminology to describe the same things • Makes your content easier to read for people of all
reading levels • Lowers the price and time it takes to translate the
content into multiple languages • Helps to ensure the quality and consistency of
the translations
http://www.contentrules.com/blog/simple-rule-3-real-editors-dont-do-it-without-a-terminology-manager/
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Translation: Best practices
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• Use native-speaking translators who are ideally based in the target country for translations (at least !1 person to translate and another for QA)
• Find translators who are subject matter experts and skilled at marketing translations, whenever possible, to nail style and tone
• Create separate experiences for each country !(not language) and don’t forget about differences among dialects—there are significant differences between French Canadian and the language spoken !in France
• Store and track all translations in an owned terminology database to save time and money
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Translation vs. localization vs. transcreation
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Translation Localization
Transcreation
Content No change (direct translation of existing content)
May be altered to be more culturally appropriate/relevant
New content may be developed to suit local needs
Design No change (same images)
May be altered to be more culturally appropriate/relevant
Change to suit new content/local needs
UX No change (same layout)
May be altered slightly as required by content needs
Change to suit new content/local needs
Adapted from: http://www.slideshare.net/IntelligentContent/planning-your-globalcontentstrategyswisher
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The case for localization
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Global UX: Design and Research in a Connected World, Szuc/Quesenbery
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Lost in translation
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Localization means addressing user needs
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Localization win or fail?
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Global markets require localized, culturally relevant content
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Additional Global Content Strategy resources
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• Contentrules.com and anything written by Val Swisher on Slideshare—she knows her stuff!
• Milengo.com global content strategy blog • Global UX: Design and Research in a Connected World,
Szuc/Quesenbery
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Questions?
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Thank you!
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