localizing content for a global audience: what every content marketer should know
TRANSCRIPT
LOCALIZING CONTENT FOR A GLOBAL AUDIENCEWhat Every Content Marketer Should Know
Sarah MitchellLush Digital Media
@globalcopywrite
@globalcopywrite • #CMWorld
HELLO
Sarah Mitchell@globalcopywrite
@globalcopywrite • #CMWorld
MAMAO Y TOTO
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SHOW OF HANDS Global Brand Working at company headquarters Working in a regional office
Doing business globally from single location
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Less than 6%of the world’s population speaks English well enough to conduct business.
Consider this
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@globalcopywrite • #CMWorld
AND YET…
“Many of us treat the world-wide web like the Ohio web or the American
English web. Marketers are overwhelmed and unprepared.”
SCOTT ABEL,The Content Wrangler
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Over 60% of global marketers attending CMWorld USA (2103) admitted they have no strategy in place for global content marketing.
Cloudwords Survey
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That’s important because . . .
“We’re inching closer to a linguistically local internet, in which people no longer have to
leave their native languages to get where they want to go.”
JOHN YUNKER,Global by Design blog
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SO HOW DO YOU REACH THE
OTHER 94%?
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@globalcopywrite • #CMWorld
By making localizationpart of your global strategy
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TRANSLATION IS NOT ENOUGH
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“I’ve come across too many texts translated into a different language via
Google Translate. Agencies selling ‘native speakers’ should sound warning bells.”
NENAD SENIC,PM, poslovni mediji
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“How to strike that balance between global and local is really an art and a science.”
PAM DIDNER,Author, Global Content Marketing
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@globalcopywrite • #CMWorld
LOCALIZING CONTENT
It’s Complicated
ONE SIZE DOESN’T FIT ALL
The Grand Picture
or
The Big
Picture
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ADDRESSINGCommunication
Effectiveness
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“I might commence to spend provided that viable chopping it up that has a fellow geek, every one of the even
though not selling anything.”
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“October is the time of year when most companies lock in plans and
budgets for next year.” #GLOBALFAIL marketing company
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Localization Equation(Translation + Localization) x
Number of localities
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Know Your AudienceTip
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LOCAL CONSIDERATIONS
Colors
Holidays Sports
Religion
Fiscal Years
Superstitions
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PAPER Size of documents Hole Punches
z vs. s er vs. re ‘or’ words medical terms
SPELLING
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Quid • Buck • Dosh • Loonie
SLANG
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Ute • Bakkie • Pickup
SLANG GONE MAINSTREAM
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Same Word, Different Meanings Gong Football Rug Powerpoint
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COLLOQUIALISMSRobot vs. Traffic light
Speed bump vs. Sleeping policeman
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Units of MeasureEngineering • Cooking • Pharmaceuticals
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Nickel • Dime • Quarter
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CURRENCY EXPRESSIONS
Sports Terminology Knocked for six That’s not cricket Hit a home run It’s in my wheelhouse
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ACCENTS
Do you needsubtitles or voiceovers for your video content?
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RELIGION
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CUSTOMS
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Sister Rooms Theatre ED
Medical Terms
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13@globalcopywrite • #CMWorld
SUPERSTITION
4 8
Don’t try to globalize ALL your content. Select key pieces. Focus on top 20% of your content
INTEL METHOD
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Collaborate, don’t legislate
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Make sure everyone has skin in the game
Budgets Accountability towards performance
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“Think global, publish local.”
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SARAH MITCHELL,Lush Digital Media
Questions?Sarah Mitchell@globalcopywrite
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