How to create a truly global content strategy

Beverley  Brown  Director,  Interna2onal  Content  

&  CMS  Strategy,  PayPal  

Globalization Practitioner

•  Director  of  Interna2onal  Content  &  CMS  Strategy  at  PayPal  

•  Part  of  the  Globaliza2on  organiza2on  •  Previously  Global  Content  and  SEO  Strategist  at  SGS  Geneva  

•  10+  years  in  online  Content  Crea2on  &  Management  

“Our  aim  at  PayPal  is  to  create    content  experiences  our  customers  –  anywhere  in  the  world  -­‐  will  love”  

CORPORATE OR CUSTOMER-CENTRIC?

How to create a truly global content strategy

How to create a truly global content experience

Terminology

•  Content  Strategy  is  your  approach  to  managing  your  company’s  content  across  all  func2ons  and  markets  

•  Content  Experience  is  how  an  individual  customer,  in  any  country  and  whatever  the  language,  actually  engages  with  your  company  through  your  content  

So what is a TGCE?

The  crea2on  of  experiences  our  customers  will  love:  •  Informa2ve,  relevant  &  useful  content  •  Invisible  transla2on  •  Integrity  &  con2nuity  of  experience  •  Inspiring  trust  

Why have a Global Content Strategy?

•  In  order  to  manage  the  crea2on  of  experiences  customers  will  love  

•  A  coherent  approach  to  global  content  •  Mee2ng  business  goals  •  Ensuring  efficient  processes  for  the  development  of  all  global  content  

“IF YOU WANT TO GO THERE, I WOULDN’T START FROM HERE”    

Legacy Content

•  Inconsistent  experience  (within  a  single  site,  across  country  sites)  

•  Irrelevant,  confusing  and  out-­‐of-­‐date  content  •  Prolifera2on  of  mini-­‐sites    •  Bad  transla2ons  •  Low  standards,  minimum  viable  quality  •  Lack  of  responsibility/ownership  of  content  •  Error  messages,  broken  links  and  a  frustra2ng  user  experience  

Challenges

•  Applying  brand  messaging  consistently  across  all  form  func2ons  and  disciplines  

•  Achieving  legal  and  compliance  approval  •  Addressing  stakeholder  requirements  •  Mee2ng  local  regulatory  and  cultural  needs  

DEVELOPING A TGCE

Manuals

                     “…  here  are  a  few  specific  topics  this  book  inten2onally  does  not  cover  (at  all,  or  in  detail):  -­‐  Content  management  system  strategy  -­‐  Transla2on  and  localiza2on  …”  Kris-na  Halvorson,  Content  Strategy  for  the  Web  

Strategy Development

1        Planning  &  SeZng  Goals  2  Assessing  the  Content  3  Defining  the  Content  Lifecycle  4  Crea2ng  an  ‘Implementa2on  

Workbook’  for  Global  Content    

1 Planning & Setting Goals

•  What  plans  does  the  business  have  to  enter  the  global  market?  

•  What  can  your  high-­‐level  content  strategy  do  to  support  global  expansion?  

•  So,  what’s  stopping  you?  •  Developing  &  documen2ng  goals  

2 Assessing the Content  …  if  you  can  

•  Audit  your  exis2ng  content  (if  it’s  not  hard-­‐coded)  

•  Review  &  assess  your  content  •  Establish  source  and  target  languages  

•  Iden2fy  cri2cal  areas  for  improvement  

3 Defining the Content Lifecycle

Central  Source  of  Content  

Ideate  &  Create  

Adapta2on,  L10n,  QA  

Deploy;  Globally  or  Locally  

Manage,  Share,  Update  

Refine,  Re-­‐Use,  Re-­‐Purpose  

Re2re,  Archive  or  Delete  

4 Creating an ‘Implementation Workbook’ for Global Content

•  Technology  &  Tools  •  Processes  &  Workflows  •  Global  Readiness  •  Interna2onal  Content  •  Governance  

GLOBAL ELEMENTS OF THE IMPLEMENTATION WORKBOOK    

Technology & Tools

•  CMS  Infrastructure  •  Terminology  Management  in  all  languages  

•  Transla2on  Memory  

Processes & Workflows

•  Collabora2ve  interac2on  between  func2ons  

•  Project  support  as  the  content  moves  through  the  workflow  

•  Dependencies  which  affect  2melines,  quality  and  consistency  

Global Readiness

•  G11n  =  I18n  +  L10n  –  is  your  content  ready  to  be  fully  localised?  

•  Ensure  the  context  of  the  content  does  not  make  specific  assump2ons:  – Language  – Culture  – Country  

International Content

•  Resourcing  –  where  will  your  global  content  staff  be  located?  

•  Text  vs  design  implica2ons  •  Code-­‐based  requirements  •  Bi-­‐direc2onal  text  

Governance

•  If  you  are  going  to  use  your  content  globally  you  create  it  for  a  global  market  

•  Governance  should  encompass  all  aspects  of  the  content  lifecycle  

•  Documenta2on/guidelines  provide  vital  support  for  global  content  crea2on  

AN EFFECTIVE STRATEGY?

Output is not just a strategy document

•  It  is  the  means  to  improve  the  customer  experience  across  the  world  

•  The  process  doesn’t  end  with  a  strategy  document  

The Measure of Success

You  will  have  created  content  experiences  your  customers  love  by  providing:    –  Informa2ve,  relevant  &  useful  content  –  Invisible  transla2on  –  Integrity  &  con2nuity  of  experience  –  Inspiring  trust  

THANK YOU – ANY QUESTIONS?