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Think local, act global: How to implement a multilingual content strategy Frank Hartkopf Head of European Content Axonn Media

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Speaking Frank Hartkopf Head of European Content Axonn Media London, UK @Fruehstuecker

The great leveller

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Development

English Proportion shrunk from 35% to 27%

Arabic Arabic: mother tongue of more than 219 million people

but only 2% of global digital content is Arabic

Russian 60 million speakers online

penetration level 42,8%

Swedish Increase of 7.2% online spenders (2012-2013)

penetration level 83%

Chinese Growth: 106 million - 445 million internet users (2004 - 2010)

prediction: Chinese will take over as number 1 language

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Worldwide Internet Users

44.8

21.5

11.4

10.4 7

3.7 1

Asia

Europe

North America

Latin America / Caribbean

Africa

Middle East

Oceania / Australia

Source: http://www.translatemedia.com/translation-blog/multi-lingual-content-creation-101/

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Less than 1 in 5 web users in the EU feel comfortable purchasing a product in a non-native language – and 42% said they would never buy online in a language that was not their own. Source: Eurobarometer

Can’t read, won’t buy

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An untapped opportunity

6 in 10 marketers have no content marketing strategy

67% have no knowledge of technology tools

81% have never heard of translation tools

8% of global marketers don’t use any translation

Source: Global Content Marketing Report, Cloudwords, 2013

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Progress 58% have multilingual websites With 10 languages you can reach 81% of internet users by translating content !

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http://www.newsreach.co.uk/how-far-does-your-content-reach/

Pitfalls of global marketing

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• Brand names, product names and slogans

getting lost in translation

• Lack of localisation

• Ignoring cultural sensibilities

• Inappropriate style

• Lack of market insight

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Vote #1

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0

5

10

15

20

25

30

High cost Time amount Hard to keep companies message globally

Hard to manage the amount of translation

projects

30 28

20 19

Biggest Difficulties With Localisation

Source: Global Content Marketing Report, Cloudwords, 2013

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0

10

20

30

40

50

60

70

Global/ continental marketing efforts

No foreign languages

Targeting customers abroad without speaking their language?

Source: http://www.axonn.co.uk/axonn-research/sun-sea-and-content-marketing

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0

10

20

30

40

50

60

70

80

Website Content

Brochures / Product

Literature

Blogs / Social Media

contents

Press Releases

79

42

23 23

Types Of Content Most Often Translated

Source: Global Content Marketing Report, Cloudwords, 2013

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Don’t just translate, transcreate!

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What is transcreation? • English core message adapted to local context

• Create and tailor to your own

target market

• Special content campaigns

(e.g. Christmas

Thanksgiving in the US)

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British American • Tap

• Cooker

• Petrol

• Toilet

• Trousers

• Railway

• Wash Up

• Wash your hands

• Jug

• Campsite

• Faucet

• Stove

• Gas

• Bathroom

• Pants

• Railroad

• Do the dishes

• Wash up

• Pitcher

• Campground

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How to implement a global content strategy

Working with the right people

- writers who are native speakers

- cultural experience

- think like a journalist

- familiar with local style and tone

- very good English skills

Giving them the right tools - One story, many different angles

- Consistency, not conformity

- Plan ahead with a

content calendar

- Distribute wisely

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Content strategy

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1. One story, many different angles

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2. Consistency, not conformity

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3. Plan ahead with a content calendar

GuardRec content calendar

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4. Distribute wisely

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Search Engine Market Share

%09

90%

<60% 25%

51% 51%

%9E

>5%

Source: http://www.translatemedia.com/translation-blog/multi-lingual-content-creation-101/

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Social Media

Source: http://www.translatemedia.com/translation-blog/multi-lingual-content-creation-101/

Sweden

Germany China

Central Africa

Latin America

Brazil

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# Vote 2

Vote #2

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Source: Global Content Marketing Report, Cloudwords, 2013

Top 10 languages content is being translated into 1. French

2. Spanish (Latin America)

3. German

4. Chinese

5. Japanese

6. Spanish (US)

7. Portuguese (Brazil)

8. French (Canada)

9. Italian

10.Spanish (Spain)

Questions?

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• 14 years’ experience • 400 clients from SME to multinational corporation • 15+ languages

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