Content Strategy for International Markets

Content Strategy for International Markets

Val SwisherFounder & CEO

© 2012. Content Rules, Inc. All rights reserved.

@contentrulesinc


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


What We Do

Help companies create and modify content Technical Documentation Marketing Collateral Training Materials eBooks

Evaluate and improve content quality using state-of-the-art tools Reports Metrics Recommendations Fixes

Save money on translation Specialized reporting and editing


Key Clients


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


Agenda

9:15 – 9:20 Why We Are Here 9:20 – 10:10 Getting the Analytic Juices Flowing10:10 – 10:20 Break10:20 – 11:00 Exercise #111:00 – 11:25 Best Practices11:25 – 11:40 Exercise #211:40 – 11:45 Q & A / Wrap Up


What We Promised You

Smack down between

Legendary Systems

versus Massive Systems

Both are large

multinational companies


What We Know

About Legendary Systems

Large sales teamHuge infrastructureRevenue growth is lagging

Not getting its “fair share” of global revenue


What We Know

About Massive Systems

Every bit as large as Legendary SystemsInfrastructure just as largeDifference comes in revenue growth

Growing 3x as fast with much of the growth coming in international markets


Archetypes

Wikipedia definition of archetypes:

A universally understood symbol, term, or pattern of behavior upon which others are copied, patterned, or emulated.

Often used in myths and storytelling across different cultures


How can you tell if your company is Legendary vs. Massive?

Diagnostic Tool of Choice: The Company’s Website


Legendary Systems - Our Laggard

Muji is a specialty retailing company out of 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


Symptoms of a Legendary Problem

Symptom #1: Can’t find the front door Symptom #2: Perplexing inconsistencies Symptom #3: Impossible navigation Symptom #4: Inconsistent branding


Symptom #1: Can’t Find the Front Door

www.muji.com


Symptom #1: Can’t Find the Front DoorIf I click on the circles:



Uh oh.



Finally found it. But…


Symptom #2: Perplexing Inconsistencies

www.muji.co.uk



www.muji.us



Nav bar for U.S. site is down another level:



U.S. U.K.


Symptom #3: Impossible Navigation

Let’s try to find the site for Italy:



Not here again.



Ah ha!



Wait, this isn’t Italian?



Oh, all the way down there at the bottom:



Finally, Italian. Translation of EU site.


Symptom #4: Inconsistent Branding

Common branding elements of Muji:


Symptom #4: Inconsistent Branding

Wait! What happened here?


To Recap: Legendary Problems

Difficulty finding the site I need Inconsistencies from site to site Navigation that is cumbersome Inconsistent branding


Massive Systems - Our Leader

Lush is a specialty cosmetics company out of 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


What Makes for a Massive 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


Success #1: Easy and Obvious Entry Point

www.lush.com


Success #2: Branding Begins on First Page (and continues throughout)


Success #2: Branding Continues

www.lushusa.com


Success #3: Culturally Significant Branding

Different seasonality dictates different product mixAussie pride

www.lush.com.au


Success #4: Inclusion of Country-Specific Imagery

www.lushjapan.com


Success #4: Inclusion of Country-Specific Imagery

Distinctively Japanese branding element


Success #5: Culturally Sensitive Layout

Japanese grid is prototypically Japanese:


Success #5: Culturally Sensitive Layout

Contrast with US grid


To Recap: Massive Success

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


Exercise #1

Analyze the web presence of Sony Look at U.S., U.K., Germany, China, and Japan

Is this company “Legendary” or “Massive”? A laggard or a leader when it comes to global readiness?

Point back to the company’s web presence to back up your story


Best Practices

Obviously our goal is to get every laggard to morph into a leader


Best Practice #1: Have a Plan

Yes. Sounds obvious. No. Most companies don’t.


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?


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!

Send me an email and I’ll send you a copy!


KISS Elements

1. Reduce word count2. Increase use of identical sentences3. Decrease word variability4. Reduce sentence length and complexity5. Eliminate word usage errors (idioms,

jargon)


Best Practice #4: Standardize Your Translation Memory

Single repository of translation memory Take ownership of your translation memory, not your LSP


Best Practice #5: Use the Best Method: Translation, Localization, or Transcreation

Know the differences Process Function Cost Best places to use each

Determine which content falls under which method


Methods of Handling Global Content

Translation Localization Transcreation

The content stays the same

The meaning stays the same

Different content developed to meet business objectives

Language Literal word-for-word translation of everything

Translate the meaning of the words in a way that is culturally appropriate

Developed in local language; English may be used as part of the brand vocabulary

Images No change Change to fit local expectations / product needs

Change to fit local expectations / product needs

Layout No change Minimize changes Change to fit local expectations

Brand Vocabulary

No change No change Enhance and expand

Example Lush Canada Lush Australia Lush Japan


Frequency / Cost of These Three Techniques

Translation Localization Transcreation

The content stays the same

The meaning stays the same

Different content developed to meet business objectives

Incidence

Cost

Impact


Exercise #2: Analyze Ikea Website

Work backwards and articulate what you think the strategy is for translation, localization, and transcreation at Ikea by geo, content type, and/or media

See if you can find an instance of each technique



Analyze home page for:

AustraliaCanadaUnited KingdomUnited States



Search for Hemnes in U.S., Canada, U.K., Australia

Analyze the results

Search for the Hemnes Mirror cabinet with 1 door

Analyze the results


Q & A

Val Swisher CEO & [email protected]@contentrulesinc

mailto:[email protected]

Date post:	13-May-2015
Category:	Technology
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Content Strategy for International Markets

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