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!PRESENTED BY!
Melinda Flores!
Associate Director, Content Strategy!
VSA Partners
Global Content Strategy
Don’t Get Lost in Translation
November 18, 2014
@melindarox 2
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
@melindarox 3
Big in Japan
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
@melindarox 4
Does this baby make me look fat?
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
@melindarox 5
Shopping online in Japan
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
@melindarox 6
“The coordinates are easy at longish length!”
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
@melindarox 7
Rakuten Global Market site
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
@melindarox 8
Content overload? Not in Japan.
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
@melindarox 9
Why is the Japanese experience so different?
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
•  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/
@melindarox 10
Product pages are packed with information
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
@melindarox 11
Simplified English product page
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
@melindarox 12
Simplified English product page, 6 months ago
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
@melindarox
Go global or go home
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 13
@melindarox
What is global content strategy?
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 14
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
@melindarox
The benefits of a global content strategy
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 15
•  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
@melindarox
Taking your content on the road
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 16
•  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 (!!!)
@melindarox
Why a corporate glossary?
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 17
•  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/
@melindarox
Translation: Best practices
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 18
•  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
@melindarox
Translation vs. localization vs. transcreation
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 19
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
@melindarox
The case for localization
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 20
Global UX: Design and Research in a Connected World,
Szuc/Quesenbery
@melindarox
Lost in translation
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 21
@melindarox
Localization means addressing user needs
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 22
@melindarox
Localization win or fail?
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 23
@melindarox
Global markets require localized, 

culturally relevant content
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 24
@melindarox
Additional Global Content Strategy resources
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 25
•  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
@melindarox
Questions?
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 26
@melindarox
Thank you!
GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 27

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Content Strategy Across Geographies and Platforms with Melinda Flores

  • 1. !PRESENTED BY! Melinda Flores! Associate Director, Content Strategy! VSA Partners Global Content Strategy Don’t Get Lost in Translation November 18, 2014
  • 2. @melindarox 2 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
  • 3. @melindarox 3 Big in Japan GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  • 4. @melindarox 4 Does this baby make me look fat? GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  • 5. @melindarox 5 Shopping online in Japan GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  • 6. @melindarox 6 “The coordinates are easy at longish length!” GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  • 7. @melindarox 7 Rakuten Global Market site GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  • 8. @melindarox 8 Content overload? Not in Japan. GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  • 9. @melindarox 9 Why is the Japanese experience so different? GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS •  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/
  • 10. @melindarox 10 Product pages are packed with information GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  • 11. @melindarox 11 Simplified English product page GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  • 12. @melindarox 12 Simplified English product page, 6 months ago GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS
  • 13. @melindarox Go global or go home GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 13
  • 14. @melindarox What is global content strategy? GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 14 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
  • 15. @melindarox The benefits of a global content strategy GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 15 •  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
  • 16. @melindarox Taking your content on the road GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 16 •  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 (!!!)
  • 17. @melindarox Why a corporate glossary? GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 17 •  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/
  • 18. @melindarox Translation: Best practices GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 18 •  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
  • 19. @melindarox Translation vs. localization vs. transcreation GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 19 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
  • 20. @melindarox The case for localization GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 20 Global UX: Design and Research in a Connected World, Szuc/Quesenbery
  • 21. @melindarox Lost in translation GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 21
  • 22. @melindarox Localization means addressing user needs GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 22
  • 23. @melindarox Localization win or fail? GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 23
  • 24. @melindarox Global markets require localized, 
 culturally relevant content GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 24
  • 25. @melindarox Additional Global Content Strategy resources GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 25 •  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
  • 26. @melindarox Questions? GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 26
  • 27. @melindarox Thank you! GLOBAL CONTENT STRATEGY / NOVEMBER 18 2014 / VSA PARTNERS 27