Localizing Content for a Global Audience: What every content marketer should know
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Too often, content marketers confuse localization with translation. Creating effective content for a global marketing exercise is more complicated than finding a way to put your words into a new language. You also need to be aware of context, cultural sensitivities, colloquialisms and much more. Unfortunately, too many marketers take a ‘one size fits all’ approach, believing content they create in their home country will be suitable for every market. Sarah Mitchell draws on over 25-years of international business experience to deliver advice on what brands can do to create content that’s effective all over the world. Content marketers attending this talk come away with a checklist of areas needing special attention when marketing to a global audience. If you’re creating content for distribution across international borders, this presentation offers practical advice and great examples any company can use to improve their global content marketing.
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Localizing Content for a Global Audience: What every content marketer should know
- 1. LOCALIZING CONTENT FOR A GLOBAL AUDIENCE What Every Content Marketer Should Know Sarah Mitchell Lush Digital Media @globalcopywrite @globalcopywrite • #CMWorld
- 3. MAMAO Y TOTO @globalcopywrite • #CMWorld
- 4. SHOW OF HANDS Global Brand Working at company headquarters Working in a regional office Doing business globally from single location @globalcopywrite • #CMWorld
- 5. Less than 6% of the world’s population speaks English well enough to conduct business. Consider this @globalcopywrite • #CMWorld
- 6. @globalcopywrite • #CMWorld AND YET…
- 7. “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 @globalcopywrite • #CMWorld
- 8. Over 60% of global marketers attending CMWorld USA (2103) admitted they have no strategy in place for global content marketing. Cloudwords Survey @globalcopywrite • #CMWorld
- 9. @globalcopywrite • #CMWorld That’s important because . . .
- 10. “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 @globalcopywrite • #CMWorld
- 11. SO HOW DO YOU REACH THE OTHER 94%? @globalcopywrite • #CMWorld
- 12. @globalcopywrite • #CMWorld By making localization part of your global strategy
- 16. @globalcopywrite • #CMWorld TRANSLATION IS NOT ENOUGH
- 19. “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 @globalcopywrite • #CMWorld
- 22. “How to strike that balance between global and local is really an art and a science.” PAM DIDNER, Author, Global Content Marketing @globalcopywrite • #CMWorld
- 23. @globalcopywrite • #CMWorld LOCALIZING CONTENT It’s Complicated
- 24. ONE SIZE DOESN’T FIT ALL The Grand Picture or The Big Picture @globalcopywrite • #CMWorld
- 28. “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.” @globalcopywrite • #CMWorld
- 30. “October is the time of year when most companies lock in plans and budgets for next year.” #GLOBALFAIL marketing company @globalcopywrite • #CMWorld
- 31. Localization Equation (Translation + Localization) x Number of localities @globalcopywrite • #CMWorld
- 32. @globalcopywrite • #CMWorld Know Your Audience Tip
- 36. LOCAL CONSIDERATIONS Colors Holidays Sports Religion Fiscal Years Superstitions @globalcopywrite • #CMWorld
- 37. @TwitterHandle • #CMWorld PAPER Size of documents Hole Punches
- 38. z vs. s er vs. re ‘or’ words medical terms SPELLING @globalcopywrite • #CMWorld
- 39. Quid • Buck • Dosh • Loonie SLANG @globalcopywrite • #CMWorld
- 40. Ute • Bakkie • Pickup SLANG GONE MAINSTREAM @globalcopywrite • #CMWorld
- 41. Same Word, Different Meanings Gong Football Rug Powerpoint @globalcopywrite • #CMWorld
- 42. COLLOQUIALISMS Robot vs. Traffic light Speed bump vs. Sleeping policeman @globalcopywrite • #CMWorld
- 44. Units of Measure Engineering • Cooking • Pharmaceuticals @globalcopywrite • #CMWorld
- 45. Nickel • Dime • Quarter @globalcopywrite • #CMWorld CURRENCY EXPRESSIONS
- 46. Sports Terminology Knocked for six That’s not cricket Hit a home run It’s in my wheelhouse @globalcopywrite • #CMWorld
- 47. ACCENTS Do you need subtitles or voiceovers for your video content? @globalcopywrite • #CMWorld
- 50. Sister Rooms Theatre ED Medical Terms @globalcopywrite • #CMWorld
- 52. Don’t try to globalize ALL your content. Select key pieces. Focus on top 20% of your content INTEL METHOD @globalcopywrite • #CMWorld
- 53. @globalcopywrite • #CMWorld Collaborate, don’t legislate
- 55. Make sure everyone has skin in the game Budgets Accountability towards performance @globalcopywrite • #CMWorld
- 56. “Think global, publish local.” @globalcopywrite • #CMWorld SARAH MITCHELL, Lush Digital Media