content strategy in a multilingual world

contentstrategy101.com

Content Strategy in a Multilingual World

Sarah O’KeefeScriptorium PublishingFlickr: hmomoy

Sarah O’Keefe

❖ Founder and president, Scriptorium Publishing, www.scriptorium.com, North Carolina

❖ Coauthor of Content Strategy 101

❖ Interested in intersection of content, publishing, and technology

❖ Bilingual, English-German

Only 18% of Americans speak a language other than English.

Source: http://www.forbes.com/sites/collegeprose/2012/08/27/americas-foreign-language-deficit/

Europeans? 53%

What is content strategy?

Flickr: hmomoy

Support the organization’s business goals using information

and information products.

Global content strategy should be redundant.

Globalization is a common business driver

for content strategy.

Efficient localization is a prerequisite for success in a

global economy.

flickr: light_seeker

Localization efficiency is mainly driven by the quality of

the input.

Low-quality source content = inefficient localization

flickr: dominicspic

Image: NASA

In a multilingual workflow, inefficiency = death.

Content strategy provides the justification to improve content development.

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Know the business.

Align the business goals with your content strategy.

Increased focus on international markets

Style guides and terminology

Automated formatting

Reuse

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Velocity

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http://www.richardingram.co.uk/downloads/content_strategy_approaches.pdf

Each language needs content strategy work.

Content developmentContent style guideEditorial strategyAudience personasAdvertising models

SEO…

Content has never been for the faint of heart…

I

We must adapt to changes…Images: NASA

Dinosaurs didn’t survive.

Image: NASA

At least not in the original form.

Flickr: ganesh_raghunathan

Flickr: kirinqueen

Operations need to be impeccable.

AuthoringFlickr: pedrosz

Editing

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Production

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Flickr: WI Department of Natural Resources, mstharpe, daysofthundr46

Distribution

Localization

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Maturing content strategy

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One last thing…

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Questions?

Contact me

❖ Sarah O’Keefe, Scriptorium Publishing

❖ www.scriptorium.com

❖ Email: okeefe@scriptorium.com

❖ Twitter: @sarahokeefe

❖ Skype: okeefe.scriptorium