how to extend your content marketing plan to a global audience

How to Extend YourContent Marketing Plan

to a Global Audience

Jeffrey ConstantinSDL Business Consultant

Większość ludzi nie docenia wartości tłumaczenia do chwili, kiedy nie są w stanie czegoś zrozumieć.

#GlobalMarketing @sdl @jeffconstantin

Most people don’t recognize the value of translation until they can’t understand something.

Language plays a role at every step of the customer journey

How would you describe your current approach to translation as part of your global content marketing strategy? ○ We have every asset translated.○ We select key assets to translate.○ We only have content translated when someone requests it.○ Why would we need content in different languages?

Pam DidnerGlobal Content MarketingHow to create great content, reach more customers,and build a worldwide marketing strategy that works

“Creating content to help, educate, support, assist, or entertain your customers is more cost-effective

than an ad buy”

Reasons for Abandoning Foreign Websites

100%0 10 20 30 40 50 60 70 80 90

InternationalAverage

Russian

Brazil

Indonesia

Germany

France

Turkey

I accomplished what I came for and left

The navigation is not in my languageThe site requests too much personalinformationThe site keeps reverting to EnglishThe site is slow to load and crashesI abandoned the shopping cartdue to transaction problemsThere is too much animationor too many graphics

31% 23% 12% 10% 10% 9% 5%

42% 19% 9% 15% 7% 4% 4%

39% 25% 6% 10% 9% 8% 3%

39% 32% 12% 5% 8% 9% 4%

39% 11% 11% 6% 13% 13% 7%

36% 22% 12% 7% 9% 8% 6%

31% 23% 10% 17% 8% 9% 2%

29% 18% 19% 9% 9% 7% 9%

22% 27% 10% 12% 17% 7% 5%

19% 31% 15% 11% 6% 9% 9%

17% 31% 11% 10% 13% 12% 6%

Can’t read, won’t buy

Project brief $360.00Script creation $720.00Voice over $1,250.00Sound effects $200.00Sound track $500.00Illustration/Animation $780.00Video editing $840.00Video rendering $240.00

Total: $4,890.00

Creation of a 5-minute video:

Project brief $360.00Script creation $720.00Voice over $1,250.00Sound effects $200.00Sound track $500.00Illustration/Animation $780.00Video editing $840.00Video rendering $240.00

Total: $4,890.00

Creation of a 5-minute video:

Subtitling$325.00 per language

Voice-Over$575.00 per language

Dubbing$950.00 per language

14Additional

Markets

8Additional

Markets

5Additional

Markets

Localization of a 5-minute video:

Creating engaging content in every language

Your content is A-OK!

Unless you’re in Europe or South America, in which case this hand gesture actually means “you’re a jerk.”

1. Numbers, colors, and animals

2. Dates and seasons

3. Colloquial expressions

4. Maps, flags

5. Cultural references

6. Social norms

Six things to look out for when driving marketing content to a global audience

“Not going that way!”

Getting Started

Style Guide

… establishes standards for writing and designing documents that describes writing conventions, from spelling, punctuation and word use, to structural and formatting issues

Getting Started

o Mission statemento Social media guidelineso Campaign briefso Editorial guidelineso Tone of voice

Glossary

… enables accessand integration with enterprise content and data from various sources, including content management systems

Getting Started

o SEO keyword listo Taglineso Trademarkso Company values

Translation Memory

Getting Started

… stores "segments",which can be sentences, paragraphs or sentence-like units (headings, titles or elements in a list) that have previously been translated, in order to aid human translators

o English and translated versions of the same document

To transcreate or not to transcreate, that is the question…Transcreation

“… is the process by which new content is developed or adapted for a given target audience.”

Bilingual Copywriter(s)

Concept or paragraph-based translation with or without TM

Paid by the hour

800 to 1,200 words per day

Translation“…is the communication of the meaning of a source-language text by means of an equivalent target-language text.”

Translator

Sentence-based translation with TM

Paid by the word count

1,500 to 2,000 words per day

Informative, factual(Product descriptions, marketing campaigns)

Motivational, inspirational(Tag lines or highly targeted content)

Translation Transcreation

“The World Awaits”

O mundoà sua portaO mundo espera

Categorize your content

What type of marketing content are you considering expanding to non-English speaking regions? ○ Website & SEO content○ eBooks, Whitepapers and Infographics○ Social Media Postings○ Email campaigns○ Mobile apps○ Video

Translation Tips

Letter

Leave available space for text expansion

Marketing Collateral

Have access to your editable source files

Consider Unicode fonts as part of your

brand guidelines

Avoid using images with embedded text

Web content & architecture

Use global templates

Determine what information is global

and what is local

Will sites be localized by language or by country?

Web content & architecture Translatable URLs, Titles, Meta

descriptions, H1, alt.SEO

friendlyEnsure Unicodeencoding

Unicodeencoding

Allow auto-resizeof text boxes and content frames

Auto-sizeframes

Separate text from graphics

Separatedtext fromgraphics

Avoid Flash, use HTML 5 where

practicalHTML 5

GER PAGE

ENGLISH PAGE

FRA PAGE

SPA PAGE

JPN PAGE

CHS PAGE

Search Engines across the globe

Share your English Keyword list with your Language

Service Provider

Allocate time for keyword research and validation before the actual translation of your

web content

Use hreflang tags to help search engines languages index your sites

rel=“alternate” hreflang=“LANG”

Integrate a multilingualXML sitemap

Allow users to navigate using a user-friendly & clearly visible

Language Selector

Video marketing

Source: “Press Play: Quick Introduction to Video Localization” by Rebecca Ray Common Sense Advisory, Inc., August 2014

YouTube.com○ Over 1 billion unique visitors per month

○ More than 80% of its traffic now comes from outside the United States

Beyond YouTube.com○ Brazil: UOL, Vimeo, YouTube

○ China: iQiyi, PPS, Youku Tudou

○ India: Storypick, Upworthy, YouTube

○ Turkey: Dailymotion, Vimeo, YouTube

○ Russia: RuTube, YouTube

Create content with international references

that appeal to a global audience

Consider using voice-over while limiting the use of on-screen speakers

Obtain, preserve and re-useaudio narration scripts

Limit text appearing in the bottom third of the frame

Receive and share audio assets as separate tracks

i.e. 1-narration, 2-sound effects, 3-music

Mobile strategyInternet access by mobile phone is more common than via PC in many countries

Ensure your platform supports mobile display formatting

App localization may need to be incorporated into your strategy

Apps can be inexpensive to localize - you may want to support more languages there than on the website

MOBILE APP

Avoid concatenating strings when coding your content

<?xml version="1.0" ?> <!DOCTYPE "http://sdl.com/dtd/sample.dtd"><vxml version="2.0"> <property name=“sample" value=“app" /><prompt count=“1">The tree is </prompt><prompt count=“2">The leaf is </prompt><prompt count=“3">The cars are </prompt><prompt count=“4">green</prompt>

<?xml version="1.0" ?> <!DOCTYPE "http://sdl.com/dtd/sample.dtd"><vxml version="2.0"> <property name=“sample" value=“app" /><prompt count=“1">L’arbre est </prompt><prompt count=“2">La feuille est</prompt><prompt count=“3">Les voitures sont </prompt><prompt count=“4">vert</prompt>

The tree is green

The leaf is green

The cars are green

L’arbre est vert

La feuille est vert verte

Les voitures sont vert vertes

MOBILE APP

Perform a pseudo-translation cycle prior to translating

your app to identifyany missing content

MOBILE APP

Perform linguistic & functional testing on mobile platforms for

each of the target languages

Email/Campaign Translation

Multilingual Chat

Customer Reviews/UGC

Website Localization

Transcreation/Marketing TranslationCultural Consulting

International SEO/SEM

Technology/Platform

Video LocalizationMobile/Apps

Brand/Competitive Analysis

Attending Content Marketing World?

http://www.sdl.com

blogs.sdl.com/company

facebook.com/sdlplc

google.com/+sdlonline

twitter.com/sdl

youtube.com/sdl

blogs.sdl.com/digital-experience

linkedin.com/company/sdl-plc

slideshare.net/sdlonline

how to extend your content marketing plan to a global audience

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