content strategy in a multilingual world
Post on 21-Sep-2014
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"Global content strategy" should be redundant, but it isn't, because very few content strategies take localization into account. LocWorld presentation by Sarah O'Keefe.TRANSCRIPT
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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Flickr: lizhenry
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: [email protected]
❖ Twitter: @sarahokeefe
❖ Skype: okeefe.scriptorium