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Globalising Content for an
International Audience
Sarah MitchellGlobal Copywriting • @globalcopywrite
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HelloSarah Mitchell@globalcopywrite
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Mamao
y Toto
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Show of hands Global Brand Working at company headquarters Working in a regional office
Doing business globally from single location
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Less than 6%of the world’s population speaks English well enough to conduct business.
Consider this
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99% of consumers on earth do not live in the Australia/Oceania region.
Image credit: freestock.ca
- World Internet Usage and Population Statistics
(June 2012)
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Asian CenturyOver 1 billion internet users – 45% of the world’s total – live in Asia.
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And yet…
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“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
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Over 60% of global marketers attending CMWorld USA admitted they have no strategy in place for global content marketing.
Cloudwords Survey
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That’s important because . . .
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“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
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How does Australian business reach
the other 99%?
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By making globalisationpart of your strategy
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Translation is not enough
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“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,Disput
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WHY?
Global Content Considerations
Brand Consistency
Cost Efficiency
Communication Effectiveness
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“How to strike that balance between global and local is really an art and a science.”
Pam Didner,Global Integrated Marketing Manager, Intel
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Brand Consistency
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Is your brand global?
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Is your product local?
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Localising Content
It’s Complicated
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You’re probably bothThe
Grand Picture
or
The Big
Picture
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Cost Efficiency
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1. Creating foreign language content factories
2. Trying to do it all from head office
(Expensive) Traps
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Circle the Wagons
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CommunicationEffectiveness
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“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.”
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“October is the time of year when most companies lock in plans
and budgets for next year.”
#GlobalFail marketing company
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Globalisation =(Translation + Localisation) x
Number of localities
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TipKnow Your Audience
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Colours Holidays Sports Religion Fiscal Years Superstitions
Local Considerations
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Paper Size of documents Hole Punches
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s vs. z er vs. re ‘our’ words medical terms
Spelling
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Quid • Buck • Dosh
Slang
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Same Word, Different Meanings Gong Football Rug Powerpoint
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ColloquialismsRobot vs. Traffic light
Speed bump vs. Sleeping policeman
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Units of Measure
Engineering • Cooking • Pharmaceuticals
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Currency Expressions
Nickel • Dime • Quarter
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Sports Terminology Knocked for six That’s not cricket Hit a home run Knock it out of the park
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Accents
Not all English speakers can understand an Aussie accent
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Religion
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Customs Customs
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Sister Rooms Theatre ED
Medical Terms
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Superstition
13 4 8
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Corporate Marketing drives the globalisation initiative Regional offices navigate the content for local audiences Managed under a separate project plan
Path to Success
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Don’t try to globalise ALL your content. Select key pieces. Focus on top 20% of your content
Intel Method
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Collaborate, don’t legislate
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Make sure everyone has skin in the game Budgets Accountability towards performance
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“Think global, publish local.”
Sarah Mitchell,Global Copywriting
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Questions?Sarah Mitchell@globalcopywrite
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