@axonnmedia
Think local, act global: How to implement a multilingual content strategy Frank Hartkopf Head of European Content Axonn Media
@axonnmedia
Speaking Frank Hartkopf Head of European Content Axonn Media London, UK @Fruehstuecker
The great leveller
@axonnmedia
@axonnmedia
Development
English Proportion shrunk from 35% to 27%
Arabic Arabic: mother tongue of more than 219 million people
but only 2% of global digital content is Arabic
Russian 60 million speakers online
penetration level 42,8%
Swedish Increase of 7.2% online spenders (2012-2013)
penetration level 83%
Chinese Growth: 106 million - 445 million internet users (2004 - 2010)
prediction: Chinese will take over as number 1 language
@axonnmedia
Worldwide Internet Users
44.8
21.5
11.4
10.4 7
3.7 1
Asia
Europe
North America
Latin America / Caribbean
Africa
Middle East
Oceania / Australia
Source: http://www.translatemedia.com/translation-blog/multi-lingual-content-creation-101/
@axonnmedia
Less than 1 in 5 web users in the EU feel comfortable purchasing a product in a non-native language – and 42% said they would never buy online in a language that was not their own. Source: Eurobarometer
Can’t read, won’t buy
@axonnmedia
An untapped opportunity
6 in 10 marketers have no content marketing strategy
67% have no knowledge of technology tools
81% have never heard of translation tools
8% of global marketers don’t use any translation
Source: Global Content Marketing Report, Cloudwords, 2013
@axonnmedia
Progress 58% have multilingual websites With 10 languages you can reach 81% of internet users by translating content !
@axonnmedia
http://www.newsreach.co.uk/how-far-does-your-content-reach/
Pitfalls of global marketing
@axonnmedia
• Brand names, product names and slogans
getting lost in translation
• Lack of localisation
• Ignoring cultural sensibilities
• Inappropriate style
• Lack of market insight
@axonnmedia
Vote #1
@axonnmedia
0
5
10
15
20
25
30
High cost Time amount Hard to keep companies message globally
Hard to manage the amount of translation
projects
30 28
20 19
Biggest Difficulties With Localisation
Source: Global Content Marketing Report, Cloudwords, 2013
@axonnmedia
0
10
20
30
40
50
60
70
Global/ continental marketing efforts
No foreign languages
Targeting customers abroad without speaking their language?
Source: http://www.axonn.co.uk/axonn-research/sun-sea-and-content-marketing
@axonnmedia
0
10
20
30
40
50
60
70
80
Website Content
Brochures / Product
Literature
Blogs / Social Media
contents
Press Releases
79
42
23 23
Types Of Content Most Often Translated
Source: Global Content Marketing Report, Cloudwords, 2013
@axonnmedia
Don’t just translate, transcreate!
@axonnmedia
What is transcreation? • English core message adapted to local context
• Create and tailor to your own
target market
• Special content campaigns
(e.g. Christmas
Thanksgiving in the US)
@axonnmedia
British American • Tap
• Cooker
• Petrol
• Toilet
• Trousers
• Railway
• Wash Up
• Wash your hands
• Jug
• Campsite
• Faucet
• Stove
• Gas
• Bathroom
• Pants
• Railroad
• Do the dishes
• Wash up
• Pitcher
• Campground
@axonnmedia
How to implement a global content strategy
Working with the right people
- writers who are native speakers
- cultural experience
- think like a journalist
- familiar with local style and tone
- very good English skills
Giving them the right tools - One story, many different angles
- Consistency, not conformity
- Plan ahead with a
content calendar
- Distribute wisely
@axonnmedia
Content strategy
@axonnmedia
1. One story, many different angles
@axonnmedia
2. Consistency, not conformity
@axonnmedia
3. Plan ahead with a content calendar
GuardRec content calendar
@axonnmedia
4. Distribute wisely
@axonnmedia
Search Engine Market Share
%09
90%
<60% 25%
51% 51%
%9E
>5%
Source: http://www.translatemedia.com/translation-blog/multi-lingual-content-creation-101/
@axonnmedia
Social Media
Source: http://www.translatemedia.com/translation-blog/multi-lingual-content-creation-101/
Sweden
Germany China
Central Africa
Latin America
Brazil
@axonnmedia
# Vote 2
Vote #2
@axonnmedia
Source: Global Content Marketing Report, Cloudwords, 2013
Top 10 languages content is being translated into 1. French
2. Spanish (Latin America)
3. German
4. Chinese
5. Japanese
6. Spanish (US)
7. Portuguese (Brazil)
8. French (Canada)
9. Italian
10.Spanish (Spain)
Questions?
@axonnmedia
• 14 years’ experience • 400 clients from SME to multinational corporation • 15+ languages
@axonnmedia
@axonnmedia