how to extend your content marketing plan to a global audience
TRANSCRIPT
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
#GlobalMarketing @sdl @jeffconstantin
Most people don’t recognize the value of translation until they can’t understand something.
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Language plays a role at every step of the customer journey
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Poll
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”
Copyright 2014 by Common Sense Advisory, Inc.Unauthorized reproduction & distribution prohibited
Reasons for Abandoning Foreign Websites
100%0 10 20 30 40 50 60 70 80 90
InternationalAverage
Russian
Spain
Brazil
Indonesia
Germany
France
Egypt
China
Turkey
Japan
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
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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
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Creation of a 5-minute video:
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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
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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:
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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.”
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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!”
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Getting Started
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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
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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)
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Translation Transcreation
“The World Awaits”
O mundoà sua portaO mundo espera
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Categorize your content
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Poll
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
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Translation Tips
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A4
Letter
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Leave available space for text expansion
Marketing Collateral
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Have access to your editable source files
Marketing Collateral
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Consider Unicode fonts as part of your
brand guidelines
Marketing Collateral
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Avoid using images with embedded text
Marketing Collateral
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Web content & architecture
Use global templates
Determine what information is global
and what is local
Will sites be localized by language or by country?
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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
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Search Engines across the globe
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SEO
Share your English Keyword list with your Language
Service Provider
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SEO
Allocate time for keyword research and validation before the actual translation of your
web content
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SEO
Use hreflang tags to help search engines languages index your sites
rel=“alternate” hreflang=“LANG”
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SEO
Integrate a multilingualXML sitemap
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SEO
Allow users to navigate using a user-friendly & clearly visible
Language Selector
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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
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VIDEO
Create content with international references
that appeal to a global audience
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VIDEO
Consider using voice-over while limiting the use of on-screen speakers
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VIDEO
Obtain, preserve and re-useaudio narration scripts
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VIDEO
Limit text appearing in the bottom third of the frame
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VIDEO
Receive and share audio assets as separate tracks
i.e. 1-narration, 2-sound effects, 3-music
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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
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MOBILE APP
Avoid concatenating strings when coding your content
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<?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
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MOBILE APP
Perform a pseudo-translation cycle prior to translating
your app to identifyany missing content
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MOBILE APP
Perform linguistic & functional testing on mobile platforms for
each of the target languages
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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?
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