Localizing Content for a Global Audience: What every content marketer should know

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LOCALIZING CONTENT FOR A GLOBAL AUDIENCEWhat Every Content Marketer Should KnowSarah MitchellLush Digital Media @globalcopywrite

@globalcopywrite #CMWorld

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HELLOSarah Mitchell@globalcopywrite

@globalcopywrite #CMWorld

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 worlds population speaks English well enough to conduct business.Consider this

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@globalcopywrite #CMWorldAND YET

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

@globalcopywrite #CMWorld

Over 60% of global marketers attending CMWorld USA (2103) admitted they have no strategy in place for global content marketing.

Cloudwords Survey

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@globalcopywrite #CMWorldThats important because . . .

Were 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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SO HOW DO YOU REACH THE OTHER 94%?

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@globalcopywrite #CMWorldBy making localizationpart of your global strategy

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TRANSLATION IS NOT ENOUGH

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Ive come across too many texts translated into a different language via Google Translate. Agencies selling native speakers should sound warning bells.NENAD SENIC,PM, poslovni mediji

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How to strike that balance between global and local is really an art and a science.

PAM DIDNER,Author, Global Content Marketing

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@globalcopywrite #CMWorldLOCALIZING CONTENTIts Complicated

ONE SIZE DOESNT FIT ALL The Grand PictureorThe BigPicture

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ADDRESSINGCommunicationEffectiveness

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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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Localization Equation(Translation + Localization) x Number of localities

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@globalcopywrite #CMWorldKnow Your AudienceTip

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LOCAL CONSIDERATIONS

ColorsHolidays Sports Religion Fiscal Years Superstitions

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@TwitterHandle #CMWorld

PAPER Size of documents Hole Punches

z vs. s er vs. re or words medical terms

SPELLING

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Quid Buck Dosh Loonie

SLANG

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Ute Bakkie Pickup

SLANG GONE MAINSTREAM

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Same Word, Different MeaningsGongFootballRugPowerpoint

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COLLOQUIALISMSRobot vs. Traffic lightSpeed bump vs. Sleeping policeman

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Units of MeasureEngineering Cooking Pharmaceuticals

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Nickel Dime Quarter

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CURRENCY EXPRESSIONS

Sports Terminology Knocked for six Thats not cricket Hit a home run Its in my wheelhouse

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ACCENTS

Do you needsubtitles or voiceovers for your video content?

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RELIGION

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CUSTOMS

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Sister Rooms Theatre ED

Medical Terms

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SUPERSTITION4

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Dont try to globalize ALL your content. Select key pieces. Focus on top 20% of your contentINTEL METHOD

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Collaborate, dont 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.

@globalcopywrite #CMWorldSARAH MITCHELL,Lush Digital Media

Questions?Sarah Mitchell@globalcopywrite

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@globalcopywrite #CMWorld