localizing content for a global audience: what every content marketer should know

LOCALIZING CONTENT FOR A GLOBAL AUDIENCEWhat Every Content Marketer Should Know

Sarah MitchellLush Digital Media

@globalcopywrite

@globalcopywrite • #CMWorld

HELLO

Sarah Mitchell@globalcopywrite


MAMAO Y TOTO


SHOW OF HANDS Global Brand Working at company headquarters Working in a regional office

Doing business globally from single location


Less than 6%of the world’s population speaks English well enough to conduct business.

Consider this



AND 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


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

Cloudwords Survey



That’s important because . . .

“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


SO HOW DO YOU REACH THE

OTHER 94%?



By making localizationpart of your global strategy


TRANSLATION IS NOT ENOUGH

“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,PM, poslovni mediji


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

PAM DIDNER,Author, Global Content Marketing



LOCALIZING CONTENT

It’s Complicated

ONE SIZE DOESN’T FIT ALL

The Grand Picture

or

The Big

Picture


ADDRESSINGCommunication

Effectiveness


“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.”


“October is the time of year when most companies lock in plans and

budgets for next year.” #GLOBALFAIL marketing company


Localization Equation(Translation + Localization) x

Number of localities



Know Your AudienceTip

LOCAL CONSIDERATIONS

Colors

Holidays Sports

Religion

Fiscal Years

Superstitions


@TwitterHandle • #CMWorld

PAPER Size of documents Hole Punches

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

SPELLING


Quid • Buck • Dosh • Loonie

SLANG


Ute • Bakkie • Pickup

SLANG GONE MAINSTREAM


Same Word, Different Meanings Gong Football Rug Powerpoint


COLLOQUIALISMSRobot vs. Traffic light

Speed bump vs. Sleeping policeman


Units of MeasureEngineering • Cooking • Pharmaceuticals


Nickel • Dime • Quarter


CURRENCY EXPRESSIONS

Sports Terminology Knocked for six That’s not cricket Hit a home run It’s in my wheelhouse


ACCENTS

Do you needsubtitles or voiceovers for your video content?


RELIGION


CUSTOMS


Sister Rooms Theatre ED

Medical Terms


13@globalcopywrite • #CMWorld

SUPERSTITION

4 8

Don’t try to globalize ALL your content. Select key pieces. Focus on top 20% of your content

INTEL METHOD



Collaborate, don’t legislate

Make sure everyone has skin in the game

Budgets Accountability towards performance


“Think global, publish local.”


SARAH MITCHELL,Lush Digital Media

Questions?Sarah Mitchell@globalcopywrite
