Content Strategy for International Markets

Content Strategy for
International
Markets

Val Swisher
Founder & CEO
@contentrulesinc

© 2012. Content Rules, Inc. All rights reserved.

Who We Are

 Professional services firm specializing in content development
and global content strategy
 Founded in 1994
 12 full-time employees
 Network of 2000+ fully-screened consultants across U.S.
 Managed, contract, and placement services


What We Do

 Help companies create and modify content
 Technical Documentation
 Marketing Collateral
 Training Materials
 eBooks
 Evaluate and improve content quality using state-of-the-art tools
 Reports
 Metrics
 Recommendations
 Fixes
 Save money on translation
 Specialized reporting and editing © 2012. Content Rules, Inc. All rights reserved.

Key Clients


What We Will Cover

 Common problems associated with globalizing content
 Successful approaches to globalizing content
 How to evaluate your website for problems and
successes
 Best practices for creating global content


Agenda

9:15 – 9:20 Why We Are Here
9:20 – 10:10 Getting the Analytic Juices Flowing
10:10 – 10:20 Break
10:20 – 11:00 Exercise #1
11:00 – 11:25 Best Practices
11:25 – 11:40 Exercise #2
11:40 – 11:45 Q & A / Wrap Up


What We Promised You

 Smack down between
Legendary Systems
versus Massive Systems
 Both are large
multinational companies


What We Know

About Legendary Systems

Large sales team
Huge infrastructure
Revenue growth is lagging

Not getting its “fair share” of global revenue


What We Know

About Massive Systems

Every bit as large as Legendary Systems
Infrastructure just as large
Difference comes in revenue growth

Growing 3x as fast  with much of the growth coming in
international markets


Archetypes

Wikipedia definition of archetypes:

 A universally understood symbol, term, or pattern of
behavior upon which others are copied, patterned, or
emulated.
 Often used in myths and storytelling across different
cultures


How can you tell if your company is Legendary vs.
Massive?

Diagnostic Tool of Choice: The Company’s Website


Legendary Systems - Our Laggard

 Muji is a specialty retailing company out of Japan
 www.muji.com
 Known for its minimalist aesthetic
 Sell direct off their website and through a network
of 20+ stores
 We like their products a lot


Symptoms of a Legendary Problem

 Symptom #1: Can’t find the front door
 Symptom #2: Perplexing inconsistencies
 Symptom #3: Impossible navigation
 Symptom #4: Inconsistent branding


Symptom #1: Can’t Find the Front Door

www.muji.com


If I click on the circles:



Uh oh.


Finally found it. But…


Symptom #2: Perplexing Inconsistencies
www.muji.co.uk



www.muji.us


Nav bar for U.S. site is down another level:



U.S. U.K.


Symptom #3: Impossible Navigation
Let’s try to find the site for Italy:


Not here again.


Ah ha!


Wait, this isn’t Italian?


Oh, all the way down there at the bottom:


Finally, Italian. Translation of EU site.


Symptom #4: Inconsistent Branding
Common branding elements of Muji:


Symptom #4: Inconsistent Branding
Wait! What happened here?


To Recap: Legendary Problems

 Difficulty finding the site I need
 Inconsistencies from site to site
 Navigation that is cumbersome
 Inconsistent branding


Massive Systems - Our Leader

 Lush is a specialty cosmetics company out of the
United Kingdom
 www.lush.com
 Known for its handmade soaps, lotions, shower
gels, shampoo, and so on
 They have 830 stores in 50 countries, in addition to
online shopping
 We like their products a lot, too


What Makes for a Massive Success?

 Success #1: Easy and obvious entry point
 Success #2: Consistent branding
 Success #3: Culturally significant branding
 Success #4: Country-specific imagery
 Success #5: Culturally sensitive layout


Success #1: Easy and Obvious Entry Point
www.lush.com


Success #2: Branding Begins on First Page (and
continues throughout)


Success #2: Branding Continues
www.lushusa.com


Success #3: Culturally Significant Branding
www.lush.com.au

Different seasonality dictates different product mix
Aussie pride


Success #4: Inclusion of Country-Specific Imagery
www.lushjapan.com


Success #4: Inclusion of Country-Specific Imagery

 Distinctively Japanese branding element


Success #5: Culturally Sensitive Layout

Japanese grid is
prototypically Japanese:


Success #5: Culturally Sensitive Layout

Contrast with
US grid


To Recap: Massive Success

 Simple to find the site I need
 Corporate branding consistent on all sites
 Regional changes to branding
 Images designed for particular countries
 Layout sensitive to cultural norms


Exercise #1

 Analyze the web presence of Sony
 Look at U.S., U.K., Germany, China, and Japan
 Is this company “Legendary” or “Massive”?
 A laggard or a leader when it comes to global readiness?
 Point back to the company’s web presence to back up
your story


Best Practices

Obviously our goal is to get every laggard to morph into a
leader


Best Practice #1: Have a Plan

 Yes. Sounds obvious.
 No. Most companies don’t.


Best Practice #2: Locate Your Global Content

 Who is creating content for global?
 At HQ?
 Regionally?
 Anyone single-sourcing?
 Where is all of this content and who is responsible for it?


Best Practice #3: KISS Your Source Content

 Keep it short and simple
 Writing for translation | Global English | Simple English |
International English best practices
 8 Simple Steps to Make Your Content Global-Ready
Now!
 Send me an email and I’ll send you a copy!


KISS Elements

1. Reduce word count
2. Increase use of identical sentences
3. Decrease word variability
4. Reduce sentence length and complexity
5. Eliminate word usage errors (idioms, jargon)


Best Practice #4: Standardize Your Translation Memory

 Single repository of translation memory
 Take ownership of your translation memory, not your LSP


Best Practice #5: Use the Best Method: Translation,
Localization, or Transcreation

 Know the differences
 Process
 Function
 Cost
 Best places to use each
 Determine which content falls under which method


Methods of Handling Global Content

Translation Localization Transcreation

The content stays the The meaning stays the Different content
same same developed to meet
business objectives

Language Literal word-for-word Translate the meaning of Developed in local
translation of everything the words in a way that is language; English may be
culturally appropriate used as part of the brand
vocabulary

Images No change Change to fit local
expectations / product
Change to fit local
expectations / product
needs needs

Layout No change Minimize changes Change to fit local
expectations

Brand No change No change Enhance and expand

Vocabulary
Example Lush Canada Lush Australia Lush Japan

Frequency / Cost of These Three Techniques

Translation Localization Transcreation

The content stays the The meaning stays the Different content
same same developed to meet
business objectives

Incidence

Cost

Impact


Exercise #2: Analyze Ikea Website

Work backwards and articulate what you think the strategy
is for translation, localization, and transcreation at Ikea by
geo, content type, and/or media

See if you can find an instance of each technique



Analyze home page for:

Australia
Canada
United Kingdom
United States



 Search for Hemnes in U.S., Canada, U.K., Australia
 Analyze the results

 Search for the Hemnes Mirror cabinet with 1 door
 Analyze the results


Q&A


Val Swisher
CEO & Founder
vals@contentrules.com
@contentrulesinc

Content Strategy for International Markets

Recommended

Recommended

More Related Content

Similar to Content Strategy for International Markets

Similar to Content Strategy for International Markets (20)

Recently uploaded

Recently uploaded (20)

Content Strategy for International Markets

Editor's Notes