@acrolinx

Blunders to AvoidIn Your Global Content Strategy

Dr. Andrew BredenkampSteve Rotter

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About Our Audience

ABOUT US

Acrolinx helps the world's greatest brands create amazing content:

on-brand, on-target and at scale.

Why This Matters

3.6% of the world’s population speak English as their first language

400k -1 Billion people speak English as their second language

80% of the world’s purchasing power is outside the US

92% of the world’s economic growth is from

outside the US

69% of global marketers don’t have any insight into their current translation spend. Cloudwords Survey

“If I'm selling to you, I speak your language. If I'm buying, dann müssen Sie Deutsch sprechen!”

Willy Brandt

“Web users are four times more likely to purchase from a company that communicates in their own language” IDC

“Visitors to websites stay twice as long on sites that are available in their native tongue” Forrester

…but we have a problem

Content Strategy Globalization Strategy

COMMUNICATIOSONNECTEDNES

How Does Your Organization View Global Content?

What Should You Do?

• Plan – start by extending your editorial calendar to include global content

• Prioritize – What countries and regions are important – avoid the “We’ve always done it this way”

• Process – The new reliance on content requiresa new approach to globalization

COMMUNICATIONO N V E R S A T I O

I’M JUST PRETENDING TO LISTEN

What Should You Do?

• Find the people who change your content for global/regional/local needs

• Set up dialog with them to agree on goals• Exchange regular audits to ensure content

is meeting your agreed standards

COMMUNICATIOYO N S I S T E N C

Jake Sorofman

On a visit to a Coca-Cola Co. bottler in Pensacola, Fla., in January, Chief Executive Muhtar Kent pulled a small red paint chip from his wallet and held it up to a new delivery truck. The truck might have looked Coke red to the untrained eye, but it was ever so slightly off in hue.

Does Your Company Have Comprehensive Brand Guidelines for Visuals, Messaging, Tone, and

Language

45%

30%

17%

8%

Yes

Somewhat

Just Visuals

Nothing

If You Do Have a Comprehensive Guide, Is it Used?

13% Yes

15% Somewhat

17% No

What Should You Do?

• Collect all your standards in one place and make them accessible to everyone who creates or changes content

• Keep these standards up to date – creating them is only half the challenge

• Don’t forget this is a conversation – avoid local disasters

…a few really bad options

Meet Mary

Memorize and recall:• 750 Style Guide

Rules• 125 Branding Rules• Hundreds of

Grammar Rules• Corporate and

Industry Terminology

Meet Mary

She’s a great editor…butshe losesher cell phone a lot

Meet Mary

Do you really think she canmemorize 750style guide rules

Meet Mary

Do you really think she canremember 350brand terms

Meet Mary

Do you really think she canrecall hundreds of grammar rules

Meet Mary

Do you really think she canrecognize hundreds industry terms

Meet Mary

All for content she has never seen before?

U L T U RC E

LANGUAGE REGIONCOUNTRYCULTURE

What Should You Do?

• Make a plan which defines clearly which locales (regions, countries, cultures) you need to work in

• Establish local expertise, and involve them in a discussion (note: they are not always right)

• Keep testing local engagement with your content for anomalies – what specific measures do you have for global content

CMUNICATIOLO N T R O

Options?

What Should You Do?

Increase Sentence Reuse

What Should You Do?

• Create global ready content – integrate with global teams before you launch

• Move QA and governance to the front of the process

• Scale requires the right team and the right tools

HOW IT WORKSAcrolinx is the only software that actually “reads” your content and guides writers to make it better

UNDER THE HOOD• 400+ man years R&D creating

an advanced linguistics engine• Thousands of rules evaluated

for style, terminology, tone, grammar and more

Summary

• Connectedness – Build a plan• Conversations – Get out of the office• Consistency – Walk the tightrope together• Culture – Do your homework• Control – Plan for scale

Shirley Ask