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More than ever before, we’re operating in a global business environment. While this presents massive opportunities, it also puts pressure on brands to create content that’s relevant to an international audience. Most businesses understand the need for translation but underestimate the importance of globalising their content. Every day organisations around the world experience self-inflicted brand damage by not considering how their content will be perceived in other countries. Even when language is not the issue, cultural differences can hamper the effectiveness of your content marketing initiatives. In this session, content marketing consultant Sarah Mitchell shares experience and advice gleaned from more than 20 years working in corporate environments outside her home country. You’ll receive guidance on how to globalise your content to attract a culturally diverse audience with definite recommendations on things to do and what to avoid doing. At the end of the session, you’ll have a clear idea on how you can attract customers from every corner of the world. This presentation was originally created for Content Marketing World Sydney - 2014.
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Globalising Content for an
International Audience
Sarah MitchellGlobal Copywriting • @globalcopywrite
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Your topic of presentationYour favorite topic to discuss
HelloSarah Mitchell@globalcopywrite
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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 world’s population speaks English well enough to conduct business.
Consider this
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99% of consumers on earth do not live in the Australia/Oceania region.
Image credit: freestock.ca
- World Internet Usage and Population Statistics
(June 2012)
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Asian CenturyOver 1 billion internet users – 45% of the world’s total – live in Asia.
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And yet…
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“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
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Over 60% of global marketers attending CMWorld USA admitted they have no strategy in place for global content marketing.
Cloudwords Survey
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That’s important because . . .
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“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
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How does Australian business reach
the other 99%?
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By making globalisationpart of your strategy
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Translation is not enough
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“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,Disput
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WHY?
Global Content Considerations
Brand Consistency
Cost Efficiency
Communication Effectiveness
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“How to strike that balance between global and local is really an art and a science.”
Pam Didner,Global Integrated Marketing Manager, Intel
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Brand Consistency
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Is your brand global?
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Is your product local?
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Localising Content
It’s Complicated
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You’re probably bothThe
Grand Picture
or
The Big
Picture
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Cost Efficiency
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1. Creating foreign language content factories
2. Trying to do it all from head office
(Expensive) Traps
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Circle the Wagons
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CommunicationEffectiveness
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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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Globalisation =(Translation + Localisation) x
Number of localities
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TipKnow Your Audience
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Colours Holidays Sports Religion Fiscal Years Superstitions
Local Considerations
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Paper Size of documents Hole Punches
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s vs. z er vs. re ‘our’ words medical terms
Spelling
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Quid • Buck • Dosh
Slang
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Same Word, Different Meanings Gong Football Rug Powerpoint
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ColloquialismsRobot vs. Traffic light
Speed bump vs. Sleeping policeman
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Units of Measure
Engineering • Cooking • Pharmaceuticals
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Currency Expressions
Nickel • Dime • Quarter
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Sports Terminology Knocked for six That’s not cricket Hit a home run Knock it out of the park
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Accents
Not all English speakers can understand an Aussie accent
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Religion
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Customs Customs
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Sister Rooms Theatre ED
Medical Terms
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Superstition
13 4 8
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Corporate Marketing drives the globalisation initiative Regional offices navigate the content for local audiences Managed under a separate project plan
Path to Success
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Don’t try to globalise ALL your content. Select key pieces. Focus on top 20% of your content
Intel Method
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Collaborate, don’t 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.”
Sarah Mitchell,Global Copywriting
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Your topic of presentationYour favorite topic to discuss
Questions?Sarah Mitchell@globalcopywrite
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