globalising content for an international audience

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Globalising Content for an

International Audience

Sarah MitchellGlobal Copywriting • @globalcopywrite

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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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Questions?Sarah Mitchell@globalcopywrite

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