how to develop a truly global content strategy
TRANSCRIPT
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How to create a truly global content strategy
Beverley Brown Director, Interna2onal Content
& CMS Strategy, PayPal
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Globalization Practitioner
• Director of Interna2onal Content & CMS Strategy at PayPal
• Part of the Globaliza2on organiza2on • Previously Global Content and SEO Strategist at SGS Geneva
• 10+ years in online Content Crea2on & Management
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“Our aim at PayPal is to create content experiences our customers – anywhere in the world -‐ will love”
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CORPORATE OR CUSTOMER-CENTRIC?
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How to create a truly global content strategy
How to create a truly global content experience
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Terminology
• Content Strategy is your approach to managing your company’s content across all func2ons and markets
• Content Experience is how an individual customer, in any country and whatever the language, actually engages with your company through your content
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So what is a TGCE?
The crea2on of experiences our customers will love: • Informa2ve, relevant & useful content • Invisible transla2on • Integrity & con2nuity of experience • Inspiring trust
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Why have a Global Content Strategy?
• In order to manage the crea2on of experiences customers will love
• A coherent approach to global content • Mee2ng business goals • Ensuring efficient processes for the development of all global content
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“IF YOU WANT TO GO THERE, I WOULDN’T START FROM HERE”
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Legacy Content
• Inconsistent experience (within a single site, across country sites)
• Irrelevant, confusing and out-‐of-‐date content • Prolifera2on of mini-‐sites • Bad transla2ons • Low standards, minimum viable quality • Lack of responsibility/ownership of content • Error messages, broken links and a frustra2ng user experience
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Challenges
• Applying brand messaging consistently across all form func2ons and disciplines
• Achieving legal and compliance approval • Addressing stakeholder requirements • Mee2ng local regulatory and cultural needs
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DEVELOPING A TGCE
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Manuals
“… here are a few specific topics this book inten2onally does not cover (at all, or in detail): -‐ Content management system strategy -‐ Transla2on and localiza2on …” Kris-na Halvorson, Content Strategy for the Web
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Strategy Development
1 Planning & SeZng Goals 2 Assessing the Content 3 Defining the Content Lifecycle 4 Crea2ng an ‘Implementa2on
Workbook’ for Global Content
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1 Planning & Setting Goals
• What plans does the business have to enter the global market?
• What can your high-‐level content strategy do to support global expansion?
• So, what’s stopping you? • Developing & documen2ng goals
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2 Assessing the Content … if you can
• Audit your exis2ng content (if it’s not hard-‐coded)
• Review & assess your content • Establish source and target languages
• Iden2fy cri2cal areas for improvement
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3 Defining the Content Lifecycle
Central Source of Content
Ideate & Create
Adapta2on, L10n, QA
Deploy; Globally or Locally
Manage, Share, Update
Refine, Re-‐Use, Re-‐Purpose
Re2re, Archive or Delete
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4 Creating an ‘Implementation Workbook’ for Global Content
• Technology & Tools • Processes & Workflows • Global Readiness • Interna2onal Content • Governance
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GLOBAL ELEMENTS OF THE IMPLEMENTATION WORKBOOK
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Technology & Tools
• CMS Infrastructure • Terminology Management in all languages
• Transla2on Memory
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Processes & Workflows
• Collabora2ve interac2on between func2ons
• Project support as the content moves through the workflow
• Dependencies which affect 2melines, quality and consistency
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Global Readiness
• G11n = I18n + L10n – is your content ready to be fully localised?
• Ensure the context of the content does not make specific assump2ons: – Language – Culture – Country
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International Content
• Resourcing – where will your global content staff be located?
• Text vs design implica2ons • Code-‐based requirements • Bi-‐direc2onal text
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Governance
• If you are going to use your content globally you create it for a global market
• Governance should encompass all aspects of the content lifecycle
• Documenta2on/guidelines provide vital support for global content crea2on
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AN EFFECTIVE STRATEGY?
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Output is not just a strategy document
• It is the means to improve the customer experience across the world
• The process doesn’t end with a strategy document
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The Measure of Success
You will have created content experiences your customers love by providing: – Informa2ve, relevant & useful content – Invisible transla2on – Integrity & con2nuity of experience – Inspiring trust
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THANK YOU – ANY QUESTIONS?