"Global content strategy" should be redundant, but it isn't, because very few content strategies take localization into account. LocWorld presentation by Sarah O'Keefe.

1. contentstrategy101.com
Content
Strategy
in
a
Multilingual
World
Sarah O’Keefe
Scriptorium PublishingFlickr: hmomoy

2. Sarah
O’Keefe
❖ Founder and president, Scriptorium
Publishing, www.scriptorium.com,
North Carolina
❖ Coauthor of Content Strategy 101
❖ Interested in intersection of
content, publishing, and
technology
❖ Bilingual, English-German

3. Only
18%
of
Americans
speak
a
language
other
than
English.
Source: http://www.forbes.com/sites/collegeprose/2012/08/27/americas-foreign-language-deficit/
Europeans?
53%

4. What
is
content
strategy?
Flickr: hmomoy

5. Support
the
organization’s
business
goals
using
information
and
information
products.

6. Global
content
strategy
should
be
redundant.

7. Globalization
is
a
common
business
driver
for
content
strategy.

8. Efficient
localization
is
a
prerequisite
for
success
in
a
global
economy.
flickr: light_seeker

9. Localization
efficiency
is
mainly
driven
by
the
quality
of
the
input.

10. Low-quality
source
content
=
inefficient
localization
flickr: dominicspic

11. Image: NASA
In
a
multilingual
workflow,
inefficiency
=
death.

12. Content
strategy
provides
the
justification
to
improve
content
development.

15. Flickr: brittanyg

17. Know
the
business.

18. Align
the
business
goals
with
your
content
strategy.

19. Increased
focus
on
international
markets

20. Style
guides
and
terminology

21. Automated
formatting

22. Reuse
Flickr: brittanyg

23. Velocity
Flickr: brittanyg

26. Flickr: lizhenry

27. http://www.richardingram.co.uk/downloads/content_strategy_approaches.pdf

28. Each
language
needs
content
strategy
work.

29. Content
development
Content
style
guide
Editorial
strategy
Audience
personas
Advertising
models
SEO
…

30. Content
has
never
been
for
the
faint
of
heart…
I

31. We
must
adapt
to
changes…
Images: NASA

32. Dinosaurs
didn’t
survive.
Image: NASA

33. At
least
not
in
the
original
form.
Flickr: ganesh_raghunathan

34. Flickr: kirinqueen
Operations
need
to
be
impeccable.

35. Authoring
Flickr: pedrosz

36. Editing
Flickr: nicokaiser

37. Production
Flickr: dingopup

38. Flickr: WI Department of Natural
Resources, mstharpe, daysofthundr46
Distribution

39. Localization
Flickr: furphotos

40. Maturing
content
strategy
Flickr: rwwh

42. One
last
thing…
Flickr: tambako

43. Questions?

44. Contact
me
❖ Sarah O’Keefe, Scriptorium Publishing
❖ www.scriptorium.com
❖ Email: okeefe@scriptorium.com
❖ Twitter: @sarahokeefe
❖ Skype: okeefe.scriptorium