Más contenido relacionado Similar a The Seven Components of a Global Content Strategy (20) Más de Content Rules, Inc. (20) The Seven Components of a Global Content Strategy2. Who Am I?
Founder and CEO of Content Rules
25+ years in content arena
Specialty areas:
Global content strategy
Terminology management
Content quality
Single-sourcing / XML / DITA
Finishing third book, “Global Content Strategy,” due out in
2014
© 2013. Content Rules, Inc. All rights reserved.
3. What is Content Rules?
Professional services firm specializing in:
• Content strategy / Global content strategy
• Content creation
• Content quality / Global readiness
Based in Silicon Valley
Founded in 1994
Acrolinx Authorized Services Provider
Authorized provider of The Rockley Strategic Method™
© 2013. Content Rules, Inc. All rights reserved.
5. First…A Definition
A global content strategy is a structure for managing all of
your content that is consumed by people who speak or read
languages in addition to the source.
© 2013. Content Rules, Inc. All rights reserved.
6. Why Do You Care?
1.
2.
3.
4.
Save money localizing and translating content
Improve content quality in all languages
Save time localizing and translating content
Someone told you that you need to figure out this
mess (see 1-3, above)
© 2013. Content Rules, Inc. All rights reserved.
7. Global Content Strategy Components
Understand Goals
Content Lifecycle
Analysis
Content Audit
Gap Analysis
Workflow
Recommendations
Content-Specific
Recommendations
Infrastructure
Recommendations
© 2013. Content Rules, Inc. All rights reserved.
8. Understanding Goals
Identify business goals for global content strategy
Identify current issues preventing the achievement of the
goals
Outline criteria for successful global content management
© 2013. Content Rules, Inc. All rights reserved.
9. Common Goals Of Global Content Strategy
Increase sales by expanding into additional markets
Lower the cost of translation
Increase the quality of global content in all languages
Lower cost of maintaining global content
Improve time-to-market for global content
Respond to region-specific feedback on global content
© 2013. Content Rules, Inc. All rights reserved.
10. Goal Setting
Talk to stakeholders
• Product management / Brand management
• International managers / Region representatives
• Content creators
• Localization managers
• Others
Write it down
• Identify common issues
• Look for consensus for success criteria
© 2013.
Content Rules, Inc.
All rights reserved.
11. Content Lifecycle Analysis
Identify issues associated with global content
• Creating source content
• Translating content
• Managing global content
• Delivering global content
Look at current processes and tools
© 2013.
Content Rules, Inc.
All rights reserved.
12. Content Lifecycle Common Issues
Lack of communication between and among groups
Lack of common goals
Lack of consensus on audience
Loss of control over content creation
Loss of control over translation process
Outdated or isolated tools
• CMS, TMS, MT, Terminology Management, others
© 2013.
Content Rules, Inc.
All rights reserved.
13. Content Audit
What do you have?
Who created it?
How is it organized?
Are there missed opportunities for reuse?
Is it properly tagged for multilingual search?
Is it global-ready?
© 2013.
Content Rules, Inc.
All rights reserved.
14. Content Audit (Continued)
What content is translated? Localized? Transcreated?
Which vendor is translating which content?
How many translation memories do you have?
Where are the TMs?
How are the TMs being used?
Is your pivot language acceptable?
© 2013.
Content Rules, Inc.
All rights reserved.
15. Gap Analysis
How far off is the current situation from the goals?
How does current situation map to industry best
practices?
Outline each area for improvement
© 2013.
Content Rules, Inc.
All rights reserved.
16. Recommendations
Usually fall into three areas:
Tools / infrastructure improvements
Content global readiness improvements
Workflow improvements
© 2013.
Content Rules, Inc.
All rights reserved.
17. Tools / Infrastructure Recommendations
Content management system
Terminology management
Translation management
Authoring environment
Site-specific infrastructure:
• Country Code Top Level Domain (ccTLD)
• Geolocation
© 2013.
Content Rules, Inc.
All rights reserved.
18. Content Global-Readiness
•
•
•
•
•
•
Reduce word count
Increase use of identical sentences
Decrease word variability
Reduce sentence length and complexity
Eliminate word usage errors (idioms, jargon)
Evaluate and change offensive, meaningless imagery
© 2013.
Content Rules, Inc.
All rights reserved.
19. Workflow Recommendations
Workflow needs to be an end-to-end process that starts
with content creation and ends with worldwide delivery:
Interaction between people and tasks
Touch points and handoffs between groups
Dependencies
Governance
© 2013.
Content Rules, Inc.
All rights reserved.
20. Summary Of Seven Components
Understand goals
Analyze current content lifecycle and workflow
Audit existing content
Analyze the gap
Recommendations for tools and infrastructure
Content global-readiness
Workflow that enhances success
© 2013.
Content Rules, Inc.
All rights reserved.
21. What You Can Expect To Achieve
Global content that is:
Easier to manage
Cheaper to translate
Easier to find
Easier to read
Quicker to market
Better aligned with sales and product goals
© 2013.
Content Rules, Inc.
All rights reserved.
Notas del editor Why are you going into particular marketsWhat are you trying to achieveWhat are your main concernsWhat is the criteria against which we will measure success for this project