Content Strategy in a Multilingual World

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"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.

Tecnología Empresariales

contentstrategy101.com
Content
Strategy

in
a
Multilingual
World
Sarah O’Keefe
Scriptorium PublishingFlickr: hmomoy

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

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%

What
is

content
strategy?
Flickr: hmomoy

Support
the

organization’s
business

goals
using
information

and
information

products.

Global
content
strategy

should
be
redundant.

Globalization
is
a

common
business
driver

for
content
strategy.

Efﬁcient
localization
is
a

prerequisite
for
success
in
a

global
economy.
ﬂickr: light_seeker

Localization
efﬁciency
is

mainly
driven
by
the
quality
of

the
input.

Low-quality
source
content
=

inefﬁcient
localization
ﬂickr: dominicspic

Image: NASA
In
a
multilingual
workﬂow,

inefﬁciency
=
death.

Content
strategy
provides
the

justiﬁcation
to
improve

content
development.

Align
the
business
goals

with
your
content
strategy.

Increased
focus
on

international
markets

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

Each
language
needs

content
strategy
work.

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

Content
has
never
been
for
the

faint
of
heart…
I

At
least
not
in
the
original
form.
Flickr: ganesh_raghunathan

Flickr: kirinqueen
Operations
need

to
be
impeccable.

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

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

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Content Strategy in a Multilingual World

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.

13.

14.

15. Flickr: brittanyg

16.

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

24.

25.

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

41.

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

Content Strategy in a Multilingual World

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