Globalising Content for an International Audience
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The document discusses the importance of globalization in content marketing, highlighting that less than 6% of the global population speaks English well enough for business communication. It emphasizes the need for companies to develop strategies that incorporate cultural and linguistic considerations when targeting international audiences. Key recommendations include focusing on localized content, collaboration across teams, and ensuring brand consistency while recognizing the complexities of translation and localization.
Globalising Content for an International Audience
- 1. #cmworld Globalising Content for an International Audience Sarah Mitchell Global Copywriting • @globalcopywrite
- 2. #cmworld Your topic of presentation Your favorite topic to discuss Hello Sarah Mitchell @globalcopywrite
- 4. #cmworld Show of hands Global Brand Working at company headquarters Working in a regional office Doing business globally from single location
- 5. #cmworld Less than 6% of the world’s population speaks English well enough to conduct business. Consider this
- 6. #cmworld 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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- 8. #cmworld Asian Century Over 1 billion internet users – 45% of the world’s total – live in Asia.
- 10. #cmworld “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
- 11. #cmworld Over 60% of global marketers attending CMWorld USA admitted they have no strategy in place for global content marketing. Cloudwords Survey
- 12. #cmworld That’s important because . . .
- 13. #cmworld “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
- 14. #cmworld How does Australian business reach the other 99%?
- 15. #cmworld By making globalisation part of your strategy
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- 19. #cmworld Translation is not enough
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- 22. #cmworld “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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- 26. #cmworld “How to strike that balance between global and local is really an art and a science.” Pam Didner, Global Integrated Marketing Manager, Intel
- 28. #cmworld Is your brand global?
- 29. #cmworld Is your product local?
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- 37. #cmworld 1. Creating foreign language content factories 2. Trying to do it all from head office (Expensive) Traps
- 40. #cmworld “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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- 42. #cmworld “October is the time of year when most companies lock in plans and budgets for next year.” #GlobalFail marketing company
- 43. #cmworld Globalisation = (Translation + Localisation) x Number of localities
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- 48. #cmworld Colours Holidays Sports Religion Fiscal Years Superstitions Local Considerations
- 49. #cmworld Paper Size of documents Hole Punches
- 50. #cmworld s vs. z er vs. re ‘our’ words medical terms Spelling
- 51. #cmworld Quid • Buck • Dosh Slang
- 52. #cmworld Same Word, Different Meanings Gong Football Rug Powerpoint
- 53. #cmworld Colloquialisms Robot vs. Traffic light Speed bump vs. Sleeping policeman
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- 55. #cmworld Units of Measure Engineering • Cooking • Pharmaceuticals
- 56. #cmworld Currency Expressions Nickel • Dime • Quarter
- 57. #cmworld Sports Terminology Knocked for six That’s not cricket Hit a home run Knock it out of the park
- 58. #cmworld Accents Not all English speakers can understand an Aussie accent
- 61. #cmworld Sister Rooms Theatre ED Medical Terms
- 63. #cmworld Corporate Marketing drives the globalisation initiative Regional offices navigate the content for local audiences Managed under a separate project plan Path to Success
- 64. #cmworld Don’t try to globalise ALL your content. Select key pieces. Focus on top 20% of your content Intel Method
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- 67. #cmworld Make sure everyone has skin in the game Budgets Accountability towards performance
- 68. #cmworld “Think global, publish local.” Sarah Mitchell, Global Copywriting
- 69. #cmworld Your topic of presentation Your favorite topic to discuss Questions? Sarah Mitchell @globalcopywrite
- 70. #cmworld