Too often, content marketers confuse localization with translation. Creating effective content for a global marketing exercise is more complicated than finding a way to put your words into a new language. You also need to be aware of context, cultural sensitivities, colloquialisms and much more. Unfortunately, too many marketers take a ‘one size fits all’ approach, believing content they create in their home country will be suitable for every market.
Sarah Mitchell draws on over 25-years of international business experience to deliver advice on what brands can do to create content that’s effective all over the world. Content marketers attending this talk come away with a checklist of areas needing special attention when marketing to a global audience. If you’re creating content for distribution across international borders, this presentation offers practical advice and great examples any company can use to improve their global content marketing.
Localizing Content for a Global Audience: What every content marketer should know
1. LOCALIZING CONTENT FOR
A GLOBAL AUDIENCE
What Every Content Marketer Should Know
Sarah Mitchell
Lush Digital Media
@globalcopywrite
@globalcopywrite • #CMWorld
4. SHOW OF HANDS
Global Brand
Working at company headquarters
Working in a regional office
Doing business globally from single location
@globalcopywrite • #CMWorld
5. Less than 6%
of the world’s
population speaks
English well enough
to conduct business.
Consider this
@globalcopywrite • #CMWorld
7. “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
@globalcopywrite • #CMWorld
8. Over 60%
of global marketers
attending CMWorld USA
(2103) admitted they have
no strategy in place for
global content marketing.
Cloudwords Survey
@globalcopywrite • #CMWorld
10. “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
@globalcopywrite • #CMWorld
11. SO HOW DO YOU
REACH THE
OTHER 94%?
@globalcopywrite • #CMWorld
19. “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,
PM, poslovni mediji
@globalcopywrite • #CMWorld
22. “How to strike that balance between global
and local is really an art and a science.”
PAM DIDNER,
Author, Global Content Marketing
@globalcopywrite • #CMWorld
28. “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.”
@globalcopywrite • #CMWorld
30. “October is the time of year when
most companies lock in plans and
budgets for next year.”
#GLOBALFAIL
marketing company
@globalcopywrite • #CMWorld