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.
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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