How to implement a multilingual content strategy

While the internet has made it simple and cost-effective for businesses to

  1. Axonn Media
    While the internet has made it simple and cost-effective for businesses to
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    How to implement a multilingual content strategy
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    • 1. @axonnmedia Think local, act global: How to implement a multilingual content strategy Frank Hartkopf Head of European Content Axonn Media
    • 2. @axonnmedia Speaking Frank Hartkopf Head of European Content Axonn Media London, UK @Fruehstuecker
    • 3. The great leveller
    • 4. @axonnmedia
    • 5. @axonnmedia Development English Proportion shrunk from 35% to 27% Arabic Arabic: mother tongue of more than 219 million people  but only 2% of global digital content is Arabic Russian 60 million speakers online  penetration level 42,8% Swedish Increase of 7.2% online spenders (2012-2013)  penetration level 83% Chinese Growth: 106 million - 445 million internet users (2004 - 2010)  prediction: Chinese will take over as number 1 language
    • 6. @axonnmedia Worldwide Internet Users 44.8 21.5 11.4 10.4 7 3.7 1 Asia Europe North America Latin America / Caribbean Africa Middle East Oceania / Australia Source: http://www.translatemedia.com/translation-blog/multi-lingual-content-creation-101/
    • 7. @axonnmedia Less than 1 in 5 web users in the EU feel comfortable purchasing a product in a non-native language – and 42% said they would never buy online in a language that was not their own. Source: Eurobarometer Can’t read, won’t buy
    • 8. @axonnmedia An untapped opportunity 6 in 10 marketers have no content marketing strategy 67% have no knowledge of technology tools 81% have never heard of translation tools 8% of global marketers don’t use any translation Source: Global Content Marketing Report, Cloudwords, 2013
    • 9. @axonnmedia Progress 58% have multilingual websites With 10 languages you can reach 81% of internet users by translating content !
    • 10. @axonnmedia http://www.newsreach.co.uk/how-far-does-your-content-reach/
    • 11. Pitfalls of global marketing @axonnmedia • Brand names, product names and slogans getting lost in translation • Lack of localisation • Ignoring cultural sensibilities • Inappropriate style • Lack of market insight
    • 12. @axonnmedia Vote #1
    • 13. @axonnmedia 0 5 10 15 20 25 30 High cost Time amount Hard to keep companies message globally Hard to manage the amount of translation projects 30 28 20 19 Biggest Difficulties With Localisation Source: Global Content Marketing Report, Cloudwords, 2013
    • 14. @axonnmedia 0 10 20 30 40 50 60 70 Global/ continental marketing efforts No foreign languages Targeting customers abroad without speaking their language? Source: http://www.axonn.co.uk/axonn-research/sun-sea-and-content-marketing
    • 15. @axonnmedia 0 10 20 30 40 50 60 70 80 Website Content Brochures / Product Literature Blogs / Social Media contents Press Releases 79 42 23 23 Types Of Content Most Often Translated Source: Global Content Marketing Report, Cloudwords, 2013
    • 16. @axonnmedia Don’t just translate, transcreate!
    • 17. @axonnmedia What is transcreation? • English core message adapted to local context • Create and tailor to your own target market • Special content campaigns (e.g. Christmas  Thanksgiving in the US)
    • 18. @axonnmedia British American • Tap • Cooker • Petrol • Toilet • Trousers • Railway • Wash Up • Wash your hands • Jug • Campsite • Faucet • Stove • Gas • Bathroom • Pants • Railroad • Do the dishes • Wash up • Pitcher • Campground
    • 19. @axonnmedia How to implement a global content strategy Working with the right people -writers who are native speakers -cultural experience -think like a journalist -familiar with local style and tone -very good English skills
    • 20. Giving them the right tools -One story, many different angles -Consistency, not conformity -Plan ahead with a content calendar -Distribute wisely @axonnmedia Content strategy
    • 21. @axonnmedia 1. One story, many different angles
    • 22. @axonnmedia 2. Consistency, not conformity
    • 23. @axonnmedia 3. Plan ahead with a content calendar GuardRec content calendar
    • 24. @axonnmedia 4. Distribute wisely
    • 25. @axonnmedia Search Engine Market Share %09 90% 5% Source: http://www.translatemedia.com/translation-blog/multi-lingual-content-creation-101/
    • 26. @axonnmedia Social Media Source: http://www.translatemedia.com/translation-blog/multi-lingual-content-creation-101/ Sweden Germany China Central Africa Latin America Brazil
    • 27. @axonnmedia # Vote 2 Vote #2
    • 28. @axonnmedia Source: Global Content Marketing Report, Cloudwords, 2013 Top 10 languages content is being translated into 1.French 2.Spanish (Latin America) 3.German 4.Chinese 5.Japanese 6.Spanish (US) 7.Portuguese (Brazil) 8.French (Canada) 9.Italian 10.Spanish (Spain)
    • 29. Questions? @axonnmedia
    • 30. • 14 years’ experience • 400 clients from SME to multinational corporation • 15+ languages @axonnmedia
    • 31. @axonnmedia
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