Global Content Strategieën - Laura van Nigteveld - UBS Business School - 9 april 2015

Global Content Strategieën

Contentstrategie & Inbound Marketing (P-HBO)

9 april 2015

Hogeschool Utrecht, Utrecht (NL)

Door: Laura van Nigtevegt @Locwork Orange

“Cultural Codes Influence People’sPerception of Reality”

Same Campaign, Different Culture

Switzerland India

The Geert Hofstede Center

Same Campaign, Different CultureSwitzerland• Individualistic

• Minimalistic design

India• Family-oriented

• ‘Busy’, interactive design

Be aware of symbols, flags, acronyms, colors, maps and meanings

Familiarize yourself in advance with target cultures

Work with locals

A Global Content Strategy

URL Structure

Content forUS Market

Global Gateway

Country picker, most names

localized

Different topics!

Social Buttons

Geo-Targetingor Language

Gating

Localized Twitter Pages!

Create master content + let local hubs create ownThink in advance about your URL structureSet up an informed language selectionCreate smart, localized social paths

Imp

act

Shelf Life

Production Strategies

• Machine Translation

• Google Translate

• €• ★

• Community /crowdtranslation

• ‘Classic’ translation• €€• ★★

• Transcreation• Copywriting• Subject Matter Expert

(SME) involvement• €€€• ★★★

Smart Automation – Part 1

Translation Memory

Smart Automation – Part 2

Workflow Automation

Define purpose of your contentTier your production strategySet production goals/KPIs per flowProvide resources with informationSave time and money via automation

Thank You!Questions?

E: [email protected]

T: @locworkorange