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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
