What is intelligent content's role in global markets? How does the content lifecycle affect business results? Though we are often concerned with cost of translation when developing content for global markets, traditional cost reduction practices (translation memory, reduced rates) simply aren't enough. Instead, we need to establish a profitable revenue stream by delivering quality product in global markets. By employing intelligent content with attention to globalization, we can ensure that the information we produce meets market and delivery demands in a timely manner. Delivered by Bill Swallow at the Intelligent Content Conference, February 2014.

1. The Bottom Line
Globalization and the Dependence on
Intelligent Content
Bill Swallow, @billswallow
#ICC2014, @scriptorium
flickr: epSos .de

2. Bill Swallow, @billswallow
❖
Technical Consultant, Scriptorium
❖
Global tech comm practices, process
improvement, localization

3. You Are Here

4. Your Audience Is…
…Anywhere

5. Basic Project Steps
Delivery
Implementation
Concept

6. Basic Project Steps
Delivery
Implementation
Concept

7. Here Be Monsters

8. Dead End

9. Basic Project Steps
Implementation
Concept
Source
Language
Delivery
Target
Language
Delivery

10. Chasing Savings
Flickr: kenteegardin www.seniorliving.org

11. Flickr: stuartpilbrow

12. The Bottom Line
Revisit The Goal
What’s the Bottom Line?
Flickr: See-ming Lee

13. A Better Model
Delivery
to all
Implementation
Concept
intelligent content &
internationalization
global
planning

14. Content Appropriateness

15. Example: “home run”

16. Example: “home run”
• Widely understood in North America
• Understood but meaning/use may vary in
other countries
• Not well understood in some countries

17. Example: “home run”
• Make note of the meaning and intent
• Work with local resources
• Develop an equivalent approach for each
unique market need

18. Global Framework
Concept
• Determine content types
(unique, adaptable, or global)
• Build a semantic taxonomy
• Identify gaps and potential issues

19. Content Types

20. Content Types

21. Content Types
Tech
Comm
Marcom

22. Content Types
Machine
Translation
Transcreation

23. The Bottom Line
• Translation isn’t something you
tack on at the end
• When you plan your content, you
should plan for all targets
• Keep your target deliveries in sight

24. Questions?

25. Contact information
Bill Swallow
@billswallow
bswallow@scriptorium.com
info@scriptorium.com
scriptorium.com