#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
Best Practices to Take Your Digital Content
and Brand Global
Annette Obermeier,
Director of Global Marketing
Smartling

Before we start… house keeping
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Please get involved with the interactions:
• Give your views in the votes
• Do ask questions at any point via the Questions panel

Recommended Smart Insights toolkit update
Includes:
• Campaign Objectives
• Campaign Insights and Targeting
• Campaign messages, media and proposition
• Campaign resource and asset production
• Campaign execution
• Establishing legacy from your campaigns
• Summary

About the speaker and partner
• Annette Obermeier is the Director of Global Marketing at
Smartling
• Smartling provides global businesses with powerful tools to
translate their content and products so they can grow in
global markets.

5Best Practices to Take Your Digital Content and Brand Global

The world has changed
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Are more likely to purchase the product with information in their
own language.
75%
Best Practices to Take Your Digital Content and Brand Global

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Do NOT speak English
79%
Best Practices to Take Your Digital Content and Brand Global

Where we are today
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Content lives in many placesContent drives reach & engagementCompanies want more reach

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Connecting with your audience..
in your voice and on budget.
Best Practices to Take Your Digital Content and Brand Global

Tip 1
Identify what content needs what level of translation
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Poll
What types of content do you translate or want to translate?
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Misconceptions
13Best Practices to Take Your Digital Content and Brand Global

Meet Minimum Viable Content
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Content Category
Revenue/OtherKPIpercontentPiece
High Value Content
Low Value Content
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Poll
What is your most valuable content?
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Misconceptions
16Best Practices to Take Your Digital Content and Brand Global

Laying out all the options
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Quality
Speed
Transcreation
TEP
One-pass
MT Post Edit
Adaptive MT
MT

An Example
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Content Examples Desired Attributes
TOP-OF-THE-FUNNEL
SEO
High Creativity
PPC Ads
Other online ads
Campaign web pages
CONVERSION
Marketing website
High Accuracy
Emails
Sales presentations
Packaging
Marketing videos
POINT-OF-USE
Product packaging
High Accuracy
Apps
User dashboard
Legal
SUPPORT
FAQ/ Support
User Docs
Reviews / User Feedback
Cost-effectiveness
Best Practices to Take Your Digital Content and Brand Global

Tip 2
Give your translators the tools they need
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21Best Practices to Take Your Digital Content and Brand Global
CAT Tools

Quality from your human translators
22Best Practices to Take Your Digital Content and Brand Global

Quality from your human translators
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33%
Best Practices to Take Your Digital Content and Brand Global

Tip 3
Collect and leverage your data
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33%

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33%51%

96%Percentage of translations
published without requiring correction
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To review or not to review? That’s the question

Analyze
Quality Confident
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Get the eBook:
smartling.com/#smartinsights
Join a Workshop:
smartling.com/globalready
29

Thank you
Annette Obermeier
smartling.com

Your questions please!
Please ask questions via the Questions tab