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Global Content Strategy

Book Description

Global Content Strategy: A Primer gives you the information you need to ensure that your content strategy works throughout the world.

Table of Contents

  1. Global Content Strategy
    1. Foreword
    2. Preface
      1. 1. Acknowledgments
    3. 1. What Is a Global Content Strategy?
      1. 1.1. Definition
      2. 1.2. Components of a global content strategy
      3. 1.3. Why you should care
      4. 1.4. You need a global content strategy if...
      5. 1.5. Google Translate is not a global content strategy
      6. 1.6. Content strategy versus global content strategy
    4. 2. It’s Ten O’Clock—Do You Know Where Your Content Is?
      1. 2.1. Performing a global content audit
        1. 2.1.1. Create a content matrix
        2. 2.1.2. Identify your translation vendors
        3. 2.1.3. Locate, identify, and gain possession of your translation memories
        4. 2.1.4. Identify content being translated by other groups in your company
        5. 2.1.5. Identify content created in-country
      2. 2.2. Summary
    5. 3. My Gestures Don’t Offend You, Do They?
      1. 3.1. Symbols and icons
      2. 3.2. Maps and flags
      3. 3.3. Gestures
      4. 3.4. Inappropriate images
      5. 3.5. Summary
    6. 4. Transwhat?
      1. 4.1. The good news
        1. 4.1.1. Enter, transcreation
      2. 4.2. The bad news
      3. 4.3. What is the solution?
      4. 4.4. Not so fast!
      5. 4.5. Summary
    7. 5. Content Global-Readiness
      1. 5.1. Write shorter sentences
      2. 5.2. Write less content
      3. 5.3. Say the same thing, the same way, every time
      4. 5.4. There is no magic bullet
      5. 5.5. Manage your terminology
      6. 5.6. Grammar counts
      7. 5.7. Use the right tool for the job
      8. 5.8. Collaborate
      9. 5.9. Summary
    8. 6. The Translation Memory Dance
      1. 6.1. How translation memory works
      2. 6.2. Multiple TMs – how bad could it be?
      3. 6.3. How did that happen?
      4. 6.4. The TMX dance
      5. 6.5. Centralized TM
      6. 6.6. How many translators do you need?
        1. 6.6.1. Reasons to use multiple LSPs
        2. 6.6.2. Problems with having too many LSPs
      7. 6.7. Summary
    9. 7. Make Your Content Easy to Find
      1. 7.1. Global splash gateways: Welcome! ¡Bienvenidos! أهلا وسهلا !
        1. 7.1.1. Ikea
        2. 7.1.2. 3M
      2. 7.2. Global-gateway buttons
        1. 7.2.1. Henkel
        2. 7.2.2. Budweiser
      3. 7.3. Summary
    10. 8. The Global Content Strategy Revolution
      1. 8.1. What’s a content professional to do?
      2. 8.2. Global content strategy steps
      3. 8.3. Next steps
    11. Glossary
    12. Bibliography
    13. About the Author
    14. Photo Credits
    15. Index
    16. Colophon
    17. A. Copyright and Legal Notices