Tuesday, 29 March 2016

7 STEPS TO GLOBALIZING YOUR CONTENT MARKETING PROGRAM

translators Scandinavian languages Baltic Media
Picture: © Baltic Media Ltd
For some brands, creating a content marketing  program from the ground up is just one piece of the puzzle.Many international organizations must tackle an entirely different beast of localizing their content marketing programs for their global audiences. Reaching these audiences in a locally relevant way is critical for their businesses. According to a recent study by Common Sense Advisory, languages affect consumers’ purchasing behaviors greatly:
  • 72.1% of consumers spend most or all of their time on websites  in their own language
  • 72.4% of consumers said they would be more likely to buy a product with information in their own language
  • 56.2% of consumers said that the ability to obtain information in their own language is more important than price
While some may consider localization as just an extra step to the content marketing process, they’re wildly underestimating the complexity of importance of this. Globalizing a content marketing program should not be considered a “step” in the process, but rather a separate program that runs in parallel from start to finish.
Thankfully, the process of creating a content marketing program and the process of globalizing a program follows similar steps. Here, we’ll layout a seven-step process and discuss things to consider when doing this.

1. Assessing Your Global Audience
Just like creating any program, forming a globalization plan starts with discovery. The first step in this stage is to look at your current state. Is any localization currently being done? If so, by whom and how effective is it? Is it well received by your audience? How is its success being measured?
The second step is to understand who your audience is and where they live. Currently only 20% of all Internet users are native-English speakers. So how do you prioritize? The best place to start is look at your competitors and your sales markets. Where is there the most growth opportunity for your brand?
Third, what are your goals and what business case are you trying to solve? Are you trying to reach and engage a new market of prospects? Are you looking to provide better information to existing clients in local markets? Answering these questions will inform decisions you make later in the process.

2. Determining the Localized Destination Experience
The next thing to consider is where your localized content will live. Do you want to have a separate site and URL for each market or do you want to have a global gateway on your site? How will users navigate to a separate environment? Will it have a similar look and feel?
Hyatt.com is a great example of a brand that has chosen a global gateway approach and has executed it well. At the top of their site, a globe icon prompts the user to select their language.
Once a user selects their language, they are brought to a site that has similar branding but tailored imagery. This was likely due to findings the brand found through cultural relevance studies and A/B testing.
Another option is to have an entirely separate URL and experience for each market. P&G is an example of a brand who chose this approach for its multi-market content play, Golden Households. For this strategy, the brand chose three different URLs and branding approaches for its MexicoUnited States and United Kingdom markets.

3. Putting Your Team Together
The next step is to decide who will execute this program for you. When considering this, keep these best practices in mind. First, it is highly recommended to use an outside vendor, for the actual localization of content. Leveraging their expertise is critical in ensuring your content is localized properly. They will be able to flag issues or bring up considerations you may not have thought of otherwise. Even if you have a complicated product, your localization vendor will be able to learn your terminology and streamline the process quickly.
When considering a vendor, there are a few different approaches you can take. Some brands may prefer to have all localization for all markets done by the same vendor, while others may use a different vendor for different markets. When I worked in this process at Salesforce, we used one vendor for French and German localization and a second vendor for Japanese that was based out of Japan. Every brand and market will find a situation that works best for them.

The second best practice is to have an internal project manager in charge of these processes. Depending on the volume of content needing to be localized, you may also want dedicated project managers for each global market. Going back to my experience at Salesforce, I managed the process for our French and Germanlocalizations and worked hand-in-hand with a counterpart internal project manager in Japan.

4. Translating Content
Perhaps the biggest question mark in the localization process is how to choose what to translate and what not to translate. Translating content is expensive, so you want to ensure every piece of content you choose for the process will provide the optimal return on your investment. That said, not every piece of content should be treated with the same localization approach.
High impact content (think whitepaper) is expensive to create and so you want to make sure you get the highest return on your investment. Putting this type of content through a standard localization and translation process, however, may not be enough to get the results you need.  For this type of content, a transcreation process should be used.  This requires a team made up of creative and localization experts that revisit the drawing board and recreate the content for a specific market.
Low impact content (think social media post) is considered short pieces of content that are published frequently. When considering translating this content, it may be appropriate to consider an automated or technical approach.

When preparing your content for localization, here are a few things to consider.
  1. Keep text to minimum.  Because translation costs are based on the number of words, keeping it short and concise will keep you within budget.
  2. Keep text clear. If a native speaker has trouble understanding the source content, or could possibly interpret the text in more than one way, the translator and subsequent target audience will have a difficult time understanding.
  3. Allow room for text expansion. Most languages are longer than English by 15%. Russian, for example, can be 40% longer.
  4. Use consistent terminology. Using consistent phrases and regular brand vocabulary will help the source and localized versions to be more effective. This will also benefit your translators and speed up their process.
  5. Remember SEO and keywords. Don’t forget to integrate SEO translation into your content! Ranking for SEO is important in every market.
5. Balancing Branding with Cultural Relevancy
Retaining/maintaining the branding of content across global markets is a step that should go hand-in-hand with the creation and translation process. Unfortunately, there isn’t a one size fits all approach for this globally since every country is different. For example, some US brands retain much of its original branding and imagery as possible in Asian markets with the intent of conveying a “foreign-ness.” On the other hand, a US brand marketing to a Brazilian market will essentially take the opposite approach and want to be as locally relevant as possible. This relevance comes down to details such as only using people in imagery who look Brazilian versus American.  Ultimately the key is to know your audience and understand which approach to take in which markets.
In addition to maintaining/minimizing branding based on cultural differences, brands should also be aware/cautious of local market regulatory restrictions. For example, Australian markets cannot use the same drinks images the US markets because of labeling restrictions and governance around artificial flavor marketing.

6. Distributing Where Each Audience Lives
With putting so much effort into localizing your content, a big miss would be to ignore engaging your global audiences where they want to consume it. When considering social platforms, don’t limit your program to just Facebook and Twitter. Closely study the networks your audience uses within each country. This is particularly important for brands that want to participate in Chinese or Russian markets. Going through their social channels is really the ONLY way to play, since those audiences don’t engage in Western social channels at all. For example, Sina Weibo is popular in China, whereas Hyves is popular in the Netherlands.
At the same time, while it is important to support local-language social platforms, you still want to keep realistic expectations. For example, Starbucks’ global page has roughly 36M likes while its German page has about 600K likes. Just because the two pages vary drastically in likes, the German audience still feels supported and is having conversations in their local language about the Starbucks product and service.

7. Measuring Success
Finally, it is difficult to justify the business value of your content globalization program without measuring its success. Key performance indicators and benchmarks for success should be identified in step one, but you need to commit to reporting those results and optimizing your program accordingly. Maybe a certain category of content resonates with a certain audience more than others. Take a good look at what’s working where and what isn’t and think critically about why that could be. Are you seeing growth in page views from a certain country? Are you seeing an increase in sales in a certain market? Understanding and monitoring how these audiences are engaging with your localized content is the only way to improve your program and achieve a successful globalized content marketingprogram.


Thursday, 24 March 2016

Hyvää Pääsiäistä Glad Påsk God påske ¡Felices Pascuas! Happy Easter in many languages

Happy Easter in many languages

Key to abbreviations: inf = informal, frm = formal, rsp = response
LanguageEaster greetings
AfrikaansGeseënde Paasfees
Albanian (Gheg)Gzuar Pashkën
Albanian (Tosk)Gëzuar Pashkët
AleutPascha-Qaĝaadan
Pascha-Niiĝuĝix̂
AlsatianFrohe Ostern
Amharicመልካም ፋሲካ (mälkam fasika)
Arabic
(Lebanese)
El masi7 2am
Arabic
(Modern Standard)
(fiṣḥ sa'īd) فصح سعيد
Christ has risen (el maseeh qam) المسيح قام
rsp - Truly he has risen (haqan qam) حقاً قام
Arabic
(Moroccan)
(fiṣḥ sa'īd) فصح سعيد
Christ has risen (el maseeh qam) المسيح قام
rsp - Truly he has risen (haqan qam) حقاً قام
Armenian
(Eastern)
Քրիստոս յառեաւ ի մեռելոց
(Kuhreestos harryav ee merrelotz)
Christ is risen from the dead
Օրհնեալ է յառութիւնն Քրիստոսի
(Ornyal eh harrootyunuhn Kuhreestosee)
Blessed is the resurrection of Christ (rsp)
Armenian
(Western)
Քրիստոս յառեաւ ի մեռելոց
(Kuhreestos harryav ee merrelotz)
Christ is risen from the dead
Օրհնեալ է յառութիւնն Քրիստոսի
(Ornyal eh harrootyunuhn Kuhreestosee)
Blessed is the resurrection of Christ (rsp)
AromanianHristolu s-aflà!
(Christ has risen!)
Dealihea cà s-afla!
(He has risen indeed!) - reply
Assyrian (Eastern)Brikhta Qyamta D' Maran
AzeriPasxa bayramınız müqəddəs olsun
BasqueOndo izan Bazko garaian
BavarianŠene Osdan
BelarusianСа Святам Вялікадня
(Sa Sviatam Bialikadnia)
Хрыстос уваскрос
(Khrystos uvaskros) - 'Christ is risen'
Сапраўды ўваскрос
(Saprawdy wvaskros) - 'Truly he is risen'
Bengaliঈস্টর এর শুভেচ্ছা নেবেন।
(easter er shubhechha neben)
Bhojpuriईस्टर मुबारक (eestar mubarak)
BikolMaogmang Pagkabuhay na Liwat ni Kristo
BosnianSretan Uskrs!
Sretan Vaskrs!
BretonPask Seder
BulgarianХристос Воскресе
(Hristos Voskrese)
Christ has risen
Воистина Воскресе
(Voistina Voskrese)
Truly, he has risen - reply
Честит Великден
(Čestit Velikden)
CatalanBona Pasqua
CebuanoMaayong Pagkabanhaw sa Dios!
Chamorro
(Guam dialect)
Felis Påsgua
Chamorro
(North Marianas dialect)
Felis Pasgua
CherokeeᏥᏌ ᏕᎴᎯᏌᏅ (Tsisa delehisanv)
Chinese
(Cantonese)
復活節快樂
(fuhkwuhtjit faailohk)
Chinese
(Mandarin)
復活節快樂 [复活节快乐]
(fùhuójié kuàilè)
Chinese
(Taiwanese)
復活節快樂
(ho̍k-o̍ah-chat/chiat khòai-lo̍k)
CornishPask Lowen
CorsicanBona Pasqua
CroatianSretan Uskrs
CuyononMalipayeng Adlao i' Pagkabanaw i' Kristo!
CzechVeselé Velikonoce
DanishGod påske
DutchVrolijk Pasen
Zalige paasdagen
Zalig Pasen
EsperantoFeliĉan Paskon
EstonianHäid lihavõttepühi
FaroeseGleðilig páskir
FijianVanuinui vinaka ni Siga ni Mate
FinnishHyvää Pääsiäistä
Iloista pääsiäistä
Flemish (West)Zalig poas'n
FrenchJoyeuses Pâques
Frisian (North)Fröiliken poosche
Frisian (West)Lokkich Peaske
FriulianBuine Pasche!
GalicianBoas Pascuas
Georgianგილოცავთ აღდგომას
(gilotsavt aghdgomas) - frm
გილოცავ აღდგომას
(gilotsav aghdgomas) - inf
ქრისტე აღდგა
(k’rist’e aghdga)
GermanFrohe Ostern
Greek (Modern)Καλό πάσχα (Kaló pásha)
Χριστός ανέστη! (Hristós anésti)
Christ has Risen
Αληθώς ανέστη! (Alithós anésti)
Truly he has Risen (reply)
GreenlandicPåskisiorluarisi
Haitian CreoleBònn fèt pak
HawaiianHau ʻoli Pakoa
E ʻōlelo mālie
Hau'oli Ka La i Ala Hou ai Ka Haku
Hebrewחג פסחא שמח
(chag pascha same'ach)
Hindiशुभ ईस्टर (śubh īsṭar)
HungarianKellemes Húsvéti Ünnepeket!
(Pleasant Easter Holidays!)
Áldott Húsvétot kívánok!
(Wishing You a Blessed Easter!)
IcelandicGleðilega páska
IndonesianSelamat Paskah
InterlinguaFelice pascha
Irish (Gaelic)Cáisc Shona duit (sg)
Cáisc Shona daoibh (pl)
Beannachtaí na Cásca
ItalianBuona Pasqua
Japanese復活祭おめでとうございます
(fukkatsu-sai omedetō gozaimasu)
イースターおめでとうございます
(īsutā omedetō gozaimasu)
JavaneseSugeng Riyạyạ Paskah (Kromo Inggil)
Slamet Paskah (Ngoko)
JèrriaisJouaiyeux Pâques
Kannadaಈಸ್ಟರ್ ಹಬ್ಬದ ಶುಭಾಷಯಗಳು
(īsṭar habbada shubhaashayagalu)
KazakhПасха мейрамы қутты болсын!
(Pasxa meyramı qwttı bolsın!)
Khmerរីករាយថ្ងៃបុណ្យប៉ាក
[riʔriəj tʰŋai bon paːk]
KinyarwandaPasika Nziza
Korean행복한 부활절이 되시길
(haengpoghan puhwarcheori toesikir)
Kurdish (Sorani)Cejnî Hêkesûr pîroz bê
KyrgyzИса тирилди! (Isa tirildi!)
Чын эле тирилди! (Chyn ele tirildi!) - reply
LatinProspera Pascha sit
LatvianPriecīgas Lieldienas
LithuanianSu šventom velykom!
Sveiki sulaukę šventų velykų!
LuxembourgishSchéin Ouschteren
MacedonianСреќен Велигден (Sreken Veligden)
Христос воскресе (Hristos voskrese)
Christ has risen
Навистина воскресе (Navistina voskrese)
Truly, he has risen - reply
MalagasyTratry ny Paska
Malayalamഈസ്റ്റര്‍ ആശംസകള്‍!
(iistar ashamsakal!)
MalteseL-Għid it-tajjeb
Manx (Gaelic)Caisht sonney dhyt
MāoriNgā mihi o te Aranga
Marathiशुभ ईस्टर (śubh īsṭar)
NahuatlCualli Paxcuatl
NavajoNizhónígo Damóotsoh
Ndebele (Northern)Ista enhle
Northern SámiBeassážat!
NorwegianGod påske
OccitanBonas Pascas
OriyaEaster ra bahut bahut subechha
Otomi (Querétaro)Ar njohya Pascua!
PapiamentoBon pasco
Bon pasco di resureccion
Pashtoښه او خوشحال اختر
(kha aw khushal akhtar)
Persian (Farsi)عيد پاک مبارک
(eide pak mobārak)
PolishWesołych Świąt Wielkanocnych!
Wesołego Alleluja!
Szczęśliwej Wielkanocy!
Wesołych Świąt Wielkiej Nocy!
PortugueseBoa Páscoa
Páscoa Feliz
Portuguese (Brazilian)Boa Páscoa!
Feliz Páscoa!
RomanianPaşte Fericit
Hristos a inviat! (Christ has risen!)
Adevarat ca a inviat! (Truly, he has risen) - reply
RussianХристос воскрес (Xristos voskres)
Christ resurrected
Воистину воскрес (Voistinu voskres)
truly resurrected - reply
SamoanIa manuia le Eseta
Sanskritईस्टरपर्वणः शुभेच्छाः
(īstaraparwanah shubhecchāh)
Sardinian
(Logudorese)
Bona pasca
Scottish GaelicA' Chàisg sona
SerbianХристос васкрсе (Hristos vaskrse)
Christ resurrected
Ваистину васкрсе (Vaistina vaskrse)
truly resurrected (reply)
SicilianBona Pasqua
Sinhalaසුභ පාස්කුවක් (subha paskuwak)
SlovakVeselé prežitie Veľkonočných sviatkov
SlovenianVesele velikonočne praznike
Spanish¡Felices Pascuas!
SwahiliHeri ya Sikukuu ya pasaka
SwedishGlad Påsk
Swiss GermanSchöni Oschtere
TagalogMaligayang pasko ng pagkabuhay
TajikПисҳо Муборак! (Pisҳo Muborak!)
Tamil (formal)ஈஸ்ட்டர் நல்வாழ்த்துக்கள்
(Easter nal vaazthukkal) [ml] [fm]
Tamil (informal)ஈஸ்ட்டர் நல்வாழ்த்துக்க
(Easter nal vaazthukka) [fm]
Teluguశుభ ఈస్ఠర్ (shubha eestar)
TetumFeliz Paskua
Thaiสุขสันต์วันอีสเตอร์ (sùk săn wan èet-dtêr)
Tibetanཡི་ཤུ་བསྐྱར་གསོའི་དུས་ཆེན་ལ་བཀྲ་ཤིས་བདེ་ལེགས་ཞུ།
Tigrinyaርሑስ በዓል ፋሲካ። (Rhus Be’al Fasika)
Tok PisinHepi ista
TonganMa'u ha 'aho Pekia fiefia.
TsotsilLek me ech'an ti ta k'uxul orae
TswanaMalatsi a paseka aa itumedisang
TurkishPaskalya bayramınız kutlu olsun
UkrainianХристос Воскрес! (Khrystos Voskres!)
Christ is Risen!
Воїстину Воскрес! (Voyistynu Voskres!)
Truly He is Risen! - reply
З Великодніми святами
(Z Velykodnimy sviatamy)
Uyghurپاسخا بايرىمىڭىزگە مۇبارەك!
(Pasxa bayrımıngızgä mubaräk!)
VenetianBona Pasqua
VietnameseChúc Mừng Phục Sinh
VolapükLesustanazäli yofik
VõroHüvvi munnõpühhi
WelshPasg Hapus
YolnguIitja yiŋgathirri
YorubaẸ ku Ayọ Ajinde
Yucatec MayaKi'imak Pascua!
ZuluIPhasika elijabulayo
IPhasika elithokozayo
Note: Easter is not universally celebrated.
Easter celebrations around the world
In countries where Christianity is a state religion, or where the country has large Christian population, Easter is often a public holiday. As Easter is always a Sunday, many countries in the world also have Easter Monday as a public holiday. Some retail stores, shopping malls, and restaurants are closed on Easter Sunday. Good Friday, which occurs two days before Easter Sunday, is also a public holiday in many countries, as well as in 12 U.S. states. Even in states where Good Friday is not a holiday, many financial institutions, stock markets, and public schools are closed. Few banks that are normally open on regular Sundays are closed on Easter.
In the Nordic countries Good Friday, Easter Sunday and Easter Monday are public holidays and Good Friday and Easter Monday are bank holidays In Denmark, Iceland and Norway also Maundy Thursday is a public holiday. It is a holiday for most workers except some shopping malls which keep open for a half-day. Many businesses give their employees almost a week off, called Easter break Schools are closed between Easter Sunday and Easter Monday. According to a 2014 poll, 6 of 10 Norwegians make a travel during Easter, often to a cottage; 3 of 10 said their typical Easter included skiing.

Nordic countries

In Norway, in addition to staying at mountain cabins, cross-country skiing and painting eggs, a contemporary tradition is to read or watch murder mysteries at Easter. All the major television channels run crime and detective stories (such as Agatha Christie's Poirot), magazines print stories where the readers can try to figure out "Whodunnit", and new detective novels are scheduled for publishing before Easter. Even the milk cartons are altered for a couple of weeks. Each Easter a new short mystery story is printed on their sides. Stores and businesses close for five straight days at Easter, with the exception of grocery stores, which re-open for a single day on the Saturday before Easter Sunday.
In Finland and Sweden, traditions include egg painting and small children dressed as witches collecting candy door-to-door, in exchange for decorated pussy willows. This is a result of the mixing of an old Orthodox tradition (blessing houses with willow branches) and the Swedish Easter witch tradition. Brightly coloured feathers and little decorations are also attached to birch branches in a vase. In Finland, it is common to plant ryegrass in a pot as a symbol of spring and new life. After the grass has grown, many people put chick decorations on it. Children busy themselves painting eggs and making paper bunnies.
For lunch or dinner on Holy Saturday, families in Sweden and Denmark traditionally feast on a smörgåsbord of herring, salmon, potatoes, eggs, and other kinds of food. In Finland, it is common to eat roasted lamb with potatoes and other vegetables. In Finland, the Lutheran majority enjoys mämmi as another traditional Easter treat, while the Orthodox minority's traditions include eating pasha (also spelled paskha) instead.
In the western parts of Sweden and in Finnish Ostrobothnia, bonfires have at least since the 18th century been lit during Holy Saturday. This tradition is claimed to have its origin in Holland. During the last decades though, the bonfires have in many places been moved to Walpurgis Night, as this is the traditional date for bonfires in many other parts of the country.
 In the Netherlands both Easter Sunday and Easter Monday are national holidays. Like first and second Christmas Day, they are both considered Sundays, which results in a first and a second Easter Sunday, after which the week continues to a Tuesday Even though Good Friday is an official national holiday, it is not a mandatory day off for commercial companies.
In Commonwealth nations Easter Day is rarely a public holiday, as is the case for celebrations which fall on a Sunday. In the United Kingdom both Good Friday and Easter Monday are bank holidaysHowever, in Canada Easter Sunday is a public holiday, along with Easter Monday. In the Canadian province of Quebec, either Good Friday or Easter Monday are statutory holidays (although most companies give both). In some countries Good Friday is a public holiday as well.
In Australia, because of its location in the southern hemisphere, Easter takes place in autumn. Hence, Australian Easter is associated with harvest time, rather than with the coming of spring as in the northern hemisphere. The religious aspect of Easter remains the same. Good Friday and Easter Monday are public holidays across all states and territories. "Easter Saturday" (the Saturday before Easter Sunday) is a public holiday in every state except Tasmania and Western Australia, while Easter Sunday itself is a public holiday only in New South Wales. Easter Tuesday is additionally a conditional public holiday in Tasmania, varying between award, and was also a public holiday in Victoria until 1994
Easter eggs are a popular cultural symbol of Easter.
In the United States, because Easter falls on a Sunday, which is already a non-working day for federal and state employees, it has not been designated as a federal or state holiday. Easter parades are held in many American cities, involving festive strolling processions with the New York City parade being the best known.
Source: Wikipedia, Omniglot