content rules overview and global readiness
TRANSCRIPT
Introduction and Global Readiness Services
Val SwisherFounder & CEO
© 2014. Content Rules, Inc. All rights reserved.
© 2014. Content Rules, Inc. All rights reserved.
Who Am I?
Founder and CEO of Content Rules 25+ years in content arena Specialty areas:
Global content strategy Terminology management Content quality Single-sourcing / XML / DITA
Finishing third book, “Global Content Strategy,” due out in 2014
© 2014. Content Rules, Inc. All rights reserved.
What is Content Rules?
Professional services firm specializing in: • Content strategy / Global content strategy• Content creation• Content quality / Global readiness
Based in Silicon Valley Founded in 1994 Acrolinx Authorized Services Provider Authorized provider of The Rockley Strategic Method™
© 2014. Content Rules, Inc. All rights reserved.
© 2014. Content Rules, Inc. All rights reserved.
A Definition
Global readiness is the process of creating and optimizing content so that readers all over the world can grasp its meaning and intent.
- Scott Abel
Most writers in the U.S. do not understand how to create global-ready content
© 2014. Content Rules, Inc. All rights reserved.
Methods Of Handling Global Content
Translation Localization Transcreation
© 2014. Content Rules, Inc. All rights reserved.
Literal word-for word translation of everything
-
The meaning stays the same
Different content developed to meet business objectives
The content stays the same
Language Translate the meaning of the words in a way that is culturally appropriate
Developed in local language; English may be used as part of the brand vocabulary
Images No change Change to fit local expectations / product needs
Change to fit local expectations / product needs
Layout No change Minimize changes Change to fit local expectations
BrandVocabulary
No change No change Enhance and expand
Translation Localization Transcreation
Methods Of Handling Global Content
© 2014. Content Rules, Inc. All rights reserved.
Global Readiness
Focuses on: Readability Grammar and style Content reuse
Ensures that content is understood by people who have English as a second language
Ensures that content is translatable Eliminates culturally-insensitive visual elements
© 2014. Content Rules, Inc. All rights reserved.
Translation and Global Readiness
Shorten time to translate
Improve translation accuracy
Increase success of machine translation
Decrease post-edit rework and costs
Increase readability for all languages, including English
© 2014. Content Rules, Inc. All rights reserved.
Fix the content before translation Fix it in 15 languages
Options?
© 2014. Content Rules, Inc. All rights reserved.
Global Readiness 101
Reduce Word Count
Increase Use of Identical Sentences
Decrease Word
Variability
Reduce Sentence
Length and Complexity
Fix Translation-
specific Word Usage Errors
14 - 48% Off Translation
Costs
14 - 48% Off Translation
Costs
© 2014. Content Rules, Inc. All rights reserved.
Reduce Word Count
Documents littered with wasteful phrases
a great deal of
due to the fact that
75% Word Count Reductionmuch
80% Reductionbecause
© 2014. Content Rules, Inc. All rights reserved.
Wasteful Words Everywhere
a great deal of muchdue to the fact that becausedespite the fact that althougharrive at a conclusion concludewe suggest that you use usegive careful consideration to considerIt can be seen that --
due to the fact that
a great deal of
© 2014. Content Rules, Inc. All rights reserved.
Increase Sentence Reuse
The start date must be before the end date.
End date must be greater than or equal to start date.
End date must be equal to or later than the start date.
End date should be greater than start date.
The start date cannot be later than the end date.
Start date must be before end date.
Your end date must be after your start date.
Your start date must be before your end date.
The end date must be later than or the same as the start date.
The actual end date must be on or after the actual start date.
Please enter an end date that is later than or the same as the start date.
© 2014. Content Rules, Inc. All rights reserved.
Decrease Word Variability
“The weather outside is hot.”
(But not to a team of writers…)
© 2014. Content Rules, Inc. All rights reserved.
Decrease Word Variability
The weather outside is... baking blazing blistering boiling burning febrile feverish
fiery flaming heated hot humid like an oven on fire
ovenlike parching roasting scalding scorching searing sizzling
smoking steaming sultry sweltering torrid tropical very warm
© 2014. Content Rules, Inc. All rights reserved.
Word Usage Errors
Slang, idioms, ambiguous words Right vs. correct
“My word!”
Modal verbs Split infinitives: “to boldly go” Verb tenses
Dogs will always chase cats vs. Dogs always chase cats
Pronouns create gender issues It was hot (what is hot? Male? Female?)
This creates a problem (what is this?)
© 2014. Content Rules, Inc. All rights reserved.
Where to Start?
Training course “How to Write Using International English”
Download our eBook: “8 Simple Rules to Make Your Content
Global-Ready Now!”
Global readiness evaluation
Work with your content using state of the art software and
trained professionals
© 2014. Content Rules, Inc. All rights reserved.