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The Global Marketer’s Guide To Localisation And Translation
Over the past few years, content marketing has evolved rapidly within global organisations. In many companies, content has transformed from an experimental initiative siloed within small teams in individual markets to a large-scale, cross-departmental global effort.
In a region such as Europe, with more than 50 countries and 200 languages, it’s often unrealistic to make new content for each market. That makes the ability to localise content an essential part of a marketer’s skill set. But how can you do so in a way that genuinely addresses key issues in each market? How do you maintain the brand’s voice across all markets and languages? And how do you avoid sounding like an imposter barging into a community that you may not really know or understand?
In this e-book, we talk to the marketers behind the content efforts of the world’s leading global brands. Learn how Coca-Cola creates content for 40 local publications and HP creates 90 percent of its EMEA (Europe, Middle East, and Africa) content locally, and Marriott connects content studios in the U.S., Europe, and Asia.
We also cover:
- How to build a localisation strategy that services all markets
- How to establish global content standards and ensure that content resonates on the local level
- When you should to invest creating content for a new market
- How to decide whether to translate content—and how to do translation right
- Why local content creators can help your content reach new audiences
- And more!
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