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.