Agenda

Content is King and the 3 Kings of Content

Johnathan Ive’s T-Shirt and the Apple Way

How to Achieve the 3 Kings of Content

Best Practices and Technology

Global Brands and Content Successes

 Content is King

90% of HP’s customers buy based

on content, not on touching the
product

* Gilbane Globalization blog – Mary LaPlante, 2008

3 Kings of Content

Branding Quality Consistency

Johnathan Ive’s T-Shirt
Johnathan Ive’s T-Shirt
Multilingual Brand, Consistency, Quality
Multilingual Brand, Consistency, Quality
The Reality: Branding

Mist m , - es no pl
• (=Tierkot) droppings
• (=Pferdemist, Kuhmist etc) dung
• (=Dünger) manure
• (=Misthaufen) manure or muck heap
The Reality: Quality
The Reality: Consistency

WARNING: Switch power off only when the fan has stopped
WARNING: Switch power off once the fan has stopped
WARNING: Disconnect power only when the fan has stopped
WARNING: Never switch the power off until the fan has stopped
WARNING: Do not power down until the fan has stopped
WARNING: Do not power down before the fan has stopped
WARNING: You must wait until the fan has stopped before switching off the power
WARNING: Wait until the fan has stopped running before switching off the power
WARNING: Do not disconnect power if fan is running
WARNING: Fan must be stopped before disconnecting power
3 Kings of Content: How to Achieve…

Branding

Multilingual Terminology
Management
What is Terminology Management?

ter·mi·nol·o·gy [tur-muh-nol-uh-jee]
–noun, plural -gies.

1. the system of terms belonging or peculiar to a science, art, or

specialized subject; nomenclature: the terminology of botany.
2. the science of terms, as in particular sciences or arts.

Technical and Industry terms

Corporate language

Product names and trademarks

Marketing phrases and taglines

Search engine keywords

Software user interface items

Hardware labels
Why is Terminology Important?
3 Kings of Content: How to Achieve…

Quality

Create Clear, Concise and Current

Content
What is Quality Content?

Clear

Understood by all, worldwide

Accurate

Informative
What is Quality Content?

Concise

Digestible

Bite-size

Eliminates waste
What is Quality Content?

Current

Up-to-date

Latest branding, style,

grammar, wording guidelines

Searchable
 Why is Content Quality Important?

Garbage In, Garbage Out

Source content Translated content

x Complex sentence structures x Low quality
x Inconsistent terminology x Inconsistent
x No reuse x Expensive
3 Kings of Content: How to Achieve…

Consistency

Reuse and Share Content

Why Content Reuse?

Apply Manufacturing Methodology to Content Creation

BMW 120d BMW 320d BMW 520d

Why is Consistency Important?

WARNING: Switch power off only when the fan has stopped
WARNING: Switch power off once the fan has stopped
WARNING: Disconnect power only when the fan has stopped
WARNING: Never switch the power off until the fan has stopped
WARNING: Do not power down until the fan has stopped
WARNING: Do not power down before the fan has stopped
WARNING: You must wait until the fan has stopped before switching off the power
WARNING: Wait until the fan has stopped running before switching off the power
WARNING: Do not disconnect power if fan is running
WARNING: Fan must be stopped before disconnecting power
Why is Consistency Important?

ATTENTION: Couper le courant que lorsque le ventilateur est arrêté

ATTENTION: Couper le courant une fois que le ventilateur s'est arrêté
ATTENTION: Débranchez l'appareil que lorsque le ventilateur est arrêté
ATTENTION: Ne jamais mettre l'appareil hors tension jusqu'à ce que le
ventilateur s'est arrêté
ATTENTION: Ne pas pouvoir jusqu'à ce que le ventilateur s'est arrêté
ATTENTION: Ne pas éteindre avant que le ventilateur s'est arrêté
ATTENTION: Vous devez attendre que le ventilateur s'est arrêté avant de couper
l'alimentation
ATTENTION: Attendez que le ventilateur s'est arrêté avant de couper
l'alimentation
ATTENTION: Ne pas débrancher l'alimentation si le ventilateur est en marche

ATTENTION: Le ventilateur doit être arrêté avant de couper l'alimentation

Why is Consistency Important?

ADVERTENCIA: Desconecte sólo cuando el ventilador ha parado

ADVERTENCIA: Desconecte la corriente una vez que el ventilador se ha parado

ADVERTENCIA: Desconecte la energía sólo cuando el ventilador deje de

ADVERTENCIA: No conecte la alimentación hasta que el ventilador se ha parado

ADVERTENCIA: No se apagan hasta que el ventilador se ha detenido

ADVERTENCIA: No apague antes de que el ventilador se ha parado

ADVERTENCIA: Usted debe esperar hasta que el ventilador se ha parado antes de desconectar
la alimentación

ADVERTENCIA: Espere hasta que el ventilador deje de funcionar antes de desconectar la

alimentación

ADVERTENCIA: No desconecte la corriente eléctrica si el ventilador está en funcionamiento

ADVERTENCIA: El ventilador debe ser parado antes de desconectar la energía

3 Kings of Content

Branding Quality Consistency

Enter New Markets Successfully

Achieve Deadlines
Satisfy Customers Globally
Save Money
How to Get There

Find examples of good and bad content

Define your company terminology

Establish writing, grammar, style, branding rules for content

Share with all content creators, e.g. tech docs, marketing,

localization

Link content creation processes and technology to translation


Reuse Existing Content

Save Translation Costs Upfront

Ensure Quality

Enforce Branding
SDL Global Authoring Management
System
SDL MultiTerm

Multilingual Accuracy

Multilingual Branding

Shared Knowledge

Centralized Knowledge
SDL MultiTerm

Desktop for Terminologists Online for the Organization

Integration for Translators Integration for Content Creators

Who’s doing it right?

30% increase in productivity due

to reuse of content and
consistency

17% decrease in translation costs

due to terminology management

Improved branding and

streamlined authoring processes
across geographies