Author: Scott Abel

Known affectionately as "The Content Wrangler," Scott Abel is an internationally recognized global content strategist who specializes in helping organizations deliver the right content to the right audience, anywhere, anytime, and on any device. He writes regularly for business and content industry publications, is frequently selected as a featured presenter at content industry events, and serves on the faculty of the University of California, Berkeley, School of Information. Scott's message is clear: Content is a business asset worth managing efficiently and effectively. His firm, The Content Wrangler, exists to help content-heavy organizations adopt the tools, technologies, and techniques they need to connect content to customers.

Global Marketing Insight: Localizing Content for 70 Countries or More

Localizing content may sound simple, but it is a very complex and intricate task. In this brief conversation, Professor Nitish Singh discusses with Devyani Bhattacharjee, Director of Marketing Localization, how SAP manages multicultural content across more than 70 locales. Localization at SAP means managing both locale-specific imagery and cultural elements in copy, images, colors selected and symbols used. This Global Marketing Insight video is provided by Brand2Global, the conference for global marketers, September 28-29, 2016 in Silicon Valley. Brand2Global Conference is an annual event designed for professionals who drive global marketing and are responsible for international market share and revenue. If you’re a global marketing practitioner, this is the conference for you. Learn...

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Balancing the Desire for Standardization with the Demand for Localization

Can there be a global brand strategy? This question is not only context specific but also very much driven by understanding customer needs. Professor Nitish Singh discusses with Leona Frank, Manager of European Brand Strategy and Localization at VistaPrint, how research can provide valuable insights to help a company decide the best mix of global versus local in its brand strategy. The discussion further goes into implementation aspects of creating a truly localized experience for consumers worldwide. This Global Marketing Insight video is provided by Brand2Global, the conference for global marketers, September 28-29, 2016 in Silicon Valley. Brand2Global Conference is an annual event designed for professionals who drive global marketing and are responsible for international market share and revenue. If you’re a global marketing practitioner, this is the conference for you. Learn...

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Global Marketing Insight: Don’t Translate, Transcreate!

When developing content for multiple locales, in multiple languages, companies struggle with the idea of translation versus transcreation. Transcreation is about recreating the content in a language and style that connects with the consumer in a meaningful and emotional way. Professor Nitish Singh and Frank Hartkopf, Head of European Content, Axonn Media, explore the importance of transcreation to create content which truly hits the sweet spot of the local consumer. This Global Marketing Insight video is provided by Brand2Global, the conference for global marketers, September 28-29, 2016 in Silicon Valley. Brand2Global Conference is an annual event designed for professionals who drive global marketing and are responsible for international market share and revenue. If you’re a global marketing practitioner, this is the conference for you. Learn more....

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Delivering Personalized Content Experiences: Segmenting Content and Audience

I’ve got a confession to make. It’s kind of embarrassing. But, here goes. I don’t practice what I preach. That’s right. Not. At. All. And that’s got to change. Although I have spent most of my professional life evangelizing the need for others to deliver personalized content—the right content to the right people, at the right time, in the right format—I haven’t been doing it myself. Yes, I know how stupid that sounds. I know the steps involved in delivering personalized content experiences. I even teach others how to do it. I just don’t do it myself. Delivering Personalized Content...

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Content Delivery: The Misunderstood Piece of the Product Content Puzzle

Product content. It’s critical to business success. When done well, it can inform, educate, and motivate. It can help us save money. And, it can even drive sales—but only if it’s delivered to the right person at the right time, in the right language and format, and on the device of the consumers’ choosing. Content professionals spend a lot of time talking about the content creation and content management phases of the content lifecycle, but they seldom talk much about delivery. That’s because delivery is often misunderstood. And, it can be challenging. It requires a different skill set and...

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