The following is an excerpt from Global Content Strategy: A Primer by Val Swisher, the third book in The Content Wrangler Content Strategy Series of books from XML Press (2014). Chapter 1. What Is a Global Content Strategy? Content. Our world revolves around content. These days, buying decisions are often based on experiences not with products, but with information about products. People consume more content in more ways than ever. We have printed books, newspapers, and magazines. We have e-readers, smartphones, and tablets. We have TV, radio, YouTube, Instagram, Pinterest, and Hulu. We consume more content in more ways than ever before. No one can...Read More
Author: Val Swisher
Transwhat? That’s what most humans—and nearly all spellcheck programs—ask when they encounter the word, transcreation. In this post, an excerpt from the book Global Content Strategy: A Primer by Val Swisher, we explore the concept of transcreation and why adapting translated content for effectiveness is a necessary part of a successful global content strategy. Transcreation: Adapting Translated Content For Effectiveness These days, every employee produces content. In addition to the usual suspects–marketing communication writers, technical writers, course developers–software engineers write user guides, technical support engineers write frequently asked questions, and (shall we dare?) VPs of marketing write blog posts....Read More
In this quick take video, Val Swisher, Founder and CEO of Content Rules, explains why there’s a big disconnect between content marketing and intelligent content and how to overcome...Read More
Val Swisher, CEO, Content Rules In today’s world, more and more companies are realizing that in order to increase revenue, they need to expand their brand into foreign markets. These companies spend quite a bit of money getting the product ready, prepping the market, finding and training sales people, and so on. Unfortunately, they often overlook the impact of translating and localizing the content (websites, technical documentation, knowledge bases, marketing collateral) that is part of the brand and product. As a result, these organizations end up spending far too much money on less than perfect translations that take far...Read More
Receive exclusive access to members-only content, invitations to in-person and virtual events, and sneak peeks at new tools and emerging technologies. Join today!Join Now!