PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. Our rants and raves include Zillow’s book on real estate and Harvard Business Review; then we wrap up with an example of the week on AAHA Magazine. And any company pursuing them with English-only content is likely limiting its revenue potential. As a result, any company limiting the conversation to a single language is also severely limiting its own growth potential. And there is little doubt that tomorrow’s leading brands will be those that grasped today’s unparalleled opportunities. (05:44): Welcome to Episode 197: Recorded live on August 21, 2017 (Running time: 1:02:334) (09:40): Content Marketing World 2017 – The largest content marketing event in the world will return to Cleveland on September 5–8, with closing keynoter Joseph Gordon-Levitt. Register today, and don’t forget to use coupon code PNR100 to save $100 on the cost of registration. You can also use coupon code PNR 100 for a $100 discount on the cost of your one-year subscription to the foremost training program in the content marketing industry. This Old Marketing example of the week (54:50): AAHA: Robert makes no bones about his love of dogs. By acting as the leading custom publisher for thought leadership content on how to take proper care of pets and other animals, AAHA has earned its place as a best in breed example of This Old Marketing.
In this week’s episode
Robert muses on inventing our own traditions. In the news, we cover Apple’s $1 billion investment in original content, the rise and fall of fidget spinners, and newsjackers on the eclipse. Our deep dives explore whether it’s Facebook that’s failing or the research behind it, and if publishers realize how much their business model is actually changing. Our rants and raves include Zillow’s book on real estate and Harvard Business Review; then we wrap up with an example of the week on AAHA Magazine.
Content love from our sponsor: Smartling (43:03)
Translation: A reliable recipe for business growth – According to the U.S. Chamber of Commerce, 95% of the world’s consumers live outside the United States. And any company pursuing them with English-only content is likely limiting its revenue potential. According to Common Sense Advisory, more than 70% of consumers are more likely to buy a product with information listed in their native language than a comparable product without. These realities haven’t been lost on the world’s leading brands.
Digital innovation may have flattened the world, but human language is still the key to forming authentic connections. As a result, any company limiting the conversation to a single language is also severely limiting its own growth potential. To be successful on a global scale, brands need to consider localization strategies that suit their audience and elevate their brand presence. And whether your company is big or small, the road to translation success always follows a similar path.
Before you can translate a single character of content, there are several basic points of strategy to address. Some of these factors include understanding revenue potential, gathering your content requirements, assembling the right team, planning the process for localization and translation, and using technology as a competitive advantage. With thoughtful plans, empowered teammates, and the right tools behind you, the barriers to publishing compelling global content will be lower than you think. And there is little doubt that tomorrow’s leading brands will be those that grasped today’s…