In a world where content marketing and digital content are intrinsically related to business success metrics, it is critical that processes, practices and mechanisms to produce targeted, relevant and engaging content scale globally. In this session, we will share key learnings from developing and nurturing a global blog for a number of international markets, covering key aspects such as platform and infrastructure, organizational structure, international search engine optimization (SEO) challenges and opportunities, and definition of metrics of success, monitoring and reporting. As part of the process, we have identified an opportunity to advance methods of content quality management to incorporate ideas for how to best integrate classic linguistic quality attributes with content optimization metrics of performance. We will discuss how learnings and best practices are being applied to other parts of our company’s website as well.
Takeaways: Participants will walk away with a set of best practices that we have identified in our trajectory of developing an international blog covering over a dozen countries and multiple languages. We will also share some key learnings the blog provided that we are now incorporating in our traditional localization practices, such as content optimization and international SEO, content creation, migration, translation and transcreation, terminology management (keywords) and metrics of engagement.