Optimizing Content in the Real World at Google

Track: Content Management | CM4 |
Thursday, November 2, 2017, 4:30pm – 5:15pm
Held in: Mission City Meeting Room 1
Jon Ann Lindsey - Google 
Val Swisher - Content Rules, Inc.
Host: Scott Abel

We’ve all heard advice about how to improve source content. These tips and tricks usually sound like perfectly reasonable suggestions. Common sense, right?  But, where’s the proof that these so-called best practices actually improve customer experience? In 2016, content strategists from Google visited 11 countries to talk to customers in order to find out what these real people actually want and need from their content. As it turns out, lessons learned from Google customer feedback research provided some surprising results. In this session, we will discuss the importance of getting feedback before you make decisions about how you’ll translate and localize content. You’ll learn several ideas you can use to adjust your source content so that your translations are improved. You’ll see examples from content in the real world and leave with actionable items that you can implement immediately.

Takeaways: Attendees will hear about which problems Google found (they weren’t just the usual suspects); big improvements you can make to content that are easy to implement; and why overtly “empathetic” language and reassurances don’t always serve the needs of customers.