Developing a Global Content Strategy for International Events

On the heels of yesterday’s Super Bowl post (where we learned that the NFL is actually America’s least global sports league), today we’ll talk about ways to incorporate international events into your own global content strategy.

The Olympics provide one important case study for why you need to efficiently create multilingual content that coincides with international events. Sources estimate people from 88 nations participated in the games in Sochi, Russia, giving an important hint as to the linguistic diversity found among both athletes and attendees. According to research from Think With Google reported by MobiForge, during the 2014 Winter Olympic Games, between 60 and 65 percent of Olympics-related searches were performed on a mobile device.

What does this mean for you?

First, Consider Who is Participating and How

To take advantage of a popular world event like the Olympics, you’ll want to study the content produced by the event planning organization itself. Olympics content, for example, includes logistical information related to events and accommodations; news and fan information designed to keep people informed and entertained; and cultural information about the host country to support both education and sightseeing. Many attendees don’t have a shared language. Localization is essential for ensuring event attendees can quickly access the information they need in their mobile searches.

The 2014 Winter Olympics published its website in the games’ three official languages: English, French, and the host country’s native language. Additional support was also provided in several languages, including Chinese, French, English, German, Japanese, Korean, and Russian. Support included the official app translated into these languages, a 24/7 call center in these languages, and more than 1,000 on-site professional translators.

A Streamlined Translation Process is Key

When your company is creating websites and mobile applications in connection with international events, it is important to have a clear strategy for serving a diverse user base. The first component is determining the languages in which you will offer content and prioritizing content assets and languages according to attendee needs. Another thing to consider when it comes to preparing your marketing campaigns for the event: time. The overall process to translate website and app content needs to be streamlined so you’re able to reach the widest audience possible as quickly as possible. Make sure you have a system in place that allows you to easily send core content assets to your translators—and makes it just as easy for them to return materials back to you for review and integration into the final content packages.

Choose the Right Technology Solution

Without the right technology solution in place, translating your marketing content for international events would be nearly impossible. Cloud-based translation software lets organizations define the content that needs to be translated; accept translations with minimal developer oversight in different languages; and package and deploy those languages on tight, demanding schedules. Developing a clear translation process supported by technology is the best strategy to ensure your global content is ready to meet the needs of users in time for the big event.

Image source: Herbert Kratky /

Resource: MobiThinking

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