The Language of Content Strategy

It is always a buzz seeing your work in print and today I got that special feeling.

My copy of The Language of Content Strategy arrived in the post, all the way from San Francisco. For those who don’t know the project was put together by Rahel Anne Bailie and Scott Abel and is described as the ‘gateway to a language that describes the world of content strategy’. It contains contribution from 52 experts from all over the world of content creation (me being one!) and covers all sorts of topics. Its vital reading for anyone in the content/publishing world.

I got mine for free! but you can guy yours from Amazon or Barnes & Nobel.

 

Corporate Translation Guide

Translation Guide for Business

Here at K International, we are regularly asked by our clients what is actually involved in translation. There is not really one overall answer to this as it is very much dependent on how you intend to use the results. Some clients appear to see translation as a low cost means of increasing sales or even treat it as a complete after thought, a simple last minute process. With the advent of tools such as Google translate, this notion of a straight forward push button solution seems to be becoming even more embedded into people’s way of thinking. Read more

Multilingual Search Trends in 2014

Multilingual Search in 2014

Here’s a quick synopsis of some of things were working on with our clients and some trends we’re seeing continuing in 2014. Hopefully you’ll be able to use it and it’ll help you to get the highest return for your investment in Multilingual Search.

Growth in International Mobile Search

multilingual search - online ad spend in the USIn the US last year the percentage of people using the internet via smartphone was up from 56% at the start of the year to 65% at the end, that’s a growth of 16%. Over half of these people (52%) used Android while 41% used iOS. Great news for Google as 5 of their apps (youtube, gmail, maps, search, play) are all in the top ten and have shown double digit growth for the year (Facebook remains at #1). eMarketer claim that “spending on desktop advertising will increase by just 0.41%, while mobile ad spending will grow a further 56.00% to $14.97 billion”. Mobile advertising will generate more revenue in 2017 for the first year than its desktop counterpart (see chart).

This metric is growing even faster outside of the US. Chinese consumers bought twice as many smart phones in 2013 than the year before. Apple hides its market share data in China but we think its between 15-20%. Android has over 75% making it the clear market leader.

As the world moves away from a traditional desktop model, to one based on an app on a smartphone, the traffic attracted to your own website will mirror this (for the first year our own site now has had more mobile visits than desktop). Your customer acquisition and retention strategies (whatever region you are operating in) will need to change to reflect this. More of your marketing budget needs to be assigned to app development and how your site’s content will look/behave on a mobile device. The roll-out of 4G/5G networks in developing economies is a lot faster than putting cable underground. Read more

Multilingual SEO

Multilingual SEO

If you’re a native English speaker, then you may believe that the internet is dominated by the English language. Almost all of the computer code, social networking, e-commerce and news sites that are most popular with English speakers were developed in the English-speaking world, and they mesh seamlessly with the language. However, while slightly more than half the web’s content is still written in English, that won’t be true for long. Only around a quarter of internet users have English as their primary language and internet usage of this demographic is growing at a much faster rate.

Most people require or prefer web content that’s written in their native language. For international businesses to really engage with customers they need to have versions of their websites written in each of the languages their customers speak. In some parts of the world, even local businesses have to engage with more than one language group. Read more

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