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April 27, 2016
Pragmatic Global Content Strategy
by Rebecca Ray, Donald A. DePalma  

 
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Summary
Digital marketers, localization managers, and corporate planners want guidelines and data to help them decide which materials to translate and how much to translate. This report answers that question by showing how to develop and use marketing personas, customer journey maps, categorization, and tiering as the building blocks for a pragmatic global content strategy. Marketing and localization practitioners will learn how to:

  • Apply domestic market discipline to global rollouts
  • Follow seven steps when creating a practical strategy
  • Validate domestic marketing profiles for global use
  • Develop customer journey maps
  • Audit and categorize content for local markets
  • Establish content tiering criteria based on hard data
  • Identify and document success metrics
  • Avoid four typical mistakes

Availability
  • Global Leaders
  • Technology Vendors
Preview
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Pages: 33
 

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