Tweet
Tweet

Slide 1

Slide 1 text

Creating Content in Languages You Don't Speak Wise Isaac Díaz Carpio

Slide 2

Slide 2 text

Wise Global tech company, building the best way to move and manage the world’s money. Whether you're sending, receiving or spending money anywhere.

Slide 3

Slide 3 text

We take care of the Wise blog. We create content that reaches millions of monthly visitors.

Slide 4

Slide 4 text

40 35 58 People Languages Markets

Slide 5

Slide 5 text

I took care of the Spanish content initially Now, I lead the strategy in EMEA countries This is me

Slide 6

Slide 6 text

EMEA is a big Region Wise services may vary by country Every market brings different revenues

Slide 7

Slide 7 text

1. 2. 3. How to expand to new markets and generate growth? How to create content in languages I don’t speak? What technical difficulties may I encounter? I faced 3 challenges

Slide 8

Slide 8 text

1. 2. 3. How to expand to new markets and generate growth? How to create content in languages I don’t speak? What technical difficulties may I encounter? I faced 3 challenges

Slide 9

Slide 9 text

1. 2. 3. How to expand to new markets and generate growth? How to create content in languages I don’t speak? What technical difficulties may I encounter? I faced 3 challenges

Slide 10

Slide 10 text

A FEW LESSONS I LEARNED Let’s look at

Slide 11

Slide 11 text

WORK WITH PEOPLE WHO KNOW THE MARKET & THE LANGUAGE 01

Slide 12

Slide 12 text

Obvious, right?

Slide 13

Slide 13 text

Local people can spot issues that others can’t.

Slide 14

Slide 14 text

What is this date? 22/02/16

Slide 15

Slide 15 text

We experienced indexing issues with articles from the Hungarian blog We were offering British date format DD/MM/YY But in Hungarian dates are expressed like YY/MM/DD

Slide 16

Slide 16 text

Similar issue with Right-to-Left (RTL) languages

Slide 17

Slide 17 text

Hebrew & Arabic are written from RTL, but they express numbers from LTR.

Slide 18

Slide 18 text

Correct format to write 8th December 2023 08/12/2023 3202/21/80 2023/12/08

Slide 19

Slide 19 text

Locals can notice linguistic, visual, and cultural nuances others miss.

Slide 20

Slide 20 text

They can notice things like ○ Wrong use of formal/ informal tone ○ Wrong or literal translations ○ Wrong use of numbering rules ○ Use of old-fashioned words or styles ○ Wrong use of images

Slide 21

Slide 21 text

How much do you like the old version of The New York Times?

Slide 22

Slide 22 text

No content

Slide 23

Slide 23 text

Old-fashioned font In Wise blog Modern font In Aljazeera

Slide 24

Slide 24 text

SEEK LOCAL FEEDBACK

Slide 25

Slide 25 text

OUTSOURCING CAN BE A GREAT HELP 02

Slide 26

Slide 26 text

Outsourcing helps us scale content & reach small markets

Slide 27

Slide 27 text

Brainstorming Keyword researching Briefing Copywriting Proofreading Compliance checks Publishing Stages of content production

Slide 28

Slide 28 text

Outsourcing some stages of the production can help ○ Scale the content production. ○ Get time back to find more content ideas Before outsourcing After outsourcing

Slide 29

Slide 29 text

And outsourcing can help you reach markets where you don’t have language capabilities.

Slide 30

Slide 30 text

We wanted to expand our content in Switzerland. It’s a small market, and other specialist were busy creating content for France and Germany We saw potential, so we decided to outsource content writing and proofreading. In 6 months we had increased our conversions there by 2 times.

Slide 31

Slide 31 text

OUTSOURCE TO REACH WHERE YOU CAN’T

Slide 32

Slide 32 text

UNDERSTAND WHAT WORKS TO INVEST BETTER 03

Slide 33

Slide 33 text

You should organise your content in a way that facilitates its analysis. That can help you: ○ See what ranks better ○ Understand what brings the most impact

Slide 34

Slide 34 text

How do you measure success?

Slide 35

Slide 35 text

If you’re starting in a new market, prioritise first what works the best. ○ You can even do a simple forecast to understand the potential

Slide 36

Slide 36 text

When trying a new market ○ Find a similar market & compare ○ Find what topics were most successful ○ Get the Success Rate (SR) ○ Generate a big keyword research ○ Estimate the traffic & apply the SR

Slide 37

Slide 37 text

Topic 1 Forecast example Topic 3 Topic 2 Traffic Expected Success Rate Success Expected 2000 4000 3500 2 % 1.25 % 1.5 % 40 50 52.5 TOTAL 142.5

Slide 38

Slide 38 text

FORECASTING WHAT WORKS CAN PREVENT FROM INVESTING TOO MUCH OR TOO LITTLE

Slide 39

Slide 39 text

REMOVE YOUR BIASES TOWARDS MARKETS 04

Slide 40

Slide 40 text

We all have expectations on markets. We tend to expect more from those we know better.

Slide 41

Slide 41 text

This small European market wasn’t showing any strong development

Slide 42

Slide 42 text

But it was bringing 2 & 3 times more revenue per customer than other European markets Market A Market B Market E Market D Market C Market F Market G

Slide 43

Slide 43 text

Why weren’t we more successful?

Slide 44

Slide 44 text

OUR BIAS WE TREATED IT LIKE A SMALL MARKET

Slide 45

Slide 45 text

We decided to prioritise this market for a few quarters. By increasing our content production investment by 100%.

Slide 46

Slide 46 text

In one year, we increased conversions by 3 times

Slide 47

Slide 47 text

And our total revenue had grown by 2 times 2022 2023

Slide 48

Slide 48 text

DON’T LET YOUR BIASES DECIDE YOUR STRATEGY

Slide 49

Slide 49 text

HELP YOUR CUSTOMER TO CONVERT 05

Slide 50

Slide 50 text

In new markets, and small ones, it’s common that many resources will take time to be available. You need to put in extra effort to help your users to convert.

Slide 51

Slide 51 text

Your potential customers may find it difficult to: ○ Use your product ○ Find resources ○ Understand the value you offer

Slide 52

Slide 52 text

You can figure out your customers problems by ○ Talking to Support & Sales teams ○ Checking local forums or network communities like Reddit ○ Looking at your social media comments ○ Finding where’s the bigger bounce rate

Slide 53

Slide 53 text

TRY SOLVING YOUR CUSTOMER’S ISSUES EVEN BEFORE THEY FACE THEM

Slide 54

Slide 54 text

Wise offers its products in Czech Republic. But we haven’t localised our app and site in Czech yet. We started producing content in Czech to attract new users. But our ratio of conversions was low.

Slide 55

Slide 55 text

We improved our CTAs. We wrote an article on using Wise in Czechia, and we sent readers there. We clarified some processes to avoid the pain points they usually faced.

Slide 56

Slide 56 text

We increased our Conversion Rate by 25%

Slide 57

Slide 57 text

STRUCTURE URLS IN A WAY THAT MAKES SENSE TO YOU 06

Slide 58

Slide 58 text

It’s recommended to use keywords in URL paths

Slide 59

Slide 59 text

The Domain Name Systems (DNS) only accept Latin script. When we create content in other scripts like Cyrillic, Japanese or Hebrew, URL paths can be an issue.

Slide 60

Slide 60 text

Some website and browsers can convert and display certain scripts https://ar.wikipedia.org/wiki/ﺔﯾﺑرﻋ_ﺔﺑﺎﺗﻛ

Slide 61

Slide 61 text

But this is how it would look in other tools. Not useful for reporting. https://ar.wikipedia.org/wiki/%D9%83 %D8%AA%D8%A7%D8%A8%D8%A9_ %D8%B9%D8%B1%D8%A8%D9%8A% D8%A9

Slide 62

Slide 62 text

It’s possible to transcribe your URL path. Common in Cyrillic content.

Slide 63

Slide 63 text

In other languages, it’s common to give a number to your content.

Slide 64

Slide 64 text

And it’s also very common to translate the URL path into English.

Slide 65

Slide 65 text

URL PATHS SHOULD BE USEFUL TO YOU. SO YOU CAN ANALYSE YOUR CONTENT BETTER

Slide 66

Slide 66 text

A RECAP

Slide 67

Slide 67 text

Work with local people to get feedback Outsource to reach where you can’t Understand what works to invest better Remove your biases towards markets Help your customer to convert Make your URL paths useful to you 1 2 3 4 5 6

Slide 68

Slide 68 text

KÖSZÖNÖM GRACIAS THANK YOU OBRIGADO TEŞEKKÜRLER 감사합니다

Slide 69

Slide 69 text

www.whitepress.com Isaac Díaz Carpio Regional SEO Content Lead Wise in/isaac-diaz-carpio/ [email protected] Presentation delivered within the SEO Vibes on Tour by WhitePress®, 2024