SPEAKING ENGAGEMENT

OUR CLIENTS

why should i care?

INTERNET WORLD USERS BY LANGUAGE

MillionsOf Users

THE 10 MOST POPULAR LANGUAGES IN THE US

Spanish is the 3rd most spoken language in the world

US Spanish speakers would be 13th largest economy in the world

The average Latin American internet user will generate two times more traffic per month in 2020 than in 2015

Cisco's Visual Networking Index, June 8, 2016

identify valuable existing assets

REQUIREMENTS NON LOCALIZED CONTENT

REQUIREMENTSEVERGREEN CONTENT

REQUIREMENTS PREQUALIFIED CONTENT

TRAFFIC DRIVERSMOST LANDED ON GOOGLE ANALYTICS

TRAFFIC DRIVERS MOST LINKED TO: AHREFS

LINKABILITYGOOGLE SEARCH CONSOLE

SOCIAL SUCCESS

You can also go to the analytics of every social media channel you own

competitor content

CREATE YOUR COMPETITOR LISTIN MARKET OR IN SERPS

ANALYZE THEIR KEYWORD CONTENT WITH SIMILARWEB

IF YOUR DA IS BETTER, WRITE A SIMILAR POST & STEAL THEIR TRAFFIC!

RINSE AND REPEAT ON CONTENT AUDIT METHODS

new content

BRANDING & MESSAGING

If you haven’t already, build out a brief that explains tone, context, goals, etc. In English.

CHOOSE TOPICS THAT THEY HAVE NEVER HEARD OF

OWN THE CONVERSATION

WIKIPEDIA HACK

WIKIPEDIA HACKCHECK FOR CONTENT GAPS

WIKIPEDIA HACKFIND PAGES THAT NEED TO BE CREATED

WIKIPEDIA HACKRED LINKS MEAN THEY NEED LINKS

SINCE THERE IS LESS CONTENT IN OTHER LANGUAGES, THE OPPORTUNITY IS HUGE!

SINCE THERE IS LESS CONTENT IN OTHER LANGUAGES, THE OPPORTUNITY IS HUGE!

localization

Translation

Express the sense of words or text in another language. – Oxford Dictionaries

Transcreation

Process of adapting a message from one language to another,

while maintaining its intent, style, tone and context.

-Wikipedia

PRO CON

Cheaper Will need a lot of editing, it may not be cost effective

MACHINE TRANSLATION

PRO

Flexible and cheap Quality will be inconsistent

FREELANCER

PRO CON

LO BARATO SALE CARO

Italy flag

HOLA MÉXICOOOOO

CON

International marketing agencies can transcreate

and localize SEO and UX are

prioritized

Price

Marketers know how to

sell, translators don’t.

MARKETING AGENCY

PRO

Expressions in different languages have different lengths

BE AWARE OF YOUR COPY LENGTH

HIRE A SAVVY AGENCY

paid channels

Facebook Ads are great, but please do it right

WRONG!Spanish Ad + English Site = Bad UX

WRONG!“When the customer is confused, the

answer is always NO” - @ajkohn

outreach

IDENTIFY YOUR TARGET AUDIENCE

PROSPECTING: FIND RELEVANT SITES

PROSPECTING: USE KEYWORDS GOOGLE ADVANCED

OPERATORSRecipes -vegetarian or vegans-site:allrecipes.com

PROSPECTING: COMPETITORS RELATIONSHIPS

PROSPECTING: STEAL COMPETITORS REFERRAL TRAFFIC

QUALIFICATION

RelevanceQualitySEO MetricsShare Metrics

MOST EFFECTIVE METHOD IS…

Contact Forms Social Media

Email

CHOOSE HOW BEST TO CONTACT PROSPECTShttp://alturainteractive.com/tools/contact-finder/

CONTACT CONSIDERATIONS

Successful contact is made via contact forms

CONTACT CONSIDERATIONSType of contact

Depends on the site.

If you have to choose CHOOSE INFORMAL

Formal siteFormal contact

Informal siteInformal contact

MAINTAIN THE RELATIONSHIP

public relations

PHYSICAL & DIGITAL

YOU MIGHT NEED TO PICK UP YOUR PHONE

And contact the journalist directly

SCRAPE MEDIA KITS FROM TARGET SITES

IF YOU DON’T KNOW ANY…

STALK THEM ON FACEBOOK

AND LINKEDIN

AND TWITTER!

AND WHEN THEY SEARCH

what we learned

WHAT WE LEARNED

Choose content assets to localize

+ Non localized content+ Evergreen content+ Prequalified content

WHAT WE LEARNED

New content

+ Own the conversation + Check for content gaps+ Find pages that need to be created

WHAT WE LEARNED

For localizationChoose the correct option

+ Machine translation+ Freelancer+ Marketing agency

WHAT WE LEARNED

Promote you content

+ Paid channels - do it right!+ Outreach+ Identify your target audience+ Find relevant sites