Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The International Content Success Kit #PubCon

2,826 views

Published on

How to develop content for international audiences effectively? Here are tips & tools you can use to maximize your success!

Published in: Marketing

The International Content Success Kit #PubCon

  1. 1. #InternationalContent at #Pubcon by @aleyda from @orainti The International Content Success Kit
  2. 2. #InternationalContent at #Pubcon by @aleyda from @orainti I’m Aleyda Solis ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/ I do SEO I Tweet I Share #InternationalContent at #Pubcon by @aleyda from @orainti
  3. 3. #InternationalContent at #Pubcon by @aleyda from @orainti I’m Aleyda Solis I Write I Speak I’m Featured #InternationalContent at #Pubcon by @aleyda from @orainti
  4. 4. #InternationalContent at #Pubcon by @aleyda from @orainti Managing Content for International Environments can be complex #InternationalContent at #Pubcon by @aleyda from @orainti Development Promotion MonitoringPublishing
  5. 5. #InternationalContent at #Pubcon by @aleyda from @orainti Every phase of the content creation & management process has challenges … #InternationalContent at #Pubcon by @aleyda from @orainti Connecting with the Audience Measuring the impactEffectively Targeting it Making it Relevant
  6. 6. #InternationalContent at #Pubcon by @aleyda from @orainti Which are multiplied by the number of international markets #InternationalContent at #Pubcon by @aleyda from @orainti Connecting with the Audience Measuring the impactEffectively Targeting it Making it Relevant
  7. 7. #InternationalContent at #Pubcon by @aleyda from @orainti Like this! #InternationalContent at #Pubcon by @aleyda from @orainti
  8. 8. #InternationalContent at #Pubcon by @aleyda from @orainti Although they should be aligned from an operational & business perspective #InternationalContent at #Pubcon by @aleyda from @orainti Connecting with the AudienceMaking it Relevant Measuring the impactEffectively Targeting it
  9. 9. #InternationalContent at #Pubcon by @aleyda from @orainti They should also address specific audience 
 & markets preferences & goals #InternationalContent at #Pubcon by @aleyda from @orainti Connecting with the Audience Measuring the impactEffectively Targeting it Making it Relevant Connecting with the Audience Measuring the impactEffectively Targeting it Making it Relevant
  10. 10. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Like this! Localization of global product Specific based on local events
  11. 11. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Complex? Yes, but with a huge potential… emarketer.com Probably you should too ;) Some markets are still unserved
  12. 12. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti … and highly profitable if done well.
  13. 13. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti The best to avoid having, “all your eggs in one bag”, making SEO great again!
  14. 14. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Here’s a Kit of International Content Tips & Tools for Success
  15. 15. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti FOR VALIDATING 
 THE AUDIENCE
  16. 16. #InternationalContent at #Pubcon by @aleyda from @orainti Validate first which are your international target markets: Countries or Languages? #InternationalContent at #Pubcon by @aleyda from @orainti Country Targeted Language Targeted
  17. 17. #InternationalContent at #Pubcon by @aleyda from @orainti Although country targeting is the ideal sometimes is not the best for the process #InternationalContent at #Pubcon by @aleyda from @orainti
  18. 18. #InternationalContent at #Pubcon by @aleyda from @orainti Keep in mind that Google doesn’t support continents as targets #InternationalContent at #Pubcon by @aleyda from @orainti http://bit.ly/internationaltarget This is not supported
  19. 19. #InternationalContent at #Pubcon by @aleyda from @orainti All this is critical to avoid errors when 
 configuring your Web content target #InternationalContent at #Pubcon by @aleyda from @orainti
  20. 20. #InternationalContent at #Pubcon by @aleyda from @orainti And end-up having content misalignments issues afterwards, besides poor results! #InternationalContent at #Pubcon by @aleyda from @orainti “Car Hire Sydney” in google.co.uk full of Australian ccTLDs and only gTLD that is UK targeted com.au com.au com.au com.au com Hertz is ranking with its Australian ccTLD despite having a UK one targeting that query
  21. 21. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti FOR UNDERSTANDING 
 THE AUDIENCE
  22. 22. #InternationalContent at #Pubcon by @aleyda from @orainti Once you establish the target markets, it’s a must to identify their behavior #InternationalContent at #Pubcon by @aleyda from @orainti Seasonality & Local Festivities Product & Service Preferences Local competition Preferred devices Preferred Search Engine
  23. 23. #InternationalContent at #Pubcon by @aleyda from @orainti Beware of trusting translator tools tho! 
 It’s important to have someone native to do it #InternationalContent at #Pubcon by @aleyda from @orainti
  24. 24. #InternationalContent at #Pubcon by @aleyda from @orainti Who are your competitors per market? #InternationalContent at #Pubcon by @aleyda from @orainti similarweb.com
  25. 25. #InternationalContent at #Pubcon by @aleyda from @orainti Top Queries around your products & services #InternationalContent at #Pubcon by @aleyda from @orainti kwfinder.com
  26. 26. #InternationalContent at #Pubcon by @aleyda from @orainti Their search trend & difficulty #InternationalContent at #Pubcon by @aleyda from @orainti semrush.com
  27. 27. #InternationalContent at #Pubcon by @aleyda from @orainti Your local search results functionality & visibility opportunities #InternationalContent at #Pubcon by @aleyda from @orainti Moz Keyword Explorer serpchecker.com
  28. 28. #InternationalContent at #Pubcon by @aleyda from @orainti The ones already giving visibility to your competitors in that market #InternationalContent at #Pubcon by @aleyda from @orainti semrush.com
  29. 29. #InternationalContent at #Pubcon by @aleyda from @orainti Their specific search behavior per device #InternationalContent at #Pubcon by @aleyda from @orainti sistrix.com
  30. 30. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Your local competitors most visited content
  31. 31. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Here’s a Keyword Matrix Tool segmenting the ones with International Support bit.ly/keywordmatrix
  32. 32. #InternationalContent at #Pubcon by @aleyda from @orainti Verify what’s the most linked content #InternationalContent at #Pubcon by @aleyda from @orainti cognitiveseo.com
  33. 33. #InternationalContent at #Pubcon by @aleyda from @orainti And the most shared one! #InternationalContent at #Pubcon by @aleyda from @orainti buzzsumo.com
  34. 34. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Understanding local preferences & behavior of the user is key & shouldn’t be extrapolated
  35. 35. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Otherwise you will end-up having this! Which is how foreign players lose in international SEO
  36. 36. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti FOR CONNECTING WITH THE AUDIENCE
  37. 37. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Define a Internationally Targeted Editorial Calendar based on the findings Country Language Platform Media Category Topic Resources Promotion Person in Charge Publish Date UK English LinkedIn Post Flat Rentals How to find the best price in central London Pricing & location data LinkedIn Property Group Person A 12/12/16 UK English Web Webinar Property investment How to select your mortgage Multimedi a & Design Social networks & Newsletter Person A 12/12/16 US English Pinterest Photos Board House Decoration DIY Children Decoration Photos Newsletter Person B 12/12/16 Spain Spanish Twitter Tweet stories Local Festivities Best Apartments to Rent for San Fermin Pricing & location data Social Networks Person C 12/12/16
  38. 38. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Establish a process of content creation including native & specialized validation Native Marketer for Keyword Research Native copywriter to develop PUBLISH Native specialist to validate Native marketer to validate
  39. 39. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Make sure that the content is only correctly published in the relevant Web presence Pointless English version in Spain that will generate index bloat
  40. 40. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti Each piece of content should also be relevantly optimized for their specific audience Meta Description URL Title Currency Images H1 Text Don’t leave your URLs in English, use the appropriate language with latin characters
  41. 41. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti And not only the content, but the overall Web experience based on local preferences In the USIn Japan
  42. 42. #InternationalContent at #Pubcon by @aleyda from @orainti#InternationalContent at #Pubcon by @aleyda from @orainti FOR PROMOTING
 TO THE AUDIENCE
  43. 43. #InternationalContent at #Pubcon by @aleyda from @orainti Where is your audience sharing and what’s the type of content they prefer to share? #InternationalContent at #Pubcon by @aleyda from @orainti
  44. 44. #InternationalContent at #Pubcon by @aleyda from @orainti Who’s sharing in that community? #InternationalContent at #Pubcon by @aleyda from @orainti
  45. 45. #InternationalContent at #Pubcon by @aleyda from @orainti Who’s writing about those same topics? #InternationalContent at #Pubcon by @aleyda from @orainti
  46. 46. #InternationalContent at #Pubcon by @aleyda from @orainti Which Websites you can easily get in touch with? #InternationalContent at #Pubcon by @aleyda from @orainti kerboo.com
  47. 47. #InternationalContent at #Pubcon by @aleyda from @orainti You’ll need to contact them, 
 especially at the beginning! #InternationalContent at #Pubcon by @aleyda from @orainti pitchbox.com
  48. 48. #InternationalContent at #Pubcon by @aleyda from @orainti Don’t expect the results to be 
 the same than in the US though #InternationalContent at #Pubcon by @aleyda from @orainti
  49. 49. #InternationalContent at #Pubcon by @aleyda from @orainti Because you won’t need them to be either! #InternationalContent at #Pubcon by @aleyda from @orainti
  50. 50. #InternationalContent at #Pubcon by @aleyda from @orainti But it’s key to understand what works or not, how & why to replicate though! #InternationalContent at #Pubcon by @aleyda from @orainti seomonitor.com
  51. 51. #InternationalContent at #Pubcon by @aleyda from @orainti To achieve success with your content in your international search markets #InternationalContent at #Pubcon by @aleyda from @orainti
  52. 52. #InternationalContent at #Pubcon by @aleyda from @orainti THANKS!

×