Presented at International Search Summit San Jose 2013.

1. Multi-Lingual Content
Creation
Christina Zila
Director of Communications
Textbroker International
@textbroker

2. About Your Speaker
@textbroker
• Translation Project • Based in Germany
Management
• Marketing analytics
• Founded 2007
• Public relations • 9 language variants
• Multi-Lingual • More than 2 million
– English pieces of content
– German produced in US alone
– French

3. The Big Picture – Language Online
Site Content Languages
Polish Italian
2% 2% Other
10%
Portuguese
2%
Japanese
4%
Chinese
4%
English
French 55%
5%
Spanish
5%
Russian
6%
German
6%
Data from W3Techs

4. E-commerce By Country
Average Sales Per Digital User 2012
Italy
Sweden
Canada
Finland
Japan
Denmark
US
Norway
Australia
UK
$- $1,000 $2,000 $3,000 $4,000
Data from eMarketer, Jan 2013

5. Localization Is Important
British American
Suspenders
Braces

6. Impacts of Not Localizing on PPC
Original text
retained
Keywords match, but
product doesn't
Visitors find
content irrelevant Bounce rate on
landing page rises
Quality Score decreases
Higher PPC costs

7. Localization Lifecycle
Language
Selection
Localization
based on:
Measure Keyword
Results Research • Customers
• Products
• Capabilities
Publication
Content – CMS
Creation
– Personnel
– Fulfillment
Visual Quality
Inspection Control

8. Analyzing Content Needs
• Languages/ dialects
• Amount
• Purpose
• Placement
• Timeframe
• Management
• Source content
– Present
– Unique

9. Content Generation In Other Languages
Native
Machine Manual content
translation translation creation
Machine- Transcreation
assisted
Most Literal translation Most “Creative”

10. Translation Issues in SEO
• Keywords may not
have source content
• Non-native keywords
within native content
• Close adherence to
original text
regardless of local
customer profiles

11. Language Capacities
Knows
Source
Language
Knows
Knows
Target
Industry
Language

12. Native Content Creation Benefits
Large pool of native
subject matter experts
leads to:
• Content tailored to
local needs
• Lower costs
• Faster delivery

13. Translation vs Native Content Applications
Translation Native Content Creation
• Branded content • Keyword-based content
– White papers, ebooks strategies
– Core marketing materials – FAQs
– Original research – Informative articles
– Company blog posts
• Standard items that need – Outbound guest blogging
updates
– Instruction manuals • Ecommerce descriptions
– How-tos – Products
– Legal disclaimers – Categories

14. Quality Control
• In-house experts
• Vendor trust
– Operations locations
– Native speakers
– QA procedures
– Pilot projects

15. Visuals/Publication
• Accents and special
characters
• Layout adjustments to
accommodate text
length
• Alignment for Middle
Eastern languages
• Character sets for
non-Latin languages

16. Case Study: Online Retailer
The Client The Challenge
• US-based top-tier etailer Expand high-level content
• International reach program in US to top 3
• User-generated content countries:
– UK
• Competitive markets
– Germany
– Australia

17. Case Study: Online Retailer
Requirements:
– Scalability
– Quality
– Affordability
Results
– Hundreds of buying guides
delivered within a month
per language
– Minimal strain on client
resources

18. Case Study: Unister
• 13 billion unique visitors
• Travel domains
• Expanded to UK, NL, FR in 2012

19. Unister Requirements
Short and effective
communication channels
Positive cost-benefit ratio
Outstanding
quality

20. Challenges
• No in-house native
language leaders
• Heavy initial content
needs

21. Communication
Dedicated account
manager
• Manage language leads
• Weekly reporting
• Proactive notifications
when necessary
• Manage native content
creation campaign

22. Quality Control
• Quality Control
– Tapped large base of
native content creators
– Quality reviewed by
Textbroker staff native
speakers

23. Results
• Hundreds of pieces of
content in target
languages published
• Program expanded to
additional languages
• “It is crucial that the
authors create added
value for the readers.”

24. Summary
› Translation for branded content
– Manuals, ebooks, research
– Branding, consistency
› Native content creation for keyword-based
strategies
– Articles, blogs, descriptions
– Scale, speed, cost
› Quality control major bottleneck
– Be prepared for the amount of content

25. Thank You!