Multi-Lingual ContentCreationChristina ZilaDirector of CommunicationsTextbroker International@textbroker
About Your Speaker                 @textbroker• Translation Project          •   Based in Germany  Management• Marketing a...
The Big Picture – Language Online                                        Site Content Languages                        Pol...
E-commerce By Country                          Average Sales Per Digital User 2012                        Italy           ...
Localization Is Important        British                   American                     Suspenders                      Br...
Impacts of Not Localizing on PPC          Original text           retained                              Keywords match, bu...
Localization Lifecycle                            Language                            Selection                           ...
Analyzing Content Needs•   Languages/ dialects•   Amount•   Purpose•   Placement•   Timeframe•   Management•   Source cont...
Content Generation In Other Languages                                                                 Native       Machine...
Translation Issues in SEO• Keywords may not  have source content• Non-native keywords  within native content• Close adhere...
Language Capacities                   Knows                   Source                  Language                          Kn...
Native Content Creation BenefitsLarge pool of nativesubject matter expertsleads to:• Content tailored to  local needs• Low...
Translation vs Native Content Applications       Translation                Native Content Creation• Branded content      ...
Quality Control• In-house experts• Vendor trust  –   Operations locations  –   Native speakers  –   QA procedures  –   Pil...
Visuals/Publication• Accents and special  characters• Layout adjustments to  accommodate text  length• Alignment for Middl...
Case Study: Online Retailer           The Client                  The Challenge•   US-based top-tier etailer   Expand high...
Case Study: Online RetailerRequirements:   – Scalability   – Quality   – AffordabilityResults  – Hundreds of buying guides...
Case Study: Unister• 13 billion unique visitors• Travel domains• Expanded to UK, NL, FR in 2012
Unister Requirements           Short and effective           communication channels         Positive cost-benefit ratio   ...
Challenges• No in-house native  language leaders• Heavy initial content  needs
CommunicationDedicated accountmanager• Manage language leads• Weekly reporting• Proactive notifications  when necessary• M...
Quality Control• Quality Control  – Tapped large base of    native content creators  – Quality reviewed by    Textbroker s...
Results• Hundreds of pieces of  content in target  languages published• Program expanded to  additional languages• “It is ...
Summary› Translation for branded content  – Manuals, ebooks, research  – Branding, consistency› Native content creation fo...
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Multi-Lingual Content Creation: Translation Vs. Native Content Creation

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Presented at International Search Summit San Jose 2013.

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Multi-Lingual Content Creation: Translation Vs. Native Content Creation

  1. 1. Multi-Lingual ContentCreationChristina ZilaDirector of CommunicationsTextbroker International@textbroker
  2. 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. 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. 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. 5. Localization Is Important British American Suspenders Braces
  6. 6. Impacts of Not Localizing on PPC Original text retained Keywords match, but product doesnt Visitors find content irrelevant Bounce rate on landing page rises Quality Score decreases Higher PPC costs
  7. 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. 8. Analyzing Content Needs• Languages/ dialects• Amount• Purpose• Placement• Timeframe• Management• Source content – Present – Unique
  9. 9. Content Generation In Other Languages Native Machine Manual content translation translation creation Machine- Transcreation assistedMost Literal translation Most “Creative”
  10. 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. 11. Language Capacities Knows Source Language Knows Knows Target Industry Language
  12. 12. Native Content Creation BenefitsLarge pool of nativesubject matter expertsleads to:• Content tailored to local needs• Lower costs• Faster delivery
  13. 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. 14. Quality Control• In-house experts• Vendor trust – Operations locations – Native speakers – QA procedures – Pilot projects
  15. 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. 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. 17. Case Study: Online RetailerRequirements: – Scalability – Quality – AffordabilityResults – Hundreds of buying guides delivered within a month per language – Minimal strain on client resources
  18. 18. Case Study: Unister• 13 billion unique visitors• Travel domains• Expanded to UK, NL, FR in 2012
  19. 19. Unister Requirements Short and effective communication channels Positive cost-benefit ratio Outstanding quality
  20. 20. Challenges• No in-house native language leaders• Heavy initial content needs
  21. 21. CommunicationDedicated accountmanager• Manage language leads• Weekly reporting• Proactive notifications when necessary• Manage native content creation campaign
  22. 22. Quality Control• Quality Control – Tapped large base of native content creators – Quality reviewed by Textbroker staff native speakers
  23. 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. 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. 25. Thank You!

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