Learn how to audit your content marketing effectiveness with an introduction to using SEO, CRO and translation. A regular monthly webinar for Smart Insights members.

1. 1
#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
International marketing:
Best practices to increase your
reach and conversion
Dr Dave Chaffey,
co-founder and
content director,
Smart Insights
Juliana Pereira
VP Marketing
Smartling

2. 2
Co-founder and content director of
SmartInsights.com - a marketing advice
learning platform with > 1/2 million
uniques/quarter.
Premium members in over 100 countries
use our planning guides, templates and
online courses to Plan, Manage and
Optimize their digital marketing.
Free Basic
membership
About Dave Chaffey

3. 3
About Juliana Pereira and Smartling
Free download:
Effective Translation Guide
Juliana Pereira
VP Marketing
Our goal at Smartling is to help global companies access more
markets, deliver better experiences, and build stronger
relationships by transforming the way their multilingual content is
created and consumed around the world.
Our translation management software prioritizes process
automation and intelligent collaboration so that companies can
quickly and cost-effectively localize their websites, apps, and
documents with minimal IT involvement. Our curated network of
professional translators is continuously measured to ensure the
highest quality standards and readily available to serve a variety
of linguistic needs.
We’re proud to say that our unique approach to localization is
helping leading brands like British Airways, InterContinental Hotels
Group, Spotify and WeWork tell a global story.

4. 4
About you - Vote
• How many countries do you translate content for?
• More than 25
• More than 10
• More than 5
• 1 to 5
• None yet, but considering

5. 5
Source: YouGov

6. 6
Examples of cultural customization
6
 UK – all about price
 CH – add value over price
 DE – all about high-end
products in mix
 IT – design is important (!)
 DK – cheap is good
 NO – added value is key
 FR – tailored for France

7. 7
Agenda
• How to audit the current effectiveness of
content marketing in different countries
• Define your priorities for localization and
translation
• International SEO techniques
• International CRO techniques
• Q&A with Dave Chaffey and Juliana Pereira

8. 8
Source: Free digital marketing planning templates

9. 9
Reports to support your International marketing

10. 10
Before we start… FAQ
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Please get involved with the interactions:
• Share viewpoints or questions via #DigitalPriorities
@SmartInsights
• Please give your views in the votes!
• Do ask questions at any point via the Questions panel
• We will leave c10-15 minutes for questions at the end

11. 11
AUDITING EFFECTIVENESS OF CONTENT MARKETING
Techniques and measures to use

12. 12
What our our goals?

13. 13
Using RACE and VQVC to audit content
Source: RACE planning system

14. 14
Source: ADI – leading US retailers
Which channels drive volume?

15. 15
High Potential Top
Performers
Low Potential,
Low Performance
Consistent
Performers
Conversion rate (or Page Value for non ecommerce sites)
or conversion rate variance compared to average
Pageorproductpopularity(views)
orpageviewvariancecomparedtoaverage
Your Content
Portfolio
Use the
Content
Optimization
Matrix to improve
results

16. 16

17. 17
Visualising using Data Studio

18. 18
Suggested techniques
• Compare product content VQVC by country
• Compare TOFU, MOFU, BOFU content by
effectiveness
• Use Google Analytics Content Groups to group
content by country and type

19. 19
DEFINE PRIORITIES FOR LOCALIZATION AND TRANSLATION
Techniques and measures to use

20. 20
Localizing based on service differences
Source: Smartling client case study

21. 21
Prioritizing by translation type
Source: Smartling – Know your translation types

22. 22
Sample translation services strategy

23. 23
Source: Smartling – The data deficit crippling translation management

24. 24
International SEO techniques

25. 25
Serving the best content

26. 26
Domain structure options
ccTLD Subdomain
Subfolder Query string

27. 27
Source: Google’s review of options

28. 28
Source: Aleyda Solis

29. 29
Best practices
• Canonical URLs
If you’re able to access your website’s homepage from http://example.com,
http://example.com/ and http://example.com/index.html, then it would be
wise to specify the preferred homepage URL in the canonical link tag.
e.g. <link rel=”canonical” href=“http://example.com/“ />
• HREFLANG
• For multi-language websites, Google recommends using the hreflang tag,
which tells search engines the language of a web page, instead of the
canonical tag.

30. 30
CRO
Using structured testing and personalization for
‘Conversion Rate Optimization’

31. 31
Vote – how many tests per month?
• More than 25
• More than 10
• More than 5
• 1 to 5
• None yet, but considering

32. 32
Rules-based
Machine-driven
AB testing
1:1
Optimisation
Segmentation
Q. Which of these personalisation
techniques do you use on site?
Source: Retail Week

33. 33
How many structured experiments
does your business run each month?

34. 34
International CRO at ASOS.com

35. 35

36. 36

37. 37
Q&A - Questions and discussion welcome!
www.slideshare.net/Smart-Insights