Curated tips and tricks to get the most out of your content in 2020. With such an interconnected world, full of rich content and amazing user experiences, the opportunity to reach new customers is more tantalising than ever before. But how will you reach them all? If you're ready to revolutionise your global content strategy and kick off the decade with all the right tricks up your sleeve, then this webinar is for you. Join Smartling's VP of Marketing, Annette Obermeier, as she unveils her top 10 hacks for Global Content that can improve your content right now. - Annette’s absolute hacks to supercharge your global content in 2020 - Surefire methods to maximise your reach with actionable content promotion - How to position your source content for success with an agile localisation strategy - Proven, real-world stories from brands just like yours that have revolutionised their global content strategy for success

1. #DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
10 Content Marketing Growth Hacks
Ani Obermeier
VP of Marketing at Smartling
Digital Marketing Priorities 2020 brought to you by
[Presenter
Image]

2. 2
Before we start… housekeeping
• A recording for the webinar will be sent via email
• Slides will be available via Smart Insights’ Slideshare
• Please get involved with the interactions:
• Give your views in the votes
• Do ask questions at any point via the Questions panel

3. 10 Content Marketing
Growth Hacks

5. Global Internet Users
Source: Hosting Facts, “Internet Stats & Facts for 2019,” Domo, “Data Never Sleeps 5.0,” and Our World in Data
Number of
Users in
Billions
Year
5
4
3
2
1
1990 1995 2000 2005 2010 2015

6. Consumers spend 8.8 hours a day
engaging with digital content.
Source: CMO, “5 Consumer Trends That Are Shaping Digital Content Consumption,” February 13, 2019

7. 246 billion emails will be sent and
received, per day, by the end of 2019
Source: The Radicati Group, Inc., Email Statistics Report, 2015-2019

8. 4M+ blog posts are published on
the Internet every day
Source: Hosting Facts, “Internet Stats & Facts for 2019”

9. $525 Fashion & Beauty
$393 Electronics & Physical Media
$210 Food & Personal Care
$273 Furniture & Appliances
$751 Travel
$12 Digital Music
$71 Video Games
eCommerce Spend in 2018 (billions)

10. My Top 10 Content Hacks

11. #1 Ditch the Forms

13. < 10%
Bounce Rate

14. #2 Identify & build your audience

15. Poll

16. #
Personas
#
Languages

17. Value

18. #3 Listen to your Customers

20. #4 Get really good at copywriting

21. Source: Drift
Nine tips for writing conversationally
21
1. Write the way you speak
2. Keep sentences short
3. Make it skimmable with choppy copy
4. Add a human touch with real images and videos
5. Use emojis and gifs to stand out
6. Use lowercase subject lines
7. Introduce a sense of urgency
8. Include an immediate CTA
9. Finish with an offer to reply for more information

22. #5 Don’t just hunt keywords, add
value

23. Our Framework
23
See Think Do

24. #6 Make it personal

25. People buy from people

26. #7 Squeeze more out of each
piece

28. 28

29. Shares & backlinks

30. Whiteboard Friday

31. #8 You’re still a marketer for
international audiences

32. Poll

33. 33
Reaching people

34. 34
42% of internet users say they never
purchase products and services in other
languages.42%
Consumers are 6 times more likely to buy
your product or service in their native
language, even if they are comfortable with
English.
CSA Research
Personalization through translation

35. 35
Enable Your Translators with a CAT Tool

36. 36
Glossary Style Guide
Visual
Context
Set yourself up for success

37. 37
Quality from your human translators

38. #9 Pick the right translators

39. Customer Translator
Indirect relationship

40. 40
Move the World with Words

41. #10 Automate & measure

42. Poll

43. More content = more automation

44. 44
Automate
Content Integrate PublishTranslate

45. 45
5,600+ Hotel Websites
IHG continuously translates its
digital properties using Smartling’s
website proxy and Adobe
Experience Manager integration.
One App. 40 Languages
Over the course of two years,
Tinder has reduced its cost per
word by 45% and realized an 81%
reduction in time to market for
curating its global experience.

46. 46
33%

47. #1 Ditch the forms
#2 Identify & build your audience
#3 Listen to your customers
#4 Get really good at copywriting
#5 Don’t just hunt keywords, add value
#6 Make it personal
#7 Squeeze more out of each piece
#8 You’re still a marketer for international audiences
#9 Pick the right translators
#10 Automate & measure the impact
Ani’s10ContentHacksfor2020

48. Questions?

49. 49
drift.me/anio

50. Thank you