From blog posts to case studies, you create content to provide value to your clients. However, not all content is created equal and some copy will drive your end-goal better than others. When considering your translation budget, you have to discern what content should receive the most attention to maximize your ROI. But how do you know what to translate, and equally as importantly, when?
We’ve all poured hours into a blog post that ends up generating little traffic. It’s natural to want to give your labor of love a second chance in a new market, but be careful to not double down on your losses. It’s best to stick to high-performing content, specifically the top 20% of posts driving traffic.
Will this content be quickly buried by future posts or will it sit on your page for months? Where will it be found on your site, is it a heavily trafficked page? Was it created by your marketing or leadership teams to generate leads over time, or to explode into a new market?
While it’s important to determine the gaps in your global strategy, you also have to identify demand. When you know the potential value of a market, you can then prioritize the content that makes most sense for its needs, maximizing your ROI.
Finally, take a moment to look into the linguistic assets you have across your top content. If you have glossaries or translation memories for certain posts, you can undergo a quicker and cheaper translation process. Savings of linguistic assets can be so great that you can potentially take on more content translation.