As you may have already noticed, Content Marketing is one of the pillars of Rock Content. We’ve already helped over 2000 customers achieve the highest rankings on Google pages. And the same goes for our pages.
We use our blogs as showcases and testing labs: the newest trends, boldest strategies, different formats. With good optimization practices, quality content and patience, we saw our blog in Portuguese exceed 3 million sessions in one month. On the Spanish blog, we reached the mark of 4 million monthly sessions.
And, now, it’s finally time to share the first success story of our blog in English: in 11 months, we’ve increased our traffic by more than 15 times ! If you want to learn a step by step how to design your content strategy, follow us!
The birth of the Rock Content North America Blog
In 2019, Larissa Lacerda and I shared the editorship of the Rock Content Brasil Blog . Our blog underwent a massive migration earlier this year, and we were slowly reaping the results of taking our domain back to its home (rockcontent.com).
Our strategy was extremely well consolidated: the project’s freelancers knew our content production guide in color and sautéed, we published around 90 contents per month, we dealt with the most diverse clusters in the digital world, our domain authority was high and stable, and we had market recognition.
At the end of the year, Rock made two acquisitions, increasing our suite of products offered to customers. One such acquisition was ScribbleLive. An American company, headquartered in the United States and Canada, which offered platforms for the production of interactive content and live experiences.
Turning ScribbleLive Blog into Rock Content
In early 2020, we started a project to apply the same Content Marketing strategies on blogs in English that we used on blogs in Portuguese and Spanish.
The domain to be used would be the old Scribble domain. But their blog didn’t have the volume of posts as ours, and the content wasn’t as SEO focused .
Thus, we would have to start from scratch, doing the same construction that our sister blogs had already gone through. This, then, was the (re)birth of the Rock Content North America Blog — or, as I lovingly simplified, the NA Blog.
I took over the blog editor with the challenge of turning it into a lead generator in the US and Canada.
In our first month, in April 2020, we had a monthly traffic of just over 5,000 sessions.
The 6 Most Effective Strategies To Grow Your Blog
The first point is very important for anyone who is going through an internationalization strategy. So repeat after me: you need to localize your strategy, not translate it.
American companies are ahead of us with Digital Marketing . This is not stray dog talk. Hubspot created Inbound Marketing . And this is the main evidence I have to prove the above sentence.
In Brazil, we dispute the “Inbound Marketing” SERP with other companies that learned about this technique from Hubspot. On the Rock’s Blog in English, I’m disputing SERP with the company that created the technique. Can you tell the difference?
And how does this impact our strategy in practice? The first point is that the personas are different . It’s no use translating your Brazilian persona and offering it to a market other than the Brazilian one. She will probably be out of date.
Our persona who has an intermediate level of knowledge, in Brazil, corresponds, perhaps, to the persona with basic knowledge in the USA.
The same goes for your content. Search intent in Brazil may be different from search intent in Canada.
In fact, translating existing content is easier than starting from scratch. But it won’t necessarily bring you the results you’ve been waiting for.
Whenever I find cool content on our blog in Portuguese or Spanish, I look for that keyword on Google and open all the results on the first page. If the intertitles agree, I enter the localization process. If they are out of line, I put a new text into production.