Content Marketing for a Crypto Service Launching in New Languages
Ethereum token explorer | Seven language versions
The brief
Seven launches, and a goal of at least one free article in each language.
An Ethereum token explorer
The product helps amateur and professional crypto users track the Ethereum rate in real time, get rate alerts in messengers, and follow transactions, wallet balances, and portfolios for any Ethereum address and token.
Seven new language versions
The service existed only in English. Russian, Spanish, French, Turkish, Chinese, Vietnamese, and Korean versions were being prepared for launch.
Free coverage in real media
The targets were major niche publications, not blog platforms where companies post their own articles, with at least one free article per language.
Outreach in three waves
Markets were worked in the order the language versions launched.
Russian and Spanish
The most influential crypto media and individual journalists covering Ethereum were found and invited to be first with the news. The Russian search also covered other Russian-speaking countries, and the Spanish one covered Spain, Argentina, and Venezuela.
Turkish, French, Chinese
The second wave repeated the outreach for the Turkish, French, and Chinese versions.
Vietnamese and Korean
The third wave covered the Vietnamese and Korean versions.
News texts
Two news texts were written, rewritten for outlets when needed, and translated into each required language.
The effort behind five free articles
Coverage on a highly competitive topic took persistent, personal outreach to each publication.
Korean and Vietnamese media offered only paid placement, so those markets got no free coverage. One Spanish article was paid and is not counted among the five.
What the outreach achieved
When providing article promotion for a website on external resources in different language regions, it is important to be sensitive to the peculiarities of doing business in each individual country and to respond flexibly to them. The agreements and how they were reached in Russia differed radically from interactions in France, for example, while in the Asian countries we never even reached the point of negotiations.
- 2 articles were published in Spanish (one paid), 1 article in Russian, 2 in French, and 1 in Turkish. In Korea and Vietnam, only paid publication options were offered.
- 2 news texts were written, which were then rewritten if necessary and translated into the required language.
Ultimately, 5 articles were published for free on a very competitive topic over 2.5 months of work — a very satisfactory outcome! In that time over 300 proposal letters and reminders were sent, as well as over 50 messages via Facebook and LinkedIn, and over 20 website contact forms were filled out.
An extensive database was collected on local news sources specializing in cryptocurrencies, and contacts were established with several international publications. This groundwork will allow for future publication of articles with less effort.
We also acquired an idea of the peculiarities of each individual country in this matter, comprising invaluable experience both for the client and for us.
The client opted not to publish their name in the case study due to high competition and for confidentiality. But since the task assigned to us was essentially completed in full, they were pleased with the work performed.
Originally published on the Alconost Digital blog. Onlinuum is run by the former Alconost Digital team.
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Launching your product in new languages?
Native writers prepare news releases and articles for each language market and adapt them to local media instead of translating word for word.