{"id":1343,"date":"2021-12-16T20:34:58","date_gmt":"2021-12-17T01:34:58","guid":{"rendered":"https:\/\/beomniscient.com\/?page_id=1343"},"modified":"2024-07-10T10:17:07","modified_gmt":"2024-07-10T14:17:07","slug":"smartling","status":"publish","type":"page","link":"https:\/\/beomniscient.com\/case-studies\/smartling\/","title":{"rendered":"Smartling Generates $3.7M of Pipeline with Omniscient Digital"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”20px” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.5″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” parallax_bg=”true” parallax_bg_speed=”fast” video_mute=”true” shape_type=””][vc_column column_padding=”padding-8-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”top-bottom” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner equal_height=”yes” content_placement=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-2-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1715952185487{padding-bottom: 20px !important;}” text_direction=”default”]\"\"[\/vc_column_text][vc_column_text text_direction=”default”]\n

Smartling Generates $3.7M of Pipeline with Product-Led Content<\/h1>\n[\/vc_column_text][nectar_circle_images images=”4378″ positioning=”standard” alignment_desktop=”left” alignment_tablet=”inherit” alignment_phone=”inherit” animation=”none” image_size=”nectar_small_square” image_loading=”default”][vc_column_text text_direction=”default”]With Katie Festa<\/a>, Senior Manager of Digital Marketing[\/vc_column_text][nectar_cta btn_style=”see-through” heading_tag=”h6″ button_color=”accent-color” text_color=”#000000″ button_border_thickness=”0px” link_type=”regular” alignment=”left” alignment_tablet=”default” alignment_phone=”default” display=”block” display_tablet=”inherit” display_phone=”inherit” link_text=”Continue reading” url=”#continue” margin_top=”40″ margin_left=”-10″ padding_top=”12″ padding_bottom=”12″ padding_left=”20″ padding_right=”20″ class=”new-cta-bkg”][\/vc_column_inner][vc_column_inner column_padding=”padding-4-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#ffffff” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][nectar_single_testimonial testimonial_style=”basic” image=”4378″ quote=”Our team really leaned on Omniscient to help drive the direction and strategy of our organic search program. Their expertise, organization, and proactive approach allowed us to show value and scale up once we were able to prove results.” name=”Katie Festa” subtitle=”Senior Manager, Digital Marketing”][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”20px” equal_height=”yes” content_placement=”middle” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”40″ text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=”” gradient_type=”default”][vc_column column_padding=”padding-1-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#e5eada” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][milestone heading_inherit=”h2″ symbol_position=”after” subject_padding=”0″ color=”Accent-Color” effect=”count” symbol_alignment=”Default” milestone_alignment=”default” number=”31,250″ symbol=”%” subject=”increase in blog conversions”][\/vc_column][vc_column column_padding=”padding-2-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#e5eada” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][milestone heading_inherit=”h2″ symbol_position=”after” subject_padding=”0″ color=”Accent-Color” effect=”count” symbol_alignment=”Default” milestone_alignment=”default” number=”130″ symbol=”X” subject=”sitewide conversions”][\/vc_column][vc_column column_padding=”padding-2-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#e5eada” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/3″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” column_padding_type=”default” gradient_type=”default”][milestone heading_inherit=”h2″ symbol_position=”after” subject_padding=”0″ color=”Accent-Color” effect=”count” symbol_alignment=”Default” milestone_alignment=”default” number=”12.8″ symbol=”X” subject=”ROI on organic search program”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”20px” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”40″ text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” id=”continue” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-2-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/4″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text text_direction=”default”]Language translation platform Smartling<\/a> simplifies localization so businesses can publish multilingual content and reach new global markets faster. Its AI and human translation process plus workflow automation tools enable hundreds of businesses like Lyft, Peloton, and Shopify to connect with customers worldwide.<\/p>\n

Smartling partnered with Omniscient Digital in February 2021 to create an SEO-driven content strategy that expanded brand awareness and increased conversions. This resulted in steady growth for the Smartling blog\u2014including a 118% boost in organic blog traffic and a 31,250% increase in blog conversions from 2022 to 2024.[\/vc_column_text][vc_column_text text_direction=”default”]\n

A need to scale content and organic traffic<\/h2>\n

Before partnering with Omniscient Digital, Smartling relied on content to reach new customers. But organic traffic and conversions were hard to come by since the small marketing team struggled to publish content consistently. When the Smartling team lost their only in-house writer and subject matter expert, they knew they needed outside content help.<\/p>\n

After working with a few freelance agencies, the Smartling team felt like they took one step forward and two steps back.<\/p>\n

\u201cOther content agencies weren\u2019t delivering on their promises,\u201d said Adrian Cohn, former head of marketing. \u201cWe needed a thoughtful content roadmap, a dedicated partner to provide useful insights, and a dependable group of writers. We worked with two or three other freelance content agencies. They failed to deliver on schedule or on basic quality of work.\u201d<\/p>\n

The small team needed an agency that took the time to not only understand the industry and audience but also develop a sustainable SEO-driven content marketing plan to achieve their organic traffic and conversion goals.[\/vc_column_text][vc_column_text text_direction=”default”]\n

Setting the stage for sustainable growth<\/h2>\n

The Omniscient team immediately met with Smartling to align on the team\u2019s business goals and success metrics. Omniscient also began researching and interviewing subject matter experts to better understand the translation management industry and Smartling\u2019s target audience.<\/p>\n

Next, Omniscient audited Smartling\u2019s existing content using insights from Google Analytics, Google Search Console, Screaming Frog, and Ahrefs. The audit revealed that some of Smartling\u2019s blog articles ranked on pages two and three of Google search results, but they still performed below competitor content ranking on page one.<\/p>\n

With this data and context in mind, the Omniscient Digital team created a content strategy focused on three objectives:<\/p>\n

    \n
  1. Develop a product-led SEO strategy and content roadmap<\/li>\n
  2. Capture searchers with high-conversion intent who matched Smartling\u2019s target audience<\/li>\n
  3. Create new content, optimize existing content, and build high-value backlinks<\/li>\n<\/ol>\n[\/vc_column_text][vc_column_text text_direction=”default”]\n

    Developing a product-focused strategy<\/h2>\n

    Once aligned on Smartling\u2019s goals and success metrics, Omniscient\u2019s organic strategists crafted an SEO strategy and content roadmap that placed Smartling\u2019s product front and center. This meant Omniscient\u2019s editorial team created content for all stages of the marketing funnel\u2014from education to conversion\u2014with Smartling\u2019s translation and localization tools in mind.<\/p>\n

    This strategy allowed Smartling to increase awareness of its products\u2014even if its target audience of customer support, legal, marketing, and product teams wasn\u2019t ready to buy at the time.<\/p>\n

    “Our team really leaned on Omniscient to help drive the direction and strategy of our organic search program,\u201d said Katie Festa, senior manager, digital marketing at Smartling. \u201cTheir expertise, organization, and proactive approach allowed us to show value and scale up once we were able to prove results.”[\/vc_column_text][vc_column_text text_direction=”default”]\n

    Capturing and converting high-intent leads<\/h2>\n

    The B2B translation and localization space is highly technical and complicated, and there\u2019s steep competition when it comes to ranking in Google search results. During their initial SEO research, the Omniscient team discovered that several high-search-volume keywords didn\u2019t match Smartling\u2019s target business audience. Instead, these keywords were consumer-focused.<\/p>\n

    Instead of creating content for any and all translation-related keywords, Omniscient\u2019s strategy focused only on keywords that matched Smartling\u2019s business audience. This resulted in a strategy that targeted a mix of search terms with lower monthly search volume and high-conversion intent.<\/p>\n

    This curated list of target keywords allowed Omniscient and Smartling to focus on creating content with the most potential to rank in Google search results and lead to conversions. While its competitors battled over high-volume keywords, Smartling published high-ranking content that increased sales-qualified leads.[\/vc_column_text][vc_column_text text_direction=”default”]\n

    Ramping up content production<\/h2>\n

    Next, the Omniscient editorial team put the strategy into play with a full-service content production pipeline. This included creating new content that expanded Smartling\u2019s library as well as optimizing existing content to regain and maintain search rankings.<\/p>\n

    \u201cWith a lot of content partners you run into a solution where they want to start from scratch and write out new pieces, but I appreciate that the Omniscient team took the time to review our old pieces and [their success], and was able to provide recommendations to allow those to maintain top rankings,\u201d explained Festa.<\/p>\n

    At the same time, the Omniscient team built backlinks to Smartling\u2019s content from relevant high-authority websites with a minimum domain rating of 50. This helped build Smartling\u2019s reputation as a trusted industry expert and increased the likelihood its content ranked on page one of Google search results.<\/p>\n

    \u201dFrom an SEO perspective, the knowledge and recommendations [the Omniscient team] has been able to provide has really been invaluable to me,\u201d said Festa. \u201cBeing able to speak to changes in keyword rankings and help me understand the backlink strategy has been super influential in our overall digital strategy.\u201d[\/vc_column_text][vc_column_text text_direction=”default”]\n

    A product-led SEO and content strategy translates to big wins<\/h2>\n

    It didn\u2019t take long for Smartling to see positive results from its partnership with Omniscient Digital. From August 2022 to August 2023, Smartling saw a 63% increase in organic blog traffic along with 325 new keywords landing on page one of Google search results.<\/p>\n

    The focus on product-led content that targeted keywords with low search volume but high conversion intent eventually caused Smartling\u2019s blog traffic to plateau and even decrease.<\/p>\n

    \"\"
    \nInitially, this was a concern for the Smartling team. The reality was the blog was shedding rankings and traffic for bad-fit keywords that targeted consumers looking for a translation tool. The product-led content, however, continued to rank for high conversion intent keywords.<\/p>\n

    In short, the Smartling blog became more efficient. It continued to gain more relevant traffic, leading to an increase in conversions and steady blog traffic.<\/p>\n

    The more targeted traffic resulted in more conversions\u2014Smartling saw a 31,250% jump in blog conversions from August 2022 to January 2024.<\/strong><\/p>\n

    \"\"\u201cWe’ve used the findings from Omniscient’s content strategy to drive go-to-market messaging. Apart from the clear growth metrics, we have a better understanding of the questions our prospects are actively asking and the areas where they need support.\u201d<\/p>\n

    The increase in conversions positively impacted Smartling\u2019s bottom line as well, with $3.7M in pipeline value created through organic search efforts. Along with a 72% boost in opportunities attributed to organic traffic, Smartling saw a 64% increase in closed deals year over year.<\/p>\n

    \"\"<\/p>\n

    That pipeline converted into revenue that demonstrated a 12.8X ROI on their investment with Omniscient Digital.<\/strong><\/p>\n

    Throughout the partnership, the Omniscient Digital team acted as an extension of Smartling\u2019s marketing team<\/strong> rather than a third-party agency.<\/p>\n

    \u201cWhat really impressed me was the overall organization and the streamlining of the process, which is something I haven\u2019t seen with other content-related partners,\u201d said Festa. \u201cI\u2019ve been impressed by the way the Omniscient team has been able to deliver the work and keep everything in an organized state.\u201d<\/p>\n

    Along with an organized view of project statuses and comments, the Smartling team met regularly with Omniscient to ask questions and discuss projects in detail.<\/p>\n

    Partnering with Omniscient Digital allows Smartling to reach new customers\u2014just like it helps businesses expand globally. And Omniscient\u2019s product-led strategy solidified Smartling\u2019s position as a leader in translation management.<\/p>\n

    \u201cIn spite of how nuanced and complicated the language translation industry can be, the Omniscient Digital team has developed a robust and researched process,\u201d said Cohn. \u201cEveryone working on our account is incredibly smart. This is an effortless relationship that delivers outstanding results.\u201d[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/4″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][nectar_global_section id=”2707″][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][divider line_type=”No Line” custom_height=”40″][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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