Soccer, safaris & nostalgia
Discover how I combine these 3 things to create a viral piece of content
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
Back in 2018, I was working as a Spanish Content Manager for a safari company in Cape Town, South Africa. That job was actually the beginning on my localization career.
I used to overlook all the Spanish communication, including social media, website, properties and itineraries description, SEO and more. And I was the one writing 8-10 articles per month. Some of them brand news, some of them localized versions from English.
Since the company was big, well established and with a great marketing team, we had a good performance with these articles, usually focused on travelling in Africa, the wildlife and tips to visit our different destinations.
And let me tell you, that was a lot of fun! Work in one of the best cities in the world (Cape Town), write about amazing destinations, learn A LOT about the local wildlife… and all with a great and young team of great people.
In May 2018, I had an idea. An article 100% unique for Spain, different from any other article we had written in the past and with a strange topic: soccer.
Summer 2018 was approaching, along with the 2018 FIFA World Cup in Russia. At first glance, it might not seem relevant to a safari company, but I saw the connection.
Spain's passion for football is huge, and the World Cup is a topic that everyone will be talking about. And most important: 8 years earlier, in South Africa (the home and primary destination of the company), Spain became World Champions for the first time in history.
With this in mind, I created an article that recaptured the highlights of that World Cup, what it meant to Spain and South Africa and some local destinations to visit (where some of the stadiums were).
The article went viral in social media and had a good shot with SEO, and since it was published in May, it had several months to gather more visitors, especially as the World Cup drew nearer.
Month after month, it was the top 1 article in performance.
This action was a great reference for the rest of the team, giving more importance to create different and unique pieces of content. We innovated a lot from there. Better results and more fun.
Curious about the article? You can take a look at it here.
Market-in
Resources to reach your peak level.
💡 Planning to grow as a localization professional? Here some tips to take off your career.
Outside the desk
Where the magic really happens.
🐘 This is actually mid way to the desk: I’m back at writing about Africa and safaris with a new client and couldn’t be more excited! African trip in 2024? Probably.
✈️ Do you remember the lockdown in 2020? I started playing Fornite with some friends… and with the Winter here, we got back to it. Is also qiute trendy now since the original map is back.
🐘🏀 Another week, another life NBA game, this time at the Brooklyn Nets Stadium. I’ll miss this when I leave New York.
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how can we work it out.
Thanks for reading today’s newsletter. If you enjoyed the content, feel free to share it with your workmates, friends, family and pets so we can grow together.
You can also reply to this email and let me know what you think about it. We are in this together, compa.
All the best for the rest of your week,
💙 Ricky from Textonality.com 💙