How we used content localization, search optimization, and paid campaigns to grow Scholastic’s global SaaS product adoption across four continents.
Industry
EdTech
Headquarters
New York City
Geo targeted
APAC, MENA, LATAM, North America
Institution Size
10,000+ Staff
The Challenge
Scholastic is a globally recognized education brand—but brand recognition alone doesn’t guarantee traction when launching digital SaaS products across diverse, competitive regions like APAC, LATAM, MENA, and North America. Each market came with its own challenges: cultural nuance, regional curriculum differences, digital infrastructure, and differing levels of edtech adoption.
My mandate was clear: build regional demand for Scholastic’s digital learning products in markets where search behaviour, buyer expectations, and user needs varied dramatically—and do it in a way that scaled.
We needed a strategy that didn’t just translate the message, but localized the full funnel, optimized for regional search trends, and delivered measurable performance.
The Approach
Localized Content Strategy
We began by conducting regional keyword research and user behaviour analysis across priority countries. Instead of one-size-fits-all messaging, we developed custom content themes for each region—focusing on how local educators searched for solutions aligned to their own curriculum and assessment systems. We partnered with regional marketing leads and translators to align tone and relevance for each audience.
SEO and Organic Optimization
We optimized multilingual landing pages for top-performing search terms across English, Spanish, and Arabic markets. This included technical SEO updates, URL structure refinement, schema markup, and metadata improvements. We also restructured our internal linking strategy to support topic clusters that aligned with both buyer and learner intent.
Paid Campaign Layering
To amplify early traction and test message resonance, we layered on region-specific Google Search and Meta campaigns. These campaigns mirrored our organic content themes, enabling us to test which messaging frameworks converted best—data we later used to refine content and SEO direction.
Analytics & Reporting
Performance was tracked through a unified dashboard that blended Google Analytics, campaign data, and CRM lead quality metrics. By tying regional performance to LTV and customer feedback, we were able to prioritize markets and scale what worked.
The Results
This approach helped establish a strong and scalable content foundation for international SaaS growth. We didn’t just drive leads—we created long-term value by building discoverability, engagement, and brand affinity in new and emerging education markets.
Thiago Silva 