The challenge
The Word For The World UK is a UK-based ministry specialising in Bible translation, part of a larger international organisation. It is led in the UK by Steve Lancaster, who is passionate about sharing the Bible in the mother tongue with languages and countries that do not yet have it.
When we began working together, the ministry had developed a new website with a clear focus, but very few people were finding it or engaging with its content. Its social media strategy was already producing positive results, so the next step was to reach new people: those who already cared deeply about the Great Commission and Bible translation, but had never come across the ministry.
Laying the foundation
The first piece of work was establishing the ministry online, in line with its core focus. Put simply, it is like listing a charity on a registration database and explaining what it does and how. AI search tools work through directories and databases designed to help them understand websites and services, so we made sure the ministry was properly described in those places.
Once the ministry's profile had improved across Google Maps, AI tools and Google search, we had a foundation to build on. The question then became: how do we move from a ministry that regularly communicates with the same people and sponsors to one that reaches new people through something they already care about?
Nine months of question-led content
Over nine months we created tailored, unique pieces of content: articles, web pages and resources designed to meet people based on what they were searching for, and where. We planned a series of articles, which Steve and his team worked on with us, answering the key questions people ask about Bible translation:
- What is the Great Commission?
- Why is Bible translation important?
- How do Bible translators process idioms?
- How do you translate something that is not translatable?
- What are the challenges of Bible translation?
- How many times has the Bible been rewritten, and how many languages has it been translated into?
These questions speak to the hearts and minds of people already engaged with Bible translation. They may be in ministry, looking for a new area of service, or simply someone who heard about it in church and wanted to understand more and help.
The more specific the search, the more likely people were to subscribe to emails and, over time, support the ministry.
The result
As people subscribed and engaged, they were able to support the ministry and get involved in new products and services they could invest in, which meant more people receiving the Bible. This content-driven strategy has produced positive results, including a sevenfold increase in website visits within six months of going live (see our article on preparing for AI search), and there is much more to do.
Information search never ends with information. If you have reached someone who wants what you have, information is the beginning of an engagement: the start of a relationship, a conversation, and a ministry.
Find out more about The Word For The World UK's work at twftw.org.uk, or get in touch with the team through their contact page.