“Content is king” is one of the most popular phrases in marketing – and has been for many years. The recent boom in digital content has been vast. But has it been a good thing? We look at what the research says, and why sometimes less is more.
Only a few brands out there have a voice that’s memorable enough to stick in your head. And yet, the language of a brand can have just as fundamental an impact on its image as its logo or corporate design. Apple, Harley-Davidson and others are prime examples of how companies can use their brand voice to make a lasting impression.
From blogposts to email campaigns and websites to ad posters, it’s clear that successful marketing requires text. A lot of text. And people to write it. But did you know that there are (at least) two types of professional involved: content writers and copywriters? We’ll demonstrate the differences and explain how to identify the crème de la crème of each profession.
The options are plentiful – and so are the opportunities. A distinctive tone of voice is one of the most powerful tools for building a brand identity. It’s something that the biggest and most successful brands are adept at leveraging – and so can you. What tone do you want your brand to strike? Supertext can help you find it.
The German capital’s official travel website, visitberlin.de, offers visitors to the city everything they need for the perfect stay. To ensure that its content hits the right tone for both German-speaking and international guests, the company relies on multilingual content writing from Supertext, among other services.
What is your position on gender-neutral language? Do you want your communication to be casual or formal? What tone do you generally want to strike? Many questions arise in connection with a company’s communications, especially when they’re multilingual. With a linguistic style guide, you can establish the rules you want to adhere to. We show you why it’s worthwhile creating one and which points a style guide should include as a minimum.
Cancer affects people from all walks of life, which is why it’s all the more important that everyone understands the information about it. The Swiss Cancer League is making sure of this: in an online course at Supertext, the organization learned how to communicate plainly in German, French and Italian.
When getting content translated, you automatically reveal information about yourself and your company. This information is always personal, often sensitive and rarely meant for the general public. So you need to take a few steps to make sure your data doesn’t end up in the wrong hands. We’ll show you the most common security pitfalls and how to deal with them.
Translation plus content creation equals transcreation. It brings together the best of both worlds. But whether a creative translation will metamorphose into a beautiful transcreation depends on who’s writing it – and on proper planning. We’ve put together six questions you should ask yourself to put your briefing on the right track from the get-go.