Content, content, content – but what’s it all for?
“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.
With maximum speeds of almost 200 miles per hour, TGV Lyria takes passengers safely from Zurich to Paris in just four hours. It demands the same swiftness and efficiency in its communications, too – including on-point, on-schedule content in French, German and English.
With its new location in Copenhagen, the Munich hotel group has entered the Scandinavian market and thus expanded its operations to a total of 11 countries. As its existing translation partner for various languages, Supertext was responsible for localizing the website into Danish.
The Swiss language service provider is streamlining its translation and localization business into three new divisions. Kristy Sakai, Laura Fernández and Patricia Kamer are taking over management from the company’s founders.
Not all relationships are as strong as they look – and that’s as true for words as it is for people. Supertext has dug up the most common examples of “false friends” from a range of languages, to help you avoid pitfalls in your next intercultural conversation.
Anyone who wants to take their website global is faced with the question of how to ensure they can be found by the relevant search engines in foreign markets. Word-for-word translations just don’t cut it. Read on to find out what you need to take into account.
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.
It’s a profession that’s growing on an almost daily basis – and for good reason: localization managers help ensure seamless multilingual communication at every level. We give you an insight into what they do and help you decide whether you need one, too.
There are lots of ways to find a suitable translation agency, and a public invitation to tender is just one of them. But when is this worthwhile and what criteria should be included to make assessing the contenders easier?
Supertext is on the hunt for additional linguistic talent to assist its team with everything from client acquisition to quality management.
A truly great text is the result of reflection and hard work. And good planning. Here’s what you need to consider if you want your text to hit the right notes, even before it’s published.
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.
Where’s the best place to get my translations from and why? And how can I know if a provider is right for me? Read this short guide to find out.
New markets require authentic content. As a result, you often need more than a word-for-word translation. But which approach is best to help get your message across to customers? Supertext gives you the low-down – with some helpful examples from the worlds of food and film.
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