TransPerfect has brought us additional competencies, services and above all technologies. This enables us to take an even more comprehensive view of international communication: from strategy, content production and localisation to marketing, optimisation and automation.
Our clients can thus look forward to more options but with the same level of personalised service and the same high level of Swiss quality they are familiar with.
What exactly are the new services clients can look forward to?
Our range of services is expanding particularly significantly in the areas of digital marketing and international content. For example, we can now provide support with market and competitive analyses, international content strategies, social media as well as technology-driven content and localisation processes. This means we can get involved in a project at an earlier stage – not just when clients start thinking about what needs translating but with aspects such as: What type of content will work in which market? Which target audiences do we want to reach? And through which channels?
We can continue to provide support even after localisation – for example with performance reporting, optimisations and multilingual customer service.
What does that mean exactly in a specific project?
Let’s take the example of an online shop that is looking to expand into further markets.
Previously, we were able to translate the product texts, maintain and update the terminology, localise the website, implement SEO and GEO measures at both national and international level as well as ensure linguistic quality.
Now, we can take a much broader view of the project: from market and competitive analyses and international content strategiess to marketplace optimisation, social media content, multilingual customer support and more automated content and localisation processes.
A translation project can thus evolve into a comprehensive international content project. The various services can be combined as required.
What role do SEO and social media play?
An increasingly important one. A good translation is not automatically enough in the digital environment. You have also got to find content and make sure it works in the particular market.
International SEO therefore involves, for example, local keyword research, SEO audits and content optimisation. Added to this is GEO or generative engine optimisation: content is prepared in such a way that it is as relevant as possible for AI-powered search and response systems.
Our services are also expanding in the social media sector – from strategy, audits and multilingual content production to paid social, community management and social listening.
Something that Apostroph has always embodied helps us enormously in this: thanks to our Swiss roots, different languages and cultural nuances are part of our everyday life. After all, a message does not automatically work in the same way in every market.
What’s new on the technology front?
This is where our toolbox has become considerably larger. A key component is GlobalLink TMS: the platform provides the technological basis for complex translation and localisation processes, and can be expanded with various features and applications as required.
The exciting thing about it is the flexibility. We can define individual workflows for different types of content. A marketing text, for example, may go through a different process than technical documentation or an internal information text. In these processes, we can specify which steps can be automated, where human review is required, and at which stages AI should be used.
So that means AI also has a role to play?
Absolutely. AI can take on various tasks within the workflow, for example in quality assurance or the linguistic optimisation of content. Depending on the content and quality requirements, it is possible to determine to what extent AI and human expertise are used in each case.
And what is possible beyond that?
The GlobalLink environment can be expanded flexibly, for example for the localisation of apps and websites or for review and approval processes. It is also possible to incorporate a digital assistant. For companies that do not require a comprehensive solution, there is also a leaner version for the central management of translation jobs.
For us, the most important thing is that it’s not about using as much technology or AI as possible. The workflow should suit the content, quality requirements and processes of the particular company, while at the same time increasing efficiency and optimising costs.
Do companies have to replace their systems to do this?
No. Integration into existing processes is a particularly important aspect.
Workflows can be linked to existing systems via connectors. This is particularly useful, for example when large volumes of content are regularly exported from a content management system, sent out, translated, copied back and published.
These manual steps can be completely automated. This saves time and reduces potential sources of error.
Our role here is not simply to propose a technical solution, but to work with clients to assess where automation actually makes sense.
What is remaining typically Apostroph even with all the new options?
Our Swiss roots, our personalised service and our understanding of quality.
A large number of clients have been working with the same contact people for years now. We know their companies, their terminology and often also their processes very well. We’re not looking to get rid of that.
In fact, the greater the range of technologies and services, the more important personalised advice becomes.
We help our clients to find the right solution for their particular challenge. Thanks to our partnership with TransPerfect, we are now able to handle virtually any multilingual content and communication task using the appropriate technologies, services and specialist expertise – individually tailored and adapted to every client’s specific needs. This allows us to combine the best of both worlds: Apostroph’s commitment to Swiss quality and personalised support with TransPerfect’s international reach, technology and expertise.
