Emotional texts. Trending topics.

Tatjana Greber-Probst is our Head of Marketing. The former competitive athlete holds a degree in translation and an MBA. She is also a proven expert in digital marketing. In this interview, she answers questions about the translation of corporate marketing content and explains why specific SEO is needed for foreign-language target markets. In the end, it's all about one thing – standing out and knowing what the topic of conversation is and when and where it takes place.

Marketing translations

Let’s start with social media. What skills do language professionals need to translate such texts?

Social media is a universe of its own. Here we employ specialist linguists who are familiar with the digital language areas. They are very familiar with Facebook, Instagram, LinkedIn & co. because they know the language of the users, conduct targeted hashtag research and use emojis and terms that fit the cultural environment. There's no rigid user guide for effective social media content. They are fast-paced media: you have to understand the tonality of the channels and practically “surf along” without losing sight of the desired message. What is trending today may already be out tomorrow. If you don’t have this dynamism on your radar, you soon appear outdated. That's why our translators must always be aware of the latest developments and be able to adapt their language.

Blogs and posts are becoming increasingly important for businesses.

That’s true. Our teams are increasingly writing and translating blog articles and posts. It's important that these articles are creative and provide added value to the reading audience in the form of interesting information. Without research that makes you think outside the box, you won’t get far. The tone must be right and reflect the company and its products. You need the right blend of facts, emotions, humour and puns to really engage with the target group. The reward for well-written and well-translated blogs and posts is likes, smileys, clicks and a loyal following. Plus, the content must be linked to the company’s other channels. Good blog content must never be thought of in isolation and is – like all corporate content – part of the strategically designed messages. Incidentally, blogs are excellent platforms for companies to launch topics or to profile themselves professionally in their core business.

Is it worth the effort for companies to run a blog?

Definitely. Search engines love blogs and therefore bring people to websites. Prerequisites: the blog has to be continuously updated with new, interesting and lively content, preferably using an eye-catching mixture of text, images and videos. This of course requires sufficient human resources in the company, but often there isn't enough capacity. We can assist you here: not only do we write and translate blog content – we also perform the important SEO checks. It goes without saying that content is king, but without the appropriate keywords, the key which opens the door to the blog – and in turn the website – is missing.

How does foreign-language search engine optimisation work?

First, we define the main keywords together with the customer. A one-to-one translation of the keywords usually comes to nothing. The same search term is searched in the individual language regions using completely different keywords. We use tools here that track the best hits in the target languages and show us the search volume. Finally, our SEO team checks the finished translations. They check keyword density, ease of reading, sentence length and text length. This is how we optimise content for all relevant search engines.

Tatjana Greber-Probst, Head of Marketing Apostroph Group
«What is trending today may already be out tomorrow. If you don’t have this dynamism on your radar, you soon appear outdated.»
Tatjana Greber-Probst · Head of Marketing Apostroph Group

Whether on social media or websites, companies and institutions are increasingly using videos. What is important here?

Subtitling is a discipline in itself: special skills are required because reading takes longer than listening, so translation professionals need to summarise what they say in as few words as possible. This requires a strong sense of timing and the ability to develop linguistic solutions. It really is a challenge to shorten statements so that neither the content of the message nor the emotional content is lost.

Localisation is a term that isn't familiar to everyone. What’s behind it?

Yes, we language freaks (laughs) have a vocabulary that isn't immediately clear to everyone. Localisation means that translations take into account something important: the cultural and regional peculiarities of a language region. Therefore, we work exclusively with language professionals who translate into their mother tongue and have roots in the respective region. A sense of the idiosyncrasies of a specific language area is essential for the success of multilingual online texts, whether for a website or social media activities. Only those who are familiar with the local colour can avoid making linguistic gaffes. Localised translations are clearly more effective. In a nutshell, you could say: localisation is applied language culture expertise.

The next language freak keyword is transcreation. What is meant by that term?

Welcome to the world of creative language which is of course used primarily in marketing communication. Unlike with editorial texts, it isn't about translation in the true sense of the word. Rather, it's about achieving the same communication goal, especially triggering comparable emotions. Primary objective: transcreation must attract attention and arouse emotions! Idioms, and linguistic peculiarities are reinterpreted in transcreation and tailored to the intended language region. Although translation professionals always keep an eye on the core messages, they repackage the content, continuing to execute individual passages if they are particularly important in a target region, while cutting or even ignoring other passages. Successful transcreations fit easily into the life of the target language region. They are authentic and credible and are therefore highly accepted.

How does Apostroph support companies where technology is concerned?

Our Apostroph system is equipped with many interfaces, which we connect directly to the CMS of the contracting company. One click and we have the order on the table. Special connections for e-commerce enable our customers to process translations of product descriptions directly in their environment, specifically in a variety of formats. Our technical team is continuously improving the in-house neural translation machine and developing customised business solutions for efficient language management. In short: the entire process is extremely easy and fast – and therefore cost-efficient.

Tatjana Greber-Probst, Head of Marketing Apostroph Group
«In order to achieve an emotional effect in the target language, a great deal of linguistic flair is required. You need to be very familiar with the target group and the digital trends.»
Tatjana Greber-Probst · Head of Marketing Apostroph Group

Do you have any questions or are you interested in working with us?

I would be happy to answer your questions or introduce you to Apostroph Group in more detail.
Tatjana Greber-Probst
Head of Marketing

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