Digital Marketing for The World of Languages

How do you market yourself online when you do not have specific goods to sell, but are selling your services?  The answer to this question is content marketing strategies. When you have a service to offer, generating content and an audience online can gather many potential clients. It is defined as the supply of relevant, informative and entertaining web content to the internet user. This content could take many forms, including blogs, tips, research and more.

When content is generated on a regular basis – credibility and trust grows. This is because it provides an opportunity for the service and the client to connect in the digital world. Relationships are built and maintained. It’s the next best thing to networking in person.

As a translator, how do you stand out among other service providers on the market? It’s a difficult thing to do – stand out and assert yourself among others.  However, with good content marketing, it is possible to gain an advantage over the competition through digital relationship building. Many translators seek contracts as sole proprietors, and do not operate with huge marketing budgets, and it becomes important to generate content in a productive, efficient and economical way. Here are steps in doing so.

 Create or refresh your website

The first step to content marketing is to ensure you have a website and that it is performing well.  You may consider hiring a web designer to assist with this process, however it is not necessary with some basic research into how to do this. If your website is already created, you could examine every page to ensure that your links are correct, and that there are no “dead ends”.  You may want to look for and delete content that is outdated, incorrect or repeats. 

 Write content regularly

New content is the basis of this type of marketing.  Websites that create new content often come up higher in Google searches, resulting in better rankings for the website. Thus, content marketing isn’t about creating website pages and being done – it is an ongoing project. Some individuals choose to hire marketing companies for this process, others update content alongside their translation work.  It is recommended that new content be created at least once a month, to allow for this relationship building and for clients to hear you voice through your writing style and skill.

Spread the word around

Now that content is written, it’s time to spread it around. Raising visibility can be done on websites like Linkedin that are dedicated to digital marketing.  There are free community platforms that can be posted to, such as Medium, Flipboard, and Hub Pages.  Social media can be invaluable for spreading the word about your new content. Social media can humanize a business by putting your face onto it and showing your qualifications, experiences, and personal style.  Building followers by engaging with your online community regularly is key to social media success.  This is called “seeding” – when you put your content in a place that your target audience is likely to read it,

Learn SEO

Search Engine Optimization, or SEO, is essential for content marketing. This is where your website comes up in search engines based on the keywords within your website. These keywords are the fundamental concepts that describe your website and any words that a client may use to type into a search engine, like google. Once you have compiled a list of keywords, then integrating them into your website in titles, headings, and descriptions is paramount for SEO. Caution must be used, here, because too many keywords can cause search engines, like google, to react negatively and lower the websites rankings. The goal here is to make your website high on the list of websites that come up in relevant searches – think page 1!

Marketing Strategies for Freelance Translators and Interpreters

?Understanding languages is a pretty good industry to get into. Globalization has increased the need for translators and interpreters to continue to break down language barriers. As such, it can be one of the most satisfying careers, as interpreters and translators have a direct role in bridging language and culture and breaking down barriers.

The translation services industry is growing rapidly, and the demand for effective translators and interpreters remains large. The industry is expected to increase to $38 billion by next year and $45 billion by 2020. Additionally, employment rates are expected to grow by 29 percent until 2024. Some of these rates will be within freelancing or contract work.  Many who are looking to freelance can benefit from marketing strategies that look at ways of gaining new clients and new contracts.  Making real life connections is key. Below are some marketing strategies geared to those who are in the business of language.

If you can commit to talking to at least three different people about your business everyday, you’ll be likely see some changes within your clients, your contracts, and your income.

Social media certainly has it’s place in the marketing world, as long as you are using it consistently in order to build an audience. However, not all marketing should be done on the computer, and meeting your potential clients where they are is equally as important. Do your research, find out where your ideal clients go to network, learn, and grow their businesses — and go there too!

Having a speech prepared that briefly describes who you are, what you do, and what you can offer is key during moments of networking. Whether impromptu meetings or planned networking events, preparing what you will say can help ensure you communicate the information and message you wish to convey. Remember to keep your tone level, your language positive, and use accessible, precise, and plain language. Be sure to tell them how to find you, whether it’s online or your physical work address, and be sure to do it within one minute so you don’t lose your audience. 

Now that you have met new contacts, a key piece to networking is following up, rather than relying on your potential clients to contact you. Following up quickly is key, within 24 hours is ideal. Ensure you mention meeting them, and offer to meet up again. If you follow up via written form, ensure you use professional language and edit thoroughly!

Referrals are the most effective, and cost-effective, way to generate new business, yet asking for referrals can feel awkward. It is important to know your client, so generally using the clients you have the best relationship with is important. You may need to be professional and direct, or more personal and out-of-the-box. You may offer incentives for referrals, and be sure to thank your clients afterward.

Anyone who freelances what they do can benefit from learning and practicing some marketing and network strategies. Freelance translators and interpreter, by nature, have careers that rely upon and build relationships. In fact, your very job includes building bridges between culture and language and deepening bonds between neighbours. Now that’s a great career. 

Translating Revolutions: The Activist Translator! (Guest Blog)

Revolutions have always been central in shaping and determining the course of human history. The concept itself refers to radical, transformative changes which denote several phenomena from the “industrial revolution”, the “sexual revolution”, to more contemporary revolutions that spark off fundamental political/institutional changes (e.g. The Bolshevik Revolution) and promote universal values such as democracy, human rights, real citizenship, emancipation, equality, and justice (e.g. The Arab Spring). Revolutions are theorized, led, and performed through language which is the vehicle of the people’s aspirations and demands. Thus, as Umberto Eco asserts, revolutions can be looked at as “open texts at the literal and semiotic levels” that can, through translation, cross transnational borders and mobilize any populace in the world. Just as contemporary revolutions and uprisings continue to unfold acquire new meanings and significations, so too does the role of translators and interpreters.

Since the beginning of the 21st century, translation research started to take a new path, which is marked by activism and engagement. The invention of the internet, the new technological developments in communication and digital materials, and the rise of cyber activism, have spawn a new dimension of translation called “the activist turn” (Wolf 129). It postulates that translators are not mere linguistic and cultural intermediaries, but rather individuals committed to human causes and agents of resistance and emancipation. In other words, translation is not merely about transferring words from one language to another and examining whether a translation is faithful or not. Instead, the focus is on the social, cultural, political, and ideological factors that inform and shape the translators’ choices. Particularly, it is on the politics of translation as well as the visibility/agency of translators.

Interestingly, translation has become a medium for expressing dissent. In fact, translators have used their multi linguistic knowledge to empower voices that have been not heard. In his book, Challenging Codes: Collective Action in the Information Age, Italian sociologist Alberto Melucci argues that language and translation constitute a space of resistance, a means of reversing the symbolic order. In the same vein, Mona Baker, a professor of Translation Studies at the University of Manchester, adds in her article Translation as an Alternative Space for Political Action that translators “have broken away from a long tradition of positioning themselves purely as neutral, unengaged professionals who stand in some ‘liminal’ space between cultures and political divides”. Thus, individuals who translate texts and utterances cannot be neutral and apolitical, but rather they do take sides and influence the outcome of the mediation by constructing new realities and identities.

Historically, translation played a crucial role during the emancipation movements that began in the late 18th century in Latin America. Georges L. Bastin, Alvaro Echeverri and Angela Campo claim that “translators, like other actors in history, do not function in a vacuum; rather they are social beings and as such espouse ideologies and identities that are particular to their social contexts.” Among the cases that are worth mentioning, there is Antonio Narino who translated the 1789 La declaration des droits de l’homme et du citoyen to Spanish and Juan Picornell who translated to Spanish Lettres aux Espagnols americains, written originally by the Peruvian Jesuit Juan Pablo Viscardo. One cannot also ignore the Spanish translations of the United States Declaration of independence and the constitution of the USA. Published between 1789 and 1812, these translations are among the central components of the ideological cornerstone of emancipation in Latin America.

In the Middle East and during the wave of revolutions that shook the region, translation has operated as the gateway through which the masses propagated their revolutionary narratives to people all over the world. For instance, Revolutionary Arab Rap (http://revolutionaryarabrap.blogspot.ca/) is a blog that comprises numerous translated musical productions mainly rap and hip-hop by male and female artists from the countries that witnessed the Arab Spring. The blog translatingrev.wordpress.com is a platform where students from the American University of Cairo contributed to the translation of chants, signs, banners, jokes, interviews and poems produced in Tahrir Square. Moreover, translators were engaged in the documentation and archiving of the Egyptian revolution by creating websites and blogs such as http://www.tahrirdocuments.org/ site. Materials are collected from demonstrations in Cairo’s Tahrir Square and published in complete English translation alongside scans of the original documents. Subtitling videos of the Egyptian revolution was another area of engagement. As a matter of fact, non-profit media collective known as “Mosireen” played a pivotal role in providing subtitles to videos of demonstrations and sit-ins. By doing that, it has created a digital space not only to support citizen media but also to circumvent the narrative of the government through translating the events for a wider audience. In this regard, translation becomes the link that enables activists to connect with protest movements abroad. Hence, translation is a political act and represents a key element of the revolutionary project.

Translation has been and will remain a catalyst for sociopolitical change. It may be argued that its supposed neutrality is pure fiction as translators, and throughout history, have promoted a wide variety of agendas from Saint Jerome’s commitment to women’s education to translator’s participations in social movements and revolutions. Salah Baslamah, a professor at the University of Ottawa, has developed a new vision of translation and translation called “Citizen Translation”. This vision highlights the need to promote the translator’s visibility and socio-political commitment. Nevertheless, the question that will keep spilling a lot of ink: how can translators be engaged in their communities while at the same time remaining faithful to the original texts?


Houssem Ben LazregHoussem Ben Lazreg is currently a Ph. D. candidate, a freelance translator/interpreter, and a teaching assistant of Arabic/ French in the Department of Modern Languages and Cultural Studies at the University of Alberta. He was a Fulbright Foreign Language Teaching Assistant of Arabic at Michigan State University from 2010–2011. He holds a Masters Degree in TESOL from Nazareth College of Rochester.

Translation & The Richness of Culture (An Interview with ATIA President Perla Ben-Zvi)

In the coming months, the Association of Translators and Interpreters of Alberta (ATIA) will be profiling some of our prominent members and those who have served (or continue to serve!) ATIA in a volunteer capacity. This month, we talked to Perla Ben Zvi, certified translator and current president of ATIA.

How long have you been part of ATIA?

In the year 2002 I became an English to Spanish Certified Translator.

Tell me a bit about your personal history and what brought you to the organization.

I came to Canada in 1989, and after going through the process of “being an immigrant” myself, I tried to give back to the community by translating for immigrants at a non-profit organization.

I loved translating from the beginning.  I enjoy translating and interpreting for my clients so they may achieve their goals. I enjoy finding ways to represent as faithfully as possible the meaning of a text in another language and the constant learning experience of working on translations.  Sometimes the challenge is the topic and sometimes it is in how to precisely calibrate the translation to make it the best fit for the country in which the material will be presented.  Most of my translations are for Latin America where there are lots of different countries and I need to adapt the translation accordingly.

I was born in Argentina, where I studied four years towards a degree in Economics.  To improve my translations skills, I completed a program offered through New York University.  It was very interesting to be part of a class with students from different Latin American countries and to become aware of the subtle differences in the Spanish of the various countries.

In which positions have you served the organization?

I was the treasurer for two years from 2005 to 2007.  At that time the treasurer used to do the accounting, write receipts, issue cheques, prepare the budget, etc.  We were a smaller organization then, so the support was limited. From 2015 to 2017, I held the position of Vice President for Northern Alberta and I currently serve as the President.

Can you tell me about some of your most enjoyable moments as a translator? What are some of the most memorable projects you have worked on so far? Do you have a favourite?

I very much enjoy doing translations in the agricultural field.  I always have something to learn about plants and animals and the richness of Alberta’s agriculture.

What struggles have you had?

Like many other translators, a big struggle is to find that “right word” in the sentence: you end up reading lots of material in the target language to make sure that the translations will read as ‘naturally’ as the original English text.  At times, the problem is that the document in English was not written in the best possible way and that makes translating it effectively a bit challenging, but you work around such things.


How did you know you were cut out for translation work?
When I started to do translations I did not confine myself to personal documents.  I found that enjoyed the entire process of reading, doing research, translating, editing and feeling very good about the translation I had just finished.  I enjoyed reading books in the topics of translation, especially one by Marina Orellana entitled “La traducción del inglés al castellano”. Such things indicated to me that I had found my passion and my vocation.

What type of work do you primarily do? Is there another type you wish you did more of?

Over the years, most of my work has been translation, but in the last couple of years, I have increased my workload as an interpreter.  I find that the balance between translations and interpretations suits my professional goals of aiding a wide variety of clients very well.

ATIA has been around since 1979! In your opinion, what makes the organization successful and gives it such longevity? What sets ATIA apart?

ATIA is a professional organization and part of a national body (CTTIC). A major reason for our success and longevity is that we take pride in the way translators and interpreters become members after proving themselves as professionals through rigorous exams.  ATIA has a very strong Code of Ethics and the members are aware of the way they must conduct themselves in the field. Such standards have always set our members apart – to the satisfaction of their clients – and that makes the organization stand out for the better.

To become a member of ATIA requires preparation, experience, commitment and continuous study.

What vision have you brought to the position of President?

My vision is to help establish ATIA as the “place to go” for clients looking for professional interpreters and translators with high quality and ethical standards.

What do you like to do in your free time?

I like to travel, read books, and be with my family.

What is a quirky fact someone may not know about you?

I like salads and soups.


perlaPerla Ben-Zvi is a Certified English-Spanish Translator and an Associate Community and Court Interpreter.  Perla provides high-quality English-Spanish translations in a variety of areas, as well as exceptional interpreting services in a number of settings. Her studies also include CISOC Community Interpretation Protocols and Procedures training and police interpreting. Perla has more than 20 years of experience working in the translation industry. Perla lives in Edmonton with her family.

Important Tips for Working with Language Service Providers

As a new translator starting out or a seasoned professional who likes to keep things simple, it might be the case that you decide you want to work for a Language Service Provider (LSP) or translation agency rather than seeking out clients directly. Whatever your reasons for pursuing work with an LSP, there are some important tips that can make your time with them more productive and mutually successful.

Recently, ATIA held a webinar with the CEO of Alpha Translations Canada, Michele Hecken. Michele went through a ton of introductory tips for working with LSPs and we are picking out and adding to our favourites for all of you.

Deliver on what you promise to.

This might sound obvious but the snowball effect when working for LSPs is very real. The more solid work you produce, the more you will be offered. And the busier you will be. Note that LSPs sift through hundreds and hundreds of translation CVs regularly so your position there is always a bit tenuous, but one way to have job security is to be reliable for quality translations delivered on-tie, every time. As harsh as that sounds, this is the world of working for LSPs. They are usually producing work globally and generally have a very large translator database. Everyone has off-days but there is less opportunity to come back from a few of those when working for an LSP simply because of the size of these organizations and how in-demand they are by clients and professionals alike. Stay consistent and manage your time to deliver quality translations regularly.

Specialize!

This might seem counter-intuitive because you would think that the more types of translations you do would *translate* into more types of work offered, but this is generally not the case. The more you specialize in specific types of translations, the more work you are likely to build up in your area of expertise. You might even garner a reputation as the go-to translator for that specialization. Never be afraid to turn down translation work that you are not qualified to attend to – the LSP will likely respect your knowledge of your own boundaries and will appreciate that you don’t take on anything that is outside your areas of expertise, which could result in subpar translations.

Embrace the technological revolution!

Translations-by-hand are still often seen as the best method for accuracy but they may be more time-consuming than you or the LSP you work for would like. At ATIA, we know folks who recommend avoiding machine translations wherever possible. At the same time, there are some technological tools which make your work a lot easier – especially for everything but the translation itself! Use appropriate software for formatting, scheduling your work, storing your work, and invoicing at the end of the day. We have written about this previously, so be sure to check out the best online tools for professional translators.

Stay in your lane.

Knowing your place as a translator is important for keeping yourself sane and on-track. It isn’t your job to work on source texts so if you find errors, don’t edit them. Simply translate to the best of your ability the meaning of the text. You can introduce a translator’s note to draw attention to project manager about the original errors who can then advise the client.