Showing posts with label strategy. Show all posts
Showing posts with label strategy. Show all posts

Saturday, 16 December 2017

2017 Top 10 Blog Posts

Pic of Top 10 in red with centre of 10 hit by blue-feathered arrow


As the end of 2017 is fast approaching, let’s recap on the year’s most popular blogs as we did in 2015 and 2016. 

2017 has proved a quieter year for blogging - especially when compared with my exceptionally busy year of 2016. The year's writing still resulted in some very popular blogs with readers judging by my analytics. Event blogs remained popular. They were beaten by a number of other blog subjects this year. The early year blogs were the most popular. The cultural blogs of 2016 seemed somewhat dampened by Brexit.

I have remarked on a number of occasions that clients are not interested in translation. I therefore try to engage them via cultural aspects or by illustrating important considerations using another subject - e.g. boat industry safety, ice skating, art, etc. As a number of these blogs appear in the top 10 below, I consider that this strategy is working. Blogs raise a freelancer's profile and go on working for you when you are busy. Old blogs are revisited frequently. That was certainly the case for this year's No. 1.


Top Blogs

1. French v. British Cultural Debate
Summary of a French Chamber of Great Britain debate that took place at the French Ambassador's Residence in London. It centred on the differences between French and British business approaches and education. 

Every time Brexit discussions became tricky, the visits to this blog seemed to increase. Analytics reveal around 3,500 views - not bad for a freelancer's blog.
Post from 25 January 2017

Summary of the FIT President's Presentation at the University of Bristol in the presence of the Chair of GALA and a former Chair of the ITI. There was much discussion on the night and following the event - especially about hype affecting the translation industry.
Post from 16 February 2017

Review of Guardian Masterclass on Video production and editing by Rosenblum TV - and my experiences of putting what I learnt into practice afterwards.
Post from 10 January 2017





This could be considered number 2 if I combined all the viewings for the French and German versions too. An example of trying to explain translation issues to clients using safety and quality considerations from another field.
Post from 13 January 2017


5. Virtual Reality as an Art Form
This high entry surprised me. Art is a field that interests French clients. However, the subject is relevant to considerations on artistry and innovative tools in the translation industry. The possibilities are only just beginning. Real excitement tinged with concerns as with any new field.
Post from 12 January 2017


6. Is Speech Technology Unstoppable?
A blog inspired by a webinar on speech technology by TAUS. This is probably the most controversial subject matter and approach of the year. However, given how the year has developed with President Trump and North Korea, etc, the concerns seem even more relevant. The technologists have been dictating the direction of the translation industry for some time, it is time for the human-centred counterrevolution.
Post from 17 January 2017

7. Australian Impressionists - Glocalisation in Art?
Review of the National Gallery's Australian Impressionists' Exhibition. It was interesting how the Australian artists were inspired by French Impressionists to depict their own country. Is native expression better in art as in translation?
Post from 20 January 2017


8. Inspirational Legacies of Words
Summary of talk linked to South African exhibition at the British Museum. Consideration of the legacy of words left by Presidents Mandela and Obama. Some great quotations and an emphasis on the importance of education.
Post from  18 January 2017



9. Canary Wharf Winter Lights Festival
Review with video of the light festival in Canary Wharf, London.
Post from 25 January 2017







10. Choosing an Inspirational Statue
Comments on leadership inspired by the selection of models for the next Fourth Plinth Statue in Trafalgar Square.
Post from 26 January 2017









A reminder of last years' top blogs:

Top Business and Cultural Blogs in 2016


Plant Diversity in 2016-17?
What can you expect in 2017? The MSc in Plant Diversity at the University of Reading is keeping me very busy, but you can probably expect more on botanical, ecological and climate change subject matter. There's a rich seam of material and comparisons yet to be explored.

In the meantime, have you seen my Advent Blogs on Dr Alastair Culham's site at the University of Reading?
The Glastonbury Thorn
Christmas Cyclamen 

Have you seen the botanically-inspired blog about professional translation?


Cow Parsley or Hemlock








Season's Greetings and Best Wishes for 2018
Karen


Karen Andrews is a French to English marketer and marketing strategist, translator, transcreator, content writer and editor. She holds an MSc in Scientific, Technical and Medical Translation with Translation Technology from Imperial College London (2005-7). She is a Member of the Chartered Institute of Linguists, Society for Editors and Proofreaders, Society of Authors and the Institute of Scientific and Technical Communicators. She can also offer your brand the value of over 15 years' expertise and experience in global marketingKaren Andrews is  studying for an MSc in Plant Diversity at the University of Reading (2017-18).




Sunday, 3 April 2016

Should you choose a robot or a human?


Who's playing the violin?

Can a robot make music?


It looks like it can...

Pic of white modern robot playing the violin
Robot playing violin

It plays... but would you choose to go and see it in a concert hall? Is it a virtuoso?


Machines can translate.  They can do a great job for a gist translation. They can work in highly customised domains with a lot of investment and input from experienced, specialist hands.

But would you honestly trust your creative marketing translations to a machine translation? There are greater risks.

A brand risk... 
A risk to your personal reputation... 
A risk of a damaging new product launch...
... or a risk to an existing market.

Will a machine offer cultural advice?
Can it help you plan your marketing strategy and tactics?
Can it offer you reassurance by answering your questions or responding to your concerns?
Can it transcreate?
Rewrite sections that don't apply or that your local office is unhappy with for its clients?
What about SEO?
Will a robot be your partner throughout the campaign?

Choose a human professional translator. There is so much to consider.

Call Anglicity on +44 (0)20 8581 9369 or email karen@anglicity.com

Still not convinced? Watch Anglicity's latest video on Vimeo...


Karen Andrews runs
Anglicity Ltd. She is a 
human translator and
transcreator.  She is
also a copywriter,
digital marketer and 
multilingual 
project manager.

For further information see
Anglicity's website

Wednesday, 21 January 2015

Hitting your target audience with blogging



Ten pin bowling


In this third blog on target audiences, I move on from the National Gallery documentary to my own blog. Marketing is not an exact science. There are constant adjustments. Sometimes you hit your target audience. Sometimes you miss. Sometimes you hit an unexpected target. I will share what I have learnt from my own blog targets.

Early blogs
I wrote my first blog back in 2012. I came from the conservative marketing world of financial services. The reaction to my first blog was unexpected. My perspective was still very much that of a client on translation. That first blog went "viral" on Proz.com. Success or failure?

Other early blogs drew vocal reactions. They were not generally my targets at all. Over time I have developed my style and tone. Adverse comments can make you think that you have got something seriously wrong. To the outside world, it may appear that blogging is risky. However, I have now learnt that if something feels 100% comfortable and safe, it won't have many readers.

Analytics
Checking my blog, Google+ or Twitter analytics is like looking under the bonnet of a car. I can see which subjects gain a bigger readership, on which devices and in which countries. Initially, a post receives some adverse comment perhaps. The uproar is visible. But analytics show that my blog has a much larger, quiet readership.

Blog content often seems to reach a wider audience than even analytics reveal. Other translators refer to my blogs at events. I hear my own written words quoted quietly and indirectly. Some disagree. Some agree to disagree. But many more seem to quietly agree. Translators are not my target audience, but they do sometimes give referrals.

Evolution
When I started my blog, my target audience was direct clients. My actual clients and prospects have turned out to be direct clients (private individuals, freelance translators and companies), translation, transcreation and content management agencies. Blogging hasn't brought this about in isolation. My strategy has evolved. I have tested out different content to reach my varied target audiences.

It's a bit like ten pin bowling. Some blogs end up in the gulley. Others hit the buffers and bounce back in. Sometimes you hit the outer pins only. Over-adjust and you hit the pins on the opposite side. Sometimes it takes two blogs to hit all the pins.  And then, just when you think the ball is rolling off to the side, you get a strike.


Strike


Whatever... I enjoy writing and building up a portfolio of work. It's a hit.

What are your views on blogging?


Karen Andrews, content writer
Karen Andrews runs
Anglicity Ltd. She is
an entrepreneurial
French to English
translator, editor,
content writer and
marketing consultant. 

Contact: karen@anglicity.com 
for further information 
on Anglicity's services.