Episode 229: How Translators and Interpreters Can Access and Benefit from the Global Market – Interview with Stephen Rifkind
01/06/2020
Episode 231: Ask Me Anything – Content Marketing and Online Credibility
01/20/2020
In this episode we’re taking a different perspective than usual. Instead of talking about how translators can market to clients, we will talk about how translation companies market to translation buyers. What do translation pros get right and wrong about how we communicate the importance of our services to the outside world? Sounds intriguing, right? With me I have a chief marketing officer for one of the largest translation companies in the world – Jaime Puhishill from Lionbridge.
Important things mentioned in this episode:
- How a large, multinational translation company (LSP) markets to translation buyers
- What works and doesn’t work in marketing translation services these days
- How the market has changed
- The translator’s role in the broader content supply chain
- What message we should be getting across to the translation buyers
Useful links mentioned in this episode:
The buying process has changed in the language and localization industry and we need to adapt. Buyers make more informed decisions and can seek out information on their own. This means that inbound marketing is more important than ever before. The language industry is also growing and the volumes of material that needs to be translated is exploding. We should meet the buyer higher up in the content development chain, offer more sophisticated services and evolve together with the demand to create relevance.
Listener Shoutout:
This one is from Alyona in Russia.
We hope you enjoyed this episode. Please comment share and ask any questions below, or click on any of the podcast apps listed here to subscribe and/or leave a review. I would love to hear from you!
Bio:
As Chief Marketing Officer, Jaime Punishill is responsible for leading global product development and marketing efforts including strategy, brand, content, demand generation, digital, and product marketing.
Jaime is a recognized leader in brand strategy, innovation, and digital experiences, having most recently served as the Head of Brand Strategy & Digital Marketing at TIAA, a top financial services company, where he led the relaunch of its brand. In his prior role as Global Head of Content and Digital Distribution at Thomson Reuters, he designed and built a suite of products and services powering more than 1,000 financial firms, media partners’ portals, and apps. He previously served as Citibank’s N.A. Head of Digital Innovation, where he led Citi’s industry-leading mobile, social, and next-generation digital efforts.
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