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Our outreach publication provides up-to-date information and resources about the translating and interpreting industry.

Top Six Reasons You Should Caption Your Social Media Video Content

By ATA | December 3, 2020

No matter what industry you’re in, video content is likely part of your marketing strategy. And if it’s not, it should be. According to a report by Cisco, online videos will make up more than 82% of all consumer internet traffic by 2022. And 72% of customers would rather learn about a product or service…

How to Avoid Misinformation: Cross-Border Strategies PR Pros Should be Thinking About

By ATA | November 17, 2020

At a time when misinformation and fake news are running rampant, communication, and more specifically the written word, is arguably more important than ever. The last thing public relations (PR) pros want to do is jeopardize brand image by miscommunicating to a critical audience. The fact that PR budgets are down and advertising dollars are…

25 Million Americans Don’t Speak English: Translators and Interpreters Essential in Pandemic

By ATA Compass | May 22, 2020

At the time of this writing, millions of Americans are have been ordered to stay home, instructions that are hard enough to grasp if you speak English—even harder still for the eight percent of Americans considered limited English proficient (LEP). As new updates and guidelines are issued by the day—in English-only communication, for the most…

Content Marketers: Time to Call in the Language Professionals?

By ATA Compass | January 6, 2020

The U.S. is the largest consumer market on earth, but did you know that 96% of the world’s consumers reside beyond the country’s borders (according to the U.S. Small Business Administration)? Nonetheless, content marketers have largely focused on English-speaking markets because of their high internet penetration and enormous spending rates. Translating and adapting content for…

Hiring an Interpreter? 9 Dos and Don’ts to Get the Most Out of Your Partnership

By ATA Compass | November 21, 2019

From Mari Kondo to the tiny house movement, the concept of “less is more” is undergoing a resurgence of sorts. Yet, in one area at least, the practice of “more is more” still rings true. If your upcoming meeting or business transaction requires a communication expert, such as an interpreter, you may think it’s as…

How to Win at Customer Service: 3 Strategies for Converting Customers into Brand Devotees

By ATA Compass | September 25, 2019

When Scarlett hung up the phone, she was close to tears. Even more unexpectedly, so was the customer service representative on the other end. How did a seemingly simple inquiry end with two people being so frustrated that they were on the verge of a breakdown? Scarlett had called to resolve a mistaken charge on…

5 Website Features That May Be Working Against You

By ATA Compass | February 8, 2019

Contrary to popular belief, your website is not about the products you sell, the services you provide, or the information you share. It’s actually about the people who visit it and their needs. As a website owner, your job is to turn those visitors into paying clients. But before you can do that, you have…

From Blunder to Wonder: How Companies Successfully Bounce Back from Mistakes

By ATA Compass | January 2, 2019

1993 was a terrible year for a particular major national fast food chain. It was an even worse year for four families who suffered unimaginable losses after their children ate contaminated meat at the establishment. Unsurprisingly, the chain found itself on the verge of bankruptcy. However, in a matter of years, it had not only…

What Your Signage Says about You

By ATA Compass | September 17, 2018

Ben could hardly wait to set up his own business after years of working for a large company. Knowing the demographics of his market area, Ben wanted to market to the large Latino population there. So, he looked up the key words in Spanish and created a beautifully designed website and colorful, eye-catching signage to…

The Bots Are Coming! Automated and AI-Driven Programs for Business

By ATA Compass | June 18, 2018

Automation and artificial intelligence (AI) are all the rage these days, and for good reason. The technology behind once too-good-to-be-true tools like facial recognition and 3D printing has advanced by leaps and bounds. Many of us own or pine for “smart” devices and use dozens of apps a day for personal purposes. So what about…

How to Establish a Real “Worldwide” Web Presence

By ATA Compass | April 19, 2018

It’s a well-known fact that people prefer to shop in their native language. Naturally, they feel more comfortable when they completely understand what they’re reading. The same goes for searching online. It’s highly unlikely that potential consumers in foreign markets will find their way to your website using English-language searches, which means you need to…

(Bilingual) Help Wanted

By ATA Compass | April 10, 2018

Janet, a personnel manager at a fast-growing start-up, hoped to give her company a competitive edge in an international field by recruiting bilingual employees. She got some unexpected results. Her first big surprise was discovering that many applicants who made no mention of language skills on their résumés reported being able to speak two, three,…

Customs Clearance for Your Content Marketing: How to Get Your Message Across the Border

By ATA Compass | December 8, 2017

The U.S. may be the largest consumer market in the world, but did you know that 96% of the planet’s consumers don’t live here? With purchasing power on the rise across the globe and the internet making our world smaller than ever, there’s no better time to market your products and services abroad. But before…

When It Comes to Communication, More Is More

By ATA Compass | November 9, 2017

In our world of information overload, less is often more. This old adage still applies in the world of communications—think website or marketing copy that is best short and sweet. Yet context and preparation is needed when human interaction is involved. The more time and energy you invest upfront, the more time, money, and headaches…

Not Connecting with Consumers? Maybe You’re Not Speaking Their Language

By ATA Compass | August 1, 2017

You may think your company’s products and services speak for themselves, but building a brand beyond borders takes more. If you don’t speak your customer’s language and understand their culture, you won’t reach them emotionally and your reputation will suffer. What drives consumer behavior? Sam founded and operates a food service company in a local…

Going International from the Inside Out: Making the Most of Multilingual and Multicultural Staff

By ATA Compass | May 25, 2017

Last year, a mid-sized manufacturer took their brand international with a multilingual campaign that opened the company to orders from rapidly growing markets in Asia. In the process, their accounting department saved them a great deal of money, but not in the way you would expect. The owner had found a translation agency with a…

Arriving at the Right Type of Language Professional

By ATA Compass | March 13, 2017

Business people don’t have to communicate with extraterrestrials (yet), but they can still learn a few things from the sci-fi thriller Arrival. The blockbuster film put a language professional in the leading role. Hollywood star Amy Adams plays Dr. Louise Banks, a linguistics professor asked by U.S. Army Intelligence to help communicate with an alien…

The Importance of Hiring Qualified Technical Translators

By ATA Compass | January 24, 2017

Occasionally, an enterprise client comes to our firm for post-translation help. The scenario usually looks like this: they needed a technical text translated, they had someone in the company fluent in the target language, and they decided to save money by having their bilingual colleague perform the translation. This rarely ends well. The reason? Translation…

To Translate or Not to Translate? 5 Tips for Knowing When You Need Professional Translation

By ATA Compass | November 28, 2016

“A little knowledge goes a long way.” That’s what Michael, the owner of a fast-growing company, said to his business partner when discussing the process of taking their U.S. success into international markets. His partner couldn’t agree more. Sales were up, and they both knew why. Michael had decided to have his sales training materials…

Global Expansion Can Be Hindered without Proper Translation Services

By ATA Compass | October 14, 2016

According to the U.S. Census Bureau, in the Atlanta metro area, 146 languages are spoken at home. As more businesses expand globally, it is no surprise that the U.S. Bureau of Labor Statistics predicts employment of interpreters and translators will grow 29% from 2014 to 2024—much faster than the average for all occupations. Translation solutions…