You can either use:
"texta'textb" (APOSTROPHE inside QUOTATION MARKs)
or
'texta'''textb' (APOSTROPHE text APOSTROPHE, then REVERSE SOLIDUS, APOSTROPHE, then APOSTROPHE more text APOSTROPHE)
I used unicode character names. REVERSE SOLIDUS is more commonly known as backslash.
In the latter case, you close your apostrophe, then shell-quote your apostrophe with a backslash, then open another apostrophe for the rest of the text.
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