Acrolinx Christian Gericke 5 content controversies content marketing meetup stuttgart

Content Controversies@cger icke

Christian Gericke, VP Acrolinx

@cgericke#Slidestorm

http://translatorswithoutborders.org/ @TranslatorsWB

More people die from lack of information than lack of medication

2015 at a glance

PERSONAS

MapAction Language Data

PERFORMANCE

Let`s Go!

#1 Does everyone work for marketing now?

the world has changed

TOP CONTENT MARKETING CHALLENGES 2014

Producing Enough Content 64%

Engaging Content 52%

Variety of Content 45%


TOP CONTENT MARKETING CHALLENGES 2015

Engaging Content 54%

Producing Content Consistently 50%

Measuring Content 49%

Then the failed tweet…

Media Marktcorrect name!

What do you call it when you do both “in-house” and “outsourced” poorly?

#2 Does the customer journey have a finish line?

We thinkit lookslike this

It’s reallylike this

Content Consistency and the Customer Journey

We thinkit lookslike this

Content

It’s reallylike this

We’ve focusedon marketingautomation

..and forgottenwhat goesin the box

Not „relevant“ ...

BrochureGlossySlickColorfulReader-friendlySexyCompelling

ManualPlainDullBlack & WhiteConfusingDryBoring

…then why do we still do this?

... A premium product ...

... best users in the world...

... WHAT??

„Starten van de Motor“„Sas-nebenluftsystem“

Content is agile! Content is everywhere!

Consistency is key!

#3 The Mega-trend toward more casual content

27%If your company’s content had a personality, how would you describe it?

?Proper &Polished

Warm &Friendly

Cool & Hip

Boring &Businesslike

No specificpersonality

26%

6%

20%

8%

They won’t take us seriously

complexity = credibility

competing for attention is tough

• Styleguide Slide

Your styleguide can be a great help!

The new B2B voice.Straight & simpleConfidentConversationalVaried & flexibleReal & humanPersonal

Voice at Microsoft

Short & Sharp & Clear

Short & Sharp!

Conversational

Voice at EasyJet

#4 Consistency in a world where everybody creates content

“in the game of customer experience... consistency will always trump delight.”

Industry Research

• 120 million words• 150,000 web pages• 340 companies• 31 countries

How Did They Score?

• Only 31% had an average Acrolinx Score above 72 – a target minimum for quality content.

Content Quality and Site Traffic

• Companies with lower Acrolinx Scores (red) showed a year-over-year decline in web traffic.

• Companies with higher Acrolinx Scores (green) showed an increase in traffic.

Content Quality Is a Global Challenge

• No significant difference between regions.

Few Companies Produce Consistent, High-Quality Content

Content Marketing Conference Cologne

The Content Quality Imperative

Story x Voice = Impact

A Tale of Two Blog Posts

A Tale of Two Blog Posts

121 SocialShares

7 SocialShares

We’re not doing the math right

What’s an acceptable opt-out rate for emailmarketing?

2%100,000 98,000

2%twicePer month

100,000

61,578

GLOBAL CONTENT IMPACT INDEX Original research project 120 million words 150,000 web pages 340 companies 31 countries

Web Site TrafficLow Scoring Content vs High Scoring Content

75

66

RETAIL73.2

FASHION71.3

B2B TECH71.2

AUTOMOTIVE68.1BANKING

69.8

TELECOM66.2

CONTENT COMPARISON

CONTENT COMPARISON

• Research project in January 2016 to determine the impact of content quality on business results

• Methodology- 2 similar documents (High Acrolinx Score vs. Low Acrolinx Score)- Text only – no formatting or styling- Isolated A/B test – research participants only saw one version of the content

and were asked specific questions about brand perception, conversion and purchase intent

Describe the Quality of the Writing? – High Acrolinx Score vs. Low Acrolinx Score

Acrolinx Content

With High Score

Acrolinx Content With Low

Score

73%Good or

Above Average

27%Below Average

or Poor

46%Good or

Above Average

54%Below Average

or Poor

What Is Your Impression of the Company? – High Acrolinx Score vs. Low Acrolinx Score

Acrolinx Content

With High Score


Score

55%Positive

45%Negative

23%Positive

77%Negative

Would You Click the Offer? – High Acrolinx Score vs. Low Acrolinx Score

Acrolinx Content

With High Score


Score

50%Yes

50%No

25%Yes

75%No

Would You Buy From This Company? – High Acrolinx Score vs. Low Acrolinx Score

Acrolinx Content

With High Score


Score

55%Yes

45%No

23%Yes

77%No

Tone

Spelling

Grammar

Style

Reuse

YourTerminology

YourBrand

YourAudiences

360ºContentAnalysis

Potential Savings

Savings per correction

Correction rate

Potential Savings

Editorial € 4.00 40% 12,832Translation € 1.00 40% 3,208

€ 16,040Other Savings and Benefit Categories:• Reuse• Readability• Customer Satisfaction• Time to Market• Brand Awareness

Group Comparison

Statistical Analysis

Content-Qualität vs. Conversion Rate

Weniger „Stil“-Fehler – höhere Conversion Rate!

Stil ist u.a.:• Lesbarkeit• Verständlichkeit• Tone of Voice

…so Christian, what is

Content Optimization Technology?

70-90% of your customer’s journey is driven by content

…and that content is created throughout your organization

…by different teams, departments,divisions, and geographies

marketing sales tech comm support training prod mgt PR engineering localization agencies

…which creates massive challenges for high-quality, consistent content

…and this problem only gets worse with more content and writers

Our software platform helps the world's greatest brands

create amazing content: on-brand, on-target and at scale.

Acrolinx Helps the World‘s Greatest Brands Create Amazing Content:On-Brand, On-Target, and at Scale

Why the World‘s Greatest Brands Trust AcrolinxBetter Content = Better Results

Source: 2016 Content Quality Research

High Acrolinx Score

2x BetterBrand

Perception

High Acrolinx Score

3x Higher

ConversionRates

Low Acrolinx Score

High Acrolinx Score

2x More Likely to Purchase

Low Acrolinx ScoreLow Acrolinx Score

Content With High Acrolinx Score vs. Low Acrolinx Score

How Acrolinx Works

Acrolinx is the only software that can actually “read” your content and help you make it better.

The Acrolinx EngineAnalyzes thousands of rules that make language great: grammar, style, terminology, and voice(in six languages).

Sidebar and Plug-Ins That work with 30+ authoring tools, making it easy for you to create amazing content.

Your Acrolinx ScoreAn easy-to-use standard measure of content quality… better score = better results!

Batch Checker Analyze all your existingcontent - easily get baseline scores and settargets

The Acrolinx ScorecardGives you a 360° view of your content in one beautiful interface.

Click-to-Fix GuidanceQuickly optimize your content and watch your scores (and business results) go up!

Voice ScoresWrite with perfect pitch for every persona by tuning readability, informality, and liveliness.

Deep metrics help you track content quality trends, utilization, and performance.

MARKETECTURE AND DETAILED FEATURES

ACROLINX ENGINE

Terminology ManagementTerm Database – Term Browser – Term Contribution

Guidance ManagementOut-of-the-Box Style Guide – Custom Style Rules – Guidance Wizard

Reuse ManagementDatabase of Reusable Sentences

LanguagesEnglish - German – French – Chinese – Japanese – Swedish

AnalyticsScorecard Dashboard Reports Export and Analytics API

AUTHORING TOOLSOffice

XML Editors

Creative Suite

AUTOMATION TOOLSBatch Checker

Command Line Checker

Other Platform Integrations (CMS, Marketing Cloud, Translation Mgt)

SDKs and APIsWindows SDK Java SDK Web SDK Sidebar SDK

ACROLINX ENGINE







XML Editors

Creative Suite





AUTHORING TOOLS

Office ToolsMicrosoft Word ExcelPowerPoint OutlookGoogle DocsGoogle SheetsApache OpenOffice IBM Lotus Notes

XML EditorsPTC Arbortext oXygenXMetaL MadCap FlareAdobe FrameMaker CORENA Studio

Creative SuiteAdobe InDesign

PlatformsAdobe AEMSalesforce.comCKEditor TinyMCE

ACROLINX ENGINE







XML Editors

Creative Suite





AUTOMATION TOOLS

Batch CheckerCheck large library of existing content to get baseline scores or competitive insight (any HTML, XML, PDF).

Command Line CheckerJava-based client that you can call from a command-line shell or batch script. You can use the CLC to include Acrolinx in an automated workflow such as continuous integration.

Other Platform IntegrationsAdobe Experience Manager, as well as translation management tools, such as SDL Trados. If your web applications include text editors, such as CKEditor and TinyMCE, we can integrate with those too.

ACROLINX ENGINE







XML Editors

Creative Suite





CONTENT COMPARISON

Better Content = Better Results

PROVEN RESULTS

COST30% reduced writing,

editing, and translation

CONSISTENCY2x increased brand trust

COMPLIANCEEnsure your content meets

regulatory requirements

CONVERSION3x increased conversion

and purchase

Ensuring Your Success

Making the Most of Your Acrolinx Analytics

LEVEL 1

Acrolinx Scorecard

helps you improve document-level

quality and consistency.

LEVEL 2

The Acrolinx Dashboard helps

you manage team quality and

performance.

LEVEL 3

The Guidance Wizard and Terminology

reports help you tune the Acrolinx

Engine.

LEVEL 4

Compare your Acrolinx Score

with other business data –

Acrolinx helps you with easy export

or API-level integration.

1 2 3 4 5Easy to Use – Easy to Deploy5 Ways We Help You Succeed

30+ Authoring

Tool IntegrationsYour writers

don’t have to learn new

tools.

Guidance Wizard

A specialized feature that “reads and

learns” your preferred

terminology.

Batch Checker

Easily get baseline Acrolinx

Scores on all your

existing content.

Flexible Deployment

OptionsGet up and

running with secure

hosted cloud or

on-site deployment.

Expert Services

Training and

support to hold your

hand every step of the

way.

…so Christian,

how will that help me?

The Impact of Content Quality

Content with a highAcrolinx score…

5x more likely to purchase

5xBetter

Performance

Content with a highAcrolinx score…

2x Brand viewed as more trusted

2xTrust

With content optimization technology…

3x more efficientwriting, editing and publishing

3xmore

efficient

Acrolinx Christian Gericke 5 content controversies content marketing meetup stuttgart

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