3 Ways Content Optimization Technology Will Transform Your Business Christian Gericke, VP Acrolinx
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3 Ways Content Optimization Technology Will Transform Your Business
Christian Gericke, VP Acrolinx
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…
…so Christian, what is
Content Optimization Technology?
Software that can actually “read” your content and guide you to make it better
Our software platform helps the world's greatest brands
create amazing content: on-brand, on-target and at scale.
Under the Hood• 300+ man yrs
R&D• The most
advanced linguistic technology
• Evaluates thousands of rules
…so Christian,
how will that help me?
ImproveBusinessResults
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
AUTOMOTIVE
68.1BANKING69.8
TELECOM66.2
A Tale of Two Blog Posts
A Tale of Two Blog Posts
121 SocialShares
7 SocialShares
Content with a highAcrolinx score…
5x more likely to purchase
5xBetter
Performance
ImproveConsistency
Content Marketing Conference Cologne
The Content Quality Imperative
We thinkit lookslike this
It’s reallylike this
BrochureGlossySlickColorfulReader-friendlySexyCompelling
ManualPlainDullBlack & WhiteConfusingDryBoring
…then why do we still do this?
... A premium product ...
... best users in the world...
... WHAT??
“in the game of customer experience... consistency will always trump delight.”
Content with a highAcrolinx score…
2x Brand viewed as more trusted
2xTrust
Improve Efficiencies &Scale
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
Media Markt correct name!
• 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
With content optimization technolgy…
3x more efficientwriting, editing and publishing
3xmore
efficient
Follow the content
• „Upstream“– Speak to your colleagues! – Marketing, Training, After-Sales, Engineering,
Product-Teams– Help yourself to help them!
• „Downstream“– Translation & Globalization
Tone
Spelling
Grammar
Style
Reuse
YourTerminology
YourBrand
YourAudiences
360ºContentAnalysis
Potential Savings
Savings per correction Correction rate Potential Savings
Editorial € 4.00 40% 12,832
Translation € 1.00 40% 3,208
€ 16,040
Other Savings and Benefit Categories:• Reuse• Readability• Customer Satisfaction• Time to Market• Brand Awareness
Group Comparison
Statistical Analysis
Statistical Analysis
Helping the world’s greatest brands Speak With One Voice
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