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TOP CONTENT MARKETING CHALLENGES 2014
Producing Enough Content 64%
Engaging Content 52%
Variety of Content 45%
© 2016 Acrolinx GmbH
TOP CONTENT MARKETING CHALLENGES 2015
Engaging Content 54%
Producing Content Consistently 50%
Measuring Content 49%
BrochureGlossySlickColorfulReader-friendlySexyCompelling
ManualPlainDullBlack & WhiteConfusingDryBoring
…then why do we still do this?
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%
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.
GLOBAL CONTENT IMPACT INDEX Original research project 120 million words 150,000 web pages 340 companies 31 countries
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
Acrolinx Content With Low
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
Acrolinx Content With Low
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
Acrolinx Content With Low
Score
55%Yes
45%No
23%Yes
77%No
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
Content-Qualität vs. Conversion Rate
Weniger „Stil“-Fehler – höhere Conversion Rate!
Stil ist u.a.:• Lesbarkeit• Verständlichkeit• Tone of Voice
…by different teams, departments,divisions, and geographies
marketing sales tech comm support training prod mgt PR engineering localization agencies
Our software platform 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
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!
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.
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
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
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
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
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
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
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
PROVEN RESULTS
COST30% reduced writing,
editing, and translation
CONSISTENCY2x increased brand trust
COMPLIANCEEnsure your content meets
regulatory requirements
CONVERSION3x increased conversion
and purchase
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.
With content optimization technology…
3x more efficientwriting, editing and publishing
3xmore
efficient