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Acrolinx Christian Gericke 5 content controversies content marketing meetup stuttgart

Christian Gericke, VP bei Acrolinx in Berlin, macht sich auf den Weg zu uns nach Stuttgart, um sich am 5. April fünf der größten und komplexesten Herausforderungen zu widmen, denen Content-Professionals heutzutage begegnen:

• Arbeiten jetzt plötzlich alle fürs Marketing?
• Wie lässt sich Content-Marketing von einer Abteilung auf die gesamte Organisation ausweiten?
• Hat die Customer Journey eine Ziellinie?
• Welchen Content braucht man für die verschiedenen Phasen des Sales Funnel?
• Inwieweit hängt der Erfolg von Content-Kampagnen vom Tone of Voice ab?

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Acrolinx Christian Gericke 5 content controversies content marketing meetup stuttgart

  1. 1. http://translatorswithoutborders.org/ @TranslatorsWB
  2. 2. 2015 at a glance
  3. 3. PERSONAS
  4. 4. MapAction Language Data
  5. 5. PATH
  6. 6. PERFORMANCE
  7. 7. Let`s Go!
  8. 8. #1 Does everyone work for marketing now?
  9. 9. the world has changed
  10. 10. TOP CONTENT MARKETING CHALLENGES 2014 Producing Enough Content 64% Engaging Content 52% Variety of Content 45%
  11. 11. © 2016 Acrolinx GmbH
  12. 12. © 2016 Acrolinx GmbH TOP CONTENT MARKETING CHALLENGES 2015 Engaging Content 54% Producing Content Consistently 50% Measuring Content 49%
  13. 13. © 2016 Acrolinx GmbH
  14. 14. Then the failed tweet…
  15. 15. Media Marktcorrect name!
  16. 16. What do you call it when you do both “in-house” and “outsourced” poorly?
  17. 17. #2 Does the customer journey have a finish line?
  18. 18. We think it looks like this
  19. 19. It’s really like this
  20. 20. © 2016 Acrolinx GmbH
  21. 21. Content Consistency and the Customer Journey
  22. 22. We think it looks like this
  23. 23. Content It’s really like this
  24. 24. We’ve focused on marketing automation
  25. 25. ..and forgotten what goes in the box
  26. 26. Not „relevant“ ...
  27. 27. Brochure Glossy Slick Colorful Reader-friendly Sexy Compelling Manual Plain Dull Black & White Confusing Dry Boring …then why do we still do this
  28. 28. ... A premium product ...
  29. 29. . best users in the world...
  30. 30. ... WHAT??
  31. 31. „Starten van de Motor“ „Sas-nebenluftsystem“
  32. 32. Content is agile! Content is everywhere!
  33. 33. Consistency is key!
  34. 34. #3 The Mega-trend toward more casual content
  35. 35. 27% If your company’s content had a personality, how would you describe ? Proper & Polished Warm & Friendly Cool & Hip Boring & Businesslike No specific personality 26% 6% 20% 8%
  36. 36. 52
  37. 37. They won’t take us seriously
  38. 38. complexity = credibility
  39. 39. competing for attention is tough
  40. 40. • Styleguide Slide
  41. 41. Your styleguide can be a great help!
  42. 42. The new B2B voice. Straight & simple Confident Conversational Varied & flexible Real & human Personal
  43. 43. Voice at Microsoft
  44. 44. Short & Sharp & Clear
  45. 45. Short & Sharp!
  46. 46. Conversational
  47. 47. Voice at EasyJet
  48. 48. © 2016 Acrolinx GmbH
  49. 49. #4 Consistency in a world where everybody creates content
  50. 50. “in the game of customer experience... consistency will always trump delight.”
  51. 51. Industry Research
  52. 52. • 120 million words • 150,000 web pages • 340 companies • 31 countries
  53. 53. How Did They Score? • Only 31% had an average Acrolinx Score above 72 – a target minimum for quality content.
  54. 54. 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.
  55. 55. Content Quality Is a Global Challenge • No significant difference between regions.
  56. 56. Few Companies Produce Consistent, High-Quality Content
  57. 57. Content Marketing Conference Cologne The Content Quality Imperative
  58. 58. #5
  59. 59. Story x Voice = Impact
  60. 60. A Tale of Two Blog Posts
  61. 61. A Tale of Two Blog Posts 121 Social Shares 7 Social Shares
  62. 62. We’re not doing the math right
  63. 63. What’s an acceptable opt-out rate for email marketing?
  64. 64. 2%100,000 98,000
  65. 65. 2% twice Per month 100,000 61,578
  66. 66. GLOBAL CONTENT IMPACT INDEX  Original research project  120 million words  150,000 web pages  340 companies  31 countries
  67. 67. Web Site Traffic Low Scoring Content vs High Scoring Content
  68. 68. 75 66 RETAIL 73.2 FASHION 71.3 B2B TECH 71.2 AUTOMOTIVE 68.1 BANKING 69.8 TELECOM 66.2
  69. 69. CONTENT COMPARISON
  70. 70. 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
  71. 71. 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
  72. 72. 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
  73. 73. 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
  74. 74. 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
  75. 75. Tone Spelling Grammar Style Reuse Your Terminology Your Brand Your Audiences 360º Content Analysis
  76. 76. 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
  77. 77. Group Comparison
  78. 78. Statistical Analysis
  79. 79. Content-Qualität vs. Conversion Rate Weniger „Stil“-Fehler – höhere Conversion Rate! Stil ist u.a.: • Lesbarkeit • Verständlichkeit • Tone of Voice
  80. 80. …so Christian, what is Content Optimization Technology?
  81. 81. 70-90% of your customer’s journey is driven by content
  82. 82. …and that content is created throughout your organization
  83. 83. …by different teams, departments, divisions, and geographies marketing sales tech comm support training prod mgt PR engineering localization agencies
  84. 84. …which creates massive challenges for high-quality, consistent content
  85. 85. …and this problem only gets worse with more content and writers
  86. 86. Our software platform helps the world's greatest brands create amazing content: on-brand, on-target and at scale.
  87. 87. Acrolinx Helps the World‘s Greatest Brands Create Amazing Content: On-Brand, On-Target, and at Scale
  88. 88. Why the World‘s Greatest Brands Trust Acrolinx Better Content = Better Results Source: 2016 Content Quality Research High Acrolinx Score 2x Better Brand Perception High Acrolinx Score 3x Higher Conversion Rates 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
  89. 89. How Acrolinx Works
  90. 90. Acrolinx is the only software that can actually “read” your content and help you make it better.
  91. 91. The Acrolinx Engine Analyzes thousands of rules that make language great: grammar, style, terminology, and voice (in six languages).
  92. 92. Sidebar and Plug-Ins That work with 30+ authoring tools, making it easy for you to create amazing content.
  93. 93. Your Acrolinx Score An easy-to-use standard measure of content quality… better score = better results!
  94. 94. Batch Checker Analyze all your existing content - easily get baseline scores and set targets
  95. 95. The Acrolinx Scorecard Gives you a 360° view of your content in one beautiful interface.
  96. 96. Click-to-Fix Guidance Quickly optimize your content and watch your scores (and business results) go up!
  97. 97. Voice Scores Write with perfect pitch for every persona by tuning readability, informality, and liveliness.
  98. 98. Deep metrics help you track content quality trends, utilization, and performance.
  99. 99. MARKETECTURE AND DETAILED FEATURES
  100. 100. ACROLINX ENGINE Terminology Management Term Database – Term Browser – Term Contribution Guidance Management Out-of-the-Box Style Guide – Custom Style Rules – Guidance Wizard Reuse Management Database of Reusable Sentences Languages English - German – French – Chinese – Japanese – Swedish Analytics Scorecard Dashboard Reports Export and Analytics API AUTHORING TOOLS Office XML Editors Creative Suite AUTOMATION TOOLS Batch Checker Command Line Checker Other Platform Integrations (CMS, Marketing Cloud, Translation Mgt) SDKs and APIs Windows SDK Java SDK Web SDK Sidebar SDK
  101. 101. ACROLINX ENGINE Terminology Management Term Database – Term Browser – Term Contribution Guidance Management Out-of-the-Box Style Guide – Custom Style Rules – Guidance Wizard Reuse Management Database of Reusable Sentences Languages English - German – French – Chinese – Japanese – Swedish Analytics Scorecard Dashboard Reports Export and Analytics API AUTHORING TOOLS Office XML Editors Creative Suite AUTOMATION TOOLS Batch Checker Command Line Checker Other Platform Integrations (CMS, Marketing Cloud, Translation Mgt) SDKs and APIs Windows SDK Java SDK Web SDK Sidebar SDK
  102. 102. ACROLINX ENGINE Terminology Management Term Database – Term Browser – Term Contribution Guidance Management Out-of-the-Box Style Guide – Custom Style Rules – Guidance Wizard Reuse Management Database of Reusable Sentences Languages English - German – French – Chinese – Japanese – Swedish Analytics Scorecard Dashboard Reports Export and Analytics API AUTHORING TOOLS Office XML Editors Creative Suite AUTOMATION TOOLS Batch Checker Command Line Checker Other Platform Integrations (CMS, Marketing Cloud, Translation Mgt) SDKs and APIs Windows SDK Java SDK Web SDK Sidebar SDK AUTHORING TOOLS Office Tools Microsoft Word Excel PowerPoint Outlook Google Docs Google Sheets Apache OpenOffice IBM Lotus Notes XML Editors PTC Arbortext oXygen XMetaL MadCap Flare Adobe FrameMaker CORENA Studio Creative Suite Adobe InDesign Platforms Adobe AEM Salesforce.com CKEditor TinyMCE
  103. 103. ACROLINX ENGINE Terminology Management Term Database – Term Browser – Term Contribution Guidance Management Out-of-the-Box Style Guide – Custom Style Rules – Guidance Wizard Reuse Management Database of Reusable Sentences Languages English - German – French – Chinese – Japanese – Swedish Analytics Scorecard Dashboard Reports Export and Analytics API AUTHORING TOOLS Office XML Editors Creative Suite AUTOMATION TOOLS Batch Checker Command Line Checker Other Platform Integrations (CMS, Marketing Cloud, Translation Mgt) SDKs and APIs Windows SDK Java SDK Web SDK Sidebar SDK AUTOMATION TOOLS Batch Checker Check large library of existing content to get baseline scores or competitive insight (any HTML, XML, PDF). Command Line Checker Java-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 Integrations Adobe 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.
  104. 104. ACROLINX ENGINE Terminology Management Term Database – Term Browser – Term Contribution Guidance Management Out-of-the-Box Style Guide – Custom Style Rules – Guidance Wizard Reuse Management Database of Reusable Sentences Languages English - German – French – Chinese – Japanese – Swedish Analytics Scorecard Dashboard Reports Export and Analytics API AUTHORING TOOLS Office XML Editors Creative Suite AUTOMATION TOOLS Batch Checker Command Line Checker Other Platform Integrations (CMS, Marketing Cloud, Translation Mgt) SDKs and APIs Windows SDK Java SDK Web SDK Sidebar SDK
  105. 105. CONTENT COMPARISON
  106. 106. Better Content = Better Results
  107. 107. PROVEN RESULTS COST 30% reduced writing, editing, and translation CONSISTENCY 2x increased brand trust COMPLIANCE Ensure your content meets regulatory requirements CONVERSION 3x increased conversion and purchase
  108. 108. Ensuring Your Success
  109. 109. 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.
  110. 110. 1 2 3 4 5 Easy to Use – Easy to Deploy 5 Ways We Help You Succeed 30+ Authoring Tool Integrations Your 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 Options Get 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.
  111. 111. …so Christian, how will that help me?
  112. 112. The Impact of Content Quality
  113. 113. Content with a high Acrolinx score… 5xmore likely to purchase 5x Better Performanc e
  114. 114. Content with a high Acrolinx score… 2xBrand viewed as 2x Trust
  115. 115. With content optimization technology… 3x more efficient writing, editing and publishing 3x more efficient
  116. 116. © 2016 Acrolinx GmbH

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