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Content Marketing Barcamp Acrolinx, Cosca15 in Dieburg
- 1. Christian Gericke SVP ACROLINX THE CONTENT QUALITY IMPERATIVE 3 Big Challenges Facing Every Marketing Team Christian Gericke Acrolinx @cgericke
- 2. Content Marketing Conference Cologne The Content Quality Imperative
- 3. Your Content is Hurting Your Brand
- 4. 2014 Producing Enough Content 64% Engaging Content 52% Variety of Content 45%
- 6. Content Marketing Conference Cologne The Content Quality Imperative
- 7. 2015 Engaging Content 54% Producing Content Consistently 50% Measuring 49%
- 9. GLOBAL CONTENT IMPACT INDEX Original research project 120 million words 150,000 web pages 340 companies 31 countries
- 17. Bad Content Ends the Buyer Journey Fast
- 21. • Buyer Journey • Marketing Budgets • Our Processes We’re looking at this the wrong way • Buyer Journey
- 22. We think it looks like this
- 26. Brochure Glossy Slick Colorful Reader-friendly Sexy Compelling Manual Plain Dull Black & White Confusing Dry Boring …then why do we still do this?
- 29. • Buyer Journey • Marketing Budgets • Our Processes We’re looking at this the wrong way • Buyer Journey • Marketing Budgets • Our Processes
- 30. We think it looks like this
- 32. • Buyer Journey • Marketing Budgets • Our Processes We’re looking at this the wrong way • Buyer Journey • Marketing Budgets • Our Processes
- 34. ..and forgotten what goes in the box
- 35. We’re not doing the math right
- 36. What’s an acceptable opt- out rate for email marketing?
- 37. 2%100,000 98,000
- 39. Quality Content At Scale is Hard
- 43. What do you call it when you do both “in-house” and “outsourced” poorly?
- 45. Our software platform helps the world's greatest brands create amazing content: on-brand, on-target and at scale.
- 46. Acrolinx is the only software that can actually “read” your content and guide writers to make it better.
- 47. Under the Hood • 400+ man yrs R&D • The most advanced linguistic engine • Evaluates thousands of rules
- 48. 65% increased efficiencies 75% decreased costs 150% improved performance
- 49. On a visit to a Coca-Cola Co. bottler in Pensacola, Fla., in January, Chief Executive Muhtar Kent pulled a small red paint chip from his wallet and held it up to a new delivery truck. The truck might have looked Coke red to the untrained eye, but it was ever so slightly off in hue.
- 50. Our mission is to increase access to knowledge through humanitarian translations What we did in 2014: 33,000 donated hours 3,000 volunteer translators 111 language pairs 20 million+ speakers of 7 west African languages 160 partner NPOs 20 community translators trained first ever crisis relief translation network translatorswithoutborders.org
- 51. Here are some of the ways the TWB RRT has been helping those affected by the Nepal earthquake: • Translated over 500 terms into Nepali, Newari and Hindi for search and rescue people and for people monitoring messages coming from the affected populations. • Translated approved and sanctioned Twitter messages which contain crucial information about first aid and protection during and after an earthquake. These have been distributed widely. • Translated and distributed a comprehensive First Aid document, English to Nepali, and ‘after earthquake’ messaging and public service announcements from the Centers for Disease Control. •.translatorswithoutborders.org
- 52. Helping the world’s greatest brands Speak With One Voice @cgericke
Editor's Notes
- So what did we do? Most firms raced to create massive content factories using outsourced resources, freelancers and frankly, anyone with a computer, now became an author on behalf of the company. What was the impact?
- Good morning. What do you think about when you see these two images? Two of the most recognized brands in the world? Maybe some of you are thinking about your own experience with their products? But some of you, probably many of you are thinking that there is something wrong. That the logs are slightly offset and squished and that is not how these brands would want to be shown. There’s a part of every marketer that would say, this is not Apple, this is not Coke.
- In 2013, the biggest challenge for many firms was producing enough content.
- So what did we do? Most firms raced to create massive content factories using outsourced resources, freelancers and frankly, anyone with a computer, now became an author on behalf of the company. What was the impact?
- As Doug Kessler accurately predicted, we’re about to be hit with a deluge of crap
- The backlash was clear and in the most recent survey, quantity has been replaced by quality across every dimension of content marketing.
- Correlation Web traffic
- BING::Schlechte Grammatik beeinflusst Ranking
- Bad content will end the buyers journey Massive wall in front of the customer
- Andrew Davis buyer jo
- Content is affecting all disciplines By improving content you affect all disciplines
- Bad content is people turning away
- 1 year