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Acrolinx: Strategy, implementation, & usage of the voice feature
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Voice: Strategy, Implementation, & Usage
PG Bartlett, AcrolinxJames Longbotham, Acrolinx
A big tech company anonymized their content and their competitors’ content
No one could tell the difference.
So what?
“It’s costing us business.”
Relationships Now Built on Content
B2B buyers complete from two-thirds to 90% of their buying decision before they engage with the vendor.
– Forrester Research
Technical Content Important to Buyers Too
For almost 89% of buyers, high-quality technical content is either important (33%) or very important (56%) to their initial purchase decision.
– IBM Survey
Why Tone of Voice matters
Tone of Voice isn’t just decoration for your ideas, it also carries meaning.
It says things about your topic and it says things about you.
Get it right and you’ll make your message maybe a hundred times more convincing.
(Doug Kessler @dougkessler)
Story x Voice = Impact
(Doug Kessler @dougkessler)
easyJet’s Voice
Old New
modify change
perform do
purchase buy
terminate end
navigate go
toggle switch
obtain get
execute run
resolve fix
enable allow
choose pick
Microsoft: “Destroy. All. Robot. Language”
Putting the “Voice” in “Speak With One Voice”
Voice Scores: Create More Engaging Content
Acrolinx shows writers how their content ranks against your targets. Set
target
Target
Actual
How Voice Scores Work
Score of 100 is “highest,” not“best”– Target score may vary based on
audience & content– Also reflects your brand
Score calculations not customer-specific– Instead, you adjust targets to your corporate &
document goals
Readability
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Informality
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Liveliness
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Q1
2013
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Brief 4
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The Right Tone of Voice…
Captivates Your Target Audiences
Reinforces Your Brand
Readability – what’s measured?
Active voice vs. passive voice Sentence length Embedded sentences
Check for errors in the logging window that appears after you restart the server that was terminated unexpectedly.
Complex words– Recurring diagnostic procedures facilitate efficient
utilization of server resources.– Regular health checks help you to use your server
resources more efficiently. And other factors…
Informality – what’s measured?
Use of the pronouns you, we, and I Contractions
If you've got a problem with your installation, don't hesitate to contact us. We're ready for your call.
Discourse markersNow, if you look at how the industry is changing, you'll notice a few interesting trends.
And other factors…
Liveliness – what’s measured?
Incomplete sentences Short sentences
– When processes work efficiently, customers get results and employees are more productive - both of which are beneficial for business.
– When your processes work efficiently, everyone benefits. Customers get results. Employees are more productive.
Active voice vs. passive voice Clichés or overused expressions And other factors…
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