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Communicate as if Your Business Depends on It
First of our series: “Your Content, Only Better”
August 23, 2012
PG Bartlett, Acrolinx
You’re Here Because:
You produce a lot of content Your content is vital
– Pre-sales – generates revenue– Post-sales – enables self-service
Your market is competitive Your budget is under pressure Your team is international Your market is global You care about language
“The human mind has not achieved anything greater than the ability to share feelings and thoughts through language.”
- James Earl Jones
http://www.thinkexist.com
Content Automation Maturity
Document/Content Management
XML Authoring & Publishing
Content Optimization
Agenda
What is content quality? Content optimization process Benefits of content optimization Who’s using it About Acrolinx Questions
Automation Comparison: Products vs. Content
Automation in manufacturing reduced cost and time But product defects and returns led to ISO 9000 and other
quality initiatives Content is following the same path… but how do companies
feel quality problems?– Purchases that don’t happen?– Higher translation costs?– Excessive support calls?– Greater liability costs?– Product returns from frustrated customers?– Negative customer reviews?
How Content Matters
SAP: “One Voice” initiative
Content has to be consistent
How Content Matters
Alfresco: 85% of support queries come via Google
Content has to be findable
How Content Matters
Symantec: translation increased from 80 million words to 1.1 billion
Content has to be cheaper to translate
How Content Matters
Intel: reduce reading level to 8th grade
Content has to be understandable
How Content Matters
HP: 90% of customers never touch the product before they buy
Content has to be good
Characteristics of High-Quality Content
Accurate Understandable & easily translated Correctly spelled Grammatically correct Engaging: compliant with corporate style & tone Consistent terminology & branding Findable: right keywords in right places
Producing High-Quality Content Increasingly Difficult
Authoringincreasingly
performed by non-professionals
Editingbudget
squeezed
Consumptionincreasingly
global
Searchincreasingly
important
Content Optimization
How You Optimize Your Content Today
SMEwritescontent
How You Optimize Your Content Today
SMEwritescontent
Authorincorporates and refines it
How You Optimize Your Content Today
SMEwritescontent
Authorincorporates and refines it
Editorcorrects style, spelling, grammar, terminology & inaccuracies
How You Optimize Your Content Today
SMEwritescontent
Authorincorporates and refines it
Editorcorrects style, spelling, grammar, terminology & inaccuracies
Marketingfixes branding errors
How You Optimize Your Content Today
SMEwritescontent
Authorincorporates and refines it
Editorcorrects style, spelling, grammar, terminology & inaccuracies
Marketingfixes branding errors
Compliancechecks for accessibility
How You Optimize Your Content Today
SMEwritescontent
Authorincorporates and refines it
Editorcorrects style, spelling, grammar, terminology & inaccuracies
Marketingfixes branding errors
Compliancechecks for accessibility
Localizationhandles translatability issues
How You Optimize Your Content Today
SMEwritescontent
Authorincorporates and refines it
Editorcorrects style, spelling, grammar, terminology & inaccuracies
Marketingfixes branding errors
Compliancechecks for accessibility
Localizationhandles translatability issues
SEO Firmadds keywords
How You Optimize Your Content Today
SMEwritescontent
Authorincorporates and refines it
Editorcorrects style, spelling, grammar, terminology & inaccuracies
Marketingfixes branding errors
Compliancechecks for accessibility
Localizationhandles translatability issues
SEO Firmadds keywords
An Automated Process
SME or Authorcreates content
An Automated Process
SME or Authorcreates content
Editorcorrects inaccuracies
An Automated Process
SME or Authorcreates content
Editorcorrects inaccuracies
Marketingfixes branding errors
Compliancechecks for accessibility
Localizationhandles translatability issues
SEO Firmadds keywords
corrects style, spelling, grammar, terminology
Typical Benefits of Automated Optimization
Internal Process 10% cost benefit in
authoring 60% cost benefit in editing 15% cost benefit in
translation Faster time to market
Customer-Facing 100% increase in web traffic 20% improvement in
readability Increased customer
satisfaction Higher revenue
Who’s Using it?
Some Acrolinx Customers
Aerospace Medical
Industrial
High TechSoftware
What Do Customers Say?
“Acrolinx is about helping companies improve the consistency and quality of their content and strengthen their brand. We are using it to drive accountability for Dell.com and ensure our customers get the best user experience.”
Wayne BourlandDirector, Global Localization Team
What Do Customers Say?
“Acrolinx software has helped Adobe to dramatically increase the productivity of our editing operations, provide better control of our terminology, and improve the overall quality of our documentation. These changes have had a significant effect on trimming translation costs and reducing our time-to-market. We see intelligent re-use and pre-editing for a global audience as essential aspects of our localization strategy.”
Francis TsangDirector of Localization
What Do Customers Say?
“Our time to market with new product launches was often slow and behind schedule, primarily because the content constantly had to be reviewed and amended for each market. Acrolinx has ensured our content is grammatically correct, at the same time it checks that key messages and preferred terms are incorporated too. The icing on the cake is the time and cost of translation for our overseas markets have been considerably reduced.”
David HershfieldSr. Director, Global Product and Experience
Other Customer Experiences
SAP– Wanted to “speak with one voice”– Standardized terminology, style & tone of voice
Symantec– Translation increased from 80 million words to 1.1 billion in last
decade– Needed to enable machine translation to keep up
Intel– Reduced reading level to 8th grade– Improved customer satisfaction with support content
Acrolinx Overview
Acrolinx Overview
Technology developed by Acrolinx team at German Research Center for Artificial Intelligence
Spun out in 2002 to develop software that helps write better content through automated copy editing
Privately owned Berlin headquarters, offices in U.S. &
Japan Available in English, Chinese, German,
Japanese, French, Swedish
Set up rules & terms
Set up users & systems
Acrolinx works within editing
tools
Everyone can access terms Managers can
view status & results
Acrolinx checks content against rules & terms
Grammar; 2%Spell-ing; 11%
Style; 64%
Ter-mi-nol-ogy; 23%
Generate Management Reports
“Language is the means of getting an idea from my brain into yours without surgery.”
- Mark Amidon
http://www.thinkexist.com
Follow-Up
Contact info: [email protected]
Next webinar:– “Configuring & Using Content Optimization Software”– September 13– Register at:
http://www.acrolinx.com/acronews_en/items/configuring-and-using-content-optimization-software.html
Recording will be posted soon at http://www.acrolinx.com/webinars_en.html
Thank You!PG [email protected]