Christian GerickeSVP ACROLINX

THE CONTENT QUALITY IMPERATIVE 3 Big Challenges Facing Every Marketing Team

Christian Gericke Acrolinx @cgericke

Content Marketing Conference Cologne

The Content Quality Imperative

Your Content is Hurting Your Brand

2014

Producing Enough Content 64%

Engaging Content 52%

Variety of Content 45%

Content Marketing Conference Cologne

The Content Quality Imperative

2015

Engaging Content 54%

Producing Content Consistently 50%

Measuring 49%

GLOBAL CONTENT IMPACT INDEX Original research project 120 million words 150,000 web pages 340 companies 31 countries

RETAIL

B2B TECH

FASHION

AUTOMOTIVE

BANKING

TELECOM

71.2

71.3

69.8

68.1

66.2

73.2

75

66

RETAIL73.2

FASHION71.3

B2B TECH71.2

AUTOMOTIVE

68.1BANKING

69.8

TELECOM66.2

Bad Content Ends the Buyer Journey Fast

• Buyer Journey• Marketing Budgets• Our Processes

We’re looking at this the wrong way

• Buyer Journey

We thinkit lookslike this

It’s reallylike this

..or thisAndrew

Davis

Do You Believe This?

BrochureGlossySlickColorfulReader-friendlySexyCompelling

ManualPlainDullBlack & WhiteConfusingDryBoring

…then why do we still do this?

complexity = credibility

• Buyer Journey• Marketing Budgets• Our Processes

We’re looking at this the wrong way

• Buyer Journey• Marketing Budgets• Our Processes

We thinkit lookslike this

Content

It’s reallylike this

• Buyer Journey• Marketing Budgets• Our Processes

We’re looking at this the wrong way

• Buyer Journey• Marketing Budgets• Our Processes

We’ve focusedon marketingautomation

..and forgottenwhat goesin the box

We’re not doing the math right

What’s an acceptable opt-out rate for emailmarketing?

2%100,000 98,000

2%twicePer month

100,000

61,578

Quality Content At Scale is Hard

What do you call it when you do both “in-house” and “outsourced” poorly?

Our software platform helps the world's greatest brands

create amazing content: on-brand, on-target and at scale.

Acrolinx is the only software that can actually

“read” your content and guide writers to make it better.

Under the Hood• 400+ man yrs

R&D• The most

advanced linguistic engine

• Evaluates thousands of rules

65% increased efficiencies75% decreased costs

150% improved performance

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.

Our mission is to increase access to knowledge through humanitarian translations

What we did in 2014: 33,000 donated hours3,000 volunteer translators111 language pairs20 million+ speakers of 7 west African languages160 partner NPOs20 community translators trainedfirst ever crisis relief translation network

translatorswithoutborders.org

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

Helping the world’s greatest brands Speak With One Voice

@cgericke