INTRODUCTION TO CONTENT OPTIMIZATION TECHNOLOGY

Lindsey Treloar Steve Rotter

4 Great Resources for You

Our Agenda1.Three Big Challenges Facing

Every Business2.New Technologies to Help3.Resources to Learn More

CONSISTENCYPERSONALIZATION

SCALE

CONSISTENCYPERSONALIZATION

SCALE

“in the game of customer experience... consistency will always trump delight.”

Low Average High

Banking Customer Satisfaction and Consistency - McKinsey

Satis

facti

on

Experience Consistency

CONSISTENCYPERSONALIZATION

SCALE

We thinkit lookslike this

It’s reallylike this

BrochureGlossySlickColorfulReader-friendlySexyCompelling

ManualPlainDullBlack & WhiteConfusingDryBoring

…then why do we still do this?

• 120 million words• 150,000 web

pages• 340 companies• 31 countries

Source: Acrolinx

Source: Acrolinx

Only 31% produced quality content

How Did They Score?

Source: Acrolinx

How Did They Score?

Content quality – directly related to web site traffic

What is the Impact? – Web Site Traffic

CONSISTENCYPERSONALIZATION

SCALE

Producing Enough Content 64%

Engaging Content 52%

Variety of Content 45%

Last Year - Top Content Marketing Challenges?

Engaging Content 54%

Consistent Content 50%

Measuring Content 49%

Today: Top Content Marketing Challenges?

70% of your customer’s journey is driven by content

…and that content is created throughout your organization

…by different teams, departments,divisions, and geographies

marketing sales tech comm support training prod mgt PR engineering localization agencies

…which creates massive challenges for high-quality, consistent content

…and this problem only gets worse with more content and writers

Introduction to Content Optimization Technology

Acrolinx Helps the World‘s Greatest Brands Create Amazing Content:On-Brand, On-Target, At Scale

The Smart Tech solutionIn today’s world of mixed UC environments, the only practical way to truly align communications and keep

your future options open is to orchestrate the broadest possible use of open standards and native

interoperability — to enable all the disparate parts involved to work together seamlessly. The key to your

interoperability is the Smart Tech® Real-life® Platform that acts as a central hub in your UC environment. It

works with business and communications applications from hundreds of vendors. It supports enterprise,

cloud and hybrid deployments. It supports mobility with award winning innovation. It works on any vendor

network. It makes video collaboration universal.

If you are an N7 customer, it protects your investment and improves resource utilization and performance.

Smart Tech support for RightThere Interoperability Protocol (RIP) means that older N7 RightThere System

rooms can collaborate with new Microsoft Lync clients in Virtual Meeting Rooms from the Smart Tech

RealLife Platform.

With NUCM validation and testing, an N7 customer now has the option to install innovative technology like

the Smart Tech® HDX® with EagleEye Director or Smart Tech Immersive RightThere solutions in N7

environments.

Acrolinx is the only software that can actually “read” your content and help you make it better.

The Smart Tech solutionIn today’s world of mixed UC environments, the only practical way to truly align communications and keep

your future options open is to orchestrate the broadest possible use of open standards and native

interoperability — to enable all the disparate parts involved to work together seamlessly. The key to your

interoperability is the Smart Tech® Real-life® Platform that acts as a central hub in your UC environment. It

works with business and communications applications from hundreds of vendors. It supports enterprise,

cloud and hybrid deployments. It supports mobility with award winning innovation. It works on any vendor

network. It makes video collaboration universal.

If you are an N7 customer, it protects your investment and improves resource utilization and performance.

Smart Tech support for RightThere Interoperability Protocol (RIP) means that older N7 RightThere System

rooms can collaborate with new Microsoft Lync clients in Virtual Meeting Rooms from the Smart Tech

RealLife Platform.

With NUCM validation and testing, an N7 customer now has the option to install innovative technology like

the Smart Tech® HDX® with EagleEye Director or Smart Tech Immersive RightThere solutions in N7

environments.

The Acrolinx SidebarIntegrates with 30+ authoring tools making it easy for you to create amazing content.

The Smart Tech solutionIn today’s world of mixed UC environments, the only practical way to truly align communications and keep

your future options open is to orchestrate the broadest possible use of open standards and native

interoperability — to enable all the disparate parts involved to work together seamlessly. The key to your

interoperability is the Smart Tech® Real-life® Platform that acts as a central hub in your UC environment. It

works with business and communications applications from hundreds of vendors. It supports enterprise,

cloud and hybrid deployments. It supports mobility with award winning innovation. It works on any vendor

network. It makes video collaboration universal.

If you are an N7 customer, it protects your investment and improves resource utilization and performance.

Smart Tech support for RightThere Interoperability Protocol (RIP) means that older N7 RightThere System

rooms can collaborate with new Microsoft Lync clients in Virtual Meeting Rooms from the Smart Tech

RealLife Platform.

With NUCM validation and testing, an N7 customer now has the option to install innovative technology like

the Smart Tech® HDX® with EagleEye Director or Smart Tech Immersive RightThere solutions in N7

environments.

Your Acrolinx ScoreAn easy-to-use standard based thousands of rules that make content great…better score = better results!

The Acrolinx Scorecard Gives you a 360° view of your content in one beautiful interface.

Click-to-Fix GuidanceQuickly optimize your content and watch your scores (and results) go up!

Voice ScoresWrite with perfect pitch for every persona by tuning readability, informality and liveliness.

Deep metrics help you track content quality trends, utilization and performance.

INCREASE REUSE (39 WAYS FOR THE SAME THING)

Managing The Process – Content Optimization Metrics

The Guidance Wizard and Terminolgy

reports help you tune the Acrolinx

Engine

Level 3

Compare your Acrolinx scores

with other business data –

Acrolinx helps you with easy export

or API-level integration

Level 4-6

The Acrolinx Dashboard helps

you manage team quality and

performance

Level 2

Acrolinx Scorecard

helps you improve document-level

quality and consistency

Level 1

The Benefits:Improved Performance and

Reduced Costs

Why the World‘s Greatest Brands Trust Acrolinx

Source: 2016 Content Quality Research

2x BetterBrand

Perception

4x Higher

ConversionRates

5x More Likely to Purchase

Content with Low Acrolinx Score vs High Acrolinx Score

35% Increase in Writer / Editor Productivity

25% Reduction in

Content Delivery Time

40% Reduction in

Localization Costs

Acrolinx Helps the World‘s Greatest Brands Create Amazing Content:On-Brand, On-Target, At Scale

1 2 3 4 5Easy to Use – Easy to Deploy5 Ways We Help You Succeed

30+ authoring tool integrations so your writers don’t have to

learn new tools

Guidance Wizard that “reads and

learns” your preferred

terminology

Batch Checker to give you baseline Acrolinx Scores

on all your existing content

Flexible deployment options from secure hosted

cloud to on-site

Expert services, training and

support to hold your hand every step of the way

Sport Motorcycles €1 Bil – 2000 employeesGlobal dealer network

Lots of content in lots of languages

Healthcare, Lighting & Consumer Lifestyle €21 Bil100,000 employees

Operations in 100 countries

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Next Steps – Your Content Analysis

Your Content Analysis

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