the state of content quality 2015 - measuring 340 global brands
TRANSCRIPT
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The State of Content Quality:Rating 340 Global Brands
Presented By: Dr. Andrew BredenkampSteve Rotter
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REORDING & SLIDESAVAILABLE
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What Was Analyzed
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How We Did It
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WHY?
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2014
Producing Enough Content 64%
Engaging Content 52%
Variety of Content 45%
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Content Marketing Conference Cologne
The Content Quality Imperative
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2015
Engaging Content 54%
Producing Content Consistently 50%
Measuring 49%
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Only 31% exceeded thebenchmark target of 72
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This is a Global Problem
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The Impact Is Measurable
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A Tale of Two Blog Posts
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A Tale of Two Blog Posts
121 SocialShares
7 SocialShares
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What’s going on out there?
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#1 – Quality vs. Quantity
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marketing sales tech comm support training prod mgt PR engineering localization agencies
#2 – Multiple Authors
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#3 – Outsourcing
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What do you call it when you do both “in-house” and “outsourced” poorly?
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#4 – No Guidelines
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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.
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Practical Next Steps
1. Make sure your company has clearly defined guidance for content style and tone
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Practical Next Steps
1. Make sure your company has clearly defined guidance for content style and tone
2. Make sure you have a scalable process to manage content quality (Governance)
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Free Content Analysis
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Sneak Preview – Our Next Report
Focus on Content Consistency
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Only 19% of the companiesanalyzed had consistenthigh-quality content
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5 Blunders To Avoid In Your Global Content StrategyAugust 5, 2015 1:00pm EDT/10:00am PDT
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Jason Dailey
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Helping the world’s greatest brands speak With One Voice