Every day we’re exposed to hundreds – if not thousands – of marketing messages. While the irrelevant ones are quickly forgotten, those that manage to catch a consumer’s eye, and keep their attention for a just few seconds, have the potential to turn a passer-by into a lifelong, loyal customer.
It should be no surprise that, on average, a third (32%) of an organisation’s total marketing budget is spent on content marketing, and the web is a crucial delivery mechanism for that message. Yahoo agrees, estimating that online content marketing in the UK alone will more than double by 2020.
Don’t lose your identity
But getting the right message, to the right consumer, at the right time, and on their device of choice, involves a complex orchestration of content creators, producers and publishers. Creating everything from social messages to websites and digital assets, they need to ensure a consistent online brand identity, and tone throughout everything they produce.
In a small business with only a couple of websites – where only a handful of authors are involved – this is easily manageable. Authors can follow their organisation’s guidelines on tone of voice. But when it comes to a multinational company, it’s not uncommon for hundreds – even thousands – of writers to be involved in drafting, editing and finalising content that is then distributed across a network of dozens, even hundreds of sites and mobile channels.
The situation becomes enormously complex when a company produces content in a variety of different languages. How do you ensure brand consistency online – in a language you don’t speak or understand? Often you’re handing your brand identity over to a local team, entrusting them to navigate local cultures and create compelling online content that resonates with customers.
Ensuring your message, and brand identity, is not diluted in the creative process concerns many marketing leaders. After all, why spend millions on a slick campaign – only for it to make no sense when translated into another language?
Partnership with content and quality at its core
Now, with help from Acrolinx, AI functionality is embedded across SDL’s entire product portfolio. As Acrolinx’s Founder and CEO, Andrew Bredenkamp, explains, “Our joint value proposition moving forward is that SDL provides a solution for content management and distribution to be used across multiple channels and languages, and Acrolinx will ensure the actual quality of content within that ecosystem.”
In SDL Web, as the latest innovation, customers now have access to the Acrolinx Sidebar feature inside Experience Manager where it suggests changes to authors based on corporate guidelines on grammar, style, terminology, and tone of voice. It’s designed to work with the author, guide and hone their abilities while still giving them the creative freedom to do what they do best – create.
It also lets companies set goals for terminology, style, and tone of voice, while providing their content authors with guidance and governance by actually ‘reading’ their content, and generating a scorecard (as a benchmark) for delivering high-quality web content.
All of this means that customers from across SDL’s portfolio of language and content management solutions can maximise the quality and impact of content. Leveraging Machine Learning technology, it also scales the creation of high quality content beyond organizations’ current human resource constraints.
Today customers have dozens of potential interactions with your business, and brand consistency is key. Our partnership with Acrolinx will ensure that as your business grows, your content will always be impactful and on brand – regardless of language, channel, purpose and who created it.
Want to find out more? Read our SDL Partner Spotlight, an interview with Andrew Bredenkamp, Founder & CEO at Acrolinx.