Busting Down the Silos
Transcript of Busting Down the Silos
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Acrolinx Technology Helps You Create Amazing Content
www.acrolinx.com
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Acrolinx Technology Helps the World‘s Greatest Brands Create Amazing Content: On-Brand, On-Target, At Scale.
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In a Broad Range of VerticalsSOFTWARE HEALTHCARE AEROSPACE & DEFENSE HEAVY MACHINERY ENGINEERING HIGH TECH FINANCIAL
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The overall customer experience is critical to growth
and competitive differentiation for B2B companies.
Yet, fewer than one quarter of companies excel in deliveringexperiences that customers notice and deliver significant
value.
However, the select group that does it “right”, enjoyshigher-than-average revenue growth.
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The Customer Journey in theory
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VOLVO BRAND
Jean-Claude Van Damme
does the splits
for everyone
AWARENESS
Pricing & ROI
PURCHASE
ProcurementCFO
Brochures Product Data
Sheets
Business owner
Engineering
EVALUATION
Training, Drivers
Literature
ONBOARDING
Fleet Managers & Drivers
Maintenance
& ServiceInformatio
n
SERVICE
Engineering
Specialistvideo
For Fleet Managers
INTEREST
A CUSTOMER JOURNEY…
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Source: Erin Provey
The Customer Journey... in reality
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Customer Experience is almost exclusively
fueled by one thing...CONTENT
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Content doesn’t just happen…
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More than 50% of marketing spendis on content creation.
Very few companies have a plan forthat spend.
Source: Erin ProveySirius Decisions
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GOALS GUIDANCE GOVERNANCE
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GOALS
for all aspects of your contentBrand · Audience · Compliance · Findability · Precision
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GUIDANCE
for content contributorsWherever they create content
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GOVERNANCE
for content teamsTransparency and control over the entire customer experience
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Business Impact of Content• 2 similar documents (High Acrolinx Score vs.
Low Acrolinx Score)
• Text only – no formatting or styling
• Isolated A/B test – research participants only saw one version of the content
• Viewers asked specific questions about brand perception, conversion and purchase intent
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Would you click on the offer?(Conversion)
60%A
21%B
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SAN JOSE · MAY 1 · 2 · 3BERLIN · MAY 15 · 16
www.acrolinxcc.com#acrolinxcc
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XML Documentation Add-on for Adobe Experience Manager Juhee Garg, Product Manager ([email protected])
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Need for a Unified Content Strategy
Pre–Sales Content
• Product Overview• Case Studies• White Papers
Post–Sales Content
• User Guide• User Manuals• Troubleshooting Guide
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Need for a Unified Content Strategy
Pre–Sales Content
• Product Overview• Case Studies• White Papers
Post–Sales Content
• User Guide• User Manuals• Troubleshooting Guide
Product Content
• Marketing Content• White Paper• Case Studies• User Guide• User Manuals• Troubleshooting Guide
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What is XML Documentation Add-On?
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Content Sharing & Reuse
Consistent User Experience
Reduced Total Cost of Ownership
Unified Content Strategy
Higher Content Velocity
MarketingContent
TechnicalContent
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Solution Capabilities
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Adobe Experience Manager
AEM Assets
Search
XML Add-On
Translation
Review & Approval
Reports
Authoring
Search
Review
Authoring
Review
Approval
Publishing
Web Editor
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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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CCMS functionalities provided by
XML Documentation Add-on for Adobe Experience Manager
Easy to use web based authoring for SMEs/Casual
contributors
Efficient content reuse Version management
Built-in access to translation resources
Incremental content updates
Metadata and dependency management
Easy integration with other Adobe solutions like Adobe
Analytics etc.
Content readiness reporting
Review and approval workflows
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Acrolinx Technology Helps You Create Amazing Content
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GOALS GUIDANCE GOVERNANCE
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GOALS
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Set your goals for Terminology, Style, and Tone of Voice
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Validate your goals by learning from checked content and adjusting accordingly
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Define different requirements for different audiences, content types, or products, for instance to capture the different language needed for blog posts or technical whitepapers
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GUIDANCE
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Acrolinx is the only software that can actually “read” your content and help you make it better
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GOVERNANCE
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A scorecard gives an overview of all the issues found
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Generate a baseline for your content, or get an overview of a complete set of assets
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Deep metrics help you track content quality trends, utilization, and performance.
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QUALITY SCORE• KPIs and dashboards
indicating the compliance with corporate writing standards• Visualizes the content
performance and allows to correlate the Acrolinx Score with other business metrics• The deep metrics
enable corporations to track content quality trends, utilization, and performance
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ACROLINX & ADOBE XML DOCUMENTATION ADD-ON
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© 2017 Acrolinx GmbH