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Building the Business Case for Content Optimization

Third of our series: “Your Content, Only Better” October 4, 2012. Building the Business Case for Content Optimization. PG Bartlett, Acrolinx. You’re Here Because:. You produce a lot of content Your content is vital Pre-sales – generates revenue Post-sales – enables self-service

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Building the Business Case for Content Optimization

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  1. Third of our series: “Your Content, Only Better” October 4, 2012 Building the Business Case for Content Optimization PG Bartlett, Acrolinx

  2. You’re Here Because: • You produce a lot of content • Your content is vital • Pre-sales – generates revenue • Post-sales – enables self-service • Your budget is under pressure • Your market is competitive • Your team is international • Your market is global

  3. Agenda Benefits of content optimization Tying into your organization’s strategic objectives Calculating your ROI Presenting your case About Acrolinx

  4. – Leonard I. Sweet “When a Japanese manufacturer was asked by his North American counterpart, "What is the best language in which to do business?" the man responded: "My customer's language.” http://www.thinkexist.com

  5. Business Cases Have Two Foundations

  6. Tie to Your Organization’s Strategic Goal • Geographical expansion • Faster product cycles • Lower costs • Greater customer satisfaction • Better customer support • Higher productivity • … • Lower translation costs • Faster editing & translation • Lower editing, support & translation costs • Higher content quality, more understandable & consistent • Improved findability & comprehension • Less work for SMEs, editors, reviewers & translators • …

  7. Tying Language Improvements to Strategy • Plain language  improve reader comprehension  improve customer satisfaction & first-time fix rates • One voice  improve branding consistency  support transition to “solutions” provider • Localization costs (human & machine)  reduce cost and time  expand geographically • Compliance  reduce legal risk  limit negative publicity  improve brand image • Search  improve search results  increase revenue, improve customer satisfaction

  8. IX = Information eXperience

  9. Typical Benefits of Content Optimization Customer-Facing (Strategic) • 100% increase in web traffic • 30% improvement in readability • Increased customer satisfaction • Higher revenue Internal Process • 10% cost benefit in authoring • 60% cost benefit in editing • 15% cost benefit in translation • Lower support costs • Faster time to market

  10. Hidden Impacts of Content Problems • Internally-facing issues • Content rework later in the development cycle? • Costly editorial and technical review processes? • Higher translation costs? • Excessive support calls? • Customer-facing issues • Purchases that don’t happen? • Product returns from frustrated customers? • Negative customer reviews?

  11. Early Corrections Save Costs The earlier you catch a mistake, the less it costs to fix.

  12. What Quantifiable Benefits Can You Expect? • Localization yields greatest “hard” savings • Typically significant budget item • Savings come from: • Phase 1: 2-5% word reduction, 10% fewer issues to resolve • Phase 2: reused sentences • “Soft” savings in editing • Editors re-deployed to higher-value work, i.e., improving accuracy • “Soft” savings in authoring • Built-in guidance reduces training time • Authors find more of their own errors; faster & easier than fixing errors caught downstream by editors (or customers) • Time-to-market savings • Difficult to quantify, highly dependent on your situation

  13. Let’s consider the “hard” savings This Excel file will be posted on acrolinx.com along with these slides.

  14. And now the “soft” savings

  15. Presenting Your Case • How content problems hinder achievement of your organization’s strategic objectives • Impact of technical content on your customers • Impact of technical content on your organization • How your proposed project will: • Improve your content • Support your organization’s strategy • Quantitative business case • Third-party credibility • List other organizations already optimizing their content • Analyst commentary (see next two slides) • “Borrow” from our slides!

  16. How is your world changing? • Content creation moving upstream to engineers, support people, help desk? • Content creation increasingly performed by non-native speakers (perhaps created offshore or outsourced)? • Content required in more languages? • Content increasingly consumed by non-native speakers? • Tighter schedules? • Lean/agile development processes? How recent are these changes? How much impact is felt today? How much more impact is still to come? How can you get ready now?

  17. Impact of Content Automation Technologies Content Optimization Structured Authoring Customer Impact Content Management Process Impact (Efficiency & Disruption)

  18. “Language Afterthought Syndrome” (LAS) • From Gilbane: LAS is “a pattern of treating language requirements as secondary considerations within content strategies and solutions.” • “Companies leak money and opportunity by failing to address language issues as integral to end-to-end solutions rather than ancillary post-processes.” http://gilbane.com/globalization/2009/09/suffering_from_language_afterthought_syndrome.html

  19. LAS Symptoms • “Painful time-to-market delays” • “Pesky inefficiencies due to redundant translations” • “Content that should be reusable, but isn’t” • “High customer support costs due to mediocre quality of translated content” • “Time and money to retrofit translated content to meet compliance requirements” • “Maxed-out language capacity, constrained by unscalable globalization infrastructures” • “Multichannel customer communications that are inconsistent and out of synch” • “Mysterious localization and translation costs” http://gilbane.com/globalization/2009/09/suffering_from_language_afterthought_syndrome.html

  20. Acrolinx Overview

  21. Acrolinx Overview Technology developed by Acrolinx team at German Research Center for Artificial Intelligence Spun off in 2002 to develop software that helps write better content Privately owned Berlin headquarters, offices in U.S. & Japan Available in English, Chinese, German, Japanese, French, Swedish

  22. Everyone can access terms How Does it Work? Managers can view status & results Acrolinx works within editing tools Acrolinx checks content against rules & terms Set up rules & terms Set up users & systems

  23. Some Acrolinx Customers Software High Tech Aerospace Medical Industrial

  24. Follow-Up • Contact info: pg.bartlett@acrolinx.com • Next & last webinar of this series: • “Planning for a Successful Implementation of Content Optimization” • October 25 • Register at: http://www.acrolinx.com(link will be live soon) • Recording, slides & spreadsheet will be posted soon at http://www.acrolinx.com/webinars_en.html

  25. Thank You! PG Bartlett pg.bartlett@acrolinx.com

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