3 Ways Your Content Marketing Is Failing and You Dont Even Know It

Christian Gericke, AcrolinxTwitter @cgericke

http://www.slideshare.net/christiangericke/

THE FUTURE OF AI AND NLP

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https://goo.gl/z1kcLu

Go is an abstract strategy board game for two players. Go is considered more complex than chess. Game complexity can only be crudely estimated. The number of legal positions for Go is vastly larger 10170

Best player losing

For the first time ever, a computer Go program has defeated a professional Go player on even terms an event that experts previously thought was at least a decade away.The program, named AlphaGo, defeated Fan Hui (three time European Go Champion) with a surprising 5-0 score! AlphaGo der Google-Tochter Deepmind.

https://goo.gl/DO7ikB

So what?

2015 Narasimhan, Kulkarni and Barzilay at MIT,Language Understanding for Text-based Games Using Deep Reinforcement Learning

Artificial Intelligence Software that can actually read your content and help you make it better.

Acrolinx Helps the Worlds Greatest Brands Create Amazing Content:On-Brand, On-Target, and at Scale

LOW-QUALITY CONTENT

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Quality Content?Content that converts!AwarenessInterestInterestEvaluationEvaluationPurchaseCustomerSatisfied Customer

Focus on content automation

... discuss theory ...

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...

... but what about the actual content?

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Automation cant be successful, ...

... if the result looks like this.

GLOBAL CONTENT IMPACT INDEXOriginal research project120 million words150,000 web pages340 companies31 countries

Low Scoring Content vs. High Scoring Content

Website TrafficOct 14 Nov 14 Dec 14 Jan 15 Feb 15 Mar 15

How Do You Measure Success?Source: Hubspot and Smart Insights

Content Quality DrivesBusiness Results

New Research The Impact of Content Quality

What Is Your Perception of the Brand?

LowAcrolinxScore

HighAcrolinxScore75% Increased Positive Brand Perception

Would You Purchase From This Company?Twice as Likely to Purchase

HighAcrolinxScore

LowAcrolinxScore

Content Quality vs Conversion Rate

Fewer style errors = higher conversion rate

Style includesreadabilityclaritytone of voice

Looking at the types of errors, it is clear that the style errors have great influence on the conversion. Less style errors increases the probability of a higher conversion rate. It is not enough to just correct the spelling and grammar errors. Acrolinx provides the platform to correct the style errors as well.

Better Content Quality = Higher Conversion Rate

Bars show the product volume per conversion rate groupingYellow line: high traffic, low quality, low conversion rate

Another analysis (the line chart) shows that as Quality increases, the conversion rate goes up. The bars show that the volume of products that were analyzed in each conversion rate grouping.

The yellow line shows that the high traffic and low conversion. It is clear for this category that it does not follow the trend of top sellers and the average products. The quality is clearly lower.

Acrolinx Score DeliversKPIs & Baseline/Dashboards

Another analysis (the line chart) shows that as Quality increases, the conversion rate goes up. The bars show that the volume of products that were analyzed in each conversion rate grouping.

The yellow line shows that the high traffic and low conversion. It is clear for this category that it does not follow the trend of top sellers and the average products. The quality is clearly lower.

INCONSISTENT CONTENT

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