Name: Fireside Chat: How To Build More Convertible Content
Start: 2022-06-23T16:00:00Z
End: 2022-06-23T16:59:07.000Z
Location: BrightTALK
Rating: 0

Acrolinx is AI-powered software that improves the quality and effectiveness of enterprise content. It captures your business’s writing guidelines and ensures that your content aligns with those guidelines by providing content contributors a way to instantly access approved writing standards at scale. Acrolinx increases operational efficiency, maximizes content budget, and mitigates compliance risk while aligning all writers to strategic content goals.


Content is the most important way to reach and engage your customers. In order to cut through the competitive noise and really get through to your audience, you need to start thinking about your content creation process holistically and transform the insights from data-driven marketing into building a better conversion strategy.
 
During the process of content creation, writers often influence what you say and how you say it. Even though these two factors affect the way people engage with your messaging, we largely overlook them as levers to better conversion. Join  Paul Bongers to uncover the value of optimizing your content supply chain and see real business results.
 
You’ll learn how to:
- Impact conversions at the moment of content creation
- Scale your communication guidelines across the business
- Measure the impact of better content

How can Content Creation Drive Growth?

With 270 writers producing content and localizing into 35 languages, leading medical technology company Siemens Healthineers noticed inconsistencies in the use of branding and product names across their global teams.

Join the webinar to learn more about:
1. How Siemens Healthineers overcame complications when creating content across globally distributed teams with the help of Acrolinx's content impact solution

2. Which steps Siemens Healthineers took to improve content creation and review processes and how they measured success

3. What's on the horizon for Siemens Healthineers, from automation to inclusive language

How Siemens Healthineers is Improving Content Impact

Your company’s tone of voice helps you engage and connect with your audience, as it shows your brand identity and lets people get to know what you’re all about. But how do you build a consistent company tone of voice with 10,000 employees — each with their own unique personalities — representing your company?

Join us for this webinar on how large enterprises can dissect and scale their tone-of-voice initiatives.

In this webinar, you’ll learn:

- What defines a unique corporate voice
- Why businesses should prioritize and control their voice initiatives now
- How to scale tone of voice across the organization

Watch Your Tone! Defining Corporate Tone of Voice at Scale

Optimizing the quality of and processes behind content creation not only accelerates time to market and simplifies translation processes, but also makes sure that your content is correct, compliant, and risk-free from the start.

Join the webinar and learn:
- how you can improve the performance of your technical documentation through automated language checks
- how to ensure that your technical content is clear, consistent, and accurate, and matches your company's terminology
- how you can take full advantage of a content management system coupled with an intelligent AI-powered content quality platform, in order to save time creating and reviewing your content

Automated Language Checks: Improve the Performance of Your Technical Content

Content fuels your business. It has a purpose and an expected outcome:  Deeper engagement. Higher conversions. Fewer support tickets. The list goes on. But does your content live up to its expectations? And if not, what can you do about it? 

Join Chris Willis, CMO at Acrolinx, as he explores the importance and value of content impact. You’ll learn:

1) What impactful content looks like and whether or not your content qualifies
2) Why content impact outperforms basic quality to deliver better business results
3) How technology can help you automate your content improvement

And for those who are new to buying software, Chris will offer guidance on how to bring a purchase recommendation to your management. 

About Chris Willis — Christopher P. Willis is Acrolinx’s Chief Marketing Officer and is responsible for all aspects of the company’s marketing strategy. Chris is a specialist in Content Impact, AI, and pipeline management with over 20 years of experience growing companies in the technology sector. Before joining Acrolinx, Chris held leadership roles in marketing, creative, technical, and business development at companies including Perfecto, Pyxis Mobile, KPMG-CT, ModelGolf, and Cambridge Technology Group. Willis is a recognized thought leader in the areas of AI, DEI, and Content Impact, and is active within industry groups dedicated to the growth and health of Marketing Technology and the verticals he serves. Also, this year, Willis received a Top 100 Marketer Award in the 2022 OnCon Icon Awards.

How to Get Better Results From ALL Your Content

Are you looking to maximize and measure the impact of your digital content strategy? And better understand WHY it performs the way it does?

In this webinar, we'll show you how Acrolinx will help:
- Identify problematic content in your content library
- Provide step-by-step guidance for writers to improve the fitness of your content
- Create an integrated process that improves your content’s performance over time

How to Measure the Impact of Your Digital Content Strategy

Every engagement with a prospect, partner, employee, or customer relies on content — it's the lifeblood of business. Yet, many organizations have no way to know whether the content they produce fits its purpose, and they can't tell you whether or not it provides a desired, measurable business impact. 

Join us for this presentation from Christopher Carroll on the need to create content that serves both the needs of audiences and the organizations that produce it. Chris will discuss why it's important for Marketing, Product, and Support teams to need content to be “fit for purpose” and what to do if it's not. 

This presentation will be of particular interest to content teams working for organizations looking to improve the overall value of content by increasing content production efficiency, mitigating unnecessary risks, aligning writing teams, ensuring content quality and impact, developing consistent cross-channel communication, reducing content delivery delays, and improving customer experiences by providing clear, concise, relevant, and up-to-date content.

This webinar is brought to you by The Content Wrangler and sponsored by Acrolinx.

Why You Should Care About Content Impact

Many companies fail to realize the true value that their content brings to the business. Your content establishes your business as a forward thinking enterprise. Your content establishes your thought leadership, it builds awareness with your audience and trust with your customers. 

Your content teams may have different goals and needs when it comes to content. However every department needs to be aligned to create clear, engaging content that is inclusive, relevant, and easy to find. 

In this webinar, we will talk about:
- How Content Fitness aligns content creation across teams
- How each department can improve customer experience through content
- How Fit Content builds valuable assets for the business

From Fitness to Business - How Fit Content Drives Outcomes

Fit content extends beyond quality to reflect standards for tone, emotion, inclusivity, clarity, and topic relevance. Giving your content the best chance of having the greatest impact. 
In this webinar, we’ll show you:
- Why there’s more to content than quality 
- How Content Fitness offers deeper insights about your content’s success
- The components of Content Fitness and how they impact content performance

Why Content Fitness Should Be the Gold Standard

Did you know that *Inclusive Language* is a key component of your diversity and inclusion initiatives? 

Learn how Acrolinx helps educate your teams, scale your initiatives, and measure your progress.

We’ll cover:  
- Different aspects of inclusive language (like gender-neutral language, inclusive representation, etc.)  
- How technology can scale your initiatives 
- See how inclusive language works with Acrolinx

Inclusive Language for the Enterprise

In the space of a year, talk of the importance of inclusive language is everywhere. But until now, there’s been little data to show exactly how companies value and implement inclusive language and how it connects to the bigger picture of D&I. 
That’s why Acrolinx surveyed employees from more than 50 companies. 
We wanted to know: 
- How many organizations have executive-sponsored D&I initiatives?
- How important is inclusive language in organizations' D&I strategies?
- Who owns the implementation of inclusive language across organizations?
- How do companies measure successful use of inclusive language?
- Do organizations see technology as helpful in supporting D&I?
Join us to go through our recent research findings followed by a brief interview with the CEO of Acrolinx, Volker Smid, for his view on the importance of inclusive language in enterprise content and current inclusion initiatives at Acrolinx.

Inclusive Language Executive Forum

Nearly two-thirds (64.6 percent) of companies either don’t check their content to ensure that it contains the right words and phrases, or rely on editors who don’t always catch everything, that’s no surprise.

Join us to discover how to define terminology and ensure its correct use in the authoring process.

Learn how to:
- Make sure all stakeholders have input into your terminology set
- Set a process for consent and approval of your terms
- Make sure you have a consistent and failsafe process to:
- Have all your terms for checking in Acrolinx, as the content quality solution of choice
- Ensure all terminology action is concentrated in Kalcium Quickterm, as the leading terminology system

The Value of Terminology in the Content Creation Process

Did you know that discrimination costs America $64 billion annually?

Join DEI Amplify award winner, Kiana Minkie, for an 18 minute crash course in inclusive language and how it plays an important role in your broader enterprise diversity, equity, and inclusion initiatives. 

Learn more about the:
- Principles of inclusive language
- Role of technology in assisting D&I efforts
- Acrolinx Inclusive Language feature.

Words Can Shape the World: How inclusive language supports D&I

Content creation is a dance between art and science. We can easily tell "how" content is performing based on engagement. What we can’t easily tell is "why" it performs the way it does — that is until you understand how "fit" your content is!
 
There are many reasons why content may not perform well — whether it’s from a lack of exposure, limited budgets, or minimal formats. One of the biggest reasons is because it lacks fitness.
 
Content Fitness measures how well your content aligns with your brand's tone of voice, findability, clarity, and ability to resonate with your audience. 

Join Chris Carroll, Director of Product Marketing at Acrolinx, and Paul Bongers, VP Strategy at Acrolinx for this discussion about how we bring more science to the art of content creation — to increase content fitness, improve performance, and deliver value to your business.

Improving Content Value and Performance with Content Fitness

Think about this: There are roughly 3.4 billion people worldwide searching for information among 1.7 billion commercial websites. And all of those digital experiences are powered by content. Which makes that content a major business asset. 

Your content speaks on behalf of your brand, and it guides your customers through their journey with your company. So it holds a lot of value. And just like anything of value, content needs care — to keep it in good shape and performing well. 

Join this webinar to better understand the value of your enterprise content, and why mediocre content can impact your customer experience and your bottom line.

We’ll show you:

* Why content is an undisputed asset to your enterprise
* Where you can find hidden costs and risks in your content creation 
* How better quality content can lead to better results

This webinar is brought to you by The Content Wrangler and sponsored by Acrolinx.

Discover The Value of Your Enterprise Content

92% of customers are more likely to stay loyal to your brand if you create a positive emotional connection (Deloitte Digital). We all know that drawing on emotion can be a powerful tool in making your message more effective and memorable.
In this webinar, we’ll talk about emotive writing, why it’s important, and how you can apply it.
- How emotion relates to content
- Writing with intention and mapping it to the right emotions
- Measuring the emotional impact of content
At the end, we’ll also touch on the next dimension of emotionally aware content and talk about our research into empathetic writing as a way to make your audience feel safe and understood.

Emotive Writing: How to Create Content That Resonates With Your Audience

50% of diversity and inclusion best practices are not directly related to diversity per se but are practices desired by everyone such as fair treatment, flexibility, and support (Reference: Ideal).

Learn how inclusive language is more than avoiding offensive words — it’s about aligning intention with impact. We discuss how brands can walk the talk and pair inclusive language with meaningful action.
We explore:
- Why inclusive language is important, and the challenges global companies face when trying to create inclusive content
- How to use inclusive language in content as a starting point to larger diversity and inclusion initiatives
- How the right technology plays an important role in global companies learning to communicate inclusively

Inclusive Language: The Path to Respectful Content, Connections & Companies

64% of marketing leaders “strongly agree” that data-driven marketing is crucial (source: invesp). There’s an endless amount of data available to uncover how people interact with your marketing content, but how do you transform those insights into building a better conversion strategy? 

During the process of content creation, writers often influence “what you say” and “how you say it.” Even though these two factors affect the way people engage with your messaging, we largely overlook them as levers to better conversion. 

In this fireside chat with Acrolinx, we will uncover a more deliberate way of creating content that brings science to the art form. 

You’ll learn how to:
- Impact conversions at the moment of content creation
- Scale your communication guidelines across the business
- Measure the impact of better content

Fireside Chat: How To Build More Convertible Content

Communications

Digital Transformation

Automation

Customer Experience

Content Analytics

Enterprise Applications

Marketing

Content Marketing

Cloud

Search engines are the top driver of traffic to content websites, beating social media by more than 300%. The BrightTALK search engine optimization community is a collection of webinars and videos focused on search engine optimization techniques. Join thousands of professionals in sharing and learning through SEO webinars. Engage the community further by participating in live webinars and obtaining answers to your questions from industry thought leaders.

Search Engine Optimization

The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.

Get powerful e-commerce insights to grow your online transaction volume. Connect with thought leaders and colleagues to get the most up-to-date knowledge on the e-commerce strategies and techniques that drive growth.

E-commerce

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

Get powerful help desk and support insights from influential experts. Connect with thought leaders and colleagues to get the most up-to-date knowledge on the help desk and support strategies that effect business value and growth.

Help Desk and Support

As an IT professional, many of the problems you face are multifaceted, complex and don’t lend themselves to simple solutions. The information technology community features useful and free information technology resources. Join to browse thousands of videos and webinars on ITIL best practices, IT security strategy and more presented by leading CTOs, CIOs and other technology experts.

Information Technology

Get powerful learning and development insights from influential experts. Connect with thought leaders and colleagues to get the most up-to-date knowledge in the field.

Learning and Development

Human resources is intrinsically linked to business success and requires a thoughtful balance of a variety of complex issues. The human resources community on BrightTALK is made up of thousands of professionals in human resources exchanging human resources best practices and advice. Watch hundreds of on-demand webinars for immediate information or participate in upcoming live webinars and have your questions answered by respected HR thought leaders.

Human Resources

Get powerful emerging technology insights from influential experts. Connect with thought leaders and colleagues to get the most up-to-date knowledge on technologies like 3D printing, pervasive robotics, natural interfaces, connected everything and cognitive systems.

Emerging Technologies

Get powerful manufacturing insights from influential experts. Connect with thought leaders and colleagues to get the most up-to-date knowledge on strategies and techniques to accelerate production cycles while increasing efficiencies and improving profitability.

Manufacturing

The research and development community on BrightTALK brings together leading professionals in healthcare, technology and manufacturing to present on current topics in their fields. From big data in healthcare to online forensics training and medical research practices, the community is an exceptional resource for those looking to expand their knowledge. Be part of the conversation by joining the community and participating in interactive live webinars.

Research and Development

Get powerful insights on how to best serve today's customers. If you want to create a successful customer experience today, you will have to appeal to the need for “alone together” time. Millennials, Gen X, Boomers or Silent Generation all look for shared but individual experiences.

Get powerful human resource management insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on which HR practices and strategies have been shown to be effective in retaining and growing talent.

Get powerful marketing insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on which marketing strategies and techniques are driving customer and revenue growth.

In the business management community, commercial experts will be sharing webinars and videos on an array of subjects. From sales and marketing, to finance, productivity and growth, this content will help you stay up-to-date with the current economic environment and provide timely management insight to drive business growth.

Fireside Chat: How To Build More Convertible Content

Presented by

About this talk

More from this channel