Why AI is the right solution for content — Volker Schmidt // Acrolinx

Quotes

• “In the last two decades, we have seen a rapid evolvement of existing content. I think today, every day, we enjoy a 3.7 billion Google search, and they all search for content. A lot of enterprises, Fortune 500 companies probably host about 1 to 1.5 million pages on their website, and if you ask the enterprise how many content repositories they have, the normal responses are they have Content Management Systems that are WordPress, Typo, Adobe, and what-have-you. The reality is they have 30 to 50 and maybe sometimes 100 content repositories and thats the one we know exists.” -Volker

• “Content repository has a different purpose. For technical documentation which is part of the user experience, a good example of a content repository is GitHub. GitHub is then connected to a Content Management System. You have Sharepoint, you have Google Drive that hosts a large amount of content. They all have ties to CMS, for sure but they all exist more on a deep hub mental level, and they are then finally connected by a CMS but their work needs to be done on the basis of an existing content repository.” -Volker

• “So by a content repository you mean the end contents that are being published on the site. You mean all the different tools that are being used to create and manage contentbefore they get to the CMS.” -Ben

• “Number one you need to create a workflow in your company that says we need to comprehensively understand where we host content. Then if you subscribe to a platform that allows you to optimize and govern content, AI comes into play but if you apply AI to what only exists on the publishing site you will probably miss a million mark.” -Volker

• “It seems like the solution for integrating AI into content production, not necessarily the published content archive is really making sure that your content is optimized before it is published.” -Ben

• “In all these steps content optimization is one factor to make that step more efficient and the output more performing. Its enough that you just apply what you have to the existingsite, you need to catch every piece of content in your workflow. Then AI plays a vital role because we are talking about enterprise and we are talking massive scale. If you want to establish this quality score for 1.5 million pages that exist in say 100 distant repositories, without the application of AI, that is virtually impossible.” -Volker

• “I think the most obvious application of AI has probably little to do with AcroLinx and has a lot to do with Microsoft and Google and this is, on the fly, grammar correct. Lets not forget that a massive amount of content is being produced from non-native speaking people so you always have a grammar issue.” -Volker

• “There is another factor which I would call the comprehension of content. This is about taking the entire content and finding out whether the content is actually scannable. Is it readable? Do you have highly complicated nested sentences in your content that makes it very hard to comprehend.” -Volker

• “In summary, number one you need to do this comprehensively as an enterprise not in isolation with your departments. Second, you need to think about the value of your content. If you have 1.5 million pages and the production cost of each page is, lets say $1,000, your investment in that stake is 1.5 billiondollars and you have invested over time to create that content. Now does it perform, does it speak the right language, does it hit the right tone, is it scannable/readable all of these factors make that investment more valuable.” -Volker

• “Evaluating theeffectiveness depends on the purpose of the content. Paid content and technical content are normally connected to NTS. NTS is connected to retention. That content has a number of alt protectors that we know very well. Number one, if you have bad technicalcontent, the number of calls that you will get on your hotline will increase and each call has been seen between 13 and 68 dollars. So optimized content helps you to reduce the call rate into your call sent.” -Volker

• “The first thing that we do at Acrolinx when we come in is we establish the quality scores. Lets say you have half a million pages and youve established a threshold of lets say 80 from a quality score perspective and you find out that you have 5% of your content at a score below 10 and you have 15% of your content at a score of between 75 and 80. My recommendation would always be go to the bottom to your lowest scores, change the content, and optimize it and try to get it as fast as possible to a score of 50 to 80.” -Volker

• “I honestly believe that the combination of two platforms is like 1+1 + 3. If you can get all the data power into the hands of a content editor when he/she creates content, the leverage is enormous.” -Volker

• “Content optimization starts in the content production process not after the content publishing process.” -Ben