Here at Acrolinx we recently published the second installment of our Global Content Impact Index (if you missed the first report published earlier this year, you can access it here). In this latest edition, we looked at how consistent the world’s leading brands are with their content. Using Acrolinx’s linguistic analytics engine, we examined the websites of 170 different global brands, studying the variance in quality between the different types of content they produce.
Specifically, we wanted to measure the extent to which content quality can vary within individual companies. That’s because while maintaining a consistently high level of content quality that’s not only grammatically accurate and has a unified voice, style, and tone is difficult to achieve at scale, it’s essential for building and maintaining a successful brand.
To determine consistency, we used the Acrolinx platform to score the unique sections of each of those 170 companies’ websites, including their blog, about us, news, product, and support content. Next we calculated the variance between the highest and lowest scoring sections within each company, which we used as a measure of how consistent their content either was or wasn’t.
Based on our research and experience, we quickly determined that companies with a variance of seven points or less have content that’s sufficiently consistent to help them build their brand. On the other hand, companies with a variance of greater than seven points start to suffer as a result of that inconsistency.
At a very high level, the diagram below illustrates the results of that analysis:
Essentially what we found is that less than half of the companies we sampled are creating consistent content, and of those that do only 19 percent are creating consistently high-quality content. Every other company’s content is either inconsistent, not very good, or worst of all both. That’s a problem, particularly when it comes to creating positive customer experiences.
Why does content consistency matter?
Content consistency is important for a number of reasons. When the quality of your content isn’t consistent, it can confuse your customers, giving them the impression that they’re being sold to by lots of different people rather than one unified company. That in turn can damage your brand. Conversely, when your content is consistently good, it helps create better customer experiences, which in turn builds trust, credibility, and a great reputation.
Some recent research from McKinsey & Company helps make the point. As the graphic below shows, there’s a very high level of correlation between customer satisfaction and having a consistent customer journey experience. While this particular research is specific to the banking industry, we believe that there are similar correlations in virtually every industry.
Want to find out more? Download the report
I’ve only scratched the surface in this post in terms of highlighting some of the findings that came out of our recent research. For large companies that have a lot of people creating content across different departments, offices, and geographies, our findings will be particularly eye opening. We were certainly surprised to see just how much content quality can vary — even at highly regarded brands.
If you’re interested in learning more about content consistency and want to see the full results of our research, I’d strongly encourage you to check out our new report, “Global Content Impact Index: Measuring How Consistent the World’s Leading Brands Are With Their Content”. And stay tuned for the next report in this series, set to come out later this year