If you’re a content marketer, different companies probably contact you on a regular basis to pitch their products and services. These might include content creation, curation, hosting, and management services; content distribution platforms and tools; and content measurement applications, to name just a few. But do you really need all of that stuff to be successful?
Probably not, but you may need some of it. The challenge then becomes figuring out which of those products and services to allocate your precious budget dollars toward and which you’re better off passing on.
With that in mind, here at Acrolinx we wanted to give you a simple way to figure out if your company needs content optimization software. To do so, just read the five statements below. If any of them apply to you and your organization, you might want to consider taking a closer look at some of the content optimization platforms available to you, which can help you improve your content company-wide.
- There are lots of different people producing content within and even outside of your organization, but no one aligns and standardizes it all.
Many organizations, particularly larger ones, have numerous writers who sit across multiple departments, including marketing, technical documentation, product development, and customer service. When it comes to content marketing, outside agencies are often involved too.
Yet there’s rarely a process in place to align and standardize all of the content that those writers produce to ensure that it’s aligned in terms of word choice, style, and tone of voice. As a result, the content is often inconsistent, which can confuse — and even worse — turn off potential buyers. If this is a problem at your company, the right content optimization software can probably help.
- Your content isn’t ranking well in search results.
If people aren’t finding your content when they search on Google, you probably haven’t optimized it appropriately. Search engine optimization starts with ensuring that your content includes keywords in all of the right places, such as the title and headings, as well as strategically sprinkled throughout the body and in the meta tags.
Since not every writer thinks about the content they create from an SEO perspective, having a tool that prompts them to include keywords in the right places can be very helpful.
- You’ve got customers overseas and need to make translation as cost-effective and as accurate as possible.
Thanks to the Internet, we live in a global economy where even small companies regularly conduct business internationally. As a result, those companies need to be able to deliver their content in multiple languages, which has historically been a slow and expensive proposition.
Fortunately, good content optimization software can help streamline the process by standardizing your use of terms and phrases. In doing so, it helps make translation more efficient by allowing you to develop a growing library of set terms and phrases that have already been translated and can get re-used in future content.
- Management wants to see how well you’re managing and improving content quality.
Good content optimization software will not only optimize your content, it will also measure your process so that you can see how it’s improving over time. With analytics capabilities built in, you can assess your results, calculate cost savings, and identify problem areas, which is helpful for executives and managers alike.
- You want to give your customers the best experience possible.
In today’s online world, customer experience is increasingly driven by content. As a result, the better your content is (in terms of consistency, accuracy, and tone of voice, among other factors) the better your customers’ experience will be.
Importantly, it’s not just marketing content that influences customer experience, but rather all of the content your customers consume throughout their entire customer journey, much of which comes from other departments. With the right content optimization software you can ensure that all of that content is consistent to create the best experience possible for your customers.
There are lots of products and services out there that can help you, and you certainly don’t need all of them. Before making a decision, always evaluate how much you stand to benefit from using any of them. We hope this post is helpful for anyone considering optimizing their content.