Content Review Tools: Enhancing Accuracy & Consistency at WILO

Wilo, a global leader in pump manufacturing, faced challenges in maintaining consistent and high-quality content across its communications. To enhance accuracy, improve content creation, and ensure brand consistency, the company turned to AI-powered content review tools. This case study explores Wilo’s journey in improving its content process and the impact of content review and approval tools on efficiency and clarity.

WILO: A leader in pump manufacturing and innovation

Wilo, a leading global pump manufacturer, recognized the need for a more efficient and consistent content strategy as its operations expanded. With diverse teams producing technical and marketing materials, inconsistencies in terminology, tone, and clarity became a challenge for content quality.

Founded in 1872 as a copper and brass goods factory in Dortmund, Germany, Wilo has evolved from being a local specialist to a global player and one of the world’s leading manufacturers of pumps and pump systems developed for heating, refrigeration, air conditioning, water supply, and sanitation. As the majority shareholder with a stake of approximately 90 percent, the Caspar Ludwig Opländer Foundation ensures the company’s continuity and independence. With more than 7,300 employees at 16 production sites around the world, the company generated a turnover of EUR 1.3 billion in 2015, distributing their products through 60 subsidiaries. The corporate headquarters, which also serves as a production site, is located in Dortmund and houses about 1,000 employees.

The problem: Identifying inconsistencies in content

In the past, Wilo was managing terminology in a separate system, which made it difficult for content creators to stay on top of things. To ensure that published content is consistent and contains no deprecated terms, the marketing team had to check and edit all the content manually. This was not only time-consuming, but also left room for brand-damaging mistakes.

The solution: Implementing content review and approval tools

To create content that meets the quality expectations of a premium brand, Wilo introduced Acrolinx in 2012.The content review tool flags deprecated terms and other issues, making it easier for content creators to detect and correct them immediately. Regularly exporting terminology resources in SDL MultiTerm has also ensured the quality of translations. Overall, Acrolinx has helped Wilo improve the customer experience with standardized content while allowing the Group Marketing team to stay focused on strategic goals.

Quality starts in the source text. Acrolinx allows us to create well-written content right from the start.

– Armela Hodzabegovicz, Terminology Management and Translation Support, Group Marketing, WILO