Analysis of 340 brands’ content finds only 31 percent of businesses receive passing grade
San Jose, Calif. — March 26, 2015 —– Acrolinx today released its Global Content Impact Index, the first ever study of global content quality. Using its linguistic analytics engine, Acrolinx analyzed more than 20 million sentences representing 150,000 Web pages from 340 global brands, measuring them against a variety of dimensions and comparing the findings against established benchmark scores. The study found that more than two-thirds of the brands assessed had issues with their content quality that was hindering its effectiveness. You can download the full study here.
According to the Content Marketing Institute, 70 percent of marketers are investing more in content than ever before. At the same time only 42 percent of B2B marketers consider their content effective, compared to just 34 percent of B2C marketers. In the rush to push out ever-increasing volumes of content, marketers are overlooking basic quality fundamentals that can negatively impact their brand. Case in point: data from a 2013 Global Lingo report found that 59 percent of people would not make a purchase from a website that had poor grammar and careless spelling mistakes.
“Content marketing is one of the highest priorities for today’s marketers, with growth rates for content development and distribution skyrocketing,” said Kumar Vora, Acrolinx’s CEO. “However, it’s clear from our research that the focus on volume is negatively impacting quality.”
For the Index, Acrolinx used its proprietary linguistic analytics engine to analyze marketing, corporate, technical, and customer support content from organizations with more than $250 million in annual revenue — analyzing and scoring their content for grammar, style, and clarity. Some of the key findings presented in the report include:
- One a scale of 0-100, scores ranged from 55 to 85 across the 340 brands studied.
- Only 31 percent of brands exceeded the benchmark quality impact score; 69 percent fell below.
- Retail businesses exceeded the benchmark for content quality scoring 73.2; telecoms trailed at 66.2.
- From a regional perspective, Germany and America tied, scoring the highest for content quality – 70.2 each.
- The Acrolinx study also found a trend that companies with higher Content Impact Scores saw an improvement in Alexa Web traffic rankings compared to those with poorer scores.
Using the Acrolinx linguistic analytics engine, the company analyzed the content for:
- Grammar by calculating how many errors the content contained on average per thousand words when compared to best practices for standard grammar conventions.
- Style by analyzing the content against 62 separate rules and writing best practices. This involved reviewing its use of language and structure to identify issues ranging from easily confused words to incorrect use of pronouns.
- Clarity: by measuring how easy a piece of content is to read and understand. This was achieved by analyzing factors such as sentence length, structural complexity and use of sophisticated words.
The company plans to update and expand the report on a quarterly basis looking at different types of content from blog posts, support content, white papers and more, and providing additional cuts of the data
To download a copy of the report, visit https://www.acrolinx.com/global-content/.
The Acrolinx platform helps the world’s greatest brands create amazing content at-scale. Content that’s on-brand, on-target, and drives business results. Built on an advanced linguistic analytics engine, Acrolinx is the only software platform that can actually “read” your content and guide writers to make it better. That’s why companies like Adobe, Boeing, Google, and Philips use Acrolinx to create content that’s more engaging, enjoyable and impactful. Learn more at https://www.acrolinx.com.
InkHouse (for Acrolinx)