The content that we create that can be translated can help you break into new markets. Normalizing content eases translation and keeps costs down.
We do have to care about the plumbing, because if we don't, what we get out at the end is....effluent....
Content quality impacts brand. What used to be post-sale content is now becoming pre-sale content. People are going out and reading user manuals before they purchase, so what you write becomes very important.
What does it take? If you have an organization of any size, it takes governance. Tone, terminology, style, without a system that helps you enforce it, it's hard to manage.
The engines that drive these systems also allow you to track. Executives want data. And now you are armed with information, metrics, and reports.
Control your language. There are 5 areas: spelling, grammar, style, terminology, and SEO. Optimize your dictionaries to make it easier for your authors to succeed. Instead of training your employees on the style guide, how about programming it into your system? That also teaches your authors along the way.
Speak with one voice. No matter what your user reads, you want them to feel like one person wrote it.
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