I’m always encouraging life science marketers to think about how they can get more people to share the load and contribute content for marketing.
Eventually, without some guidance, that leads to another challenge – maintaining a consistent corporate voice. Lack of consistency is damaging to your brand. And if you’re spending money on localization, it can do some significant damage to your budget as well.
So how do you ensure that your content sounds like it all comes from one company when you have dozens of writers inside and outside your company contributing? Maybe you have a style guide that people refer to. Or you simply rely on the review and editing process to tighten things up.
In this podcast, I spoke to Steve Rotter, the CMO of Acrolinx about how companies can create consistent content on a large scale. We discussed:
- How a voice can differentiate your business
- Establishing the right voice for your company
- Steve’s best advice on rolling out a new voice so content creators will remember and use it
- How Illumina generates custom protocols in 4570 possible combinations without sounding like a bag of doorknobs
About my guest: Steve Rotter
Steve Rotter is the Chief Marketing Officer at Acrolinx. Acrolinx has a software platform that helps companies create great content at skill by ensuring all their content is produced with a single voice. Steve has previously served as VP of Global Marketing at Brightcove, as a Director of Marketing at Adobe and as a company founder at Q-Link (acquired by Adobe) and Paradigm Research