Acrolinx helps the world’s greatest companies create amazing content at scale.
The Acrolinx platform helps the world’s greatest brands create amazing content that’s on-brand, on-target and that drives results. Built on the most advanced linguistic analytics engine, Acrolinx software helps companies like Adobe, Boeing, Google and Philips create content that’s more en-gaging, enjoyable and impactful.
Steve Rotter | Acrolinx, Chief Marketing Officer (CMO)
An author, blogger, speaker and digital marketing evangelist, for over 20 years, Steve has been helping organisations drive marketing innovation with technology.
Prior to joining Acrolinx, he held executive marketing positions with Adobe, Brightcove, and Motorola.
Steve received an MBA from Northwestern University – Graduate School of Management – and volunteers on several NPO advisory boards including World Vision.
Steve Rotter in interview with TCUK
TCUK – Thank you for sponsoring TCUK 2015. What made you decide to come to TCUK?
SR – TCUK is the premier destination for content professionals in Europe. It provides a unique opportunity to learn, share, and network with some of the greatest technical com-munications experts in the world. Since Acrolinx has been serving the technical communications market for over a decade, this was a must-attend event for us in 2015.
We’re looking forward to engaging with the amazing line-up of speakers and attendees, and sharing how Acrolinx is helping the world’s greatest brands succeed with technical communication.
TCUK – Every year at TCUK, we deliver presentations related to a special focus topic. This year’s special focus topic is Breaking the Boundaries in Technical Communication. Are there ways in which your company’s products and services help technical communicators to “break the boundaries” in their professional work?
SR – The boundaries that once existed between technical communications and the rest of an organisation’s content have disappeared. Today’s customers don’t see org charts, they see content.
With the explosion of digital channels, the historical constructs of “pre-sales” and “post-sales’ content no longer matter as every piece of an organisation’s content can impact top-line revenue and customer loyalty.
At Acrolinx, our mission is to help the world’s greatest brands “speak with one voice”. That means ensuring that all of a company’s content, whether it’s from marketing, sales, or technical communications, is on brand and on target.
TCUK – Technology is constantly changing, so what are your biggest challenges and opportunities?
SR – Our biggest challenge is also our biggest opportunity. It’s helping companies understand the massive changes that are taking place with content and marketing-related technologies. We invest a lot of time educating customers and prospects and sharing best practices with them.
When we do our job well, it opens their eyes to all of the potential upside of using a really effective content optimisation platform.
TCUK – From your experience of TCUK, or from what you’ve heard about TCUK, what would you like to say to our members in order to encourage them to attend this year’s conference?
SR – In a world where 70 percent of the buyer journey takes place through digital channels, the role of technical communications has never been more critical. TCUK will help technical communication professionals expand their vision and influence within the organisation.
TCUK – Acrolinx is delivering a presentation at the vendor exhibition – what products, innovations or tools will you showcase at the exhibition?
SR – We’ll be showcasing a technology that most people don’t even know exists: a software platform based on 100+ man years of R&D that can actually read your content and guide writers to make it better by suggesting tips to enhance their style and tone as well as to ensure the consistency of their use of terminology.
We’ll also be sharing the latest results from our Global Content Impact Index, where we analysed and rated the content for over 340 top brands from around the world. The results are quite surprising.
TCUK – TCUK 2015 conference is going to be in Glasgow for the first time – what are you looking forward to the most at this year’s conference?
SR – Being inspired by a combination of top thought leaders in the industry, leading-edge sponsors and technology vendors and, of course, all of the passionate attendees.
If we can squeeze it in, we’d love to check out the Kelvingrove Art Gallery and Museum and the Glasgow Science Centre. Oh, and we’re also looking forward to trying some haggis!