My General Session Presentation At Lavacon 2014

 Register For The Conference

Date: October 15, 2014 at 11:30am – 12:30pm PST
TechComm 2020: Get Ready to be Part of the Content Era
We’re facing fundamental change in tech comm: not just how we do what we do, but also why we do what we do. Tech comm is not just about customer support anymore; it’s also driving revenue. Buyers look for technical content before they buy. And they don’t want to just passively consume it, they also want to interact with it—and with us. There’s something even larger at work here: we’ve entered a new era where companies build relationships with buyers through content—both marketing and technical content. On the marketing side, this new era has led to the explosive rise of content marketing. But technical content can play a role in content marketing too—perhaps even a more important role than marketing content. This role won’t just be handed to you; you’ll have to fight for it. This session will discuss how to win that fight.

About Thomas Aldous
thomas aldous As a decades-long veteran of the TechPubs industry, Tom utilizes his vast knowledge of content development and management to guide Acrolinx’s vision and accelerate its growth as a champion of content optimization. Tom has a keen gift for anticipating trends and fully leveraging new opportunities that appear on the horizon. Working in his capacity as a leader of global operations, Tom’s focus is on driving sales and demand generation. He previously served as the Director of TechCom Business Development and Evangelism at Adobe Systems, Inc. Before that, he was the President of Integrated Technologies, Inc. for over 20 years.

Acrolinx Day at LavaCon 2014

Hear industry experts speak about the changing role of TechComm and its importance in the customer experience.Date:                    Sunday, October 12th
Time:                    1-5pm PT
Location:             Hilton Portland and Executive Tower


  • Scott Abel, The Content Wrangler
  • Chip Gettinger, VP Solutions, SDL
  • Barbara Inge Karsch, BIK Terminology

Scott Abel SChip Gettinger Barbara Inge Karsch

This free, thought leadership event is open to the public, and we encourage you to join us for lively discussions.

Register ButtonRegister for Acrolinx Day at LavaCon 2014.

Attendance is free!

Acrolinx Recognized as KMWorld Trend-Setting Product for Third Year in a Row

Santa Clara, CA – August 21, 2014 – Acrolinx, a leading provider of content optimization software, announced today thatKMWorld has named Acrolinx one of its Trend-Setting Products of the Year for 2014. This is the third year in a row that Acrolinx was given this honor.

Hugh McKellar, editor in chief of KMWorld magazine, said, “Acrolinx 4.0 was selected by the panel because it demonstrates thoughtful, well-reasoned innovation and execution for the most important constituency of them all: the customer.”

Acrolinx offers linguistic analytics software that guides writers to create more findable, readable, and engaging content. Its capabilities allow organizations to: 1) set up their standards for tone of voice, readability, terminology, branding, and SEO keywords; 2) work within their authoring tools to assess their content and suggest improvements; and 3) produce comprehensive analytics to help executives and managers monitor and improve their content quality and development processes.

Kumar Vora, CEO of Acrolinx, commented that, “We’re in an era where high-quality content matters more than ever to attract, retain, and delight customers. To rise above the noise, companies need to take advantage of every opportunity. We’re proud that KMWorld magazine has recognized that our software fills a unique role in helping companies consistently deliver superior content.”

About KMWorld
KMWorld ( is the leading information provider serving the Knowledge Management systems market and covers the latest in Content, Document and Knowledge Management, informing more than 40,000 subscribers about the components and processes – and subsequent success stories – that together offer solutions for improving business performance. KMWorld is a publishing unit of Information Today, Inc. (

About Acrolinx

Acrolinx technology helps the world’s best companies speak with one voice – with content that’s more findable, readable, and engaging. Our content optimization capabilities help companies like Adobe, Dell, Cisco, IBM, Philips, and Siemens align, enhance, and enrich their marketing and technical information. Built on a powerful linguistic analytics engine, our technology helps our customers stand apart from their competitors by delivering content with greater warmth, readability, and conciseness. Learn more at

Astoria Software And Acrolinx Set New Standard For Platform-To-Platform Integration

Acrolinx’s content optimization capabilities are now available through Astoria’s user interface and workflow module


SAN FRANCISCO, CA and SANTA CLARA, CA  August 12, 2014 – Astoria Software, a division of TransPerfect, today announced the completion of an effort to embed Acrolinx’s content optimization platform into the Astoria Component Content Management solution. Thanks to the integration, Astoria users can invoke Acrolinx from the Astoria user interface, and Astoria’s workflow processes can take action on the result of Acrolinx’s content analysis.


Content Quality Enables Market Entry and Penetration


One key to market penetration is high-quality content. The Astoria-Acrolinx integration allows companies to build high-quality content at lower cost and with consistent results. Also, since the integration is between the Astoria server and the Acrolinx server, the solution scales automatically to support very high volumes of content produced.


Acrolinx enhances content quality throughout a customer’s business processes by:


1)      storing and managing corporate content standards

2)      checking content against those standards and guiding writers to create content that’s more findable, readable, and engaging

3)      generating comprehensive analytics that highlight areas of strength and weakness.


With the Astoria-Acrolinx integration in place, Acrolinx automatically analyzes content within Astoria for tone of voice, style, terminology, reuse, and search engine optimization. Acrolinx works in the background, analyzing files in the Astoria repository for later action by writing teams.


For business processes built around Astoria Workflow, the result of the Acrolinx assessment can determine whether or not a component continues to a subsequent step, such as review or translation, or returns to the author for further work.


All of this is possible because Acrolinx performs assessments automatically and in the background. The Astoria-Acrolinx integration ensures that only content complying with corporate standards moves on in the process, which helps unclog bottlenecks in the typical copy-editing operation.


Content Quality Drives Customer Engagement


As organizations focus more of their attention on improving Customer Engagement, technical content quality is quickly becoming a key issue. The Astoria-Acrolinx integration helps customers to know:

  • Does our content conform to established standards for findability, readability, consistency, and translatability?
  • How well does our content match our target tone of voice?


Michael Rosinski, President and CEO of Astoria Software, noted, “Customer Engagement is the business mantra of the twenty-first century. It forms the strategic backbone for organizations to rethink their content tools and platforms, their processes for creating and distributing content, and the many ways they connect with their customers. By joining Astoria’s content creation and management capabilities with Acrolinx’s capabilities to manage and enforce corporate content standards, we’re giving our customers an integrated platform for delivering content of exceptionally high quality that goes into every one of those connections.”


Kumar Vora, CEO of Acrolinx, added, “Most customer interactions revolve around content, such as websites, technical product information, and support articles. As a result, companies that want to excel in Customer Engagement must deliver exceptional content. Our partnership with Astoria addresses this need by integrating Acrolinx’s content optimization capabilities into the content development process. Thanks to the integration, companies can deliver consistently high-quality content experiences to their customers for all kinds of content and across all customer touchpoints.”


About Astoria Software


Astoria Software is the world’s most successful Enterprise solution for XML Component Content Management and the first to deliver both an Enterprise-wide SaaS/On-Demand and an On-Premise approach to structured content management. Cisco Systems, Teradata, ITT Fluid Technology, Siemens Healthcare, Northrop Grumman, Avaya, Citrix, and other Forbes Global 2000 manufacturers rely on Astoria to meet increasingly competitive demands for product documentation — high volume, accelerated time-to-market, and globalized output. Astoria Component Content Management, whether On-Demand or On-Premise, is an enterprise-wide solution for Translation-Enabled Content Management, reducing documentation costs up to 90 percent, compressing product launch times from months to weeks, and generating productivity and management benefits with its flexible delivery model. Astoria Software, a division of TransPerfect, Inc., is based in San Francisco. For more information, visit


About Acrolinx


Acrolinx technology helps the world’s best companies speak with one voice – with content that’s more findable, readable, and engaging. Our content optimization capabilities help companies like Adobe, Dell, Cisco, IBM, Philips, and Siemens align, enhance, and enrich their marketing and technical information. Built on a powerful linguistic analytics engine, our technology helps our customers stand apart from their competitors by delivering content with greater warmth, readability, and conciseness. Learn more at


Lavacon 2014 – New Sessions and Workshops Added

In Today’s News:

  • New Sessions and Workshops Added
  • Welcome New Sponsors and Exhibitors
  • Build a Business Case for Attending


New Sessions and Workshops Added

Check out the new sessions and workshops added to the program:

  • UX for Content Strategists and Technical Writers
  • Finding Success After Defeat: Lessons from the Front Line
  • Hunting Unicorns: What Makes an Effective UX Professional
  • Partnering with Key Stakeholders in UX Strategy
  • Customer Success: Focusing On Customers’ Needs, Not Topics
  • DITA Authoring for Occasional Content Contributors

See the revised preliminary program or the print-friendly schedule:

LavaCon 2014 Preliminary Program__2014 LavaCon Schedule


Welcome New Sponsors and Exhibitors

Welcome the latest companies who are participating at LavaCon 2014:

Acrolinx (Gold Sponsor) technology helps the world’s best companies speak with one voice—with content that’s more findable, readable, and engaging. Our content optimization capabilities help companies like Adobe, Dell, Cisco, IBM, Philips, and Siemens align, enhance, and enrich their marketing and technical information. Learn more at

XML Press (Exhibitor) was founded in 2008 to publish content that helps technical communicators be more effective. Our publications support managers, social media practitioners, content strategists, technical communicators, and engineers—anyone designing, engineering, developing, or delivering content.

MultiLingual Computing (Media Sponsor) is the leading source of information for the language industry and businesses with global communications needs. The magazine MultiLingual is distributed in print and digital format nine times a year (eight issues plus an annual resource directory/index) to readers in 87


Build a Business Case for Attending


Do you need to justify attending LavaCon?


First, see the slides from Jack Molisani’s session Building a Business Case for Content Initiatives for pointers on how to build a business case.


Next, print the conference schedule and highlight all the sessions you’d attend on how to reduce costs, generate revenue, and solve production problems:

2014 LavaCon Schedule

Then attach the schedule to your training request and explain how attending LavaCon will save your company far more than the cost of attending.



See you in Portland!

Jack Molisani
Executive Director
562-726-1800 x201




The LavaCon Conference | 101 Atlantic Ave. Ste 103 | San Pedro | CA | 90802

Content Marketing World 2014 – September 8 -11, 2014 – Special Bonus


A Special Invitation for Members of The Content Wrangler Community.

Join us for Content Marketing World 2014 – The Largest Content Marketing Event on the Planet

Content Marketing World 2014: The one event in the world where you can find all the best and brightest content marketing rock stars, together, at the same time. CMWorld returns to Cleveland, Ohio September 8-11, 2014.

Created for motivated marketing professionals just like you, Content Marketing World features blockbuster speakers, killer sessions, and amazing networking opportunities. This year we expect an estimated 2,500 people, from more than 50 countries, looking for epic content marketing inspiration, information and practical advice.

What do we have to offer?

This year we are rolling out the red carpet for Oscar award-winning actor, Kevin Spacey, our closing keynote speaker. The star of the critically-acclaimed Netflix original seriesHouse of Cards, will talk about breaking barriers in content distribution and preaching the word of storytelling.

You’ll also see more than 100 incredible speakers including Scott Abel, Marcus Sheridan, Jay Baer, Lee Odden, Scott Monty, Scott Stratten and Michael Brenner. You’ll also hear from the brightest minds at the biggest brands like Kraft, Lego, Cisco, Indium, GE, Progressive, REI, SAP, and Coca-Cola Brazil.

They’ll share their success stories and secrets, leaving you with all the inspiration and information you need to take a content strategy back to your team and grow your business.

That’s not all. You can also expect:

• An agenda that addresses your content marketing issues and challenges, and tackles them head on. Brand practitioners are ready to show you specific examples to help you.

• Guidance to take your content marketing beyond storytelling. You have the stories – now what? We’re ready to show you.

• Time to interact with other like-minded content marketing practitioners and others in the Content Marketing World community that you’ve stayed in touch with online since our last event, twitter chat or webinar.

• Entertainment will include an outdoor festival complete with live music, the best food trucks in Cleveland, and time and space to network and unwind after your day of brain-filling knowledge.

No matter if you are a beginner, intermediate or advanced content marketer; we have something for you in one of our more than 80 sessions covering strategy, integration, measurement, and more.

REGISTER TODAY. There is no other event like this in the world — seriously.

Use discount code “GLOBALTCW” to save $100 on your registration.

SDL Webinar Series: Beyond Words – The Reinvention of Technical Documentation

When July 15 2014 1:00 PM (1 hour) , Eastern Daylight Time (EDT)

Free Registration

SDL invites you to join this multi-part webinar series on taking technical documentation to the next level to meet and exceed the demands and expectations of your customers.

Many organizations are now faced with the mandate to transform their publications into high quality customer touchpoints to support broader CXM initiatives beyond technical documentation. For many, contextual personalized product content also supports marketing efforts to engage with customers at all points in the customer journey. Not only does this support a company’s overall CX initiative, but it the added benefit of reducing customer support costs through easy-to-find, multi-channel, multilingual documentation.

Yes. It is about Acrolinx!

Great Style Makes Good Content Great

Your company’s personality comes through the tone of voice of your content. Whether you’re selling sewing supplies or supercomputers, your corporate voice determines whether you connect with your audience or leave them cold.

Your voice may even vary based on the customers for each product. For example, you may want to keep technical jargon out of your user guides while keeping it in your systems administrator guides.

Defining Your Voice
Many companies rely on third-party style guides such as the Chicago Manual of Style or the Microsoft Manual of Style. Larger companies often develop their own style guides.

Regardless of who creates the style guide, it typically covers many language issues. The following table describes some of them.

Style Guides Cover Issues Such As:

Pronouns: second person or third person?
Contractions: prefer or avoid contractions?
Pleasantries: allow or minimize words like “please?”
Active voice: prefer active voice and minimize passive voice?
Slang: allow colloquialisms?

Most organizations produce a style guide and ask everyone to read it, learn it, and follow it.

However, compliance varies widely, and even the best writers have trouble seeing errors in their own work. You could turn your best writers into editors who check every sentence, but most companies cannot afford the expense.

In addition, style guides usually focus more on consistency than voice. Does your style guide define a target reading grade level? Does it specify a target level of readability or “liveliness?” If so, how do you measure them?

Need help with this

Abandoned by my new Content Marketing friend

I visited a Corporate Facebook page a few months back. The product that the Company was developing (Yes, it is not in production yet) seemed like a very cool piece of technology out of Silicon Valley. They said it could even save my life someday.

Cool piece of technology and it could save my life; I decided to follow the Company. Something unexpected, but much appreciated started to happen, I started to see posts in my News Feed from the Company. They provided product information, beta user experiences and even an occasional post by the Company founder.

Each day I would receive two posts, each of them filled with either a video or an interesting write-up. I grow to look forward to their posts. I started to feel like I was part of the family, and then suddenly they stopped.

At first I wondered why, but like many relationships I began to forget the flash friendship we had. I started to follow a different Product Page and soon they were forgotten.

Guess what? I suddenly started to see posts again landing on my News Feed. Honestly, it would have been better to never have started this relationship in the first place. Their restarted posts brought back my feelings of abandonment. I had to unfollow. I had no choice. They can also forget about me buying that cool tech when it comes out.

The moral of this story is that once you start a Content Marketing relationship with a prospect, you need to constantly publish new material or you may alienate the very people you are trying to attract.

Tom Aldous

Acrolinx and K15t Software Announce Partnership and Product Integration

New Ways for Wiki Authors to Create More Findable, Readable, and Consistent Content

Santa Clara, California and Stuttgart, Germany – June 19, 2014 – Acrolinx and K15t Software announced today that the two companies have partnered to integrate their software. Based on the Confluence collaboration platform from Atlassian, the combination of K15t and Acrolinx helps writers collaborate and create documentation that’s optimized for consistency, style, terminology, and tone of voice.

Atlassian Confluence customers may take advantage of this integration by deploying the new Scroll Acrolinx Connector.

“Our mutual customers now have access to the power of Acrolinx, to analyze their technical content against corporate standards for style, tone of voice, and terminology; guide writers to improve their content; and deliver analytics that show their results,” said Tobias Anstett, CTO, K15t Software. “We’re very pleased to offer support for Acrolinx to our customers.”

Acrolinx and K15t will present the joint solution at a webinar on June 24 at 10am ET. And in September, K15t will show its integration with Acrolinx at the Atlassian Summit 2014 conference in San Jose, California, September 9-11.

Andrew Bredenkamp, Acrolinx’s founder and chairman, said, “We’re impressed with the technical documentation capabilities that K15t brings to Confluence. And now that K15t supports Acrolinx within Confluence, they’re bringing the benefits of our platform to wiki-based writers for the first time. This is a great step forward!”

“We’re delighted that K15t is helping our Atlassian Confluence customers make higher quality content, by developing a connector to Acrolinx to be available in Atlassian Marketplace,” said Nick Wade, Head of Ecosystem at Atlassian. “Our Marketplace quickly brings more than 35,000 organizations and their teams to new offerings like Acrolinx so they can share, collaborate, and get more work done.”

The Scroll Acrolinx Connector is now available on the Atlassian Marketplace, and it’s compatible with Acrolinx 4.0.

About Acrolinx
Acrolinx technology helps the world’s best companies speak with one voice – with content that’s more findable, readable, and engaging. Our content optimization capabilities help companies like Adobe, Dell, Cisco, IBM, Philips, and Siemens align, enhance, and enrich their marketing and technical information. Built on a powerful linguistic analytics engine, our technology helps our customers stand apart from their competitors by delivering content with greater warmth, readability, and conciseness. Learn more at

About K15t Software
K15t Software builds tools and solutions for wiki-based documentation. Their Scroll content management add-ons turn the enterprise wiki Atlassian Confluence into a platform for documentation. More than 1,800 customers around the world use K15t Software’s solutions and Atlassian Enterprise Expert services to make documentation easier for everyone. Learn more at