2016 Content Research Help us with our content quality research Hello! Thank you for helping us with our short survey. To set the stage, this research is about business-related content such as brochures, blog posts, website content, etc. We appreciate your input and look forward to sharing the results with you. Question Title 1. How are you involved with your organization's content strategy? Mostly writing / editing content Manage a team of content creators Content localization Content distribution / social media Other role not listed Question Title 2. What three factors matter most when it comes to producing great content? (We know many of these are important, but please pick your top three.) It’s organized logically It’s easy to scan It incorporates images, graphics, and other visuals It’s written clearly and is easy to read It reflects true subject-matter expertise It’s optimized for search so that it’s easy to find It tells a story It’s error free (i.e., no grammar or punctuation mistakes) It’s written using an engaging style and tone of voice It contains valuable information that your target audience needs Question Title 3. How confident are you in the overall quality of the content that your organization produces? (Note: we’re talking about all of your organization’s customer-facing content, not just the content you and your team work on.) Extremely confident Very confident Confident Somewhat confident Not confident Question Title 4. More specifically, how confident are you in terms of how well all of that content is written, i.e., that it’s error free, has an engaging style and tone of voice, and is clear and easy to read? (Again, we’re talking about all of your organization’s customer-facing content.) Extremely confident Very confident Confident Somewhat confident Not confident Question Title 5. What are the top three business implications of poor quality writing? Increased costs Brand degradation Lower customer engagement Lower customer satisfaction Fewer sales Reduced search traffic Decreased trust I’m not sure There aren’t any meaningful business implications of poor quality writing Other (please specify) Question Title 6. How does your organization ensure content quality before it is published? We use an enterprise platform to review and score our content and then make adjustments as needed prior to publishing our content We have a team of editors who are responsible for reviewing and enhancing all of our content before it’s published We have a team of editors who are responsible for reviewing and enhancing some of our content before it’s published We have style guidelines that we share with our content creators and we hope they adhere to them We don’t measure or evaluate the quality of our writing prior to publishing Please read this content from a fictitious company and answer the following questions. Question Title Question Title 7. How would you describe the quality of Xtera’s writing? Excellent Good Average Below average Poor Question Title 8. Based on this content, how would you describe your first impression of Xtera? Extremely positive Very positive Positive Somewhat negative Negative Question Title 9. What, if any, impact does the quality of this content have on establishing (or undermining) your trust in the fact that Xtera is a credible business? It plays a major role It plays a minor role It doesn’t play a role Question Title 10. Based on this content (and if you purchased these kinds of products), how likely would you sign up for a free trial with this company? Extremely likely Very likely Likely Not very likely Question Title 11. Based on this content (and if you purchased these kinds of products), how likely would you be to buy from this company? Extremely likely Very likely Likely Not very likely I would not buy from this company Question Title 12. Thank you for participating in our research. We'll publish the results soon. For a chance to win an Apple Watch, please provide your contact information below. Name Email Address Done