January 2017

Acrolinx report highlights the need for a more sophisticated approach to terminology management

Acrolinx' latest report, "Terminology Management: How Companies Use the Words and Phrases That Matter Most to Their Business" provides a detailed look at how modern companies ensure that their brand and product names, slogans and taglines, and other terminology are used consistently and accurately enterprise-wide.

"Large organizations often have hundreds, if not thousands, of unique words and phrases that they use to describe themselves and the way that they do business," says Dr. Andrew Bredenkamp, CEO, Founder, and Chairman of Acrolinx. "Ensuring that those words and phrases are used correctly is critical to maintaining their brand voice, ensuring that their content is credible and authoritative, and avoiding the kind of confusion that can erode brands over time."

The report helps to dispel the conventional wisdom that terminology management is only of interest to technical documentation teams and only done for translation purposes. It also helps cast a light on industry best practices around terminology management, including:

  • Which departments usually drive terminology management efforts
  • How companies approach suggesting, approving, and enforcing the use of new words and phrases
  • How companies resource their terminology management efforts
  • What tools and technology are used to help automate terminology management
  • What challenges and pain points companies face in this regard
  • How sophisticated they view their approach to terminology management to be

One of the report’s most interesting findings is that while 99 percent of companies see value in terminology management, only 84 percent actually practice it in some form. More importantly, just 29 percent of companies feel that they have a sophisticated approach to terminology management, meaning that their practices may not be as efficient or effective as they could be.

"We believe that being able to capture, manage, and enforce the usage of the correct words and phrases is an important part of developing a mature content strategy," Bredenkamp continued. "And when you consider that in many cases a company’s terms get translated into dozens of languages, you can quickly imagine how complex terminology management can become and why it’s a topic that most companies need some help with."

The report is based on the results of a survey of more than 200 content professionals from well-known brands as well as a series of interviews with a select group of terminology managers.

To learn more, or to access a free copy of the report, click here.

www.acrolinx.com