Customer Success Story
See how Nationale-Nederlanden increased traffic, conversions and productivity with help of Textmetrics
Nationale-Nederlanden uses Textmetrics to compose all its content with a reading level of B1.
At Nationale-Nederlanden, Textmetrics is currently used by 20 content specialists who work across all business units. Their reason for using Textmetrics? The aim was to ensure that all content specialists across the organization write at a B1 reading level and maintain a consistent tone of voice throughout their content.
“It took a long time before everyone was happy with the content we produced.”
When creating content, the content specialists at Nationale-Nederlanden often work with colleagues from different departments. For example, with lawyers and tax specialists. Before using Textmetrics there was one main problem. Achieving the desired reading level for content was a lengthy process, as writing at a B1 level can be challenging, particularly when multiple individuals are involved in the writing process.
The same goes for the tone of voice and the readability of the content. With 20 content specialists producing content, variations in tone of voice are inevitable. To maintain a consistent brand identity, it is desirable to minimize these differences as much as possible.
“Textmetrics helps us write a good piece of quality content more quickly. Content that everyone can read and understand.”
Nationale-Nederlanden has seen impressive results in the short time since implementing Textmetrics. As of now, 30% of their content has been successfully rewritten to meet the B1 reading level, with a goal to have 100% of their content written at this level by the end of 2021. In addition, the use of Textmetrics has significantly reduced discussions and debates around the tone of voice and readability of content, saving valuable time for everyone involved.
It’s a plus that Nationale-Nederlanden can also use Texmterics to scan their content for SEO. The content specialists now pay attention to that aspect of the content, too. The next step is to work on the website as well. The content should be at a B1 language level as well, and SEO optimized.
“In the future, we want to use Textmetrics for more than just the reading level, tone of voice and SEO. And all the content on our website has to be written at a B1 reading level.”
- Achieving the desired reading level for their content was e very lengthy process
- Writing at a B1 level could be very challenging, especially with many individuals involved
- 30% of content has already been rewritten for a B1 level
- 20 content specialists collaborating
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