In 2011 we completed the innovative construction of the first version of our Content Analysis tool, and we have developed it forwards in the time since then. This completed our ‘triple’ analysis capabilities, so that we can now analyse scientifically what you say (Content), how you sound (Voice) and how you look (Visual).

The parameters that we created for Content Analysis were derived from a long starting list of over 50 metrics that we thought worthy of measurement and/or further consideration. We reduced the list to the top 8 parameters that we observed made the biggest difference to the quality of the content.

Here’s how it works:

We take a sample of content, which can be from any source such as the text of a written document,the transcript of a speech or presentation, or a web page. We then do the analysis using the 8 parameters.

Measurements are compared with the most relevant reference group, comprised of a sample of the most effective spoken and written content. One reference sample operates for the written word, and a different one for the spoken word.

A report is then compiled with suggestions on areas to develop. It also shows where the content is already of a comparable standard to the best produced by the reference sample. This focuses the recommendations and advice we  give on the content alone, allowing quicker, repeatable and more sustainable gains to be achieved.

Our analysis is based on the work of rhetoricians from Aristotle and Cicero to Petty & Cacioppo and beyond.

Here;s a sample of the input and output measurements made with our Content Analysis:

Content Profile 1 Content Profile 2

The analysis subtly distinguishes between the spoken and written communication modes. If necessary, we can take audio or video footage as the source for a transcript, and this takes a little longer to do. We prefer to have additional supporting information alongside the content itself, on aspects such as the purpose of the content, the audience, and the context. This assists us to produce more accurate results.

The analysis is principally scientific but recognises the value of rhetoric as a tool for effective communication and persuasion. It is not the presence/absence of these tools which counts, but the use to which they are put.

For an opportunity to try out one of our analysis tools, grab some clean text and visit