Keeping up With Content

How Intelligent Content can Fuel Content Creation

Effective content marketing requires content. Lots of content. Content in any imaginable form for every available channel. It can be impossible for marketers to keep up with the constant need for content. But, what if you could create content that practically writes itself? What if you could create INTELLIGENT content? 

What? Isn’t all content inherently intelligent? The answer is NO. Intelligent content is efficient, cost-effective and targeted. But how?

I recently attended a breakout lab during Content Marketing World 2015 specific to technology and software content. During this session, Scott Abel, the “Content Wrangler,” explained that in today’s content rich communications world, content needs five things to be truly intelligent; it needs to be designed to be modular, structured, reusable, format-free and semantically rich. Let’s break that down:

MODULAR content is flexible; it can be remised, repurposed, re-skinned and reviewed independently. Because it can easily be assembled and reassembled, it increases content consistency and agility. (Example: A builder doesn’t make the windows and doors, they just assemble them into the house.)

STRUCTURED content is designed to be both human and machine-readable, meaning it’s semantically labeled and consistently organized (Example: You always know where to find the reviews on an Amazon page.)

REUSABLE content reduces the time required to create, manage and publish new content products. With automated reuse, we simply point to or reference content we wish to reuse. (Programmers call this transclusion.)

FORMAT FREE content can be remapped and redesigned as needed.

SEMANTICALLY RICH content is content to which we’ve added machine-readable content, including metadata, that describe what the content is, what it’s about and more. This way, we can give computers instructions on what to do with the content.

Intelligent content has to have ALL five characteristics to be rich, allowing for multichannel publishing and cross department sharing.

These characteristics provide us with capabilities that make the content intelligent. This means, the content is easy to find, reusable for new deliverables and delivered specific to audience needs.

The end game with intelligent content is ultimately to create content that can be processed by computers. Why? So it can be delivered and served up in innovative, customized ways. Really, Watson?


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