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$ to remember From the 2016 Intelligent Content Conference 7 THINGS
$to rememberFrom the 2016
Intelligent Content Conference
7 THINGS
“Intelligent content is content that’s structurally rich and semantically categorized
and therefore automatically discoverable, reusable, reconfigurable, and adaptable.”
- ANN ROCKLEY, FOUNDER & PRESIDENT, THE ROCKLEY GROUP
1 Make content a business strategy.
Use content development as a pillar to support all areas of your business, not just marketing. With intelligent content comes the ability to track, analyze and predict audience behaviors, then serve the right types of content, to the right people, at the right time. It’s a business advantage.
Predictions are that within 5 years (2020) businesses will adopt content strategy as business strategy.
When content is a strategy for your business, the entire approach changes.
1:
Think of content as a fluid liquid.2
Intelligent content is fluid, it’s independent of format, and it’s cumulative. So marketers need to toss aside the thinking that content is copy and image on a page. It’s about creating modularized pieces of content (or chunks) that can be reused and repurposed interchangeably.Think: What will people do with your content? How will they share it? Then create your chunks based on that.
Modularize your content, so it can serve different stakeholders and devices.
2:
Find metrics that measure your content.3
While there’s no magic formula for quantifying how your content is performing, you have to consider the success of your content. Determine what metrics and data you have available to show who’s using your content, where, and for what purpose. Then track and report that information regularly to assess your content’s strengths and weaknesses.
Track your content ROI.
3:
4 Create one file for one web.
Intelligent content allows marketers to create one component asset with a backend reference that will update that asset automatically in all the channels it lives on the web, and across all platforms. There’s no need to manually change assets by version and your content will get into the necessary channel right away.
COPE = Create OncePublish Everywhere.
4:
Have dedicated content marketers.5
Treat content marketing as an independent business unit and not just a subset of your marketing department. It should be comprised of a Content Strategist (focused on vision/message), a Content Engineer (focused on model), and a Copywriter/Editor (focused on creation).
Employ a dedicated content marketing staff.
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6 Reuse and repurpose your content.
This is one key dimension of intelligent content, but there’s a distinction between the idea of reuse and repurpose. Put them both to use based on your content goals and audience wants and needs.● Reusable content: Using modules of existing content to create other components in
different ways, forms, and channels.● Repurposable content: Taking the content you already have and duplicating it in
other channels.
Don’t spend time re-creating content assets when you can reuse what you’ve got.
6:
Semantic data drives personalized content.7
Semantic data involves taking information you share and making conclusions based on what more it knows about you. It cumulatively pulls together data about your actions and interests from many sources like Facebook or Amazon. This data can enable marketers to create personalized content for prospects and customers, based on previous behaviors, and serve out the right message and content at the right time.
Use intelligence about a person’s habits and behaviors to create content.
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