Intelligent content is "designed to be modular, structured, reusable, format-free, and semantically rich," said Ann Rockley. We have her to thank for getting organizations to understand the need to create content in a manner that enables you to use it in many ways and across different channels. It's finally acknowledged as a necessary approach to content development (even the Content Marketing Institute has a conference dedicated to it).
It's fine to say you need intelligent content, but the big question is why? How does it improve web experiences?
Let's look at just a few of the ways intelligent content improves web experiences.
When you create content with structure, chunking it up and applying taxonomy and metadata, it's easier to mix and match it to support individual customer experiences. For example, you can create an email for a list of customers and insert different content elements based on items each customer had purchased in the past.
And it's not just what content they see, but how they see it. Maybe one customer likes long-form content with lots of details, while another likes to see quick-hit lists and FAQ-style content.
Chatbots and AI
"Bots and intelligent assistants, such as Google, Siri, and Alexa actively seek to understand our content so they can bring answers and ideas to our customers. We can gain market advantages by engineering content to be easily understood, and used and amplified by the AIs, external and internal cognitive platforms, BI, and marketing automation."
Your customers are not just engaging with you on one channel. They reach out from multiple channels, and they expect that no matter what channel they are on, the experience with you should always be the same. That means the content you deliver to those channels must be consistent.
But each channel shows content in a different way. The smartphone tends to show less content due to its smaller form factor while social media channels show even less content. Although the layout and amount of content are different, the content itself must be the same. One inconsistent experience can lead to a poor overall experience and unhappy customers.
Searching for information is much faster when content is structured (and intelligent). Faceted and guided search experiences make it easier for customers to drill down to find the content they want quickly. You need structured content to create facets, which are navigation-like filters customers can click to narrow search results down.
It's also important to think about multimedia content, like videos or podcasts that you want included in search results. By adding structure to this type of content asset, applying metadata and taxonomy, you can include these assets in search results and get the best content to customers when they want it.
No Intelligent Content?
Does your Web CMS support intelligent, structured content? If not, it may be time to start looking at an alternative. Technology aside, you also must define your content strategy right from the start to support intelligent content - and sometimes that's the hardest part.
To help you get started, we created this primer on intelligent content that takes you through content strategy and content modeling, through to the technology needed to support intelligent content and the ways you can deliver it to create great web and mobile experiences. Get your copy of the Intelligent Content Management Primer here.