Creating a content strategy for your organization is no small feat. There is a lot of work involved in understanding the content needs of the customer, who is going to develop that content (or supply the information needed to develop the content), and how the content is stored and managed so that it can be reused in variety of ways.
Ann Rockley described two types of content strategists in a recent post on the Content Marketing Institute's blog that support the development of a content strategy. The first is the front-end content strategists who focus on creating the best content for the customer.
The second, and the one I want to talk about is the back-end content strategist. Rockley also refers to this role as the intelligent content strategist, but we refer to it as the content architect.
The content architect, as Rockley points out, helps organize content, recommending the best approach to structure it so it can be re-used in a variety of situations and across channels and devices easily.
The content model these content architects create involves defining topics and metadata, essentially the core structure of each content item, any workflow and governance rules around it, and the business rules required to identify how content is assembled when a customer requests it. The content architect defines this structure for the CMS, and often plays a key role in the selection of the best CMS to support the content model.
Here's a look at all the activities that come with content strategy, many of which fall under the duties of the content architect.
How Ingeniux Supports Structured Content
What Rockley and others say about content strategy and the role of the content architect (or strategist) resonates with us at Ingeniux.
The Ingeniux platform is based on the premise of create once, publish and deliver anywhere content model. We strongly believe that structured, or intelligent, content is how business needs to create and manage its content today, and we've built our platform to support it. This isn't something we recently started doing; it's been in our mandate for a long time.
Ingeniux manages structured content in XML format. We store content in a NoSQL database making it very easy to update the schema on the fly without having to make extensive changes to the database. We also have the most powerful tagging and classification system in the industry, enabling features such as browse-by-topic, faceted or guided search, related or recommended content and more.
Because content is stored within Ingeniux in a structured model, it's easy to personalize the content experience based on behavior, devices, business rules or audience segments. This is the power of structured content at work.
It's also easy to introduce content into the digital commerce experience through promotions, native advertising or unified search. Read more about that here.
We understand that technology can't define the content strategy, but we do know that the right technology goes a long way to supporting a good content strategy from structure, to workflow and proper governance - one that can evolve with the business. That's what we strive to ensure at Ingeniux.
We invite you to connect with us to get a demo of Ingeniux at work, or to talk more about our approach to structured content.
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