By Robert Rose published March 12, 2015

Intelligent Content Demystified: A Practical, Easy-to-Understand Explanation

intelligent-content-demystified-coverYou know those times when you see a discussion so great that you know it’s going to take you more than a few hundred words to respond? So you think, “I should write a post about this.”

Yeah, this is one of those times. In a wonderful post about a month ago, Jay Acunzo of NextView Ventures wrote about “segment thinking” in content marketing.

But then, as they say, something funny happened on the way to the forum. In the discussion that followed, Jay and others moved the conversation into how “intelligent content” is defined. It culminated in some great suggestions for new names for intelligent content, including my favorite, “recombinant content,” coming from the incomparable Doug Kessler.

But then, Jay posed this question:

….that definition [of intelligent content] is still pretty dense and confusing. What IS it? Is it technology? Is it an approach? Is it a collection of reusable assets … Is it like content strategy, which is the tagging system and “back end” of your content on your website?

If Jay has these questions – others do as well. So, having straddled the worlds of intelligent content and content marketing for the last 10 years, I’d like to demystify intelligent content with this step-by-step practical definition of intelligent content.

Intelligent content is an approach

In very simple terms, and to answer Jay’s question succinctly, intelligent content is an approach.

Intelligent content is the approach of thinking through the way we structure (organize) and manage content – so that it can be managed as a strategic asset.

If you are new to intelligent content or still struggling with its definition, this post briefly breaks down each element in the definition so you can better understand what it is and see an example illustrating each element. But, read the SlideShare version in its entirety for bonus information such as things to remember for each element.

Definition

What makes intelligent content intelligent?

The classic definition comes from Ann Rockley, author of Managing Enterprise Content and founder of the Intelligent Content Conference:

Intelligent content is structurally rich and semantically categorized and therefore automatically discoverable, reusable, reconfigurable, and adaptable.

What does each term mean? Let’s take a look.

Structurally rich content

Structure comes first. Structure – consistent organization – enables automation. And strategic automation makes content intelligent.

To make your content structurally rich, “you need to remove formatting (look and feel) from source files and add structure: predetermined organizational patterns supported by metadata tags,” Rockley says in What Is Intelligent Content?

Example

Let’s take a look at the Intelligent Content Conference website as an example. Various pages – such as those for the agenda, descriptions of presentations, and speaker info – use the same content elements:

  • Photo
  • Name
  • Business title
  • Bio, presentation title
  • Presentation description

intelligent-content-speaker-page-image 1

Content elements like these are not, in themselves, intelligent. But combined with skilled content engineering and a solid strategy, they lend themselves to intelligent uses.

Semantically categorized content

“Semantic” means “related to meaning” (as opposed to “related to appearance”). Semantically categorized content is associated with metadata – information about the content. Metadata enables computers to do things they couldn’t do otherwise, like retrieve content related to a product even if the content never mentions that product.

Metadata tags enable people to organize digital information in nearly limitless ways. The key is to organize in effective ways, using categories that serve both the organization and its customers.

Example

Let’s take two content elements from the example: the speaker’s name and photo. The metadata tags shown in brackets – name and photo – are semantic categories.


carlos-abler-image 2Automatically discoverable content

“Automatically discoverable” means able to be found by computers. Digital content that computers can’t find might as well not exist.

Findability goes beyond web search. For example, an employee might want to search an internal repository to assemble documentation for a certain user type and product model. In that case, the metadata must enable the system to find the right pieces of content for that audience and purpose.

Example

People discover conference information in many ways: They may search for speakers’ names, topics, etc., using a website’s own search engine or using an external search engine, like Google. The better the metadata in the source content, the better the search experience.

lisa-welchman-intelligent-content-conference-image 3

Reusable content

Content reuse is “the practice of using existing components of content in multiple ways,” as Rockley describes it. Well-structured, semantically rich content can be easily retrieved, manually or automatically, for reuse. This kind of reuse strategy is sometimes called COPE: Create once, publish everywhere.

Example

Every ICC speaker’s page displays the presenter’s name, bio, and presentation title, date, and time. These elements were not copied and pasted onto this page. Each element is re-used – automatically pulled from a single source. The photo is stored in one place, the speaker’s name is stored in one place, and so on.

If you change a photo, name, or presentation title, you change it at the source; that change appears everywhere. On a small scale, this kind of efficiency is nice to have. On a large scale, it’s mandatory. When content is not set up for reuse, it gets messy fast.

shana-pearlman-intelligent-content-conference-speaker-image 4

Reconfigurable content

“Reusable content is modular,” Rockley says. Modular means it stands alone. Modularity makes it easy for organizations “to rapidly reconfigure their content to meet changing needs.” As products and customer requirements change, organizations can rapidly reconfigure their content – “add new modules, exclude modules, and rearrange modules to build new information products to meet new needs.”

Example

Well-structured, appropriately tagged content can be assembled – configured and reconfigured – in various ways. On the ICC Agenda page, elements that we saw configured elsewhere in alphabetical order by speaker name are configured here in chronological order by presentation date and time.

intelligent-content-conference-agenda-image 5

Adaptable content

Adaptable content, usually called “adaptive content,” is content that can change (adapt) – not just in appearance but in substance – according to the person receiving it, the device receiving it, the channel, the time of day, the location, or other circumstances related to the context of delivery.

Delivery may vary based on what the system knows about the recipient (age, recent search phrases, social media connections, book purchases, etc.) or the context of use (day of the week, time of day, device location, etc.).

For instance, let’s say you create both a long and a short description of a content element. The long description is automatically delivered to laptops. The short description is automatically delivered to smartphones.

Example

Adaptive content goes beyond responsive design. The content itself changes according to the device, the recipient, or the context of use.

Imagine the way search results might be adapted for you if the information system knows that you’re vegan, attending ICC, using a smartphone, and moving at a walking pace just outside the conference hotel on Monday around dinner time. If you search on the term “restaurant,” imagine getting the name of an eatery just around the corner that’s open now and serves vegan fare. That’s content adapted to your preferences and situation.

Intelligent content is something we need to understand

You may be thinking, like Nenad Senic questioned in a recent post on intelligent content basics:

I’d like to admit I am scared. I am scared because the majority still has trouble with basics of (content) marketing . . . Intelligent content, content marketing, content strategy … It’s like us adding new stuff, it’s like a small group debating and enjoying the debate, and there’s the rest of the world.

This is something that has likely crossed your mind. Do we really need something new? Noz Urbina answered Nenad’s question beautifully:

Intelligent content is not about ruining content by making it unnecessarily complex just for the cool factor. It’s about making content more complex because *the market* is more complex than it used to be; and it’s becoming more so every year. Intelligent content exists to save content from getting ruined by a disconnect between content supply and consumer demand.

In short, everything we are working on is tied together. I borrow from a post I wrote last year on how content strategy and content marketing strategy are separate, but intimately connected. All three disciplines (content marketing, content strategy, and intelligent content) share one common, inalienable goal: To foster content as the differentiating asset of the business – and thus content-as-a-function should be a strategic function within the business.

Is intelligent content the best term?

Maybe. Maybe not. That is an “inside baseball” discussion that doesn’t affect the outcome.

To me, the importance of intelligent content is that it takes a different approach to the broader subject of content. It’s very much like the broader disruption going on in manufacturing between additive and subtractive manufacturing. Manufacturing historically has been a “subtractive process” where, for example, you look at a sheet of tin or steel and strategically subtract the best way to cut it to maximize the value.

Using the “additive process” all that goes out the window. Now manufacturing literally becomes a process by which you can add (i.e., produce through three-dimensional printers) any part you need. In other words, the evolution of technology has enabled a completely new way to view how you construct and display an asset to maximize that asset’s value.

Looking forward: How intelligent content will shape content marketing

My conclusion – what gives me hope – is that intelligent content, and ICC specifically, can be a beacon for all manner of content pros, including:

  • Content marketers who can find powerful new practices and allies to help scale their efforts and make their approach more strategic, more scalable, and more efficient in their large enterprise
  • Content strategists who can find friends in marketers who are developing deeper, more valuable content-driven experiences to differentiate the business
  • Individuals who identify as both content marketers and strategists who can find new colleagues with whom to share, learn, evolve, and expand their efforts
  • And those who haven’t identified themselves yet who will simply find new friends and guideposts to help them develop a career that’s meaningful to their passion

It’s a grand adventure ahead. The search for intelligent content in the universe continues. Let’s go find what it all means together.

I’m hoping that’s a helpful response to Jay’s excellent question.

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Cover image by Joseph Kalinowski/CMI

Author: Robert Rose

As the Chief Strategy Officer for the Content Marketing Institute, Robert Rose leads the client advisory, education and training practices for the organization. As a recognized expert in content marketing strategy, digital media and the social Web, Robert innovates creative and technical strategies for a wide variety of clientele. He’s advised large enterprises such as FedEx, Dell, AT&T, KPMG, Staples, PTC and Petco.                                                                                                                                                                                                                                                                                                                                    Robert’s highly anticipated second book - Experiences: The Seventh Era of Marketing, has just been published. His first book, Managing Content Marketing, spent two weeks as a top ten marketing book on Amazon.com and is generally considered to be the “owners manual” of the Content Marketing process. Robert is also the co-host of the podcast PNR’s This Old Marketing, the #1 podcast as reviewed by MarketingPodcasts.com. Follow him on twitter @Robert_Rose.

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  • http://www.imaginepub.com Alex Braun

    Thanks for posting the screenshots!

    I think one of the reasons many people have a hard time grasping intelligent content is that we write so much about it, but it’s really more of a visual concept.

  • http://sorryformarketing.com Jay Acunzo

    You’re both a great teacher and a generous one. Totally get it now – thanks Robert! And thank God there’s a way to make logical, useful sense of the chaos we create in this weird world of content.

    (Cue the More You Know rainbow graphic.)

    • http://www.adaptivemarketer.com Robert Rose

      OMG Jay I’m so stealing that – “the more you know rainbow”… Or, maybe we should get the old GI-Joe PSA things… That would be awesome… In all seriousness, thanks for your inspiration…. and of course for the kind words.

      • http://sorryformarketing.com Jay Acunzo

        Hey whenever my ignorance can inspire others, I put that day in the win column 😉

  • http://joedaniel.com/ Joe Daniel

    Thanks for this. “Intelligent Content” seems to describe the content we all strive to produce, but gives us a little clearer vision of what that outcome should look like and the approach to getting there.

    • http://www.adaptivemarketer.com Robert Rose

      Thanks Joe…. I appreciate that very much.

  • http://www.contentrules.com Val Swisher

    As a long-time practitioner of intelligent content, I think that this article has THE BEST description with the clearest definitions I have ever read. Bravo, Rob! You’ve done it again.

    I will be sending people to this post again and again when they need to better understand what intelligent content is, how it looks in real life, and why they care. Thank you!

    • http://www.adaptivemarketer.com Robert Rose

      Val… thank you so much… You and I have shared many a beverage working this out over the years… I’m just glad it’s all coming together!!

  • http://www.freelancewriterinchicago.com/ Dan Stelter

    I must say this is all new to me. I certainly feel more intelligent for reading it all. And it’s spot on – these techniques are those small edges I need to use to get ahead of the competition.

    • http://www.adaptivemarketer.com Robert Rose

      Dan…. So glad that it resonated… Thanks for that!

  • Mike Myers

    Robert: Thanks for making the crazy-complicated a little less so, as usual. Just when us marketers think we have a handle on content marketing, along comes this intelligent content thing (which has been around for a long time, I understand) and we all need help. So glad we can look to CMI for that help. Thanks again!

    • http://www.adaptivemarketer.com Robert Rose

      Mike… thanks for all your support… I’m so glad it’s working… And I happen to know you’re living this right now :-)

  • http://mattlaclear.com/ Matt LaClear

    Intelligent content is an approach! This is one of the best explanations I’ve come across. I also like how you’ve broken down the different types of content and made it all digestible. While content is frequently created for a particular audience or need, intelligent content can be adapted to meet an entirely new need. It’s much the same as responsive web design. Thanks for sharing some major insights on a topic that’s starting to make a lot of headway.

    • http://www.adaptivemarketer.com Robert Rose

      Matt thanks so much for those kind words… I’m so glad that it’s clearer now. We’re admittedly on a bit of an exploration ourselves. Thanks for coming along for the ride….

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  • http://www.wordspicturesweb.com/ Buddy Scalera

    Very meta approach using the Intelligent Content Conference website to illustrate intelligent content. Makes me want to go to the event in San Francisco next week. Oh wait, I am going.

    • http://www.adaptivemarketer.com Robert Rose

      See you there Buddy!!

  • Steve Walker

    Nicely done Rob! Your example really helped pull together the concepts. I won’t be able to make ICC this year but I am sure it will be a great event!

  • omaha reader

    Great overview. Intelligent sounds a lot like well-designed! Ah, the meta organization of knowledge . . .