Slides from the webinar of the same name, hosted by Mintent Software (https://www.getmintent.com/blog/resources/intelligent-content-demand-webinar/): How intelligent content can bridge the divide between the latest ‘hot’ topics, and content that outlives the rest by being useful for audiences over long periods of time. You will hear from Mintent CEO Matt Dion, and world-renowned content strategist- Noz Urbina about how you can rethink your content to allow assets to nurture leads with up-to-the-minute fresh content, while still making those same assets deliver longer term ROI. You'll also learn to break out of the struggle of justifying creation of content that goes through a short commission-publish-forget cycle. Get practical tips for getting started today!

1. Playing to Win with
Intelligent Content:
How to create topical & evergreen content at scale

2. 2
Your Speakers
Noz Urbina
Founder & Content Strategist
• Content strategist & modeller
• Consultant/trainer in H2H (B2B/B2C)
• Author
• Futurist
Matt Dion
CEO, Mintent
• Thought leader in the areas of digital
marketing, experience-driven commerce,
commerce strategy, marketing, and
business development.

3. 3
Why now?
Digital Transformation is creating a
new reality for marketers.

4. 4The new reality for Marketers
• The role is bigger - marketers
need to drive customer
experience, brand awareness
and revenue
• Marketers need to show the
impact they are having on the
organization

5. 5The only way to differentiate

6. 6Content = lots of spent money
• $10 billion spent on content in 2016 in the US
• 76% of marketers will increase their content
spend next year

7. 7Yet…the results are disappointing
80% of marketers surveyed
said they make content that
customers value.
50% of buyers told us that most
content they got from brands
was “useless”.

8. 8
What the…..?

9. 9Marketing Complexity
❑ Source: Gartner

10. 1
0
Topical vs. Evergreen

11. 11
• Related to specific
current events
• Goes stale fast
TOPICAL VS. EVERGREEN
• Long-term
interest
• Hard to balance
spend with
topical
Topical
deliverables
Evergreen
deliverables
Supporting
information

12. 1
2
How intelligent content helps

13. 13
• Content is the strategic business asset (not the deliverables)
• Semantically categorised
• Format-agnostic
• Reusable
• Adaptable
• Automation-ready
HOW INTELLIGENT CONTENT
HELPS
What is intelligent content?

14. Adding rigor to content

15. Adaptive
The more we can make our content adaptive, the more we can
realistically deliver tailored, high-value content without running out
of budget, resources, or time.
Me – “How to Adjust Your Content Strategy for Adaptive Content Personalization” bit.ly/ac-how2
Image: Moyan Brenn

16. 16Intelligent, Adaptive Content
Scenario A Scenario B Scenario CPool of modular
components
Content reuse

17. 17Intelligent, Adaptive Content
• Write in modular components that answer audience questions
• Ensure that a component
– makes sense on its own without further context,
– has a specific purpose,
– be able to take a descriptive title, and
– has a specific expected user response.
High level guidelines

18. Pharma
Study reports
Quick answers (a few lines)
Overview (FAQ, a few paras)
Medical Letters (learning)

19. 19
HOW INTELLIGENT CONTENT
HELPS
Repurpose vs. reuse
Deliverable A Deliverable B
Deliverable C
Pool of modular
components Campaign/objective/purp
ose A
Campaign/objective/purp
ose B

20. 2
0
Creation process

21. 21
CREATION PROCESS
Ensure consistency
internally and externally
Label
Provide clear, useful labels
Chunk
Identify the optimal size of a unit of
information
Determine relevance
Identify types of information & audience(s)
• Determining the scope and
audience requirements
• Chunking it into usable
blocks
• Remove any information that
is redundant or irrelevant to
your end users.
CREATION PROCESS

22. 22CREATION PROCESS
Ensure consistency
internally and externally
Label
Provide clear, useful labels
Chunk
Identify the optimal size of a unit of
information
Determine relevance
Identify types of information
• Group similar information
according to subject
• Define and tag evergreen vs
topical
• Tag according to when it
needs to be refreshed

23. 23CREATION PROCESS
Ensure consistency
internally and externally
Label
Provide clear, useful labels
Chunk
Identify the optimal size of a unit of
information
Determine relevance
Identify types of information
• For external titles use the user-
relevant terminology
• When not showing titles, create
internal-only titles for
organization and curation
purposes
• You can have both!

24. 24CREATION PROCESS
Ensure consistency
internally and externally
Label
Provide clear, useful labels
Chunk
Identify the optimal size of a unit of
information
Determine relevance
Identify types of information
• Check your
terminology,
structure, and facts

25. 2
5
Information Types

26. 26
Information types are fundamental classifications of
content that work across all projects
• A content meta-model
• The basis for your application- or business-specific
content models
INFORMATION TYPES
Basic Information types

27. Reference
Principle
Task
Process
Concept
“We will be flying
at an altitude of
35,000 feet.”
“Always put on
your oxygen mask
before assisting
other passengers.”
“To open the
emergency exit,
look out the
window, pull the
lever, and push out
the exit door.”
“In the event of loss
of cabin pressure, an
oxygen mask will
drop from the
overhead
compartment.”
“On the right side of the
plane, you can see a
great example of a
cumulonimbus cloud ”
Narrative
“Flying has been
our passion since
we started the
company. Let us
fly you to your
next travel
experience.
Ornamenta
l“Fly the friendly
skies”
Basic Information types

28. 28
INFORMATION TYPES
Information type Expected user response
Reference To simply to know the facts as conveyed
Concept To learn about and understand a new idea or category of thing
Principle To change their behaviour according to the new information and parameters
they’re being given. To comply or be advised
Process To understand how actors in a system interact. To know who (or what) does
what
Task To be able to follow a series of commands to achieve a result
Narrative To engage with the story being told or the speaker telling it. To respond
emotionally. To understand context of other content
Ornamental To make an emotional association with the surrounding content. To better retain
retain the surrounding content in memory.

29. 29
INFORMATION TYPES
Reference
• What is this?
• What are the facts?
(source)

30. 30
INFORMATION TYPES
• What is this?
• What are the
facts? (source)

31. 31
PRINCIPLE
• What should or
must I do (or not
do)? (source)

32. 32
PROCESS
• How does it work?
• What happens?
• In what stages? (source)

33. 33
PROCESS
• How does it work?
• What happens?
• In what stages? (source)

34. • What do I do?
• What are the
steps? (source)
34
TASK

35. • What do I do?
• What are the
steps? (source)
35
TASK

36. 36
NARRATIVE
• What’s your opinion?
• What’s the context?
• How am I involved or
affected? (source)

37. 37
NARRATIVE
Item Example
Tagline Fly the friendly skies!
Where do you want to go today?
Bringing people together
Visuals / non-UI
iconography
Reusable “Blurb” text True arts marketing pros live for the blurb. Write concise and compelling blurbs and
you WILL sell more shows.
Paul Simon rides again alongside musical brother-in-arms Sting. Revel in Graceland-
era hits alongside new music and inspiring collaborations. (source)
Note: Unlike other infotypes, ornamental content has no substructure and has no need for user-oriented title. Internal-only titles will be needed for
findability in a management system

38. 38
NARRATIVE
Source:
blogs.position2.com/google
-in-the-micro-moment

39. 3
9
Content types

40. 40
MIXED UP CONTENT
A specialized content type
Reference
Principle
Ornamental
Reference

41. 41
CONTENT MIXES
Before

42. 42
CONTENT MIXES
Study
Before After

43. 43
CONTENT MIXES
Before After
StudyShort
Description
Title of Methods Block
MethodsBlockBody
Study
Patient
Characteristics
Sub-block

44. 4
4
Examples: Content remixes

45. 45
The 5 most important marketing tactics for B2B
businesses are, in order:
1. In-person events
2. Webinars/webcasts
3. Case studies
4. White papers
5. Videos
(Source: CMI)
CONTENT MIXES
Most important (B2) CM deliverables

46. 46
CONTENT MIXES
Most important (B2B) CM deliverables
Topic Overview
Case Study
>
>
Title, Short
description
Video
Title, Image,
Short
description
Video
Blog Posts
>
(source)

47. 47
CONTENT MIXES
Most important (B2B) CM deliverables
Topic Overview
Case Study
Whitepapers
>
>
Title, Short
description
Video
Title, Image,
Short
description
Video
Blog Posts
>
(source)

48. 48
CONTENT MIXES
Most important (B2B) CM deliverables
Topic Overview
Case Study Leaflets
Whitepapers
>
>
Title, Short
description
Video
Title, Image,
Short
description
Video
Blog Posts
>
(source)

49. 49
CONTENT MIXES
Most important (B2B) CM deliverables
Topic Overview
Case Study Leaflets
Whitepapers
>
>
Title, Short
description
Video
Title, Image,
Short
description
Video
YouTube,
FB, Vimeo
(w/ subtitles)
Blog Posts
>
(source)

50. 50
CONTENT MIXES
Most important (B2B) CM deliverables
Topic Overview
Case Study Leaflets
Whitepapers
>
>
Title, Short
description
Video
Title, Image,
Short
description
Video
Blog Posts
>
(source)ToC > Webinar
outline
YouTube,
FB, Vimeo
(w/ subtitles)

51. 51
CONTENT MIXES
Most important (B2B) CM deliverables
Topic Overview
Case Study Leaflets
Whitepapers
>
>
Title, Short
description
Video
Title, Image,
Short
description
Video
YouTube,
FB, Vimeo
(w/ subtitles)
Blog Posts
>
(source)
How to atomize 1
piece of killer
content into 10
(source)
“We atomized our
content, and
revenue bumped up
28%”
“We atomized our
content, and
revenue bumped up
28%”
ToC > Webinar
outline

52. 52
The 5 most important marketing tactics for B2B
businesses are, in order:
1. In-person events
2. Webinars/webcasts
3. Case studies
4. White papers
5. Videos
(Source: CMI)
CONTENT MIXES
Most important (B2) CM deliverables

53. 53
CHALLENGES

54. Industrial trade
magazine article

55. 55
CONCLUSION
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56. 5
6
Questions?
Contact us at:
matt@getmintent.com
noz.urbina@urbinaconsulting.com