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From the 2016
“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
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
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.
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.
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 Once
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.
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
Don’t spend time re-creating
content assets when you can
reuse what you’ve got.
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.