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Book Cover
E-book
Author Rockley, Ann., author

Title Intelligent content : a primer / Ann Rockley, Charles Cooper and Scott Abel
Published Laguna Hills, CA : XML Press, 2015
©2014
Online access available from:
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Description 1 online resource
Series The content wrangler content strategy series
Content wrangler content strategy series
Contents Intelligent Content; Inside Cover Page; Copyright Page; Table of Contents; Foreword; Preface; What is Intelligent Content?; The three capabilities of intelligent content; Discoverable; Reconfigurable; Adaptable; Intelligent content makes us more capable; The five characteristics of intelligent content; Modular; Structured; Reusable; Format free; Semantically rich; Why Do We Need Intelligent Content?; The first challenge: Lack of talent; The second challenge: Lack of awareness; Reimagining the way we work; Why Do Content Marketers Need Intelligent Content?; The Benefits of Intelligent Content
Case Study: HMO Increases Revenue and Customer SatisfactionPossibilities; Adapting content based on location; Adapting content based on user history; Adapting content based on user data; Adapting content for multi-channel display; Adapting content for the Internet of Things; The possibilities are virtually limitless; Overcoming Objections to Intelligent Content; I'm Marketing, it's just for technical content; We can't review content in modules; we need content in context; It's only about reuse; It takes too long to implement; It's too hard to do
Contributing to the bottom lineIncreased sales; Increased productivity; Agile content; Reduced translation cost; Reduced risk; Intelligent Content in the Organization; Content marketing information; Traditional marketing content; Product and support content; Learning and training content; Employee-focused content; Opportunity: Increasing Customer Engagement; Linking; Progressive disclosure; Opportunity: Increasing Service Revenue; The scenario:; A vision of the future; Opportunity: Preparing Content for the Future; Building Blocks: The Content Perspective; Modular; Structured; Reusable
It's not about content, we just need new technologyIt costs too much; Intelligent content is only for regulated industries; We're too small to use intelligent content; We're too big to use intelligent content; Intelligent content requires new technology; I'll lose control/creativity; Transitioning to Intelligent Content; Culture; Take advantage of existing processes and procedures; Look for change champions; Ask the right questions; Promote possibilities, but don't over promise; Select the right first project; Think big, act small; Plan ahead -- and, plan for changes in our plan
Manual content reuseAutomated content reuse; Format free; Semantically rich; A semantically structured story; Building Blocks: The Technology Perspective; Content management; Modular, component-based content; Structured content; Reusable content; Format-free content; Semantically rich content; Authoring; Modular component-based content; Structured content; Reusable content; Format-free content; Semantically rich content; Case Study: Investment Bank Increases Sales and Reduces Campaign Development Time; Case Study: Medical Device Company Slashes Production Time and Translation Expenses
Summary Today, everything is marketing. All of the content we produce affects the customer experience. Therefore, all content is marketing and all content producers are marketers. Intelligent Content: A Primer introduces intelligent content: how it works, the benefits, the objectives, the challenges, and how to get started. Anyone who wants to understand intelligent content will get a clear introduction along with case studies and all the reference information you could ask for to make the case for intelligent content with your management. Intelligent Content: A Primer is written by three leaders in content strategy and content marketing. Ann Rockley is widely recognized as the mother of content strategy. Charles Cooper, co-author with Ann Rockley of Managing Enterprise Content, has been been involved in creating and testing digital content for more than 20 years. And Scott Abel, known as The Content Wrangler, is an internationally recognized global content strategist. Together, they have created the definitive introduction to intelligent content
Bibliography Includes bibliographical references and index
Notes Online resource; title from PDF title page (EBSCO, viewed October 14, 2015)
Subject Consumer education -- Purchasing.
Form Electronic book
Author Abel, Scott, author
Cooper, Charles, author
ISBN 1457191318 (electronic bk)
1457191334 (electronic bk)
9781457191312 (electronic bk)
9781457191336 (electronic bk)