Ann Rockley, defines intelligent content as “structurally rich and semantically categorized, and therefore automatically discoverable, reusable, reconfigurable, and adaptable.”
Explained into understandable and usable English:
Instead of using the same content for every channel (Print, Smartphones, tablets, laptops, desktops, …), the content should adapt, adjust and format itself suiting to the channel it will be used for. For each channel the content will be changed and reformatted in order to suit the requirements of each channel.
This is in order to avoid that prospective customers can’t find the information they are looking for and move to another content provider which presents information they are looking for in the format they want to use.
Structural rich content
The goal is to automate the content assembly and delivery processes.
In order to make your content intelligent which allows for systems to process it automatically, you need to remove formatting from the source files and add structure. These are predetermined organizational patterns supported by metadata tags.
The structure of the content allows to become appropriate to various output channels.
Benefits of structurally rich content
1) Cost reduction:
Requires less time to create for the authors.
Reviewing is easier for the reviewers as it is uniform across all channels.
Structured content is more manageable as it is identical across all channels.
The cost of publishing is eliminated as the costs of adapting your content for multiple devices is nonexistent.
As authors follow a pattern they are able to create content faster. Using patterns guide the authors during content creation.
3) Unified for reuse:
As the content is properly structured the components are truly reusable and appears unified.
Consistency by predictability:
For automating delivery of the content a high level of predictability is required.
By using style sheets and instructions for controlled structures allow automated processing compared to non-structured content which needs to be adapted for each channel.
Will you change your content creation to intelligent content ?