Intelligent content is content which is not limited to one purpose, technology or output. It’s content that is structurally rich and semantically aware, and is therefore discoverable, reusable, reconfigurable and adaptable. It’s content that helps you and your customers get the job done. It’s content that is limited only by our imaginations.

With intelligent content you can:

• Automatically deliver to multiple channels
• Personalize content
• Enable customers to easily find the information they need no matter how complex their requirements
• Let your customers build their own unique information products
• Deepen your customer relationship
• Share content across organizational silos
• Manage content throughout its lifecycle
• Rapidly adapt information to changing needs

To enable intelligent content you:

• Develop customer personas
• Design the content with those customers in mind
• Structure the information before you create the content
• Create metadata that supports search, for both authors and customers
• Apply metadata to content at a level of granularity that supports its final use
• Manage the information so that it remains up-to-date and relevant.

Want an example?
If you’re managing a website, you can ensure that your customers can find the information they are looking for. Because the information has been tagged with metadata during the content creation cycle, it’s easily discoverable by search engines. And because you’ve thought about your customer and structured the information in a logical way, you’ve already given them a helping hand when finding information in your content by organizing it in a logical manner. More importantly, because it’s tagged, you can personalize the content for returning customers, so they see what they want – or need – to see.

Another one?
If you publish material on a website and on paper (a journal, magazine or newsletter for example) you can create content specifically for each of those outputs. Depending on your needs, the content could be the same, with differences in visual style. The content could be different – more detailed in the print version perhaps, or extra supporting information, such as animations or video could be included with the online version. And when you change information, the content would be available for ‘publishing’ via both media, according to your requirements, formatting rules and schedule. Automatically.

For more information, visit the Rockley Group website for whitepapers on Intelligent Content.