Intelligent Content is a Balance Sheet Asset
In episode 5.5 you’ll meet the Content Wrangler – Scott Abel. You’ll learn all about intelligent content….
Have you ever tried to download software and the experience required you to read a set of different instructions “if you’re on a PC” or “if you’re on a Mac.” I never thought much about that until Scott opened my eyes about intelligent content. It turns out this is an example of “dumb content.” Most content is dumb. It doesn’t have information that would facilitate moving around to different devices to meet the unique needs of the consumer.
Intelligent content is getting the right content to the right customer, at the right time on the device they are using in the moment. It’s content that machines and humans can both understand.
Most businesses have more than one customer segment. Intelligent content is capable of serving the right content to each segment, not just by persona or demographics, but also at the device level. Imagine consuming an article with an offer to download something with the download offer being unique to the device you’re using in the moment. Downloading content is a different experience on a desktop, smartphone, tablet or on bluetooth while you’re mobile.
In this episode, Scott explains the 5 key elements to intelligent content. He also provides relevant examples in practical, easy to understand context.
Scott co-authored a book titled The Language of Content Strategy, which he crowdsourced with 51 authors. Scott puts on conferences on this topic. The next Intelligent Content conference is for Life Sciences May 8th and 9th in San Jose, California. His annual Intelligent Content conference is in February.