Intelligent content is an approach to the management of content as a business asset that includes content that is modular, structured, reusable, format-free and semantically rich. This, in turn, makes the content discoverable, reconfigurable and adaptable for its creators, such as marketers, according to Ann Rockley, founder of The Rockley Group, who shared that definition from her book, “Intelligent Content: A Primer.”
Intelligent content can be an asset for marketers, but it often depends on your use cases and content needs to determine whether you should implement the practice in your organization. So. we asked practitioners and experts for their thoughts on today’s intelligent content concepts, best practices and key definitions and components in order to determine if it’s something that should make its way into your marketing programs.